The last stretch of the year is the time when most companies begin the planning process and budget for next year. And seemingly, ROI is important than ever. While ROI has a tracking advantage, as compared to offline media, integrating it can be a bit challenging. So how do you integrate SEO in this tracking process? Depending on the data and the tools that you can access in your company, how you will track ROI may be different. Here are some of the 2017 SEO trends.
Proper Google Search Console Setup is Key
When it comes to understanding measurements that you cannot ascertain on your own, Google Search Console (GSA) is very important. You might be wondering why, right? Advertising using platforms such as Google AdWords provides you with Click Through the Rate (CTR) and impression data. This allows you to know how many people seemed interested when presented with your message. This is often a bit challenging with organic search. Unless you use GSC, it would be difficult to know how many people searched for your keywords.
Know Your Attribution Model
If you haven’t done this, then perhaps this is the best place to start. Typically, this is the basis for giving credit to each marketing model. Since each model is unique, it’s important to determine which one fits your organization. The most common ones are a single source, first touch, and last touch. While the first touch credits the first channel, the last touch gives credit to the last lead used to reach your website. However, if you want to track customer’s fractional attribution you need a CRM or new field for marketing automation.
Ensure Your Site Analytics are Optimized
When it comes to understanding ROI, optimizing Google Analytics (GA) is very important. To track your ROI, you need to add your websites domain to the exclusion list, set up goals, set up eCommerce tracking, pay attribution model tool and connect GSA to GA. You can also try to upload your offline sales data into GA if you really want to look sophisticated. Whether you have a developer or not, you can still do this manually. Through this, you will know how much of what you should know about sales data including lifetime value.
Include Market CRM and Market Automation
Website analytics are important but they cannot locate individual buyers. But what can you do? You need to integrate your CRM and marketing automation tools. Unlike Google Analytics, CRM and marketing automation deals with engauging the potential customer personally, allowing you to obtain identifiable information. New tools are being released now that allow you to setup different types of automation, making this is one of the best 2017 SEO trends.
Start Measuring Reports
In terms of conversion, organic search plays a critical role. It’s, therefore, very important to Start measuring reports. By using data Import for GA, you can actually track Average Order Value (AOV) in GA. Once you have listed all your customers from the organic channel you can know about the average lifetime value. This is very helpful because when you run them against other channels, you will realize that organic search has high values.
Boost Your Conversion Rate Optimization
Once you have determined real traffic numbers, concentrate on how to improve them. If you have lots of traffic on your site but the traffic is not helpful, consider testing improvements by using rate optimization techniques. A/B testing is becoming standard in conversion optimization, but there are many ways to see how your site is converting. Above all, remember ROI is all about revenue and not traffic hence do what you can to improve organic search to conversion so that visitors can influence your ROI. To learn more about 2017 SEO trends, speak to a conversion consultant today.