Measuring your small business SEO and internet marketing results can be tricky. Too many small business owners measure the wrong things.
What’s the Best Measurement of Small Business SEO Success?
What’s the source of sales and revenue for your business or organization? I can tell you one thing, it’s not traffic. Yet, many small business owners will obsess over search engine traffic. There’s a note on my desk that says sales, not traffic.
Now, yes you need people coming to your website and in SEO it’s called traffic, but traffic is not prospects or customers or sales. Sales and revenue are the measures of your success and SEO should be measured as:
- Sales directly attributed to SEO
- Cost of SEO Customers
What’s Most Important to You?
My ideal customers is ___________. That’s who you are after with SEO. In a small business SEO campaign, why not go after them first. Then the next most ideal and then the next. What do they want and how can you give it to them? If your ideal customers were to search for you or your competition, what search terms would they use?
Throw It Over the Wall SEO
Many small businesses do not target their ideal customers because of throw it over the wall SEO. You know how it works. Small business owners don’t have time to do this stuff. They hire a company that doesn’t know their customers to do it. There are some cases where this will work, but not as well as if the managers and owners were involved.
For instance, if you hired me as your real estate SEO specialist, I would know enough to get you ranked for many of the right terms, but I would still need to spend time with you to flesh out those things most important about your local market. Those sessions would probably be the most important in the entire process. Please, don’t throw your SEO over the wall.
How Do You Know SEO is Working?
How do you tell if your local SEO is working? You will need some way to measure the source of contact. Now this is not as easy as we would like it to be, especially if you advertise extensively. One simple way of tracking is to ask how you heard about us, but it’s not very scientific. Coding can work, but don’t use a special phone number because that can cause local SEO problems.
Google Analytics is a tool that will give us good information; probably good enough to tell us what’s working and what’s not. Using Google Analytics we can see where visitors come from, where they go and how long they stay. For instance, if you were selling luxury homes in Winter Park, we could see how many visitors came to that page or group of pages, how they got there and how long they stayed. You could see if they go to your contact page, but we can’t see if they call you.
These measurements are not going to be exact. No one has invented an automated tool for that and people frequently give us incomplete or poor information. Our advice, pick a method, stick with that method and measure the relative value in increased sales and revenue from your small business SEO program. Once you have the best idea of how much of sales is coming from SEO, you can look at your costs and determine your return.