{"id":1782,"date":"2011-08-17T15:57:40","date_gmt":"2011-08-17T10:27:40","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=1782"},"modified":"2025-04-29T14:55:54","modified_gmt":"2025-04-29T09:25:54","slug":"measure-seo-roi","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/measure-seo-roi\/","title":{"rendered":"How to measure return on investment on your SEO efforts"},"content":{"rendered":"\n<p>Previously on this blog, we talked about the <a href=\"https:\/\/vwo.com\/blog\/ab-testing-gets-you-promotion\/\">impact of A\/B testing<\/a> on SEO. Now, in this post, we talk about how to calculate ROI for your SEO efforts. This is a guest post by Prashant Puri, who is co-founder of AdLift.com \u2013 a niche SEO firm in the SF Bay Area. Previously he was Head of Global Search for Shopping.com (an eBay Inc. Company).<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>Measurement is the first step that leads to control and eventually to improvement. If you can&#8217;t measure something, you can&#8217;t understand it. If you can&#8217;t understand it, you can&#8217;t control it. If you can&#8217;t control it, you can&#8217;t improve it.<\/em><\/p>\n<cite>Anonymous<\/cite><\/blockquote>\n\n\n\n<p>The sentences above basically sum up the importance of measuring your SEO initiatives \u2013 only if you can measure SEO ROI can you improve it. Here&#8217;s how you get started with it:<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Keyword Segmentation\" id=\"keyword-segmentation\" data-menu-id=\"keyword-segmentation\" style=\"text-align:left\"><strong>Keyword Segmentation<\/strong><\/h3>\n\n\n<p>You must exclude your own branded keywords from analysis before <a href=\"https:\/\/vwo.com\/blog\/roi-of-experimentation\/\">calculating ROI<\/a>. This needs to be done because many users will search for your brand on search engines instead of typing in your URL directly. But those searches aren&#8217;t due to your SEO efforts, hence they need to be excluded. Use your analytics tool to segment keywords into 2 buckets:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Branded<\/li>\n\n\n\n<li>Non-Branded<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s how you can do this (using Google Analytics as an example) \u2013<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"240\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/ga-segment1.png\" alt=\"snapshot of the GA segment selected\" class=\"wp-image-1784\" title=\"ga-segment\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/ga-segment1.png 630w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/ga-segment1.png?tr=w-375 375w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n\n\n<p>Once you exclude your brand terms \u2013 plot the traffic graph for your non-brand terms.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"218\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/ga-increase.png\" alt=\"snapshot of the increase in traffic from SEO efforts\" class=\"wp-image-1785\" title=\"ga-increase\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/ga-increase.png 630w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/ga-increase.png?tr=w-375 375w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Calculating ROI\" id=\"calculating-roi\" data-menu-id=\"calculating-roi\" style=\"text-align:left\"><strong>Calculating ROI<\/strong><\/h3>\n\n\n<p>It\u2019s easy to export this data and calculate the % increase in traffic or revenue (if you have eCommerce tracking in place \u2013 highly recommended). Once you have the revenue number you can calculate the ROI from your SEO efforts \u2013<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"479\" height=\"105\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/roi.png\" alt=\"formula showing the calculation of ROI from SEO\" class=\"wp-image-1786\" title=\"roi\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/roi.png 479w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/roi.png?tr=w-375 375w\" sizes=\"(max-width: 479px) 100vw, 479px\" \/><\/figure>\n<\/div>\n\n\n<p>It\u2019s relatively easy for eCommerce websites to calculate this once you have the tracking in place; however, the tricky part is for non-eCommerce websites to estimate ROI on SEO. This is where tracking conversions and setting goals becomes crucial \u2013 a conversion might be a sign-up, email opt-in, or just pageviews which drive up your advertising revenue.<\/p>\n\n\n\n<p>Once you\u2019ve identified your conversions and set this up the next step is to attribute a revenue number with each conversion. Let\u2019s say you make $5 RPC (revenue per conversion) \u2013 so if you drive 50,000 incremental visits at an average conversion rate of 5% and a RPC of $5 \u2013 your revenue generated is 50,000 x 5% x $5 = $12,500. Now that you have the revenue number you can calculate your SEO ROI. Moreover, you can also focus on implementing some <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/#seo-conversion-optimization\">useful CRO strategies<\/a> to boost your SEO efforts.<\/p>\n\n\n\n<p>SEO helps in increasing the incremental visits as you continuously invest in content and link development strategies. Another lever that you can pull to maximize revenue is the conversion rate on your website. <a href=\"https:\/\/vwo.com\/testing\/?utm_source=page&amp;utm_medium=website&amp;utm_campaign=interlinking\">VWO is a great tool<\/a> that can help you A\/B test landing pages to improve the overall conversion rate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h2>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Other interesting analysis on your SEO efforts\" id=\"other-interesting-analysis-on-your-seo-efforts\" data-menu-id=\"other-interesting-analysis-on-your-seo-efforts\" style=\"text-align:left\"><strong>Other interesting analysis on your SEO efforts<\/strong><\/h3>\n\n\n<p>Other SEO key performing metrics that help you analyze the performance of your SEO efforts are \u2013<\/p>\n\n\n\n<p><strong>1) Number of Keywords driving traffic<\/strong>: This is a great metric to track your overall on-page optimization efforts. This tells you the number of keywords driving traffic to your site. In Google Analytics go to Traffic Sources -&gt; Search Engines -&gt; \u201cnon-paid\u201d -&gt; under source choose \u201ckeywords\u201d.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"346\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/keywords-traffic.png\" alt=\"snapshot of the number of keywords driving traffic\" class=\"wp-image-1787\" title=\"keywords-traffic\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/keywords-traffic.png 630w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/keywords-traffic.png?tr=w-375 375w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n\n\n<p><strong>2) Number of Landing Pages<\/strong>: Another great metric to track, this tells you the number of unique landing pages that are driving traffic to your site. As your SEO traffic starts to grow you should start to see this number increase.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"347\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/landing-pages1.png\" alt=\"snapshot of the number of landing pages in the GA report\" class=\"wp-image-1789\" title=\"landing-pages\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/landing-pages1.png 630w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/08\/landing-pages1.png?tr=w-375 375w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n\n\n<p><a href=\"https:\/\/vwo.com\/glossary\/search-engine-optimization\/\">Search Engine Optimization<\/a> has evolved into being a highly effective marketing channel \u2013 and it is exciting to be able to track this very closely!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Previously on this blog, we talked about the impact of A\/B testing on SEO. Now, in this post, we talk about how to calculate ROI for your SEO efforts. This is a guest post by Prashant Puri, who is co-founder of AdLift.com \u2013 a niche SEO firm in the SF Bay Area. Previously he was&#8230;<\/p>\n","protected":false},"author":14,"featured_media":56953,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":3,"footnotes":""},"categories":[1857],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-1782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grow-traffic-and-subscribers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Measure Return On Investment On Your SEO Efforts<\/title>\n<meta name=\"description\" content=\"In this post, we talk about how measuring your SEO initiatives, can help you calculate ROI for your SEO efforts. 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