03
Aug
11

SEO Success Metrics–What’s Yours?

Why are you doing all this SEO stuff? What do hope to gain from the expense of time, money, and irritation that goes into a serious search marketing effort? You really should know the answer to this question before you embark on an SEO campaign. Otherwise, you’ll never know when you get where you’re headed and you’ll know if the trip was worth the effort.

Is it more visits? For some web endeavors, just getting people to the site is victory enough. Perhaps you have funding contingent on putting eyeballs on pages, or if your model involves selling space ads, the more visits, the higher the rate you can charge.

Is it more leads? Those businesses that rely heavily on sales professionals to close the deal, getting the contact info of qualified potential customers can be worth a whole lot of trouble. Of course, your sales staff still needs to be capable of closing.

Is it more sales? Well, there’s the obvious winner, right? Ecommerce sites with online purchase capacity can pretty easily connect the dots between search visits and completed transactions. Cha-ching!

Is it more sign-ups? What if all you’re looking for is a list of people who might someday be interested in your whatever. A list you can email newsletters, special offers, and the like, or a list you can sell to some filthy spammer somewhere. Nah, you wouldn’t do that.

Is it higher ranks for vanity keywords? Here’s every SEO pro’s favorite success metric. The Marketing Manager comes to you with a blank check and says “All my CEO wants is to get number 1 rank in Google for ‘arglebargle.’ Cost is no object.” This used to happen more, but still does. Maybe makes sense for branding campaigns, but who cares? This kind of campaign i’s an SEO’s wet dream.

Is it more magic pixie dust? Hmm? Is it? Well? Do you even know what you want from the SEO? You better find out. Tomorrow, we’ll take a look at how these different metrics call for differences in SEO campaigns.


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