In an article at MarketingProfs, Dan Skeen writes that search-engine optimization provides several return-on-investment measures with a greater potential impact on a company's bottom line than many traditional tactics. However, he notes, because SEO is less tangible than some other areas of marketing investment, it's often harder to clearly show how SEO delivers ROI. He offers an example: An eye-catching Flash video for your website, or a print campaign that's bursting with color, will no doubt have a more tangible impact in terms of persuasion in a business meeting than Web-based statistics.

"For marketers who place ... value on visibility, it's on us to clearly illustrate how SEO delivers results," Skeen surmises. It's time to add some sparkle to that SEO report!

Skeen offers key metrics often used to track SEO ROI—and suggests ways to punch up their impact on the marketing team:

Top Search Rankings. Establish a monthly report for your search rankings and track your leading competitors at the same time. Point out when you're winning!

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