Traditionally, Return On Investment (ROI) is determined by looking at profits versus expenses; however, SEO can be tricky because while it leads to increased traffic and link building, it does not directly translate to financial gain. SEO can help get people to your website and make your site more searchable. Still, it has no impact on your messaging, web design, usability, products, or other factors that directly impact revenue. You cannot look at just your revenue and determine your SEO strategy’s ROI.
There are several ways to look at ROI when it comes to your white label SEO agency. What you are spending and what services you are receiving will need to be considered along with increased traffic, unique users, overall conversions, and campaign-related conversations. These are the factors that will translate to increased sales, return business, and overall growth.
Conversions related to campaigns specify the increase in business directly related to a digital marketing campaign. Your website analytics will show you exactly where all your traffic is coming from and when, so you can determine what the driving force behind the increase was. Your digital marketing campaigns will combine your SEO with directed advertising, social media bursts, and email blasts. All efforts will utilize the keywords and keyword phrases researched and identified by your white label SEO agency. Your overall conversions will demonstrate your increase in searchability and brand awareness. If your conversions are consistently increasing, that is a sign that more people are quickly finding you online.
Search engine traffic is the traffic that you receive directly from searches people conduct online. Increased traffic is a good indication of the effectiveness of your SEO because it demonstrates a higher ranking in search and shows that people can find you utilizing the keywords and phrases you identified. The most prolific source is Google, which uses a complicated algorithm to identify websites, articles, and social media pages relevant to what users are searching for on the web.
An increase in unique users and traffic is also a compelling indicator because it shows you a break down of your repeat visitors and your new visitors. While repeat visitors are essential to the success of the business, you need to attract new visitors to grow your business consistently. Monitoring your unique visitors will show you the actual increase you are experiencing, as well as where those visitors are coming from, whether it is search, social media, through ads, or directly to your web address.
While it is difficult to put a dollar amount or percentage on the ROI you should expect, what you should expect is an increase in conversions, search engine traffic, and unique visitors. You can weigh the results you see against the money you invested in SEO. Some people will utilize the search engine ranking on short keywords as an indicator, but determining overall value is more complicated than that. The competition for keywords and phrases will directly impact search rankings regardless of the SEO services provided.
The bottom line is whether or not your business is growing with the help of your white label SEO agency. Without SEO services as part of your overall digital marketing plan, your business will not grow. The basis of digital marketing is making it easier for users to find your website and information. If you are not working on getting your information in front of users without them having any prior knowledge about you, they are not going to find you. While there are plenty of online businesses that appear to be overnight successes, that is never the case for long-term success.