A Lead GenerationSEO strategy is based on getting leads such as emails,calls for your services or product you offer whereas a Sales Conversion startegy is focusing on an outright conversion of a product.e.g ecommerce.
Goals help get things done,but goals should be tied to specific, measurable, results to ensure progress to an ultimate goal. In the rapidly-changing world of search engine optimization, it’s important to measure the right stuff — indicators that are relevant and reliable despite changes in the game such as continues algorithm updates from Google.
For lead generator sites, measuring performance is different, and more difficult, than for advertising or e-commerce sites. In a lead generation site, the ultimate conversion of a potential customer to an actual customer occurs offline, but the website assists the sale by snagging qualified leads.
Be Visible specialises in both SEO lead generation and sales conversions.
Some websites exist solely for the purpose of generating leads, but many sites that generate leads may also serve additional functions such as generating online sales, assisting customer service by providing information, or branding. This piece focuses on KPIs ( Key Performance Indicator ) for the lead generation component that can gauge the performance of the entire SEO campaign on a macro-level.
All lead generator sites should use the following 3 KPIs ( Key Performance Indicator ) for SEO :
1. SEO Traffic (best metric = targeted non-branded organic traffic) 2. Leads (best metric = estimated total value of leads from SEO traffic) 3. Overall Return on Investment
Properly measuring, attributing, and weighting these 3 SEO key performance indicators is where most companies fall short.
1. Traffic from SEO
Organic non-branded traffic is the go-to metric for determining the quantity of SEO traffic. Organic traffic is visits that occur from clicks in the non-PPC portion of the search engine results pages. You want further filter to non-branded organic traffic by excluding keywords that mention your brand(s), such as your website name or company name. The reason you exclude your brands’ keywords is that if someone is already searching for you, your SEO is not the marketing channel that is driving the traffic. Thus, SEO shouldn’t claim credit for branded traffic.
2. Leads through SEO
As academic as it seems to state that lead generator sites should be looking at leads, it is rare that SEO leads are measured, attributed, and weighted properly.But one can through google analytics goals,set up for your business by Be Visible.
SEO Lead Measurement
Some SEO leads are easier to track than others. Most people think of web contact forms or request for quote forms when they think of online leads. Yet there’s more; most users prefer other methods of contacting companies like e-mail or phone. You should set goals in your analytics package for as many types of leads as possible.
First, if you have different forms on your site, we will set different goals for each main type.
You the business should also make an attempt to at least estimate the number of phone calls made by potential customers who found your company via search engine. There’s a few ways to do this, all with pros and cons. For example, you can train the people answering the phones to ask, “How did you find out or hear about us?”
The important thing is that you properly identify the types of leads that can be attributed to SEO and make an effort to estimate the number of each type of lead.
3. Weighting SEO leads and ROI ( Return on investment )
The number of leads from SEO is a primitive metric. The number of leads is much less indicative of campaign effectiveness than the total value of leads from SEO traffic.
A large number of leads means nothing if the leads are poor quality. One element of lead quality is likelihood of sale. For example, you may have created great informational content on selecting widget specifications that boosts SEO traffic and increases your leads by 50%. But if all the leads turn out to be unqualified because they were emails from college students asking questions about widget specs for research purposes, then no value was truly added.
Another element of lead quality is the value of the sale. For example, 1 lead for a deluxe custom widget worth R10,000 is far superior to 10 leads for R100 standard widgets, assuming a 50% close rate for both. It is much easier for an SEO to score leads for low-value goods or services than expensive high-consideration purchases. Also, when determining lead value, companies should look beyond the one-time sale and into the lifetime value of a customers’ repeat business.
The quality of leads tends to vary depending on type of lead and source of lead. Examine the close rates and revenue from each type of lead (remember you should be tracking by type) and assign a value for each lead type based on that data. You can then assign this value in your analytics package so you can get at-a-glance numbers on lead value.
The next step would be to estimate the value of conversions assisted by the SEO.
Add the estimated value of the last interaction conversions and conversion assists together and you will have determined the approximate value of SEO leads.