I recently attended a presentation on why search engine optimization (SEO) is a good value investment for company websites. The presenter demonstrated their company’s SEO ability by showing the increase in the number of visitors from a period before the work was carried out, to a period after the work was “completed”. Figures from 35% to 248% were given out which sounded fine.

However, there are 2 major issues to be aware of:

Firstly, additional visitors to a website, whilst might be helpful, isn’t always the right measurement because the true measure should be the quality of the visitors and how they interact with the website.

To illustrate this point, I once spoke to a managing director of an Oxford engineering company who was happy that is website received over 1,000 visitors a month and as a result said he didn’t require SEO for his website. He soon became a client, once I pointed out to him that just over one-third of is visitors were from China and had a 95% bounce rate.

The quality of the visitors can be measured in a number of different ways including looking at how they use the website and how they interact with the website – e.g. how long do they stay on the website, how many pages are viewed, AND crucially do they respond to the “Calls To Action” on the website and contact the company.

Secondly, cost-effect SEO is an ongoing process, not a “one-off” event that can be “completed”. Certainly, most websites will benefit from some SEO work being applied but the true value will appear from an ongoing program that enables the website to have continuous SEO applied.

This work can then reflect the many updates by Google who continually change the weightings that affect the factors that they measure to determine the search engine positions. Competitive factors can also be incorporated, as well as a methodical ongoing testing to see what works, what doesn’t and what can be improved, and make changes accordingly.

SEO can provide a very good ROI on marketing funds but to demonstrate its value you must apply it correctly and measure the critical KPI’s. Just like in a football match dominating possession with over 75% counts for nothing if you lose 2 – 1.

If you would like to try SEO to see how effective it would be for your company website, with measurable ROI and KPI’s, get in touch with Website DNA.