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ROI is specific to each client. For some it’s easy – sales. For non-ecomm sites it can be more difficult.
Some options we’ve tried in the past is to assign a value to forms submitted (for example) or click to call links. But those aren’t the most accurate metrics.
All to often I find clients don’t even know where their clients came from. Only a handful of mine actually ask how someone found them, and in most cases it’s “online”. But when you press them – was it Google? Facebook ad? LinkedIn? They of course don’t know because the customer doesn’t remember.
And that leads to my next point – most modern marketing requires multiple touch points. Someone may have seen an ad on Facebook, but searched google to find more info, viewed some reviews on the business, browsed their other social media before finally visiting the site.
So how do you assign a value to all those touchpoints? Or even determine if those different paths exist?