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How Marketers Track SEO Performance Today


National and local marketing experts are constantly faced with the same challenge. Marketing experts understand the value of SEO, but there are many who still don’t know exactly what SEO is, let alone how SEO tactics can drive returns. A primary challenge is how to translate SEO jargon into data that others can understand and care about. The value of knowing returns and the larger picture is significant to business leaders. However, they often don’t concern themselves with minor aspects such as SERPS, backlinks and bounce rates, all of which are crucial to SEO.

From SEO to Corporate: Translation within the Business World

SEOs and local marketing experts know how to analyze data, but there’s a catch. People don’t care much about data and projections that are not directly relevant to them. SEO strategy needs to start with funding and resources. There needs to be support from supervisors to provide the resources needed so that marketers can successfully execute their SEO campaigns.

What Do SERPS Mean to an Executive Team?

It is very likely that most executives will be able to understand what a SERP is. Marketing experts can show examples of what SERPS look like and talk about why they are beneficial to SEO success. The same goes for keyword research, citation building, and backlinks. However, a frequent response from a business leader who is not an online marketing expert will be:

That’s nice. Why should I allocate funds for SERPS? What will keyword research do for the business unit I run? What kind of returns can I expect and when?

The Interdisciplinary Language of Cash

ROI might seem like a long shot, especially for SEO. An SEO strategy doesn’t result in overnight success. Experienced internet marketers know what to expect and how to track performance. However, it is essential to translate long-term vision and industry jargon into one simple thing, returns.

Go a step beyond basic SEO analysis. Track performance, and connect online marketing with ROI in a clear and concise way. Almost all national and local marketing experts know that it is not really simple, but it is possible to simplify SEO performance by eliminating everything that does not correlate with returns.

Big Data Analysis That Matters to Businesses

As a rule of thumb, any big data analysis that cannot be put into a 30-minute presentation is too much for people that do not understand the nuances of SEO, or even what SEO is. Marketers need to track SEO performance today in terms of ROI, not page rankings. In the end, top rankings can make anyone feel good. However, ROI will help business units and enterprises thrive.

Where Links Meet Dollar Signs

Instead of drowning in data, look for clear patterns that show sales which would not have happened without an SEO campaign. Run a typical big data analysis for SEO performance, and then connect the dots. If marketers can’t answer where SEO meets ROI, those marketers probably cannot convey that information to their supervisors.

Key Takeaways

  • SEO is largely misunderstood by many educated and intelligent people involved in business.
  • It is important for SEOs to translate SEO performance into ROI.
  • It is equally important for SEOs and local marketing experts to be able to clearly convey the monetary value of SEO campaigns to others.

Written By

For nearly three decades, Chris Marentis, founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL's Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.



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