With nearly half of all Google searches having local intent, local SEO is no longer optional for most businesses. Business owners who are going to put time, effort, and part of their marketing budget into local searches understandably want to track their return on investment (ROI). Here are a few ways to determine ROI from local SEO, brought to you by experts from the best SEO company San Diego has to offer.
Go Beyond Automated Google Analytics Reports
Google Analytics (GA) provides a lot of useful information. However, using monthly GA reports to gauge ROI can be a challenging task. It’s important to know things like click-through rates and bounce rates, but this is only one piece of the puzzle when it comes to figuring out ROI.
Focus on Conversions
Most small-to-medium business owners equate ROI with revenue, which means putting the main focus on conversions generated with local SEO tactics. Conversions can be tracked based on website traffic and results from paid ads, organic search, links in social media posts, and much more.
Use Call Tracking Metrics
Local businesses often depend on phone calls for leads, clients, and customers. With call tracking, sources of incoming calls and subsequent conversions can be tracked, and this info can be included in GA reports for convenient viewing. For instance, the results can show whether or not a redesigned website is generating more calls than the old site. Results can also be tracked from retargeting, PPC, organic SEO, and offline ads.
Calculate Estimated Revenue
To calculate estimated revenue, a customer’s lifetime value is needed. This value is based on factors such as whether or not products and services will likely be purchased regularly, less frequently, or only one time. Estimated revenue is calculated by multiplying the lifetime value of a customer by the ratio of how many efforts, or sales pitches, it typically takes to make a conversion (closing ratio). This figure is then multiplied by the number of actual conversions.
Measuring ROI from local SEO becomes easier when there are clear strategies to target searchers within a specific geographic area. This means knowing what types of customers are being targeted, what they are likely looking for when searching for local businesses, and what a business hopes to achieve with its online engagement efforts.
If you need help measuring ROI from your local SEO strategies, turn to Saba SEO. As a leading San Diego search engine optimization agency, we rely on a variety of techniques to boost our clients’ search engine rankings. We offer customized online marketing plans and continual support to ensure your website attracts high-quality leads and your business benefits from increased conversions and click-through rates. To learn about our SEO plans and packages, speak with one of our experts at 858-951-1717.