Measuring ROI from SEO – The Sad Truth

Every business is online to build brand awareness and ultimately increase leads. But how can you measure leads from your internet marketing efforts? Are there dedicated tools for that purpose beside analytics? Online leads tracking is tricky and too broad in a sense that, most people do their research online and purchase offline. So how can you track those kind of individuals? The sad truth is that you can’t track that, meaning there is a possibility that the internet marketing campaign might be working, but half of the users might be purchasing or enquiring offline.

So how can we tackle that as internet marketers? Is it fair to make your clients aware of those possibilities without looking defensive and inadequate? Most clients will never admit to an SEO consultant or agency that they are seeing tremendous improvement offline due to the efforts from online campaigns. The fact of the matter is that most SEO marketers might be telling themselves that their campaigns are failing while the client is seeing good return on investments from online customers who opted to purchase or enquire offline.

But all is not lost, there are a lot of ways you can track interactions and leads on the site apart from those users that prefer to do the transactions offline. Below are some of the methods you can use to track conversions on your site:

  • Inserting an enquiry form on the site (It can be inserted in the contact page or you can make it a pop up form).
  • Creating contact email click event tracking from Google analytics.
  • Creating enquiry goals in Google analytics.
  • Doing event tracking on all call to actions on your site.

These are just some of the free ways you can track the conversions or leads on your site. There are also a lot of paid online tools out there that can give you very neat reports. Tracking every interaction on your site is very important for campaign reporting and if you are not doing it then you are shooting yourself in the food. Tracking also helps when dealing with difficult clients, because they can’t argue with the numbers.

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