If you’re just doing SEO for those dolla dolla billz, you’re measuring it wrong.
But wait, last week you said the revenue from SEO was more important than the keywords. Now you’re telling us that it’s not about the revenue?
I’ll take that cheeseburger with a big side of NOPE!
The ROI is almost always our most important KPI, but it’s not all about the ROI. Think about SEO like a broader business marketing strategy. The best programs hit all parts of the marketing funnel. The best SEO campaigns should:
- Build awareness with top of funnel keywords and clicks.
- Promote your brand via link outreach and digital PR.
- Build an audience on the merits of consistently strong and digestible content.
- Feed remarketing lists and email campaigns.
- Convert visitors into customers.
- And, of course, much more.
The idea here is to think about SEO as if it were an entire marketing department within your broader marketing department.
It’s not only about the keywords. It’s not only about the ROI. It’s about the marketing.