In the digital marketing world, one thing we have an over-abundance of is information and statistics. You can get almost any amount of information and data you need to make super-informed decisions about marketing. This is really important to know when it comes to making decisions about search marketing, about SEO and SEM initiatives. Once you know decision making data is available to you, you can get this data and use it to help you make decisions. This blog post will summarise some of the data you can turn to if you are thinking about making an investment in SEO.
Page 1 Google
The first thing you can get an awareness of are the human behavioral studies undertaken on how people navigate search results. You can get an understanding of how many people on average click through positions 1 – 10 on page 1 of Google. There are many studies out there with this information – I am not going to replicate the info here, other than to say the information is quite interesting. The drop in traffic per position on Google is important to understand.
Keyword Traffic Volumes
The second thing to understand is how many people are searching for your products and services on a monthly average basis. You can do this by using Google’s free AdWords Keyword Tool. Search for this tool on Google, its really easy to find. Then enter your main keyword and set your search location. Google will then spit out data on many variations of your industry keywords, each with competition metrics, plus monthly global and local search volumes – on every keyword people are using that is related to the root keyword you entered.
Website Traffic Estimate
Once you see how many people are searching on your keywords and also how many people on average click through the various positions on Google, you can calculate roughly how many additional people will visit your website, when it is listed on each position on page 1 Google, for each keyword. So you can look at SEO and calculate an average improvement in website traffic, for each better Google position you achieve, for every keyword variation you achieve this for. Writing that is a bit of a mouthful – it simply means you can predict the extra visitors SEO is likely to send to your website.
Understanding Your Website
Unless you have a brand new website, you should have a good understanding of how effectively your website converts visitors into enquiries. If you don’t understand this, have a look at your statistics over the last 3 months. How many unique people visited your website? How many enquiries did this generate? How many sales did these enquiries result in? What was the profit on those sales?
Understanding this information is not perfect, as some keywords will convert to sales better than others. However is does give you good indicative information when thinking about increases in traffic.
Putting It All Together
So from the above, you can get an understanding of:
- The percentage of traffic that goes through each of the top 10 positions of Google
- The number of searches the keywords in your industry generate
- So you can work out how much additional traffic successful SEO will send to your website
- You know how many enquiries traffic on average generates for your business
- You know how these enquiries turn into sales and profit
- So you can work out how much money a successful SEO campaign is likely to make you
- Keep in mind that SEO positions don’t shift very fast once achieved and therefore you are likely to get the benefits of the additional traffic for the long term
- You can work out how much profit over the SEO investment you are likely to make, before you make a decision on whether or not to do SEO
We actually provide this information to all our clients before we bring them on to do SEO with us. If you would like to understand this type of information about your website and business as you are considering SEO, ask for one of our free SEO audits at www.oceanfeather.com.au and we will take you through it all, in a relevant and specific to your business manner.