• Home
• About this Site
• Contact Us
• RSS Feeds
• eGovRC Toolbar

Help & Print

Resize Text

Categories, RSS and More

---

Shorten URL

Please enter the URL that you'd like to shorten or click here to shorten current:

Shorten it What's this?

Short URL:

International: Measuring Performance When Rankings Are Dead

by Olivia Royle, Bruce Clay, September 21, 2011. "Did we mention rankings are dead? "Great. Now how do I stop my boss from measuring performance with rankings?" Each pitch has it's challenges; building a relationship with the new client, presenting case studies, meeting the expectations of the client, agreeing on the price, setting KPIs and outlining the return on investment (ROI) of the anticipated SEO project.

Now, more than ever, justifying any form of marketing investment requires some estimation as to the anticipated return on investment. The predicted ROI and the detailed analysis and methodology behind the numbers is often a key factor in winning a pitch. However, for some clients, somewhere along the way, once the work has been won and the project is underway, rankings become an all-encompassing KPI ─ especially for "vanity" rankings. If you don't manage this early on, the team may lose focus from the original KPIs and true measures of SEO success, such as total non-brand SEO traffic, SEO traffic growth or conversions from SEO traffic..."

Further information on International: Measuring Performance When Rankings Are Dead

Search, Login and Options