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Calculating the value of organic traffic
Need another way to express the value of SEO? Columnist Clay Cazier details a way to assign value that a PPC-minded manager will appreciate.
Each of us is a SEO salesperson, at least in part; it’s our job to help clients understand the value delivered by our services. There are a number of time-tested ways of doing this, the most common of which is to calculate year-over-year traffic and revenue increases from the organic channel.
Often, success shown by these metrics is enough to justify the existence of the SEO program. There are times, though, when this is not enough.
Many times, I have worked with retailers that have great brand recognition driven by big PPC and print advertising budgets. This sometimes leads to the belief that their organic traffic is all branded and only a side effect of their PPC or print efforts. There may also be an IT manager or Web Developer telling the marketing manager they’ve got SEO covered.
Setting aside the argument that branded traffic can be credited to SEO’s focus on indexation, organic site links and/or reputation management, it is easy to see that the rise of “keyword not provided” has made countering this argument more difficult, because there is little analytics visibility into the non-brand keywords that are driving conversions and revenue.
In today’s post, I would like to share a method I’ve successfully used in the past not only to differentiate brand from non-brand traffic, but also to assign a value to non-brand traffic that a PPC-minded manager can appreciate.
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