Traditional marketing has paved the way for the information superhighway, as we see that consumers are spending more time online and on their phones, the need for convincing a business about the importance of organic search has admittedly become easier over the years.
Many businesses have SEO campaigns and hence are able to keep pace with these changes. From our vantage point, we have noticed that the ROI for online organic trafﬁc is often times much better than traditional marketing. Not only is it better targeted and easier to measure but it occurs at a much lower cost per customer conversion overall. Adding even 5 percent to your bottom line means you will have so many more customers to market to, year after year and if you keep adding 10 – 20 percent, then the whole experience is worth it.
SEO is not aimed at quick results and hence there remains a skeptical, more “old school” section of people, that still need enough evidence regarding the organic search. Regardless, if you work for an agency or on an in-house team and are not drawing in enough leads or generating enough sales, start by taking a look at your Google Analytics data to understand your organic trafﬁc and its sources.
Google Analytics includes a lot of multi-channel data and site reporting, in addition to maintaining the historical data for compare and contrast. However, know that this data is also a bit too conclusive, for example, equating last years sales with this year might seem like a great idea, but is it ? – Maybe the market has changed, maybe a lot of competition has come in. maybe people are looking for alternatives and found them. Some of these factors can deﬁnitely put a dent, however, there are various other tools and methods that can be used to get an overall picture. We will discuss that in another blog post, though.
Here are some common questions that linger when talking about SEO and Organic search speciﬁcally :
Is Organic search important and relevant anymore ?
At the google analytics level, if you notice the Trafﬁc Sources>Overview – it will show you the trafﬁc from organic search. However, this is a bit subjective and should be taken with a grain of salt if the below are true :
• You are working with an extremely established brand and a lot of trafﬁc is coming through the direct channel.
• Your business has an amazing social networking campaign (Millions of users or hundreds and thousands of followers) and you receive a ton of trafﬁc from that channel.
• Your paid search throws a whole lot of trafﬁc at you and you haven’t seen last month’s bill.
While you’re looking at this data, take a look at last year. Has the percentage of trafﬁc from organic search increased? If so, Great!!. Has it gone down? Not so great, Then it’s time to reverse and start working on reviving your online presence.
Many people think that organic trafﬁc does not convert very well since they see that they receive all their leads from direct trafﬁc. Enter: Multi-channel attribution.
Looking at this data we can see the impact of organic search and comparison with other referring channels. If we notice that many of the initial visits were ultimately responsible for a direct channel conversion and were originally initiated via organic search. We should know how important organic search has been to our business.
Another misconception is that – Organic search converts only via the brand name. This indicates that we should look at the organic search reporting, conversion goal or e-commerce tracking, to see if this assumption is true.
While It is true that branded search has higher conversion rates since the search term was speciﬁcally the brand, However, think about the power of non-branded organic search beyond basic keyword ﬁltered conversion? How does this gets tied to the product you are selling or the service you are offering ?.
Let us take another deeper dive into analytics and look at some not so apparent – keyword referral tracking. If you look at the Multi-Channel Funnel section of Google Analytics, start by assessing the top channel groupings assisting each other to conversions. Look for : organic direct-assisted-conversion.
If you see that the top assisted paths are organic search driven and revisited through the direct channel, you should see most of the conversions here.
Another great facet to look at in Google analytics is customized channel grouping. It provides the ability to see where organic search helps any other referring channels and you can ﬁlter by branded and non-branded keywords.
What is described above is a quick method to understand the source of trafﬁc and ascertain how valuable having an organic search campaign can be to your business.