Search Engine Optimisation (SEO) is a phrase that has been gaining popularity as of late. We all know what it is all about – optimising a website to ensure high rankings on search engine results. This paves way for increased exposure in the overtly cluttered internet platform. Increased exposure translates into increased bottom-line via higher conversion rates (number of visitors to site vs. number of visitors who sign up for a service/newsletter or download a file). Although many doubt the actual capabilities of SEO, saying that they are simply black hat techniques used to increase rankings, which search engines will identify and take corrective action, resulting in the website being blacklisted.

However, SEO, when done right, can be a business’s best friend. Why? Return on Investment (ROI). Let’s get into more detail.

At present the ROI on ethical SEO from an online marketing agency is 1:15, i.e. every dollar invested by the organisation gives a return of $15 (on average). Also, unlike traditional marketing initiatives, SEO, along with other online marketing activities such as e-mail, social media, paid search/PPC, allows one to measure results. This too is a boon to professional number crunchers as they are able to measure ROI. Current surveys show that an overwhelming number of successful companies are spending time and money on social media, which is a component of SEO. Staggering 78% of Inc.500 companies use Facebook and 73% use Twitter. Companies need to regularly monitor their ROI from SEO and identify the low ROI projects and do away with them whilst focusing on high ROI projects.

A simple question to ask yourself to evaluate the success of your online marketing campaign – “Is the online marketing translating into online sales or sales leads?”

This question will form the cornerstone of all your online marketing activities, from basic e-mail campaigns to complex SEO strategies.