Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
The best ways to effectively measure SEO
Episode guests
Podcast summary created with Snipd AI
Quick takeaways
- Measuring SEO impact is complex due to its multifaceted nature, requiring growth marketers to communicate effectively about its diverse metrics.
- Establishing realistic baselines and timelines for SEO performance is crucial in aligning expectations and strategies within organizations, especially in startups.
Deep dives
Measuring SEO: Challenges and Perspectives
Measuring SEO presents unique challenges compared to other marketing channels, as there isn't a single key performance indicator (KPI) that can effectively capture its impact. Unlike paid advertising, which allows for direct attribution of customer acquisition costs, SEO metrics often encompass a variety of inputs and outcomes that are difficult to quantify. Metrics such as SERP rankings and organic sessions serve as leading indicators, but these secondary metrics do not always correlate directly with business results like conversions or revenue generation. This complexity necessitates a thorough understanding from growth marketers and SEOs about how to communicate these distinctions to ensure their contributions are recognized in overall marketing performance.
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