EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer
EP 401 | Micro Conversions and the ROI of SEO with Kevin Indig
Mar 11, 2021
Kevin Indig, Director of SEO at Shopify, discusses the ROI of SEO and the concept of micro conversions. They explore the responsibilities of a Director of SEO, the challenges of predicting ROI in SEO, and the need for CEOs to be adaptable in 2021. They also discuss setting up measuring the true SEO ROI and the modern understanding of SEO.
35:42
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Quick takeaways
- Measuring SEO success should go beyond keyword rankings and focus on micro conversions that reflect user behavior and intent on the website.
- To calculate the true ROI of SEO, it is essential to build comprehensive models that relate SEO investments to business goals, revenue, and specific metrics like leads and sales.
Deep dives
The Importance of SEO ROI and C-Suite Buy-In
In this podcast episode, Kevin Indig, Director of SEO at Shopify, discusses the importance of SEO ROI and the obligations of C-suite buy-in. He emphasizes that SEO requires investment in various resources and highlights the challenge of making promises due to the unpredictable nature of SEO outcomes. He suggests building trust by starting small, showcasing the potential of SEO, and educating stakeholders. Kevin also emphasizes the need for SEOs to take responsibility for educating executives and making SEO more relatable to the bottom line.
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