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Use These 3 SEO Metrics to Measure Your Content Marketing ROI

Proving ROI for SEO isn’t easy.

This is one of the main reasons why people are not as committed to SEO as they are to other marketing channels.

It’s not like paid search where you can easily attribute an ad click to a keyword and measure conversions against your initial investment to see if it was worth it.

Other marketing channels often have simpler metrics to define success, like email open rates, total podcast subscribers, or social engagements on a post.

When it comes to SEO, there can be a variety of challenges.

Trying to prioritize technical issues with your development team and break down silos in your organization is hard enough, but measuring content marketing ROI can be even harder.

Content marketing ROI is the way to measure the revenue or conversions your content has generated based on the amount of money, time or resources spent on it.

In this article, we’ll identify the best metrics you can use to measure content marketing ROI and prove the value of SEO to your organization.

What are the best metrics to measure content marketing ROI?

The best metrics to use when measuring your content marketing for SEO or organic are also the most basic metrics marketers use to report on the performance of the content we publish:

Increase in organic conversions.

  • Page 1 Keyword Growth
  • Highest ranking on average

Page 1search volume increases.

Increase in organic traffic and clicks.

Keep in mind that the KPIs or goals for each type of content may differ depending on the audience, intent, or media format.

However, these metrics are best to use when trying to prove the value of how SEO helps support content marketing efforts, as well as measuring ROI produced from organic channels.

How can we use these metrics to generate ROI reports?

Content creation can be very expensive.

There are many different departments and resources involved in producing content.

To continue creating high-quality content and prove to your business that it’s worth optimizing content in the early stages of development, it’s important to use these metrics to tell a good story.

The first step to proving the return on investment of SEO on content marketing is to benchmark content performance before performing any optimizations.

If the content already exists on the website, you should track the performance of that page before anything changes.

If the content is brand new, be sure to measure and monitor the page as soon as it is published to show decision makers how well it is doing from the start.

Leaders may not be in the weeds so much when it comes to the process of using SEO insights when developing content, but they care about how many users can find that content and how quality of his conversion.

How to Use Each SEO Metric in Reports

1. Increase organic conversions

It’s a simple yet very effective way to show the team how content is performing.

Conversions can be different for each type of content.

You can measure conversions by total number of newsletter subscribers, total number of PDF downloads, or total clicks on a Contact Us button.

But those numbers tell the best story in terms of how users interact with your content and whether that motivates them to take the desired action.

Leading with organic conversion data is especially important when talking to executives because they want to easily understand how much the overall content marketing investment is contributing to business results.

2. Page 1 Keyword Growth

SEO is a long-term game, so it’s important to set realistic goals for how each page will perform.

Doing a thorough keyword research is a key step before optimizing or writing content.

An effective content marketing strategy is to replicate a hub and spoke model to become more authoritative around a topic.

Showing page 1 keyword growth is critical to content marketing ROI, as it can prove how much more visible our page is in the SERP than it was before.

By showing keyword growth on Page 1, content marketers can help decision-makers understand why we need to invest more time and budget in SEO.

Another key metric to include is the overall increase in search volume, or how better the website ranks overall for a group of keywords.

Growth in search volume, especially on Page 1, can be an easy way for organizational leaders to quickly understand how many people might click on our content and how discoverable our content is.

3. Increase in organic traffic and clicks

Another key metric to include in reports on content marketing efforts is the amount of website traffic or content clicks produced.

This is a great time to compare how much organic traffic or clicks this content was bringing, or what percentage of traffic it represents site-wide before any optimizations were made to the page.

It’s important to note that there isn’t always organic conversion data to back up how content helps the site.

Sometimes a user absorbs content on the site and then returns weeks or months later to convert, making it harder to demonstrate the direct link SEO had in driving that conversion.

By showing an increase in traffic or clicks, you can still prove to the organization that the content is being seen by a significant number of users, which will hopefully lead to an increase in overall conversions.

In conclusion

Measuring content marketing ROI is difficult because there are many different metrics you use to tell the story of your content’s success.

By using the metrics outlined above, you can better show executives how SEO helps make your website, brand, products, and services more visible to the world.

And better visibility means more traffic, conversions, and revenue generation.

Setting up reports to measure the impact of your content also helps identify when content may not be performing well, so you can make adjustments and re-optimize content as needed for better results.

Without effectively reporting and measuring the impact of the SEO team on our content, the harder it will be to become a more mature SEO organization.

The key to making SEO a pervasive foundational strategy across your organization – where every department recognizes its importance – is to communicate and report content marketing gains more effectively.

The more you do this, the easier it will be in the future to get more budget and resources dedicated to SEO.

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