How to Measure the ROI on Your SEO Efforts?

SEO roi
There is no arguing the fact that if you want to be among the top listings on Google, search engine optimization should be an indispensable part of your online marketing. That is why every year we see businesses increasing their SEO budgets.
This increased investment, however, comes with certain expectations. And it leads to the question every SEO agency should be able to answer their clients:
How much ROI are we going to generate from our campaign?

Why calculating your ROI is not as easy as it sounds

Measuring ROI is not a light breeze for marketers for several reasons. The first one being that there is often confusion over what constitutes ROI on SEO. Some believe it is traffic, others – rankings or simply conversions.
Another difficulty is for businesses to understand and accept that SEO is a long-term investment. Sometimes we might even see returns after more than a year’s time while modern-day companies are used to receiving positive ROI in weeks or months.
Lastly, there is absolutely no report that you can pull through Google Analytics which will automatically give you the ROI on your SEO campaign. Therefore, you need to extract the relevant data and then make the calculations of your ROI manually. It is a multi-step process.
So buckle up! In this article, we will shed light on all these issues and show you how to measure your ROI.

How to calculate the ROI on your SEO campaign

The standard ROI formula goes like this:
SEO ROI = (SEO Revenue – SEO Cost)/SEO Cost
But before we can go ahead and calculate the ROI we need to find some of the key elements that comprise SEO revenue: organic non-branded traffic, conversion rate, conversion revenue and keyword rankings.
Furthermore, we need to estimate the breakeven point so that we can set the right goals for our campaign and adjust our targeted keywords if necessary.

Organic traffic from non-branded keywords

While it is important to generate a good amount of organic traffic, perhaps it is even more crucial to get traffic from non-branded keywords.
Let’s say you have a footwear business (Jon’s Easy Feet) based in California. Instead of just trying to rank for Jon’s Easy Feet California, you should also target “non-branded” keywords like Men’s blue running shoes California.
The “branded organic traffic” usually consists of your existing customers or people who are already aware of your brand. The traffic from non-branded keywords is generally comprised of people who are unaware of your business but are looking for products and services which you offer. That’s why you need to ensure this particular traffic increases over time.
Now, to view traffic from Google Analytics, you need to visit the “Acquisition section” and click on Organic Keywords. Then to extract the non-branded data, click on “Advanced” and then select the following from the three drop-down menus: “Exclude”, “Keywords”, “Containing”.
Enter the various versions of your brand name in the text box to remove these keywords from the report.
Record the number of non-branded organic visitors at this point because we will need it later when we are calculating the revenue your SEO efforts generated.

Conversion rate and conversion revenue

The conversion rate should already be a measure of success for your SEO campaign because it shows how many of your visitors performed the action you wanted them to perform. This action could be anything from making a payment online to playing a video on your page.
In order to calculate your revenue, you would need to assign monetary value to the conversions. That value would depend on the nature of your business and the type of action that you are asking for.
Let’s take a SaaS product site for instance and define the conversion as signing up for its service. Then, the conversion revenue would be the average price of your plans.
There is a very simple way to ensure Google Analytics is tracking your conversions.
First, to set up the conversion type and its value, go to admin and click on goals under your profile. Create a goal and select your conversion type from the template. One of the common types is ‘create an account’.
Then proceed to set up the goal description. There are several option on the menu but the most frequently used one is ‘destination’. This would mean that Google would count an action as a conversion once people get to a particular page on your site. For example, this could be the ‘thanks for signing up’ page they would be directed to after completing the registration.
In the next step, you need to add the URL of your destination page and set the monetary value per conversion. Finally, click on ‘Create Goal’.
Now, you would want to see your actual stats. From your Google Analytics Dashboard go to Conversions Overview which will show your goal conversion rate.


Once you have identified the parameters you should track, you need to calculate your absolute revenue.
Revenue = (non-branded keywords traffic x conversion rate) x (conversion revenue)
Let’s assume for the sake of this example that your revenue out of each conversion is $3, your  organic non-branded keywords traffic is 30,000 and your average conversion rate is 5%.
Then, your revenue would be:
Revenue = 30,000 x 5% x $3 = $4500
Now that you have a clear SEO revenue figure, you can easily calculate your ROI provided you know your costs.

Can you reach the breakeven point?

In order to set the right goals for your campaign, you need to know at what point you break even. In this example, let’s assume your SEO costs amount to 5000 USD. So your campaign needs to generate at least 5k in revenue to avoid loss.
SEO cost = SEO revenue
First, let’s calculate how many conversions you need in order to reach this number
Number of conversions to breakeven = SEO Total Revenue / Conversion Revenue
Number of conversions to breakeven = 5000 / 3$  = 1667
So in our case, we need 1667 people to sign up for our service to justify the cost. Getting fewer sign-ups would mean a negative ROI.
But, how much traffic do you need to get this amount of sign-ups?
Organic traffic* to breakeven = Number of conversions to breakeven / Conversion rate
*From non-branded keywords
Organic traffic* to breakeven = 1667 / 5% = 33 340
So with the current conversion rate, we need at least 33 340 visits to our site before we can start generating profit.
How do we get there?
The latest study on click-through-rates from Google’s SERPs reveals that the number 1 spot will secure around 31% click-throughs while the number 2 and 3 positions around 14% and 10% respectively.
Picture2Of course, click-through-rates will vary depending on the industry and the search query (branded vs non-branded keywords). Branded keywords tend to perform better than non-branded in this department.
Therefore, this data is meant to give us just a rough idea of how much traffic we can expect from each position on the SERP.
Next, we need to evaluate our targeted keywords by the amount of traffic they can bring us. We can do that by checking the search volume for each keyword and estimating the position we can rank for.
A tool like RankWatch can be instrumental at this stage of the calculations because you’ll be able to see your current ranking position for each keyword and also past changes in the rankings. This can help you evaluate your chances of obtaining a higher position in the SERPs.
Rankwatch screenshot
Now, based on the search volume and ranking data you can decide which keywords and positions to target further. In our example, we can probably aim that our website goes up to the 2nd position for the keyphrase “cheap hotels”. As we discussed earlier the 2nd spot on the SERP would bring us approximately 14% click-throughs.
So now that we have all the information we can calculate the potential traffic the keyword will bring.
Traffic from this keyword = search volume x position ctr
Traffic from this keyword = 74 000 x 14% = 10 360
The traffic from this particular keyword will be 10 360 visits to our site. That is one-third of our goal right there. Now we need to do the same for the rest of our targeted keywords and strive to cover our costs.


But a successful business should not stop at the breakeven point. Instead it should set its goals high and aim to get great returns of its investment.
Do you remember the formula from the beginning?
SEO ROI = (SEO Revenue – SEO Cost)/SEO Cost
Go ahead and set your SEO ROI goals now!
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Top SEO On Page Factors

Top SEO On Page Factors to Rank Well in Google

SEO community is always in search for those On-Page SEO factors which can help them to increase their websites search rankings. Though there are many factors that can help to increase the rankings and we are sure most of you must be aware of them as well. But, have you ever tried to list out those unbeatable On-page SEO factors to rank which help you most in getting those top places. 

Best On Page SEO Factors to Rank Well in Google.

  1. Accessible to Search Engines: Make sure your page is accessible to search engines: it returns HTTP code 200, is not blocking crawlers, does not use a meta-refresh to another URL, and does not have a rel canonical tag.
  2. Sufficient Characters in Content: Make sure your page contains a minimum of 300 characters (not including spaces) of machine-readable, substantive, unique content that provides value to potential visitors.
  3. Only One Canonical URL: Use the canonical URL tag to point duplicate pages to the same, correct canonical URL.
  4. Exact Keyword Used in Document at Least Once: Use your targeted keywords at least once in the document text of the page.
  5. Broad Keyword Use in Page Title: Add some form of your targeted keywords early in your <title> tag, preferably as one of the first words. Exact keywords are preferable.
  6. Avoid Multiple Page Title Elements: Make sure your page has only one <title> tag.
  7. Avoid Keyword Stuffing in Page Title: Don’t use your targeted keywords more than twice in the <title> tag.
  8. Avoid Keyword Stuffing in Document: Edit your page to use your targeted keywords no more than 15 times.
  9. Sufficient Words in Content: Make sure your page contains a minimum of 50 words of machine-readable, substantive, unique content in text that provides value to potential visitors.
  10. Keyword Placement in Page Title: Move your targeted keywords closer to the beginning of your <title> tag, preferably first.
  11. Keywords in Image Alt Attribute: Add the targeted keywords to the alt attribute of a relevant image or graphic. If your page does not contain any images, consider adding one.
  12. Use External Links: Add a link to a relevant, trusted resource that potential visitors may appreciate.
  13. Optimal Page Title Length: Edit your <title> tag to 60 characters or less.
  14. Exact Keyword is Used in Page Title: Add the exact keywords early in your <title> tag, preferably as one of the first words.
  15. URL Uses Only Standard Characters: Make sure your URL contains only letters, numbers, backslash (/), comma (,), plus (+), exclamation point (!), period (.), and dash (-). Parameters using ampersand (&) and pound (#) are okay too.
  16. Keywords in the Meta Description: Use your targeted keywords at least once, but no more than three times in the meta description tag.
  17. Use Keywords in your URL: Use your targeted keywords in the URL string of the page. Use hyphens to separate individual words for a multi-word phrase.
  18. Use Meta Descriptions: Add a meta description tag to your page, describing content on the page in a way that will make it compelling to potential visitors who see the snippet in the search results.
  19. Use Static URLs : Use mod rewrite or ISAPI rewrite to change your URL to be static (removing all instances of ?, =, etc.).
  20. Optimal Use of Keywords in H1 Tags: Use your targeted keywords at the beginning of your H1 headers once or twice (but not more) on the page.
  21. Avoid Too Many Internal Links: Scale down the number of internal links on your page to fewer than 100, if possible. At a minimum, try to keep navigation and menu links to fewer than 100.
  22. Avoid Too Many External Links: Reduce the number of external, followed links on your page to under 150. In most instances, under 100 is optimal.
  23. Optimal Meta Description Length: Edit your meta description tag to get your main points across in 156 or fewer characters.
  24. Only One Meta Description: Make sure your page contains only one meta description tag.
  25. Avoid Keyword Stuffing in the URL: Rewrite your URL to use your targeted keywords no more than once.
  26. Minimize URL Length: Rewrite your URL to be as short as possible, preferably shorter than 75 characters and three subfolders.
  27. Includes a Rel Canonical Tag: If this page is a duplicate of another page, add a canonical URL tag to the header of this page to reference the page you want all duplicates to point to.
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List of Business Directories, List of Search Engines from South Africa, List of South Africa Directories

List of Free Web Directories from South Africa – 2016

List of South Africa Directories for 2016
List of Business Directories from South Africa
South Africa Local Business Listing Website
List of Free Web Directories from South Africa
List of Search Engines from South Africa
List of Working Directories from South Africa

  1. http://www.yellosa.co.za/
  2. http://www.yellowpages.co.za/
  3. http://www.sabusinessdirectory.co.za/
  4. http://www.smallbusinessdirectory.co.za/
  5. http://www.whitepages.co.za/
  6. http://www.salistings.co.za/
  7. http://www.snupit.co.za/
  8. http://www.sawebdirectory.co.za/
  9. http://www.yalwa.co.za/
  10. http://southafricabusinessdirectory.co.za/
  11. http://findsabusiness.co.za/
  12. http://www.biznizdirectory.co.za/
  13. http://www.businessdirectory.co.za/
  14. http://www.myprofile.co.za/
  15. http://www.funaku.co.za/
  16. http://www.marketspace.co.za/
  17. http://oink.co.za/index.php
  18. http://www.events-africa.com/south-africa-business-directory.html
  19. http://www.findit.co.za/
  20. http://www.southafricaseek.com/
  21. http://directorys2.com/
  22. http://www.saprintdirectory.co.za/
  23. http://www.medialist.co.za/
  24. http://www.bedandbreakfast.co.za/
  25. http://www.samd.co.za/
  26. http://www.smesouthafrica.co.za/Small-Business-Listings/
  27. http://www.brabys.com/
  28. http://www.cylex.co.za/
  29. http://www.hotfrog.co.za/
  30. http://www.ananzi.co.za/
  31. http://www.sayellow.com/
  32. http://directory.findoo.co.za/about.html
  33. http://www.mycityinfo.co.za/
  34. http://www.ahoo.co.za/
  35. http://www.sweech.co.za/
  36. http://www.business-index.co.za/
  37. http://www.monthlybrands.co.za/
  38. http://www.mylocalinfo.co.za/
  39. http://www.sabusinessonline.com/
  40. http://www.pingi.co.za/
  41. http://southafrican.za.net/
  42. http://www.muti.co.za/
  43. http://africa-business-directory.com/home.php
  44. http://www.forestry.co.za/
  45. http://www.mysheriff.co.za/
  46. http://www.fivestarservice.co.za/
  47. https://www.wavescape.co.za/business-directory.html
  48. http://www.sapvia.co.za/business-directory/
  49. http://www.wellingtonweb.co.za/
  50. http://www.sabusinessindex.co.za/
  51. http://www.blackpages.co.za/
  52. http://www.freefind.co.za/
  53. http://www.myza.co.za/
  54. http://www.destinationsouthafrica.co.za/advertise-with-us.html
  55. http://www.southafricabusinesses.co.za/
  56. http://www.businesspages.co.za/home
  57. http://www.looklocal.co.za/listing/
  58. http://www.brackenfellonline.co.za/
  59. http://www.saweb.co.za/freelist.html
  60. http://www.thebox.co.za/
  61. http://sadomaindirectory.co.za/
  62. http://www.bloubergdirectory.co.za/
  63. http://www.mbdsa.co.za/
  64. http://proadz.co.za/
  65. http://www.greenfinder.co.za/
  66. http://www.finditsa.co.za/
  67. http://webtell.co.za/
  68. http://www.fyple.co.za/
  69. http://www.aerialpicture.co.za/business-directory/
  70. http://www.nigel.co.za/
  71. http://www.bizwiz.co.za/
  72. http://www.xgmit.biz/about.php
  73. http://sabusinessfinder.com/
  74. http://www.laaimylorrie.com/directory.aspx
  75. http://www.business-broadcaster.co.za/
  76. http://www.melkbosonline.co.za/
  77. http://www.localstore.co.za/
  78. http://abdas.org/
  79. http://www.sa-business-search.co.za/
  80. http://hillcrestdirectory.com/
  81. http://www.gordonsbayonline.co.za/
  82. http://www.buyabusiness.co.za/
  83. http://www.gbn.co.za/business/listings/
  84. http://www.africanadvice.com/
  85. http://www.muslimpages.co.za/
  86. http://www.web-design-directory.co.za/
  87. http://www.rwanda-rwanda.com/
  88. http://www.ezsearch.co.za/
  89. http://www.sabusinessclub.com/
  90. http://www.bestdirectory.co.za/
  91. http://www.earthbusinessdirectory.com/
  92. http://www.muslims.co.za/

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