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ROI for search engine and internet marketing – it’s not all bad!

Businesses who embark on an internet marketing strategy are exposing themselves to a very different market which has the potential to explode their profits or explode their pockets. Because this area of marketing is generally unexplored by brick and mortar businesses, fear grips owners/managers and are usually not to willing to see the potential in internet marketing and the potential success it can bring to a business. My goal is to explore the possibilities and capabilities of search engine and internet marketing with businesses both large and small, guiding them through the jargon which Search Engine and Internet Marketing hides behind.

As in traditional marketing, the old 80/20 rule also applies in internet marketing. 80% of your business comes from 20% of your marketing. With traditional marketing, companies have found it very difficult to measure this but with advanced analytics and tracking software SEO specialists can track exactly what marketing campaigns are bringing in leads and which are not. From this an SEO specialist can tweak with the campaign and focus on the campaigns which are bringing in the sales and eliminate the ‘dead wood’. If you are able to measure marketing campaigns surely this will increase the ROI on the marketing budget? An online marketing consultant is able to track which keywords/phrases are ‘driving’ the most traffic to a website, which pages are the most popular, how many pages per visit and the list goes on and on. In 2006 Danny O’Sullivan from Search Engine Watch compiled a report stating that there are over 213 million search engine searches per day! Since then I can only surmise that the amount of internet users have increased (figures not released yet) and the power that Google has over other search engines still exists (figures to be released in next post), the question is not whether or not you’re going to start an online marketing campaign it’s when?

What services should a company be receiving from a SEO specialist?

– Competitor analysis
– Keyword Research
– Optimised website copywriting
– Social Media marketing
– Meta Tag, Title Tag and Meta Description analysis
– Link analysis and campaigns
– Search Engine and Directory submissions
– Article and Press Release submissions
– Pay Per Click (PPC) advertising campaigns
– Email and Newsletter campaigns
– Analytical tracking
Detailed website reports

I will be going in more depth with the above services over the next few days, explaining each service. The question now is obviously what level of service does your hired SEO consultant go into the above with you? How much do you pay for the above services for what targeted traffic you receive?

When choosing a SEO consultancy to optimise your website for high organic rankings always look at their previous and current clients, where are their websites ranked and are they satisfied with the consultant’s services?

To work out your Return On Investment (ROI) for your Search Engine and Internet Marketing services use the following formula:



The above basically explains that the profit resulted from capital invested in marketing multiplied by one hundred equals the ROI percentage. As long as you are able to track the sales coming from the website then tracking your ROI will be easy. The results are easy to interpret: Just like when looking at a result for Profit, the closer your ROI is to 0%, the closer you are to simply breaking even. The further the number is away from 0%, the better the return. In Search Engine and Internet Marketing there are no guarantees because search algorithms are changing all the time but a professional SEO consultant will always be watching these movements and changing accordingly. The key for a healthy relationship between client and SEO consultant is communication. Without the satisfactory communication, the relationship will fail and the marketing campaign will more than likely fail as well. There must be a proper understanding of what the client’s needs are and what the online marketing consultant can do to achieve these targets.

Neil Pursey

Founder of Webgrowth. He has been optimising websites since 2006. He has since done guest talks on SEO at Wordcamp, University of Cape Town, Blogger Food Indaba and others.. Co-founder of the GROW Academy, a South African initiative to educate the youth in digital marketing. He heads up the SEO sessions at the GROW Academy.