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Editor: Isaías Blanco

Quantifying the potential KPIs that will drive clients and sales is better than expecting comparable ROI reached by competitors or similar companies.

The main challenge faced by digital marketing agencies, SEO specialists and managers when trying to raise a brand’s presence in Google is the successful reporting of data. 

Most of the content spread on the web in SEO blogs or digital marketing fascinating recipes talk about measuring KPIs, establishing goals, setting dashboards, increasing visitors, and creating funnels. However, no one is paying attention to the core behind the strategy- the actual cost of acquisition per client and how long it takes to drive positive results.

The new generation of digital marketers is exceedingly focused on the message’s look and feel instead of the engines responsible for turning information indexed in Google in Sales. 

Furthermore, the obsession with anticipating the Return of the Investment [ROI], plus the market quota and yearly profits, difficult for a proper report system to track the effectiveness and progression of the Search Marketing Strategy.


How to analyze the performance of the SEO engines


Covering and understanding how the potential customer will connect with the brand, product or service through Google is the primary key to anticipate the most accurate client acquisition formula.

Likewise, placing the correct type of metrics will emphasize the value of the strategy in terms of practical performance -in target locations.

1. Conversion Rate -Even being a custom metric, it explains the number of sales coming from Google visitors.

Also, if the strategy offers a free sample, the conversion rate shows the number of upgrade users.

2. Sales per Client -The average number of sales made by a client after checkout.

3. Customer lifetime value -Estimate the net profit provided by the future relationship with a shopper

4. Customer Retention rate -Represents the percentage of customers maintained by a company during a fiscal year.

5. Recommendation rate -Displays the satisfaction level of the customer and the probabilities to share brand, products or service with family and friends.

6. Channel adoption -Illustrates the effectiveness and sales impact of a particular channel, in this case, Google, including all organic visitors landing in the campaign portal or blog

These approximations will help the search marketers team analyze the most significant long-term earnings motors during the first six months.

In this period, the shadow of uncertainty should be reduced -managed- with the best data analytical approach. The proper interpretation will draw how the client is interacting with the content. 

The main idea of this data conjecture is focused on starting with the lowest volume of data able to handle and structure in a short period of reporting time. 

In other words, this new approach helps the search marketing team to test the strategy week after week to analyze any significant variation in between.

It is not relevant to get too obsessed with the lowest retention rate per client because it represents how the product is getting accepted [ranked] in the central niche.

All the arguments above help conclude the relevance of working with a Minimum Product Viable, which will be fundamental to test the viability in the market, analyze client’s perception, reduce costs, reduce reaction time and execute best SEO strategies in target keywords.




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