As an SEO professional, you’re probably trying to demonstrate to clients or management how your efforts are impacting important business metrics like customers and revenue.
It’s easy to install Google Analytics and see how many visitors you’re getting from organic search, and if you set up goal tracking on form submissions, you can also measure the number of leads.
However, historically, it has been much more difficult to get the same attribution data into a CRM system and report metrics like how many new sales opportunities were generated from SEO, the number of new customers, etc.
Fortunately, we can offer a solution.
Keep reading to learn how you can assign leads and customers to SEO in your company’s CRM and run reports that demonstrate the value your SEO efforts are generating.
Why measure SEO results?
Measuring SEO results is a key factor in the success of your website. With regular monitoring and analysis, you can improve your search engine rankings, attract more visitors, and achieve your business goals. Be sure to utilize analytics tools and seek professional help if necessary to maximize the potential of your SEO efforts .
What is CRM?
CRM stands for Customer Relationship Management, which is a strategy or system that focuses on managing customer relationships . CRM is a key tool for businesses and organizations that want to communicate effectively and efficiently with clients, improve customer service, and build long-term and loyal customer relationships.
The main goal of CRM is to collect, store, and analyze information about customers to understand their needs, preferences, and behavior. This way, businesses can better understand how to reach their customers and how to provide them with better services and products.
Why You Should Track SEO Results Using CRM
Imagine you’re doing SEO for a project management software company.
To generate leads, you perform SEO and use paid advertising through Google, Facebook, and similar platforms.
If you were using only Google Analytics to measure visitors and goals, your analytics data would look something like this:
If this were your only source of insight – website visitors and completed goals – then it would seem that your Facebook and Google Ads are outperforming your SEO efforts.
Based on this data, you could spend the majority of your marketing budget on paid channels.
But what if you could see the complete picture of the number of customers and the revenue generated? Your data might look something like this:
Looking at the numbers above, you can see that your SEO efforts are greatly outweighing your paid ads because:
- You gained more customers thanks to SEO (25) than thanks to Google and Facebook ads combined (19).
- The conversion rate from leads to customers is higher for SEO (83%) than for Google Ads and Facebook Ads combined (17.5% for Facebook Ads and 30% for Google Ads).
- The average customer value is higher for SEO at CZK 36,000 per customer than for Google Ads (CZK 27,500) and Facebook Ads (CZK 22,857).
- The cost of acquiring a customer of CZK 4,000 for SEO is lower than for Google Ads (CZK 8,333) and Facebook Ads (CZK 14,285).
By tracking the performance of your marketing campaigns based on the number of customers acquired and revenue generated , you’ll see a complete picture of their performance and be able to allocate your resources accordingly.
In this case, you would be able to make a great case for how important SEO is to your business, and you could potentially get more budget and resources to support growth.
How to track customers and SEO revenue using CRM
Now that you understand the importance of tracking customers and SEO revenue, let’s take a look at how to do it.
It can be summarized in two steps: Ensuring the necessary data in CRM and running the right reports.