The Five Steps to Evaluating SEO Performance

The Five Steps to Evaluating SEO Performance

The Five Steps to Evaluating SEO Performance 2560 1706 Kraus Marketing

Advocating SEO’s Business Value For B2B and B2C Companies in NJ & NYC

When it comes to explaining business value, even the most experienced SEO marketers can find themselves hitting a wall. Organic search requires the ability for marketers to translate their numbers into understandable results that can be understood across many different departments. To strengthen your PR value in an organization, you’ll need to have a basic understanding of how to evaluate your own personal performance. Read on to learn five essential steps to building your business value.

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What’s your foundation?

The first step for any professional elevation is to build a sturdy foundation that can stand on its own. That means recognizing what your largest channel of communication (ie. YouTube, Facebook, WordPress) is and making an effort to build brand awareness around it in order to drive revenue. Organic search is highly profitable: it drives 51% of all visits to B2B and B2C websites, has no direct media cost and shows extremely high returns. A strong foundation for your SEO projects will help provide a self-sufficient engine that will drive your revenue with minimal effort on your part. This will help free your time so you can focus on the next step in your SEO performances.

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Developing your skills sets

Organic search marketers are often very scientific in the way they think: they’re data-driven, analytical left-brain thinkers. On the other hand, traditional marketers tend to lean towards creative intuition and visualization for their work. Both make for highly successful results, but the digital convergence requires people who are capable of reaching outside of their comfort zone and adjust to the ever-changing industry of digital marketing. Ask your organization to invest in your talents and take external training and certification courses to broaden your skills. Working across different departments helps extend the reach of your influence to different talent, while giving you the opportunity to learn new things. You’ll also learn how to communicate effectively with different departments and demonstrate the benefits of an influential SEO process, which leads us to step #3.

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Use metrics to support your work

Numbers speak a lot to the importance of SEO and can do a lot of the heavy lifting in elevating your professional performance. Build your work into case studies that cross into different platforms and can relate to multiple business leaders. Keep in mind that certain metrics will prioritize over others depending on the department you are focusing on. Talk about up-sell and customer value with Customer Service; engagement and conversion with Marketing and reach and engagement with Public Relations. Your portfolio should be as colorful as the different people you regularly engage with.

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Talk

Now that you are armed with the skill set and metrics that will catch the attention of senior business leaders, you need to learn how to talk. Communication is the most vital way of capturing the right attention: how you frame, pitch and communicate your success should leave a positive impression. Speak to business outcomes that are clear, concise and understandable. Keep your work as finite as possible: timed investments are the hardest projects to sell in a boardroom and need to be regularly updated.

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Secure that sponsorship

Where’s the money? Executive leaders care about the business outcome: that’s how cases win and maintain budget for projects. Securing an executive sponsorship allows you to scale and integrate your organic search efforts across multiple digital platforms and elevates your position in your organization. Come armed with data points, projections and a healthy appetite for conversation that can speak to goals that matter to different stakeholders.

Consider these steps building blocks to add to your professional career. Like most things in digital marketing, change and adjustment is good and you may find that your professional value develops differently than someone else’s. Inquire about Kraus Marketing’s services in digital marketing and SEO by contacting us at (973) 998-5742, or online at www.KrausMarketing.com.

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