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What metrics should customers of SEO firms focus on?

My customer recently asked me this question. I’ve drafted a response, but before I send it I’d like to get some input from the community on major points as well.


The customer is mainly focused on a) the results of SEO spend to date, and b) the results of SEM (Pay Per Click / AdWords, etc.) spend to date.

What I have so far include:
Sales generated per \$SEO and \$SEM spent (reported individually)
Average \$order per \$SEO and \$SEM sale (reported individually)
# new customers visiting as a result of \$SEO and \$SEM (reported individually)
# returning customers visiting as a result of \$SEO and \$SEM (reported individually)

Thanks for your input!

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2 answers

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michaelcyger [ Admin ]

You’ve got a good start for evaluating your SEO and SEM efforts from the customer’s perspective (what are they getting for their money…ROI).


Here are a few more:
# leads generated
# articles read
# of new RSS, email, FB, Twitter followers
Site traffic
$ per click
Optimal keywords that convert to sales

The converse of this measurement system is true as well. Being able to quickly determine and stop campaigns that produce low conversions, low $ sales, empty traffic, etc. is almost as useful.
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jann mirchandani

What about #phonecalls? (going old school…)

But I think your list is pretty good. Even when you start drilling down based on specific keywords being targeted, these basic questions won’t change. You’d want to look at the same metrics just spread out over a greater variety of keywords/key phrases.

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