Traverse
Global
Communications

4680 N. US-31 N.
Traverse City,
MI 49686

Phone:
(231)938-9400
Toll Free:
(888)447-4678

Return On Investment

Return On Investment Overview

Return on investment (ROI) is a measure of the successfulness of an SEO campaign. In the strictest sense, it is how much profit is returned from the investment. If money invested in a website promotion campaign produce sufficient profit to cover the campaign costs and still has a positive influence on Earnings Before Income and Taxes (EBIT), then the campaign should be launched. Likewise, if a campaign does not produce a profit, it should be abandoned in favor of other promotional vehicles.

But, it is often difficult to measure the specific profit from a website promotion campaign. That is because, not unlike most promotional efforts, it is difficult to isolate whether a visitor has made a purchase based on a single promotional strategy or the combination of may promotional strategies. For this reason the success of a website promotion campaign is typically evaluated based on the number of visitors it achieves. And since the number of visitors is intimately related to ranking results for high quality keywords, achieved ranking is a fair measure of the success of an SEO campaign.

Since there are many types of website promotional campaigns, your money should be prioritized where it will return the greatest value first. The following table will help define a sensible strategy of prioritizing your promotional budget.

Traverse Web Marketing's ROI Tracking Service

Traverse Web Marketing's ROI tracking service is provided to help answer the questions:
  • How are visitors getting to my site?

  • How are they using my site?

  • Are visitors converting into customers?

  • Which marketing efforts are paying off?

Traverse Web Marketing utilizes Urchin Live Stats to analyze web traffic and mesaure ROI. Urchin answers the four questions above and many more with its detailed unique visitor reports. Urchin 5 is the only analytics product to use Adobe's SVG technology to display stunning charts and graphs that load instantly. Change your report's date range or use Urchin's report side filters to modify the information you are viewing and Urchin's graphics update in a blink - leaving competing products in the dust.

By measuring the before and after web site statistics we can determine your return on investment (ROI) for the search engine optimization work performed. By quantifying ROI you can see for yourself the value of SEO.

Like many Urchin reports, the Search Engines Report allows you to drill-down into a particular item and find out more about it. In this case, clicking on the "www.google.com" entry reveals all of the actual search terms used on Google to find this site.

The Visitor Sessions Report

With Urchin's SVG-powered Business Ready Graphics(tm), you can see most charts and graphs in either pie, line, or bar graph-type views, and can easily copy/paste the graphs into common Office applications like Powerpoint and Word.

Features
  • SVG-based Business Ready(sm) interactive charts and graphs - copy/paste into any Office application

  • UTM2 first-party-cookie enhanced data collection - no privacy problems or security warnings

  • UTM2 supports cross-site tracking

  • Pie chart, bar, or line-graph options for most reports

  • Print-friendly report-viewing mode

  • Direct export to Word, Excel, and more

  • Fully customizable reports - compare anything to anything

  • Arbitrary Date Range analysis

  • Visitors & Sessions reports not confined to monthly analysis (competitors are)

  • Most accurate Unique Visitor reporting

Reporting Features
  • Visitor Loyalty ("stickiness") report

  • Help text embedded with calculation methodology explained

  • All individual items in reports graphable over time

  • New Downloads report shows all files downloaded from your site.

  • New Drilldown reports show information succinctly yet in complete detail

  • SEO - Page Query Terms report automatically shows results of Cost-Per-Click campaigns, internal searches, and more

  • Search Terms report shows actual keywords typed into search engines

  • New IP Address and IP Drilldown reports

  • Intranet IP analysis

  • New Robots and Spiders reports.

  • Automatic exclusion of "bot" traffic from Visitors reports

  • Click-path analysis improved (click to/from report)

  • Improved flexibility in Usernames reporting
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