Tying SEO To Conversion And ROI
June 29th, 2011 by 
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Sales and sales revenue, this is the one that everyone assumes is part of conversions. Sales and sales revenue is possibly one of the simplest conversions to track, except from when you are selling many different products at a variety of different price points and in different quantities. In this instance the process needs to be more sophisticated.
If your site is mainly advertising driven, you need to have a look at the impact of organic search traffic on the advertising revenue. If there are no financial goals for the site you need to have a look at some of the other types of conversions.
Email, blogs and newsletters subscriptions are very important forms of internet marketing and every time somebody subscribes to receive regular communications from you then it’s a win. Even though there are not any financial consequences to this it is still classed as a conversion. Somebody that has signed up to something that you have on offer they are more likely to become a customer than a first timer who has just visited your site, this is the type of conversion that should be credited.
As well as subscriptions something close to that are sign ups, maybe you offer a service such as a tool that people need to sign up for to use, even if the tool is free it should be tracked as a conversion.
When they sign up you would of more than likely received their email address, even if they indicate they do not want to receive a commercial communication from you, you should be building loyalty with the tool you gave them access to. Otherwise why would you be providing them that service?
There are a lot of sites that offer downloads, such as white papers or free downloadable tools, these may not require a sign-up of any type but you should still count this as a conversion. You are getting your site out there with the downloads your offering.
There are features on some sites where a conversion takes place and then the visitor shares the information they found with someone else. For example it might have a share with friend or an email to a friend button, you can keep track of these after each user had used that feature.
A visitor may link, a user who links will visit your site and find the content either useful, entertaining, or otherwise compelling enough to link to it from their own site. Visitors can also publicise your site by mentioning it in a forum, blog comment, or a social media site such as Facebook and Twitter, or even by writing about it on their own site.
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