How to measure SEO ROI in B2B

Last updated:

Home » Articles » SEO » How to measure SEO ROI in B2B

If you’re running a B2B website, you’ve probably wondered how to measure the return on investment (ROI) of your SEO efforts. It’s a tricky question, but with the right approach, you can get a good idea of how your SEO is performing. We have some practical ways to tackle this challenge for business owners.

Use more than one data source

We advise not putting all your eggs in one basket when it comes to data. Start by setting up Google Analytics 4 (GA4) on your website. It’s free and gives you loads of useful information. But don’t stop there – add another tool like Cometly or Heap to get a different perspective.

How to start by setting up GA4:

  • Create a GA4 property in your Google Analytics account.
  • Install the GA4 tracking code on your website.
  • Set up conversion events for key actions (form submissions, downloads, etc.).

Implement Cometly or Heap:

  • Sign up for an account with your chosen platform.
  • Install their tracking code alongside GA4.
  • Configure custom events to track specific user interactions.

Cross-reference data:

  • Create a spreadsheet to compare metrics from different sources.
  • Look for discrepancies and investigate their causes.
  • Use the combined insights to form a more complete picture of your SEO performance.

Ask your visitors how they found you

Sometimes, the easiest way to find out how someone discovered your site is to ask them.

Business owners should update contact forms:

  • Add a dropdown or radio button field asking “How did you hear about us?”
  • Include options like “Search Engine”, “Social Media”, “Word of Mouth”, etc.
  • Add an “Other” option with a text field for specifics.

Once you’ve collected this information, export it regularly and create a summary. Compare what people tell you with what your analytics tools are saying. This can help you spot any gaps in your data and give you a clearer idea of how well your SEO is working.

Look at first touch and any touch

People often visit a website several times before they become a customer. That’s why it’s important to look at both the first time they found you (first touch) and any time they came back through search (any touch).

You can work on this in GA4

  • Go to “Explore” in GA4.
  • Start a new “Free form” exploration.
  • Add “First user source” and “Session source” as dimensions.
  • Add “Conversions” as your metric.
  • Make a segment for users who had organic search as either their first touch or any touch.
  • Compare this to users who only had organic search as their first touch.

🌊 You won’t get lost in the data from your website. We’ll explain what your data means and how to use it to get more visitors and sales. Get a quote →

See the bigger picture

At this time, your job is to map out the typical journey a customer takes before buying from you. Where does your SEO content fit in? Here’s what you should do:

  • Create a flowchart of typical paths to purchase.
  • Identify touchpoints where SEO content plays a role.
  • In GA4, go to “Advertising” > “Attribution” > “Conversion paths”.
  • Analyse the role of organic search in assisting conversions.

Don’t forget to:

  • Reach out to recent customers.
  • Ask about their research process and how they discovered your company.
  • Note mentions of blog posts, guides, or other SEO content.

Understand the limits

No method of measuring SEO is perfect. People might forget exactly how they found you, or your tools might not capture everything. That’s why it’s important to use more than one way of tracking.

Try adding UTM parameters to links in your content. These are little bits of code that help you track where clicks are coming from. And consider using a lead scoring system, where you give points to different actions people take on your site. This can help you see the value of SEO-driven interactions that don’t immediately lead to a sale.

Focus on the long game

SEO takes time to show results, so don’t get too hung up on weekly reports. Instead, set up monthly reports using GA4 or a tool like Google Data Studio. Include important numbers like organic traffic, conversions, and revenue.

The best way to see if you’re making progress is to compare this year’s results with last year’s. Look at how your organic traffic has grown, how many of those visitors are turning into customers, and how much money they’re spending.

Every few months, sit down with your team to review these trends. Use what you learn to guide your SEO strategy and make sure it’s helping you reach your business goals.

Final words

Measuring SEO ROI in B2B isn’t always straightforward, but with these steps, you can get a good handle on how your efforts are paying off. With patience and persistence, you’ll be able to show the true value of your SEO work.

Wave

Enjoy our articles? Join our free list and get more.

Sign Up

Book Discovery Call