7 Ways to Prove Local SEO ROI for Your Business

7 Tips to Prove Local SEO ROI for Your Business

Local SEO is how local businesses can reach their prospective customers. Like traditional SEO, it involves a series of calculated steps to improve ranking in the search engines. A number one ranking is where you will get the biggest return on your investment, but number 1 rankings cannot be guaranteed and will certainly not happen overnight.

That’s why I want to show you a few things you can look at to see how well your local SEO efforts are performing. It can get discouraging if you don’t see ranking improvements, but that doesn’t mean the work being done is for nothing.

1. Track Ranking on Search Engines

Watch for changes in ranking for any of the keywords you are targeting. If you see a major change in rank, you know you’re getting a decent return on your investment. Take screenshots to show the changes in ranking so it is easier to demonstrate ROI to investors.

Ranking changes will likely increase slowly over time, but progress is being made. If you can increase your ranking quickly, this is wonderful, but will only make a difference in the long run if you can sustain the higher rank.

2. Track Calls from Leads

Using call tracking software, you can have your leads call a different phone number based on where they are coming to your website from. Your tracking system will connect with analytics and count it as a conversion. And attribute it back to the source.

Though this could be helpful, it’s important to display a consistent business phone number across the web because not doing so can affect your ranking negatively. Code your business phone number into your site using schema and monitor your local citations to make sure you’re talking numbers are not being picked up elsewhere.

If you notice calls are picking up, you know your efforts are working. If calls from a certain number are doing better than others, then you know that’s where you want to focus more of your efforts and budget.

3. Make Google Search Console Your Best Friend

  • Pay attention to Click-Through Rate (CTR): You’ll be able to tell if you’re getting more clicks on your targeted keywords than you use to. This matters because it lets you know that your traffic is clicking through you your website. If you’re not seeing improvement, rewrite the title tags on your site.
  • Keep an eye on search queries: Monitor the search queries that are bringing traffic to your website. Copy the data into a spreadsheet so you can watch for changes. Even if you don’t see a change in ranking yet, an uptick in traffic from certain phrases can show your SEO efforts are working.
  • For detail information about Google Search Console, head on over here.

4. Make Google Analytics Your Best Friend, Too

  • Track link interactions: Find out which links people are clicking on, and if they’re using the click to call button on their mobile devices. Set up event tracking in Google Analytics for more insights.
  • Find your most popular traffic sources: After people fill out a contact form, redirect them to a Thank you page. This way you can learn where your traffic is coming from, and you’ll know which methods are working so you can invest more of your resources on those.

5. Use the Google My Business Dashboard

You’ll be able to track impressions on your listings here, so you can see what kind of results you’re getting from the Map Pack. Since you can only go back 90 days, you’ll want to copy the data into a spreadsheet so you can watch for historical trends.

6. Use Year-Over-Year Comparisons if Necessary

If you’re in a seasonal business, comparing traffic on a month to month basis isn’t going to give you an accurate picture of what’s going on. Rely on the same month in the previous year to see how much you’ve grown.

7. Use These Simple Formulas for Calculating ROI

Anticipated ROI – What You Expect to Earn

To calculate this, you must know:

  • Average monthly visits – from Google Analytics
  • E-Commerce conversion rate – also from Google Analytics if you’ve set up Goals and Conversion tracking
  • Average order value (AOV) – Total amount of revenue divided by the total amount of orders

Let’s say your website gets an average of 60,000 visits and has a 1% e-commerce conversion rate. Your AOV is $100. Let’s say the proposed SEO project cost is $15,000. To break even, you must make at least $15,000 extra, and to generate a profit, you must produce a substantial amount of sales.

To determine the number of additional orders required for that breakeven point, you’d divide that $15,000 by the average order value of 100. You’d need 150 orders to break even.

Now, you need to determine the additional traffic required to generate those orders.

Take the number of orders required to break even and divide it by the e-commerce conversion rate. 150/1% = 15,000 additional traffic.

To deliver a decent ROI, you should double that traffic volume and aim to drive 30,000 visitors with the campaign.

At this point, we can expect to get 200 orders through the SEO efforts, which would result in $30,000 in sales – creating a 100% ROI meaning for X, you’ll earn 2X.

Actual ROI – What You Earned

Your actual ROI is the total e-commerce revenue through SEO + the total goal value through SEO – the cost of running the SEO campaign/cost of running the SEO campaign.

Let’s say you ran that $15,000 campaign and ended up with $35,000 in sales. You got a bit more than 100% ROI.

You can also use another formula:

  • K = volume of keywords searched
  • S = % of searchers who became visitors
  • D = % of visitors who became leads
  • C = % of leads who become customers
  • V = average customer value
  • L = Local SEO revenue

(K) x (S) x (C) x (V) = L

ROI = (L – Cost) / Cost

Let’s say 7,500 people search for “Carlsbad plumber” every month. Only a small percentage of these searches will end up on your site. The percentage, of course, depends on where you rank. If you are higher on the 1st page, you’ll end up with a larger portion of those visits.

So, let’s take a look at what you could expect if you were at the bottom of page one compared to what you could expect if you were in the number 1 position for that keyword phrase.

In position 10, you can expect to earn about 3% of the search traffic. Of that hypothetical 7,500, that’s 225 visitors. If you rank lower than that, you can expect even less traffic.

But, if you were in position one, you could expect to earn about 40% of the traffic for that keyword which means you would get 3,000 visitors. It’s clear that it pays more to rank higher.

To keep the math simple, let’s assume that 5% of visitors in both ranking positions become leads since the vast majority of people who visit your website won’t take the time to contact you at all. Now you’ve got 12 leads (rounding up) at position 10, and 150 leads at position 1.

We know that not every single lead will convert to a paying customer. Let’s assume that only 20% of those leads become paying customers. And position 10, you’d get 3 (rounding up) customers and in position one, you’d get 30.

If your average customer value is $200, you produced $600 in revenue in position 10 and $6,000 in position one.

If you’re spending a $750 a month in SEO services, and you’re left with $5,250 profit in the number one position and $150 loss in the number 10 position.

For every dollar you’re spending on SEO, you are earning $7 in return in the number one position. Though I’ve chosen completely arbitrary numbers, if you were in position 10 in this scenario, you would be losing money – 20 cents on every dollar – and therefore would need to increase your average customer value to make it worth it. If you spent less on your SEO, it would make it more difficult to increase your ranking quickly.

Knowing ROI is Important

Local SEO ROI can be found in many different ways. It’s important to look at the overall picture and focus on multiple metrics to see how well you’re doing. Choosing just one metric can skew your results.

Contributor
SEO virtuoso and CEO at Sachs Marketing Group. Always focused on being of service to business owners, to help better position them in the eyes of their audiences.
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SEO virtuoso and CEO at Sachs Marketing Group. Always focused on being of service to business owners, to help better position them in the eyes of their audiences.

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8 Ways Your Company Can Save Money By Hiring Remote Worker

8 Ways Your Company Can Save Money By Hiring Remote Worker

Whether you’re a veteran or simply a new business owner, one thing is certain – overhead costs are a big pain in the @&&. So it’s a good thing that modern technology has helped today’s businesses cut down on costs.

You save a lot of money by not paying for office space, construction costs, electricity bill, rental fee, food expenses, and other expenses. You can simply hire your employees and have them work at home. It’s also a big benefit to the employee since they don’t have to worry about gas expenses or commuting expenses. They also work in the comfort of their own homes and they can set their own schedules as well. It’s a win-win situation for both the employer and the employee.

But if you’re still not convinced then take a look at these reasons that explain why hiring remotely can save you a lot of money.

1 Lower Operating Costs for Your Business

You don’t have to worry about renting office space, paying electric bills, paying water bills,  buying office supplies, providing for snacks, office repairs, buying hardware, fixing to plumb, and all those other expenses since most (if not all) of your workers are now working at home.

Based on a poll from Global Workplace Analytics, it was discovered that businesses and companies who allow their employees to work at home have reduced expenses and reduced company overheads of approximately $11,000 annually.

2 Your Remote Workers are More Productive

Working at home has a lot of perks. The most obvious perk would be that of time and travel expenses. Home workers don’t need to travel to the office which saves them a lot of time, they also don’t have to experience the stress of being caught in a traffic jam during rush hour.

Asides from the traffic, home workers have fewer distractions and they can devote 100% of their time and energy on work. Home workers have flexible work schedules that they can even take care of their children, cook their own food, and watch television. This flexible work schedule makes them more productive and it helps them produce high-quality outputs.

According to Tiny Pulse, about 91% of home workers state that they get more work done when they are working remotely.

3 Employee Turnover Will Be Reduced

A lot of employees are being replaced yearly. It’s costly to train new employees and it takes a lot of time and investment to make them as effective as the old ones.  You can convince your current employees to stick around by making them work at home.

According to the Global Workplace Analytics, about two-thirds of employees would switch their current jobs if they could ease the burden of commuting and deal with traffic. By relieving your employees the burden of traffic, you are also ensuring that they would stick around and work for you.

4 You will have more productive and efficient meetings

Payroll has reported that over 40% of office professionals see impromptu meetings as a major distraction in the workplace.

You don’t have to worry about impromptu meetings that hinder you from doing your work. Most impromptu meetings have little value to add and they are often used to kill time in the workplace. It’s even more annoying when people chat and goof around while waiting for the other workers to come to the meeting. You lose at least an hour of your work time in these meetings, an hour that you could have spent working on that project.

You can have more efficient and productive meetings if you have a lot of remote workers. Why? Because meetings have to planned and scheduled in advance which gives you and your employees more time to prepare for the meeting. So no more on the spot brainstorming or fooling around, you can now have meetings that help and improve your employees work rather than hindering it.

5 Your Workers Can Work Even on Sick Days

People in the office often take the whole day off when they call in sick. This would set back your profits and you’ll be at a loss. Remote workers, on the other hand, don’t have this problem.

Your remote workers can work from bed (if possible) when they’re sick. If they can’t work when sick it’s still okay since they have flexible work schedules that make it easy for them to catch up with work.

6 It’s Faster and Easier to Hire Remote Workers

Office employees undergo a very long and tedious hiring process. They undergo interviews, handle paperwork, background checks, and they have to be sorted out by the HR department. It would take a few days at best to hire a new employee.

Hiring a remote worker, on the other hand, can simply be done within a 24 hour period. There’s no bureaucracy that will slow you down.  However this comes at the cost of security and quality, you have to do the background checks yourself and make sure that they are up to par with your company’s standards.

7 You Don’t Need to Rely on Local Talent, You Have the World to Choose From

If your company is located in a big and thriving city. It’s very likely that your employees are also living in the city as well. The cost of living is high and you have to pay them a much higher rate.

However, you can pay remote workers much less since you don’t have to adhere to industry standards. You can pay someone a lower rate but with equal talent, whose living in a rural area and they’d still be happy about it. You can even completely outsource the work and hire workers from across the world.

8 You Can Work Remotely as Well

What’s so great about having all your workers work remotely? Well, it means that you don’t have to go to the office anymore! You’re basically working remotely as well. That means that you don’t have to worry about commuting/ driving, rush hour, and other daily work expenses. You now have more time to spend with your family and you can probably work while traveling the world.

And, here are 3 ways to build trust in remote teams

Founder, Editor-in-Chief
LAStartups.com, Schmoozd.com
A native Angeleno. John studied engineering at UCLA; founded Schmoozd, an offline social tech networking event in LA with 30,000 subs; ran a startup accelerator (StartEngine). Worked for several major brands like Toyota, DIRECTV, Hitachi, and Raytheon. A mentor at LMU Entrepreneur School. And advises a dozen local LA startups building amazing tech in various industries; also invested in some.
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LAStartups.com, Schmoozd.com
A native Angeleno. John studied engineering at UCLA; founded Schmoozd, an offline social tech networking event in LA with 30,000 subs; ran a startup accelerator (StartEngine). Worked for several major brands like Toyota, DIRECTV, Hitachi, and Raytheon. A mentor at LMU Entrepreneur School. And advises a dozen local LA startups building amazing tech in various industries; also invested in some.

How to Maximize Your Digital Marketing Budget in 2019

How to Maximize your Digital Marketing Budget in 2019

Many businesses don’t really regard themselves as digital companies, because they may offer “analog” consumer products and services. After all, they’re not selling high-tech products and software programs. Common small businesses include restaurants, arts, and crafts sales, and plumbing services. So since these are traditional businesses, often they employ traditional marketing strategies—and that’s a mistake. Instead, digital marketing must be at the forefront of any sensible marketing strategy these days.

It’s true that many of these old-school marketing departments have now added more modern online marketing elements like mobile marketing, social media marketing, email marketing, and website operations. Yet often the focus is on traditional marketing methods like print ads and retail store promos. The digital marketing teams receive a far smaller share of the marketing budget.

If you’re running your own business, you have to increase the budget for digital marketing. In fact, the bulk of your marketing budget should probably go to digital marketing instead. Your digital marketing team should be at the forefront of your marketing efforts, leading the charge in promoting your brand and gathering data about your customers.

If you’re not convinced, here are some facts that should change your mind:

  • The vast majority of your customers are online. In the US, about 89% of the people use the Internet. Among the Internet users, 77% go online every day, 43% are online several times a day, and a staggering 26% are online almost constantly. The percentage of the constantly connected jumps to 39% for the 18 to 29 age bracket.
  • According to expert consumer marketers, the most effective marketing tactics include digital marketing techniques like social media, email newsletters, videos, mobile apps, website articles, and blogs. Online marketing is quite versatile, as it can also include webinars, webcasts, online presentations, white papers, infographics, and case studies.
  • With so many digital channels, it’s your responsibility to make sure that the message stays consistent throughout. Every platform should have the same information regarding your business, such as your location and your contact information. Your prices and promos should also appear the same for each channel. Your offline channels must also fall in line with your online promos, though this can be a challenge when you’re prone to quick reactive promotions.
  • The speed of digital marketing is significantly faster compared the traditional offline channels. This is in terms of fulfilling consumer demand for information. Direct mail and even telephone channels can’t compare to having all the information readily available on your website. You can also chat with your consumers and respond quickly via forum posts and emails.
  • The analytic tools for online marketing are also superior as you’re able to really track your marketing ROI. These tools can track how each digital marketing method is actually contributing to your bottom line. You can find out which methods are increasing your brand visibility, increasing your website visitors, and boosting your sales.

The basic truth is that all business these days are digital. You may offer traditional services like food products and plumbing services, yet marketing today must be online.

LA Startups Crew
Los Angeles Startups
Santa Monica, Culver City, Venice, Hollywood, and beyond
LAStartups.com is a digital lifestyle publication that covers the culture of startups and technology companies in Los Angeles. It is the go-to site for people who want to keep up with what matters in Los Angeles’ tech and startups from those who know the city best.
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LA Startups Crew
Santa Monica, Culver City, Venice, Hollywood, and beyond
LAStartups.com is a digital lifestyle publication that covers the culture of startups and technology companies in Los Angeles. It is the go-to site for people who want to keep up with what matters in Los Angeles’ tech and startups from those who know the city best.

100 Best Coworking Spaces in Los Angeles

100 Best Coworking Spaces to Work in Los Angeles

Coworking spaces these days are all about well-designed, health-conscious zones styled to look more like a members’ lounge than a meeting room. It’s no wonder freelancers, creatives and startups are turning to coworking spaces as an alternative to the traditional office. The communal environment and the amazing amenities are definite perks, but mainly for the sheer beauty of the spaces themselves.

We have compiled a complete list of the best coworking spaces in Los Angeles for you to work – HERE

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Read on … How is Coworking Great For The Los Angeles Tech Scene

 

Founder, Editor-in-Chief
LAStartups.com, Schmoozd.com
A native Angeleno. John studied engineering at UCLA; founded Schmoozd, an offline social tech networking event in LA with 30,000 subs; ran a startup accelerator (StartEngine). Worked for several major brands like Toyota, DIRECTV, Hitachi, and Raytheon. A mentor at LMU Entrepreneur School. And advises a dozen local LA startups building amazing tech in various industries; also invested in some.
×
LAStartups.com, Schmoozd.com
A native Angeleno. John studied engineering at UCLA; founded Schmoozd, an offline social tech networking event in LA with 30,000 subs; ran a startup accelerator (StartEngine). Worked for several major brands like Toyota, DIRECTV, Hitachi, and Raytheon. A mentor at LMU Entrepreneur School. And advises a dozen local LA startups building amazing tech in various industries; also invested in some.