How do you measure SEO performance now that “not provided” keyword data is so prevalent?
This question comes up frequently in client meetings and conversations with colleagues in the industry.
In some cases, “not provided” keyword traffic percentages represent more than 50 percent of a client’s search referral volume. This creates a significant hurdle when you’re trying to demonstrate results for campaign initiatives.
The challenges SEOs face in demonstrating ROI of keyword strategies mirror greater concerns B2B marketers have with website optimization initiatives overall. A recent MarketingSherpa article highlights the fact that more than half (53 percent) of B2B marketers surveyed indicated they couldn’t (or didn’t) calculate the ROI of their website strategies.
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