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Maximizing Revenue and Customer Insights through CRM-powered SEO Tracking
Effective SEO is critical for driving qualified traffic and revenues for modern businesses. But to optimize your strategy, you need clear visibility into which SEO efforts are working and which need improvement. This is where leveraging customer relationship management (CRM) systems comes in.
Highlights
What is CRM?
Why You Should Use A CRM to Track SEO Efforts
Reasons to Connect Your CRM and SEO Tracking
Using a CRM to Track Customers and Revenue from SEO
Five Metrics SEO Experts Should Monitor
Final Thoughts
Frequently Asked Questions
What is CRM?
CRM stands for Customer Relationship Management. A CRM system is software that centralizes all business data related to customers, sales, marketing campaigns, and revenue generation. It captures every interaction and stores organized records on deals, accounts, leads, contacts, and more.
CRM platforms provide reporting and analytics capabilities to gain intelligence from the data. Robust CRMs track all website, sales, and marketing activity to connect insights across the entire customer lifecycle.
Leveraging this centralized customer data is what enables powerful SEO analytics and optimization. Integrating SEO tracking with your CRM platform gives you an invaluable window into your organic marketing efforts.
Integrating your CRM platform with SEO tracking provides invaluable data on your organic marketing performance. It enables connecting the dots between SEO traffic sources, landing pages, lead quality, and revenue. This provides actionable insights to boost conversions and returns from SEO.
Why You Should Use A CRM to Track SEO Efforts
Using a CRM platform to track SEO is invaluable for gaining clear insight into your organic marketing performance. A CRM centralizes all the customer and revenue data needed for comprehensive SEO analytics reporting.
There are a number of compelling reasons to integrate your CRM with SEO tracking. First, it provides visibility into your organic traffic volumes across sources and landing pages. This allows identifying where your website visitors are coming from and what pages they land on.
Also, you can attribute leads and sales revenue directly to specific SEO keywords and content. This reveals your most effective SEO investments. Next, a CRM shows your top SEO landing pages and where opportunities exist to improve performance. It also enables prioritizing keywords that drive the most valuable conversions rather than simpy traffic volume.
Furthermore, CRM tracking allows monitoring the all-important return on investment for SEO activities and optimizing budget allocation accordingly. And finally, the customer data in a CRM facilitates creating targeted follow-up campaigns to re-engage organic leads. It also powers personalizing on-site experiences for SEO visitors to improve conversions.
Reasons to Connect Your CRM and SEO Tracking
Key reasons to connect your CRM and SEO tracking include:
- Gain visibility into organic traffic volumes, sources and landing pages.
- Attribute leads and sales revenue to specific SEO keywords and content.
- Identify your most effective SEO landing pages and opportunities.
- Prioritize SEO keywords driving the most valuable conversions.
- Track SEO return on investment and optimize budget allocation.
- Create targeted follow-up campaigns for organic leads.
- Personalize on-site SEO customer experience to improve conversions.
As these benefits illustrate, CRM integration lets you maximize SEO impact on both revenue and customer experience.
Using a CRM to Track Customers and Revenue from SEO
So how does CRM-powered SEO tracking work exactly? Here are the key steps:
Examine the Data
Leveraging a CRM for SEO requires collecting the right data within the platform. First, ensure your CRM solution captures essential website analytics like traffic source, landing page URL, keyword and other relevant parameters.
Many CRM systems have built-in integration options with web analytics tools. If not, data can be imported from Google Analytics or similar. The next step is identifying the key customer actions and events to designate as conversions in the CRM.
These may include form submissions, purchases, content downloads, registrations and other goals. With the website data and conversion events defined, the final step is connecting SEO traffic to individual customer records using tracking cookies, UTMs and identifiers. This ties the SEO data directly to conversion activity, completing the view.
Use CRM or Analytics Tools to Generate Reports
Once SEO data is flowing into the CRM, the platform should enable creating customized reports and dashboards to analyze performance.
Typical SEO reports include views of organic traffic and conversion volumes segmented by source, keyword and landing page. Conversion rate and value per visit reports by SEO landing page are also valuable.
Compare SEO conversion cycle length versus other channels to optimize follow-up timing. And reports tracking ROI and revenue attributable to SEO demonstrate the concrete bottom line impact of optimizations. These intelligent CRM-powered reports provide the actionable SEO insights you need.
Five Metrics SEO Experts Should Monitor
Here are 5 key SEO metrics to track in your CRM reports:
Customer Acquisition from SEO vs. Other Channels: A CRM allows comparing new customer conversion rates from organic search to paid search, social, email campaigns and other channels. This reveals the customer acquisition strengths of each to inform optimal SEO investment levels.
SEO Revenue by Landing Page Group: Evaluate SEM landing page styles and designs that convert best by leveraging CRM revenue data. Identify underperforming pages to potentially refresh or replace to lift conversions.
SEO’s Average Deal Size vs. Other Channels: Determine if SEO visitors convert into larger average deal sizes than other channels. If so, optimize SEO for maximizing long-term customer value over quick conversions.
Time to Convert SEO Leads vs. Other Channels: The CRM reports time to convert, so compare SEO conversion cycle length versus other channels. Follow up faster with organic leads if they take longer to convert on average.
Return on SEO Investment: Finally, calculate SEO ROI based on attributable revenue and costs. This demonstrates the monetary return from SEO and guides budget optimization.
Tracking these 5 metrics through CRM reporting provides tremendous SEO optimization power. The customer intelligence fuels data-driven decisions.
Final Thoughts
As shown throughout this guide, integrating CRM and SEO tracking opens up immense opportunities for improvement through customer intelligence. With a CRM providing the analytics foundation, you gain clear visibility into SEO performance and leverage to enhance strategy.
To recap, key benefits of CRM-powered SEO tracking include:
- Attribute revenues directly to SEO activities.
- Identify and double down on high-performing SEO sources.
- Optimize landing page experiences for organic visitors.
- Focus SEO budget on highest-ROI keywords and campaigns.
- Remarket to customers identified from SEO.
- Make data-backed decisions to maximize SEO value.
The capabilities are immense, but also accessible. With the right CRM platform, tapping into SEO analytics is easy and enables superior organic results. It’s time to graduate from guessing about SEO impact to knowing through CRM intel.
Frequently Asked Questions
Q: What are the technical requirements for tracking SEO in a CRM?
You’ll need either built-in web analytics integration in your CRM or a connector to import analytics data from Google Analytics or similar. Most CRM platforms offer these capabilities. Work with developers to implement the tracking and reporting if needed.
Q: What customer data from SEO should we track in our CRM?
Capture traffic source, landing page, keyword, lead attributes, and conversion actions like form fills, purchases, and downloaded resources. This provides a comprehensive view of the SEO customer journey.
Q: How much work is required to maintain CRM-powered SEO tracking?
Once implemented, CRM-powered SEO tracking is very low maintenance. Marketing teams simply need to consult reports and dashboards periodically and act on the insights. No extensive ongoing work needed.
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