31 May '16, 4pm

True performance baselines & ROI for SEO without attribution modeling

This is simply taking a view of the “state of play” performance of the site based on a two- or three-year historic view and including this as part of your baseline against which performance improvement and ROI calculation are measured. This is important, as it allows assessment of your improvement over and above your “status quo” activity. You could argue that this is an overly harsh view to take: in essence, you are obliging better performance before any ROI calculation because you are taking the previous year’s performance improvement away from your upcoming year calculations. But if there is to be any purpose to your ROI metric beyond comparing it to a third-party performance (and that would be better done by comparing flat revenue growth, or not at all, if you aren’t performing full attribution analysis), then you should consider this improvement on the status quo to b...

Full article: http://searchengineland.com/true-performance-baselines-ro...

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