Great article but strategically just mapping revenue numbers for SEO isn't enough, that's where most of people go wrong. SEO is more than just revenue, what about those priceless impressions in front of all the new audiences and constant branding that comes along. Consumer journeys are too complex in today's world. Mapping just revenues or profits based on some last-click attribution models won't be justifiable to not only SEO but any other marketing medium!
I think realistically most teams should be aiming for revenue and margin at a minimum. Then depending on the complexity and sophistication of the company you can look at different kinds of attribution modeling.
Attribution modeling is a whole other field of work and can be both hard to do and resource intensive. In my experience a lot of companies (especially at the executive layer) resort to some simple calculations of LTV or Margin and then base everything off that.
Great article but strategically just mapping revenue numbers for SEO isn't enough, that's where most of people go wrong. SEO is more than just revenue, what about those priceless impressions in front of all the new audiences and constant branding that comes along. Consumer journeys are too complex in today's world. Mapping just revenues or profits based on some last-click attribution models won't be justifiable to not only SEO but any other marketing medium!
I don't disagree with you!
I think realistically most teams should be aiming for revenue and margin at a minimum. Then depending on the complexity and sophistication of the company you can look at different kinds of attribution modeling.
Attribution modeling is a whole other field of work and can be both hard to do and resource intensive. In my experience a lot of companies (especially at the executive layer) resort to some simple calculations of LTV or Margin and then base everything off that.