In the fast-paced world of digital marketing, the question of how to measure the success of a local SEO campaign often comes up. With countless strategies in play—reviews generated, citations built, and Google My Business (GMB) listings optimized—it’s crucial to understand what metrics matter and how to report on them effectively. At GMB Fox, we’ve tapped into the wisdom of local SEO experts to help you navigate this landscape.
Understanding the Metrics that Matter
To truly gauge the effectiveness of your local SEO efforts, focus on these key areas:
Organic Traffic & Leads: As Greg Gifford, VP of Search at SearchLab, puts it, “Rankings don’t mean squat to a business’s bottom line. Everything we do is focused on ROI.” Your goal should be to see an increase in organic visitors and leads—metrics that directly impact your revenue.
Customer Experience: According to Ben Fisher, Founder and VP of Marketing at Steady Demand, “Success is based on good customer experience. It’s also based on real-world business factors such as seeing an increase in calls, clicks, sales, and client satisfaction.” Enhancing the customer experience should always be at the forefront of your SEO strategy.
Engagement Metrics: Niki Mosier, Head of SEO at Two Octobers, emphasizes the importance of phone calls and website sessions from the GMB listing. “Seeing engagement metrics improve is a strong indicator of success,” she explains.
KPI Tracking: Steve Wiideman, President at Wiideman Consulting Group, highlights the value of a KPI Tracker Template. “It really shouldn’t be for the SEO specialist to decide how to measure success; it should be the business or client,” he advises. By setting clear KPIs from the outset, you can better understand your campaign’s impact.
Conversion Rates: As Joy Hawkins, Owner/President at Sterling Sky, succinctly puts it, “Conversions. We track form submissions, calls, and live chat conversions.” Focus on these metrics to see how well your strategies translate into actual business results.
Making Data Work for You
Matt Lacuesta, Director of Earned and Owned at Location3, urges marketers to “ensure that the business owner and stakeholders understand how you’re moving the needle for them.” Transparency is key; provide an analysis of what the data indicates and how it informs your strategy.
Conclusion
Measuring the success of a local SEO campaign isn’t just about the numbers. It’s about understanding how your efforts affect the bottom line and contribute to a better customer experience.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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