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Selling SEO and the Value of Organic Clicks – SEO Dashboard Tour

Value of Organic Clicks per Month

What do you see here?

If the last graph showed you your total clicks count, this next graph applies a value for each of those clicks you are getting. It’s like “Clicks x $.” Just like now PPC keywords command a different price per click depending on how much they can produce; your SEO work gets the same benefit.

valueoforganic1If you had to pay to appear as an organic result, then you would be shelling out something close to this amount every month.

Understanding the Value of Organic Clicks per Month allows you present the results of your work to your client while speaking in terms they can relate to.

This is not to be confused with PPC spending. We are putting a value on SEO work that is a realistic apples to apples comparison using PPC terms.

It allows Games.com—or any domain—to establish a basis for calculating return. They make room in their Adwords budgets to appear on strong keywords where they want their domain to appear. So how much would you be paying for every appearance of your domain on each of its organic keywords?

 

How do you present this?

First, change your language. When it comes to selling your value to clients:

Rank is good. Clicks are better. Dollars are best.

  • High rank feeds your client’s ego, but its means nothing until you get clicks to your page.
  • Clicks are better, but not many clients grasp how valuable it is to rank where you do.
  • Dollars are best. Convert the clicks you get into a relatable dollar amount that they never got billed for.

This is Value gained. By increasing the number of organic clicks from last month, Games.com saw its biggest peak ever in their total value of organic clicks. Because this spike follows the same spike pattern as the previous chart (Total Organic Clicks per Month), we can match the clicks increase to the value increase and confidently assert that the value increased from the number of clicks, as opposed to the value per keyword.

Overall this gives you a better way of looking at the value of your SEO campaign compared to PPC or even banners because the measurement is in dollars instead of clicks, views, or impressions.

And since this chart builds off of the previous chart, it is a good practice to confirm these clicks via Google Analytics.

Your best action:

Understand what drove your value. Look to the neighboring Total Organic Clicks per Month graph for a comparison. If the two match from the last month to this current month, then number of clicks most likely drove the value amount.

However, if you see their courses adjust, like total clicks going up while value stays stagnant, investigate the value of each click. (SpyFu keyword SEO value data). If there is heavy attention on low value keywords, it is time to refocus efforts on higher-value keywords.

Domain Clicks Change

This bar is an excellent at-a-glance summary of your clicks and value gained in the month. Consistent with letting you control the message, we show this bar only with neutral or better results for the month. In other words, if your clicks dropped from the last month, we will keep this summary off the page.

Positive changes turn the bar green. Neutral results remain a light blue.

 

valueoforganic2

 

Continue to Part 2 of the SEO Dashboard Tour.  Showing Gains in SEO ROI >