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How To Track Customers & Revenue From SEO In Your CRM in 2023 Ep. 562
Connecting SEO attribution data to your CRM reveals that SEO typically generates higher-quality leads, lower acquisition costs, and faster close times than paid channels like Google Ads or Facebook Ads.
Key takeaways
- Add hidden fields to website forms so attribution data flows automatically into your CRM alongside lead contact info.
- In the episode example, SEO acquisition cost was $200 versus $416 for Google Ads and $714 for Facebook Ads.
- Remarketing is described as the best ad dollar spent when running multi-touch paid campaigns alongside SEO.
- If referrals are your top lead source, it signals your digital marketing engines are not firing on all cylinders.
there's nothing out there that produces higher quality leads, more leads than SEO from, you know, and from an attribution standpoint, usually organic assists
About this episode
Prove how your SEO efforts impact bottom-line metrics for clients with this step-by-step guide.
Questions this episode answers
How do you connect SEO attribution data to a CRM?
Add hidden fields to your website lead generation forms and use a tool like Attributor.io to write the source channel and campaign data into those fields before the form is submitted. That data then flows into the CRM alongside the lead's name, email, and phone number.
What CRM reports should SEO professionals run to prove SEO value?
The episode recommends five reports: number of leads from SEO versus other channels, number of customers from SEO, revenue from SEO by landing page group, average deal size from SEO versus other channels, and time to close from SEO versus other channels.
Is SEO cheaper to acquire customers than Google Ads or Facebook Ads?
In the example discussed in the episode, SEO acquisition cost was $200 per customer, compared to $416 for Google Ads and $714 for Facebook Ads, and average customer value was higher for SEO at $1,800 versus $1,500 for Google Ads and $1,142 for Facebook Ads.
Why does time to close matter when reporting on SEO performance?
Knowing the time to close helps set accurate expectations for when SEO budget increases will show up in revenue. It also prevents finance teams from pulling the budget too early if results have not yet materialized, because SEO programs often need six months to a year to gain traction.
In their words
an SEO result effectively has the endorsement of Google. And then if they're searching, they're actually searching for solutions.
Host
once you start getting more data, you'll see how valuable SEO is. If you don't already believe it, if you're already not a believer and listening to this channel, certainly the data will will guide you in that direction as well.
Guest
if you start tracking the sources of every one of your leads in your organization, CRM, then not only would you be able to show exactly how many customers and how much revenue SEO is generating, but you'd then be able to accurately model out how budget increases of strategy changes will drive bottom line growth.
Host
Terms defined in this episode
- Hidden form fields
- Fields added to website lead generation forms that capture attribution data such as source channel and campaign, then pass that data invisibly into a CRM when the form is submitted.
- Time to close
- The metric measuring how long it takes a lead or visitor to convert into a paying customer, useful for modeling when SEO budget changes will impact revenue.
- Attribution
- The process of identifying which marketing channel, campaign, or touchpoint was responsible for generating a lead or customer, used to measure SEO and paid channel performance.
- Looker Studio
- A third-party analytics reporting tool, formerly called Google Data Studios, that can connect to CRM data for advanced SEO reporting.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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