What Every SEO Needs to Know About Branded Search ROI
May 6, 2008 by Susan Gunelius
Filed under Online Branding
The following is a guest post from Gab Goldenberg of SEO ROI. Gab is my go-to-guy for all things SEO. You can learn more about Gab at the end of this post.
What is the true cost of conversions gained through branded search? What is the true ROI?
It’s been repeated often enough that branded search terms convert exceptionally well. Eric Peterson is one proponent, and Avinash Kaushikis another. (Avinash works as a consultant to Google, which tells you something about his skill and the richness of the data he gets to play with!)
But most search marketing experts only look at the click costs of conversions from brand searches. Cross channel tracking needs to be used to measure the real total cost to a business of getting a conversion from a brand-name search. Cross channel tracking, for those who might not know, refers to tracking conversions across various marketing mediums, such as search, email, print ads, radio etc. Here’s how it can be used to measure the real cost of conversions from branded search. Read more
