Gagan Ghotra

I posted this on LinkedIn earlier this week.

ROAS = return on Ads spend?? but what about return on SEO spend – ROSS (a good acronym for it I think)

I think instead of SEO being a channel to improve ranking or increase traffic, it should be measured as ROSS over time.

For sure it’s really hard to measure exactly, totally opposite of what can be done for ads like ROAS (return on Ads spend)

But still I think SEO professionals and agencies should aim for reporting back to clients like a quarterly or 6 monthly ROSS rather than just metrics like ranking/traffic improvement (which of course is amazing)

But what’s more amazing is making sure that those improvements actually driving increase of revenue for the business.

It would be amazing for any business owner to exactly know that they spent A amount over 6 months with a SEO professional or agency and got 3 or 4 times of A as return.

I usually aim to report this number to clients every 6 months so that it’s clear to them – whatever work I’m delivering is actually leading to a positive return for their business rather than it just being some super vague metrics improvement like rankings or traffic.