Often times it is difficult to measure the success or failure of SEO efforts by an analytics program as most applications are designed to focus on advertising click-thru-rates and sales revenues.
It is possible, however, to gauge how well SEO efforts are performing by the amount of revenue generated by traffic from organic search engine referrals. To calculate this SEO KPI, measure the total revenue of all combined search engine traffic and then measure the revenue per specific search engine source. When compared with pre-SEO month metrics you can gain some insight into how much gain you are realizing for your SEO investment.
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