Local SEO performance metrics redefined

Increasing revenue and sales is a primary local SEO goal for brand marketers, often serving as the most direct measure of a campaign’s success and ROI. Understanding the path to this goal requires tracking a series of interconnected metrics that each contribute significantly to the sales cycle, culminating in the ultimate measure of all marketing efforts.

How do you truly measure the success of a local SEO campaign? Traditionally, marketers took a top-down approach starting with search rankings for specific keywords, then on to other metrics with sales and revenue as the ultimate goal. However, extreme variances in keyword rankings, the growing “long tail” of keyword search queries, and Google’s ever-evolving digital landscape are all driving a necessary shift in perspective.