Tracking Customers and Revenue from SEO in Your CRM

A robust CRM, or customer relationship management platform, offers many advantages, including precise customer monitoring, customer history, and better organization and management of client agendas. However, what about SEO customers tracking? How can CRM or analytics tools facilitate and advance the process of investigating SEO outcomes? 

According to Statista research, the global customer relationship management software market is forecasted to grow to 57 billion dollars by 2025, which means that the scope of customer relationship management will broaden significantly, covering CRM SEO tracking for marketing campaigns.

This guide aims to help you understand the use of CRM software for your search engine optimization needs. You will learn how to spot and track bottom-line metrics such as customers and revenue from SEO directly in your CRM and report the data in a way that enables you to make more informed business decisions and save your marketing budget.

What is SEO, and How Can it Help You Drive Organic Traffic?

SEO, or search engine optimization, is the process of mastering a website’s online visibility and performance in search results. It covers specific techniques devoted to keyword research, page content, technical website adjustment, and backlinks. SEO helps to fine-tune a business website so that it is more accessible, relevant, and responsive toward users’ search intent and easier for search engines to understand and rank its content.

The thing is that relevant traffic leads to new customers, better sales, higher conversions, and a boost in company revenue — the more, the merrier. So, by implementing search engine optimization practices and SEO tracking, you can analyze key SEO metrics like rankings, organic traffic, and conversions to measure your performance, record your progress, and create a blueprint for content improvements to elevate your rankings.

By analyzing the data on keyword positions with professional tools like SE Ranking and familiarizing yourself with changes in organic traffic and conversions using Google Analytics, Microsoft Power BI, or Google Looker Studio, you can identify patterns and trends to make informed predictions about future customer acquisition and revenue growth. This information will help you prioritize your SEO efforts and make data-driven decisions to maximize the impact of your optimization strategies.

How Can a CRM Help Your Business?

Businesses of all sizes that are seeking to enrich efficiency, boost the activity of the marketing team, evaluate SEO efforts, or empower sales certainly need an all-inclusive CRM to gather customer insights and enhance customer interaction. 

A high-potency CRM can help you track client behavior, significantly improving your customer service, customer communications, client retention and segmentation, the productivity of your business teams, company sales methodology and forecasting, and more. All these improvements lead to customer satisfaction and a unique customer experience, which is why customer relationship management platforms are a vital part of a business’s success.

How to Succeed with CRM SEO Tracking?

The ability to keep track of customers and revenue from SEO in your customer relationship management software is crucial to understanding the efficacy and productivity of your SEO efforts. 

Basically, there are two primary stages of tracking customers and revenue from search engine optimization with your CRM: making sure your software delivers accurate data and handling correct and comprehensive reporting.

Make Sure to Review the Data Properly

First and foremost, check if your CRM software boasts custom fields and features for storing your leads’ and customers’ attribution data like source channel, group, or campaign, as understanding how users discover your business is essential. You can enhance the lead generation forms on your website with hidden fields to collect all the details and recap them in your customer relationship management platform.

If you are not keen on building lead generation forms, consider using automatic form-building tools that provide hidden fields instantly by allowing you to drag and drop the necessary items to the form layout.

Use CRM or Analytics Tools for Enhanced Analysis

Evaluate the default reporting tools of your CRM to ensure the CRM’s functionality is capable of providing SEO customer tracking. Some customer relationship management platforms offer advanced features that allow you to monitor the number of leads, customers, sales, and overall revenue obtained from search engine optimization efforts and inspect reports highlighting other marketing channels.

In addition to the CRM or analytics tools of your choice, you can advance the reporting by integrating your CRM with third-party tools like Looker Studio by Google or through proper data export to a spreadsheet. Doing so will help you determine the top search engines and most popular pages and posts that are getting customers to your business.

Cloud Computing Essentials Unlock Benefits

Critical SEO Tracking Metrics to Monitor in Your CRM Reports

When observing SEO performance in your CRM reports, consider tracking vital metrics like the number of leads, customers, revenue attribution, average deal size, and time to close from search engine optimization compared to other marketing channels to gain valuable insights and empower decision-making.

Number of Leads

Investigating leads acquired through different marketing channels within your CRM software can help you better understand the value of each channel and its effectiveness for your particular business niche. Moreover, when comparing the number of leads generated through your search engine optimization efforts, you can determine how SEO contributes to your entire lead generation strategy.

Number of Customers

Another metric for CRM SEO tracking is the number of customers acquired from search engine optimization compared to other marketing channels. It allows you to determine the customer acquisition potential, gauge the conversion rate, and understand how effective your SEO strategy is at assisting you in converting leads into customers.

Business owners aspire to paid channels like Facebook or Google Ads because they are well-known, profitable business investments. However, SEO outperforms paid advertising, providing better customer value and lowering customer acquisition costs. According to research conducted by BrightEdge, over 50% of trackable traffic comes from organic search, which means that SEO provides a bulk of customer flow for businesses.

SEO Revenue

Revenue attribution is crucial for SEO customers tracking workflow. Analyzing different landing page groups in terms of revenue generated from customers you have obtained with your SEO efforts is an excellent opportunity to understand what content on your website brings the most income.

The proper segmentation of your revenue data allows for prioritizing search engine optimization activities for top-performing and high-traffic landing pages, improving your overall SEO strategy for an even more promising revenue boost. Thus, you can know what type of content to focus on to captivate your audience, identify the reasons for revenue changes, and promptly react when necessary.

Average Deal Size

Comparing the average deal size of customers acquired through SEO with other digital marketing channels will give you a clear understanding of the value that SEO-generated customers bring to your business, allowing you to refine your marketing funnel and plan your budget wisely. 

Using this metric for CRM SEO tracking can help you evaluate the quality and profitability of SEO leads and their potential impact on your bottom line. Consider a convenient spreadsheet model to estimate the average deal size depending on budget increases, as it provides a complete and structured overview of numbers and expectations that you can share with investors, executives, and business teams.

Time to Close

As SEO practices allow you to fulfill the search intent of potential clients, tracking the average time it takes to close deals from SEO-generated customers compared to other channels enables you to evaluate the efficiency and cogency of your sales management process. The time to close metric helps you to identify any variations in the sales cycle and accurately advance your customer nurturing strategy.

Wrapping Up

Comprehensive customer relationship management software is the key to documenting the impact of your SEO strategies on crucial business metrics such as customers and revenue. CRM SEO tracking allows you to understand how beneficial search engine optimization is compared to other digital marketing channels and its role in your business development.

This information promotes more profound business decisions, accurate customer and revenue predictions, and precise budget planning and estimates. Therefore, empower your business with a robust CRM today to enable superior customer management, refine the sales cycle, boost SEO and marketing efforts, and contribute to high-end strategic planning.