How to assess the eCommerce value of any SEO keyword

Hey Mike,

I love scaling and automating, so my current setup is an Excel keyword opportunity model with the various business metrics described (CR, AOV etc) along with my basic costs for optimizing each keyword or landing page (x dollars for writing, x dollars for link acquisition giveaways etc). The model returns an ROI for the first month right away, so I normally just pull 50-100 keywords through the model each time I have time to take on new optimization campaigns and pick the most obvious opportunities.

If you are feeling a bit more ambitious an idea could be to combine this with some sort of relative score of competitiveness of the current SERP for each keyword, which could make the decision process even easier. Nick Eubanks of www.seonick.com has written about this before, however with other metrics than I use myself.

Feel free to reach out on simontorring@gmail.com if you need any help or input.

- Simon

Yes, however the mechanics for SEM are a bit different because you still have the ability to track which keywords (ads) ended up creating the incremental revenue, an option that has been taken away from SEO's over the past year's roll out of GA's (not provided) data.

I am not an SEM expert, but I think this kind of technique could be interesting to explore: http://www.seobook.com/business-lessons

- Simon