Incrementality testing
Measuring the additional outcomes caused by an activity, by comparing a treated group against an untreated control, rather than inferring…
BusinessReturn on investment
SEO ROI
The financial return generated by SEO investment, calculated from incremental revenue or cost savings against the fully loaded cost of the programme.
In full
Credible ROI models exclude brand traffic that would have arrived anyway, account for lag between work and results, and use incremental rather than last-click revenue. A common complement is paid-equivalent value — what the same clicks would cost through ads — though it overstates value for terms nobody would bid on. Because attribution is contested, the most defensible cases combine a conservative attribution model with an incrementality or causal-impact test.
Example
A programme costing £180k a year is evaluated against incremental non-brand revenue measured through a template-level holdout test.
Related terms
Attribution
Assigning credit for a conversion across the touchpoints that preceded it, using rules such as last click, first click, or data-driven…
SEO forecasting
Projecting future organic performance from current rankings, expected position changes, demand trends and seasonality, usually as a range…
Brand search
Searches containing a company or product name, which behave differently from non-brand queries and should always be reported separately.
SEO KPIs
The measures used to judge a search programme, ideally a small set combining leading indicators with outcome metrics that connect to…