Software & IT Consulting Firm SEO ROI
Software and IT consulting firms came in at #14 on our list of highest ROI industries for SEO campaigns between 2015 and 2017. In that time period, these businesses took in an average of $1.6M / year more than they would have as a direct result of the SEO campaigns we ran with them. There were a variety of types of companies represented in our cross-section of clients, including small-to-midsize managed IT services firms; enterprise software consultancies; and companies specializing in implementing specific ERP, sales, and mobility solutions. Our campaigns with these firms targeted a variety of decision makers at middle market and enterprise businesses, but the main audience for our campaigns were IT managers, CIOs, and CTOs.
The strategies we used in these campaigns were thought leadership-based, revolving around the regular publication of content that Google ranks highly in its search results. We wrote white papers, best practice guides, and quarterly reports on these subjects. We also published Problem & Solution blog entries (many with custom graphics to illustrate process issues), FAQs, and industry-focused landing pages. You can read about our thought leadership service here.
Organic Traffic Growth
Other relevant SEO stats for software and IT consulting companies:
- Average bounce rate: 36%
- Average time on site: 4:16
- Landing page conversion rate2: 1.5%
1 ROI is calculated by taking new revenue directly attributable to our organic SEO campaign within the 3 year period (including revenue from new customers’ referrals and upsells), then subtracting marketing costs and estimated COGS + overhead allocation. We used a 3 year period to account for longer sales cycles and the typical time frame required to see an accurate return from an organic SEO campaign. The last 2 quarters of 2017 are projected.
2 Conversion rate refers to the percentage of new SEO visitors who convert to a sales lead within 30 days of landing on the client’s website from a Google search results page