Elangovan R January 16, 2024 No Comments
Digital Marketing Analytics

In the heart of Mumbai, there’s a unique e-commerce store specialising in handcrafted treasures that echo the city’s rich tapestry of diversity and heritage. For this business, thriving in a city pulsating with life means more than just offering artisanal products; it’s about forging meaningful connections with the right audience in the vast realm of the internet.

In our journey through this bustling metropolis, we’re about to unveil the digital strategy of this Mumbai-based gem. But we’re not diving into the jargon-laden seas of web analytics; instead, let’s take a stroll through the user-friendly landscape of Google Analytics – the compass guiding this business through the online labyrinth.

Our focus? The elusive concept of Return on Investment (ROI) for their Search Engine Optimization (SEO) endeavours. But hold on, we’re not here to bombard you with complicated graphs and charts. We’ll be your friendly guide as we follow the footsteps of a potential customer embarking on a quest for “authentic handcrafted gifts in Mumbai.”

From the initial search query to the final click on the ‘purchase’ button, we’ll decode how Google Analytics serves as the digital Sherlock Holmes, revealing insights that go beyond mere visitor numbers. We’ll uncover the magic of SEO-driven content and how it seamlessly transforms virtual interest into tangible sales.

As the clock ticks into 2024, the amalgamation of tech-savvy strategies and good old business sense in Mumbai paints a vibrant canvas of opportunity. It’s not just about being present online; it’s about being strategically present. In this ever-evolving digital marketplace, understanding the nuances of SEO ROI is not just a tool but the very key that unlocks growth and prosperity.

Google Anlytics

Let’s Understand What Is SEO and ROI?

SEO (Search Engine Optimization)

Think of SEO as a magical recipe for making your website more visible on the internet. When people look for something online, like “best pizza in Mumbai” or “cool handmade gifts,” SEO helps your website show up higher in the results. It’s like getting a prime spot in a bustling market, where more people can see and visit your shop.

ROI (Return on Investment)

ROI is like figuring out if your efforts are paying off. Imagine you spend money on making your shop look nicer or advertising your products. ROI helps you see if you’re making more money from those improvements than you spent on them. It’s like checking if the money you put into your business is coming back to you with extra profit.

Now, if we put them together

SEO and ROI Connection

Using SEO is like putting up a big, colourful sign for your shop in the crowded marketplace of the internet. ROI then helps you see if that sign is bringing in more customers and making you more money than what you spent on putting it up. It’s about making sure your efforts to stand out online are actually helping your business grow and succeed.

Let Me Make it Simpler With One Case Study

Case Study: Myntra’s SEO Triumph

In the digital fashion realm, Myntra, a popular online shopping platform, set out on a mission to boost its online presence and engagement. By adopting a multi-layered strategy, they aimed to soar high on the internet stage, focusing on specific keywords and achieving outstanding results.

Keyword Conquest

Myntra’s strategy led to a remarkable achievement – over 10,200 keywords now proudly claim the top spot in online searches. Whether it’s “sandals,” “shirts,” or “handbags,” Myntra’s products are now front and center, catching the eyes of eager online shoppers.

Ranking Rally

The improvement was not just about quantity but quality. Myntra witnessed a jaw-dropping 112% enhancement in securing the coveted first position compared to the campaign’s humble beginnings. It’s like going from a supporting role to the lead in the search engine theater.

Snatching the Spotlight

Picture this – more than 2,000 keywords now shine in the spotlight, gracing the featured snippet position. It’s like getting the VIP treatment in the online search party.

Keyword Fiesta

Certain keywords, such as “make-up,” “dress design,” “kurta design,” and “pathani kurta,” saw a whopping 25-fold increase in visits. It’s like throwing open the doors to a fantastic online celebration of fashion and style.

Dominating the Conversation

Myntra’s voice roared louder in the digital fashion conversation. The share of voice in the Brand Category skyrocketed by 97%, with Kids Clothing and Home Decor following suit with 82% and 57% increases, respectively. Myntra is now the undisputed leader, with a 67% higher share of voice than its closest competitor, Amazon.

Organic Reigns Supreme

Here’s the magic potion – Myntra’s organic ROI outshone its paid counterpart by a staggering 84 times. It’s like planting seeds in the digital soil and watching a flourishing garden, yielding results that far exceed expectations.

In conclusion, Myntra’s journey proves that a well-crafted, multi-layered SEO strategy can transform online visibility, keyword rankings, and brand dominance. The numbers speak for themselves, marking this campaign as a triumph in the digital fashion landscape.

How to Calculate your SEO ROI Using Google Analytics?

Step 1: Define Goals and Objectives

Clearly outline the goals you want to achieve through your SEO efforts. Whether it’s increased organic traffic, higher rankings for specific keywords, or more conversions, having well-defined goals is crucial.

Step 2: Set Up Google Analytics

Ensure that Google Analytics is properly set up on your website. If you haven’t installed it yet, you can create an account, set up a property, and add the tracking code to your website.

Step 3: Identify Key Performance Indicators (KPIs)

Choose the KPIs that align with your goals. Common SEO KPIs include organic traffic, keyword rankings, conversion rates, and revenue from organic channels.

Step 4: Track Organic Traffic

Navigate to Google Analytics, go to “Acquisition” > “All Traffic” > “Channels,” and select “Organic Search.” This will show you the organic traffic data over a specific period.

Step 5: Monitor Keyword Rankings

Use tools like Google Search Console or third-party SEO tools to track your keyword rankings. Identify the keywords that are driving traffic to your site.

Step 6: Set Up Conversion Tracking

Define and set up conversion goals in Google Analytics to track specific actions on your website, such as form submissions, product purchases, or newsletter sign-ups.

Step 7: Calculate Revenue from Organic Channels

If you’re an e-commerce site, integrate e-commerce tracking in Google Analytics. This allows you to see the revenue generated from organic traffic. For other types of websites, attribute a value to your conversions.

Step 8: Determine Costs

Identify and calculate the costs associated with your SEO efforts. This may include expenses for tools, content creation, link building, and any external services.

Step 9: Compare Costs and Revenue

Calculate the return on investment using the formula:

Step 10: Analyze Trends and Adjust

Examine the trends over time. Identify which strategies are performing well and which need adjustment. Continuously optimize your SEO strategy based on the insights gained.

Step 11: Attribution Modeling

Consider using attribution modeling to understand how different touchpoints contribute to conversions. This helps in assigning value to various stages of the customer journey influenced by SEO.

By following these steps, you can systematically measure the impact of your SEO efforts, determine the return on investment, and refine your strategy for continued success.

Google Analytics Metrics

How Using Google Analytics Can Be Helpful For Business Metrics in Mumbai?

To Understand Customers

Google Analytics shows you who is visiting your website and what they are interested in. It’s like having a map to know where your customers are coming from in Mumbai and what they like.

Navigate Popular Pages

It tells you which pages on your website are the favourites. Imagine having a shop where certain aisles attract more customers – Google Analytics shows you the online equivalent.

Provide Real-Time Info

Want to know what’s happening on your website right now? Google Analytics provides real-time data, like having a live feed of customers coming in and out of your virtual store.

Ease With Mobile or Desktop

It reveals if people are using phones or computers to visit your site. This helps you make sure your website looks great on all devices, just like ensuring your shop is welcoming to everyone.

Keyword Magic

Discover what people are searching for to find your business. It’s like overhearing conversations in a busy market to understand what people are looking for.

Marketing Effectiveness

If you’re running ads or social media campaigns, Google Analytics tracks how well they’re working. Think of it as having a report card for your marketing efforts.

Conversion Tracking

For businesses offering online services or products, Google Analytics helps track how many visitors actually make a purchase. It’s like counting how many items are sold in your physical store.

Bounce Rate

This shows how quickly people leave your site. If they’re leaving too fast, it’s like customers walking into your store and immediately turning around – not a good sign.


Understand the age, gender, and interests of your website visitors. It’s like knowing who your typical customers are in Mumbai, helping you tailor your offerings.

Improving Strategy

Armed with all this information, you can tweak your website, marketing, and overall strategy to better serve the people of Mumbai. It’s like having a secret formula to make your business more successful online.

Few Potential Bummers!

Data Privacy Concerns

Google Analytics collects a significant amount of user data, raising privacy concerns. With increasing awareness and regulations like GDPR, businesses need to ensure they handle user data responsibly and comply with privacy laws.

Sampled Data

In some cases, Google Analytics may use sampled data, especially for high-traffic websites. Sampled data is an estimation based on a subset of actual data, which can lead to less accurate insights, particularly for detailed analysis.

Dependency on Google

Businesses using Google Analytics are dependent on Google’s infrastructure. If there are issues with Google’s servers or if the service experiences downtime, it can temporarily disrupt data collection and reporting.

Limited Real-Time Data Accuracy

The real-time data in Google Analytics might not always be perfectly accurate. There can be a slight delay in reporting, and data may be subject to adjustments over time.

Ad Blockers and JavaScript Issues

Some users may employ ad blockers or disable JavaScript, which can affect the accuracy of data collection. This could result in underreporting of certain metrics, especially if a significant portion of your audience uses ad blockers.

Complexity for Beginners

For users new to analytics, the abundance of features and options in Google Analytics can be overwhelming. It may take time for beginners to fully understand and leverage the platform effectively.

Customization Complexity

While customization is a strength of Google Analytics, it can also be a drawback for businesses with limited resources. Configuring advanced features and setting up custom reports may require technical expertise.

Not Suitable for All Businesses

Some small businesses with basic needs may find Google Analytics to be more sophisticated than necessary. In such cases, simpler analytics tools might be more suitable.

Limited Attribution Modelling

Attribution modelling, while available, may not fully capture the complexity of customer journeys. Businesses relying heavily on multi-channel marketing might need more advanced attribution models.

Costs for High-Traffic Websites

For very high-traffic websites, the costs associated with Google Analytics 360 (the premium version) can be significant. Small to medium-sized businesses might find the free version sufficient, but larger enterprises may face budget constraints.

My Final Thoughts!

Think of SEO like growing a garden – it takes time and care. You won’t wake up to a field of flowers overnight unless a big machine notices you. For us, that’s like going viral. But for the everyday wins, you need to stick with SEO, tweak your keywords, and freshen up your content.

Now, here’s the smart part – keep an eye on how well your SEO is doing by calculating its ROI. It’s like checking if your efforts are paying off. Once you know the score, you can adjust your strategy for even better results. So, be patient, keep at it, and watch your online garden bloom over time. Happy optimising!

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