Use Google Analytics to Negotiate Your Salary
If you’re a SEO professional and deserve a salary increase you can use the following salary negotiation tip for better chances of getting a raise. The tip assumes that you have access to your company’s GA account and you did a good job (the numbers you’re responsible are going up (i.e. visits) or down (i.e.bounce rate).
Let’s say you’re the SEO guy and you’ve been hired in May 2009 to increase the organic traffic. First, you should associate a monetary value to the traffic source you’ve been responsible with and then get the numbers ready for the salary negotiating meeting; usually your boss will look at revenue or profit not only traffic. If you are taking care of an ecommerce website, you can use the following GA report to measure the impact of your work on your company’s revenue: traffic sources –> search engines –> ecommerce tab on the revenue column:
Compare two date ranges, May 1st 2008 to Dec 31st 2008 with May 1st 2009 to Dec 30st 2009. The revenue difference between these two time intervals will be your upper card.
Too bad that for this website the commerce tracking was not properly installed, so there won’t be a delta for the revenue values. However, you can use the columns visits and the per visit value to approximate the SEO impact:
Your delta will be 48.85% (47k visitors) – wow nice job, you should really get a bonus– which, at $5.05 per visit value, translates into $244k additional revenue generated by SEO. Now you have the upper cards!
If you’re responsible with the SEO of non-transactional website, then you should tie your organic traffic with the goal(s) of the website (lead sign ups, downloads, time on site, etc) and associate a monetary value with the goal(s). If the difference is positive, it’s time for you to negotiate!
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