Attribution Modeling

What is Attribution Modeling?

In the SEO industry, attribution modeling helps marketers understand which search engine optimization efforts contribute most to conversions, like sales or sign-ups. It involves tracking and analyzing the various interactions a user has before completing a desired action. This information is then used to optimize SEO strategies, allocating resources to the most effective channels. There are several types of attribution models, such as first-click, last-click, linear, and time decay, each offering different insights. By employing an appropriate attribution model, SEO professionals can better understand the impact of their optimization efforts, make more informed decisions, and ultimately drive more valuable traffic to their websites.

A method used to determine how credit for conversions is assigned to various touchpoints in a customer's journey.

Examples

A clothing retailer discovers that 40% of its online sales are influenced by organic search, leading them to invest more in content creation and on-page SEO.

An online software company uses a time decay attribution model and finds that blog posts published six months ago are contributing significantly to trial sign-ups, prompting them to revisit and update older content.

Additional Information

Different attribution models can yield different insights; it's crucial to choose one that aligns with your business goals.

Attribution modeling can be complex, but many tools like Google Analytics offer built-in models to simplify the process.

References

SEO Attribution: Which Model Is Best? - victorious.com

A Beginner's Guide to Attribution Model Frameworks | Amplitude

What Is Attribution Modeling and Why It's So Important - HubSpot Blog