Botify, a leading performance marketing platform for organic search, has unveiled an advancement in calculating returns associated with organic search, known as Return on Organic Search Spend (ROSS). The new calculation model aims to set the industry standard for how enterprise brands and marketers measure and enhance their marketing investments.
Historically, calculating organic search returns has been challenging due to delays between optimizations and results, limited performance visibility, and a reliance on manual engineering processes instead of automation. This isolation of SEO from the broader marketing toolkit has forced long-term reliance on paid methods to enhance brand visibility.
Adrien Menard, CEO and co-founder of Botify, commented: “There’s a pressing need for a standardized measurement framework to accurately measure the impact of organic search with confidence, as exists for ROAS (Return on Advertising Spend), to enable an informed and direct comparison. The value that a holistic, data-driven search strategy brings is often overlooked and misunderstood, and that’s what we aim to change with ROSS.”
By shifting this mindset with a model like ROSS, Botify is aiming to transform the value, and understanding of organic search. When fully leveraged, ROSS has the potential to de-silo SEO, empowering brands to make better decisions about how paid and organic search work together to drive profitable and sustainable brand findability.
Botify has successfully validated the ROSS model in early testing, by utilizing existing organic and paid search data provided by participating customers. The results enable the ability to elevate SEO across organizations by surfacing its true value, scalability, and sustainability of the measurement.
Tony Fong, Manager, Marketing – SEO + Deep App Linking at PUMA Group, said: “As a data enthusiast, the idea of a fresh approach to measuring organic search impact is inspiring, and its connection to ROAS will help us develop a more holistic approach to search and promote SEO within the organization. I can’t wait to explore and elevate our search game.”
