SEO Should Not Be Held To An ROI Target — Here’s Why

Anyone who invests dollars into a marketing channel is expecting to see a return on investment (ROI) from that marketing channel.

Those who invest in SEO are probably expecting the same. But I challenge this thought and dare to say SEO should not be required to meet an ROI target. Why, you ask? It’s because of two things:

1. SEO is not a marketing channel
2. SEO is not an investment; it’s a requisite

Let’s dig deeper into each statement.

Source:http://searchengineland.com/seo-held-roi-193682