Having is website is a must for every modern companies, irrespectively of its target audience, sales methods etc. Web presence is a key to success in the majority of businesses, even companies which use the web just for representation purposes.
Anyway, it is not reasonable to create a website and never care of its SEO. Yes, websites need to be properly optimized to be visible in search engines and receive high search engine rankings.
SEO toolbox is a package of indicators organized in the 4 Balanced Scorecard perspectives. Evaluation of SEO efficiency should be an integral part of the entire marketing evaluation process, as web presence and high search engine rankings contribute to overall marketing success. In the SEO kpi package users will find indicators that help in assessment of website SEO, namely total number of target keywords, unique pages, overall traffic volume, traffic sources, sales conversion rate etc. In other words, those are KPIs that reflect efficiency of website from various perspectives.
Thus, for instance, by setting certain goals for website SEO and effectively using SEO Balanced Scorecard it is easier to gain positive results, as well as locate website SEO weaknesses. It might happen that website does not receive enough targeted traffic or has fewer unique pages that it should. In fact, there might be various factors that hamper website development and its spurt to top of search engines.
SEO Balanced Scorecard is recommended both to be used as a part of a bigger BSC in the company and as a separate dashboards of indicators to evaluate efficiency of website promotion. It is easier to link site goals (as known, websites have different goals, like sales, information or just pure targeted traffic) with its current performance in terms of SEO to optimize site performance and channel investments into the right direction.