Handling SEO activities in Meridian

[bhavikdataslush]

Is the Meridian effective in studying and analyzing SEO-related planning and efforts?

[dattatreyam23]

Hi @bhavikdataslush,

Thank you for reaching out to the Google Meridian support team.

I would like to inform you that Meridian is indeed effective for studying and analyzing SEO-related activities, primarily through its capabilities in handling organic and non-media variables.

SEO would specifically be treated as organic variables, because they are media activities that have no direct cost. [Ref: Organic media variables]

However, it also depends on how you want to assess and analyse the effects of SEO, and the presence of a suitable performance metric. Meridian allows you to also integrate organic search performance metrics like impression, clicks etc., as control variables, which might help in quantifying the SEO contribution, within the model.

Feel free to reach out if you have any questions or suggestions regarding Meridian.

Thank you,

Google Meridian Support Team