SEO Attribution

SEO attribution refers to the methods and models used to evaluate the real contribution of organic search in a website's conversions. The main challenge is that user journeys are often multi-channel and multi-touch: a visitor may discover the site via organic search, return via email, then convert via direct access. Common attribution models include: last click (attributes conversion to the last channel), first click (to the first discovery channel), linear (equal distribution across all channels), time decay (more weight to recent interactions), and data-driven (Google Analytics 4 algorithmic model). SEO is often undervalued by the last-click model because it frequently intervenes at the beginning of the journey (discovery). Key metrics for SEO attribution include: organic assisted conversions (GA4), brand vs non-brand traffic, attributed organic revenue, and multi-channel paths.