This is a guest blog post by Rasa Sosnovskytė, On-site SEO Lead at Tesonet.
In most areas of your business, it’s easy to see the revenue streams. But when it comes to SEO, detecting how various strategies have a direct impact isn’t as simple. The whole process might seem complicated at first, but this part of the business shouldn’t be neglected. Analyzing and understanding the connection between increased revenues and your SEO efforts is essential. And yet, if you google “how to drive an organic growth”, there is no clear answer to it. Spoiler alert: it’s just a matter of understanding how SEO revenue is generated and in what ways it can be measured.
On-site at Scale
Some might say the good old key performance indicators (KPIs) size it all up. But do they? There are so many different SEO KPIs that we track in order to optimize our websites and stay ahead of competitors. Here are some of the most typical and common ones:
- Improve certain keyword positions to 1-3 from 4-10;
- Number of blog posts posted;
- Number of landing pages renewed;
- Increase organic traffic by 10%.
Unfortunately, none of these measure revenue. And it’s super easy to get lost trying to publish 50 blog posts a quarter and make no money at all.
So here is how to get started.
Pick money keywords
The real issue isn’t bringing in traffic to the website, but to turn visitors into paying customers. For this reason, always keep a watch on keywords that bring “relevant traffic” as opposed to “a ton of traffic” to your website.
However, not all keywords are born equal. There are 3 main types of them:
- Informational keywords – these are used to find information about a particular topic, person, product or service. Informational queries are hard to monetize.
- Navigational keywords. Such a query is entered with the intent of finding a particular website, product or webpage. True navigational queries have very clear intent – the user has an exact site in mind and if you’re not that site, you’re not relevant to their needs.
- Transactional keywords (my favorite & customer-oriented!). A transactional search query indicates an intent to complete a transaction, such as making a purchase. These are exactly the kinds of queries that are most likely to deliver positive ROI.
How to pick money keywords
There are always some marketing experts who claim they know better what are users’ needs. I say, don’t argue with search engines and simply check what ranks first.
- Use Ahrefs. It’s one of the most powerful SEO tools on the market. If you aren’t using it as a keyword research tool, then you’re definitely missing out!
- CPC (Cost per Click) is a very dynamic metric in Ahrefs. It’s a great indicator that the keyword is transactional. The price makes it clear if your keyword is transactional or not: if CPS is 0 then you are doing it in the wrong way. Also, keywords like buy + (eg. buy routers) ensure that you can make easy and quick revenue.
Create a very extra landing page
Once you pick your money keyword, it’s time to create a landing page for it.
- Most important tip: stick to user intent, do or mix informational and transactional keywords into one text.
- Use Semrush. One of its best features is a “SEO Content Template” which provides an in-depth analysis of your copy and lists ways how to improve it. If you’re a busy SEO specialist and want to skip explaining to your copywriters what number of words they have to use or if sentences are too complex, then this tool is what you need. Semrush will do it in one sheet. You might even sync it with your WordPress platform and check the readability score at once. Hemingway does a similar trick, but in this case, you don’t need to enter the third platform.
- Another great tool is the Natural Language API. This one checks if your text has one or more categories assigned. That indicates that the robot understands perfectly what you have written (assigns one category) or not (multiple categories are assigned). However, if it gives you four or six categories, then the main factor of your content is confusing and obscure.
- Interlinks – the more, the merrier. If your website is rather big, using interlinks can make up for the lack of backlinks. Create supporting content for your money page.
- But how many interlinks? There’s an easy trick how to check this. Use Ahrefs and its feature Internal Backlinks will indicate how many supporting articles each of your competitor has.
- Use Google operator site: it will help you identify if there are any articles you can utilize for supporting content role. Simply enter site:domain.com money keyword and you’ll see a list of articles that Google deemed relevant for that keyword.
Off-site at Scale
Off-site SEO embodies any efforts taken outside of your own website to impact your rankings within search engine results pages (SERPs). In short, it tells Google what others think about your site.
Here’s how to do it wisely:
- Only build backlinks to money landing pages or supporting content. Concentrate your efforts to where it counts – other pages will gather links naturally.
- Create anchor text planners.
Linkio.com is a very good substitute for a manual anchor text calculation. This software was created by a SEO and HR specialist and is especially convenient for a team that includes juniors. The system makes it so clear and easy when and what anchor to use. So you have a dynamic vision all the time.
Have you reached maximum CR?
So how do we know if our landing page converts like a champ? We always want to bring high-converting content and a qualitative user together, but it’s never clear if we succeeded. To get the answers, here at Tesonet we use Google Analytics, PPC data, search, and common sense.
- Check Google Analytics to determine default CR for a specific keyword you want to target by using PPC reports.
Acquisition > Google Ads > Final URLs
Secondary Dimension > Keyword
- Use Search Console to proportionally evaluate the revenue potential.
Let’s play with an example. Your target keyword is “best router”. First thing we do is finding and checking URL www.bestbuys.com/top-10-routers/.
From GA (PPC reports) we can see that the CR for the best router is 8%, awesome? Not really, if best router query consists only 0.5% clicks of all clicks (Search Console) coming to www.bestbuys.com/top-10-routers/. So make sure that your target keyword or long-tail versions of that keyword amount to a substantial proportion of the total clicks.
Why revenue tracking is important?
It’s very easy to spend $10k on backlinks for a landing page that can generate a maximum revenue of $350. Nobody wants that.
Let’s summarize the magical tricks mentioned above:
- Identify and set your priorities based on revenue, not keyword positions where possible.
- Identify keywords that have the potential to bring transactional traffic.
- Based on PPC data, estimate potential CR.
- Create quality content.
Well, good luck then!
If you are passionate about using modern SEO techniques and attracting loads of organic traffic as well, then you sound like you’d be a great fit at Tesonet! Check our career page and apply: