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Using SEO to Drive Conversions & Revenue

22nd August 2019Botify NewsBotify News

This is the final installment in our multi-part series about enterprise SEO. Check out the previous four installments in this series: The Future of Enterprise SEO, An Enterprise SEO Methodology: From Crawling to Conversions, Crawl, Render, Index, and Creating Content That Ranks for Real Searcher Queries.

You’ve created content that search engines can find.

You’ve optimized it to be relevant to the real ways your audience is searching.

Now, it’s time to learn how to generate qualified visitors to your website that boost your revenue.

In this fifth and final installment of our enterprise SEO methodology series, we’re going to be exploring how to turn your rankings into clicks that generate your desired results.

SEO for conversions

Are your ranking pages generating clicks?

In our last post in this series, we talked about adapting your strategy to match the way real people are searching for your brand — the words they use, the devices they search on, and the countries they search from.

Let’s assume that you’ve now gotten your pages to rank in search engine results. That’s great! But your work isn’t done.

Rankings alone don’t mean much if you’re missing clicks. If you want the rankings you worked so hard for to matter, you’re going to have to work to win the searcher’s click as well.

Being able to understand which of your keywords are generating clicks is a key benefit to using real searcher data as opposed to rank tracking tools that use SERP scraping to get their data. Because the Botify platform pulls from the Google Search Console API, our customers are able to see clicks generated from particular keywords, which isn’t possible with the other tools.

Being able to see which keywords are generating clicks to your website allows you to find:

1. Missed clicks in top rank positions

Low rank position isn’t the only reason a website might be missing clicks. Even pages ranking in the top search result positions can have a low click-through rate (CTR). The good news is that often adjustments to things like the page’s title tag, or even the implementation of structured data for rich snippets, can lead to a higher CTR and big traffic wins for enterprise websites.

missed clicks

And, because searcher behavior differs by device, country, and other variables, you’ll want to be able to view clicks, missed clicks, and organic CTR from those angles as well.

clicks by position

Large, established enterprise websites are often ranking for thousands of keywords, and each of those individual keywords has the potential to bring hundreds or even thousands of visitors to your site each month. The opportunity for clicks is enormous. You just need to have the data to tell you where it is.

2. Missed clicks due to low rank position

In many cases, enterprises have enormous traffic opportunity that they can win by improving their rank position. Searchers are less likely to click on results lower on the search engine results page, often opting for results in the top few positions.

In the example below, you can see that a majority of this site’s missed clicks (times when your page received an impression but was not clicked on) are coming from pages that occupy the lowest position in search results.

missed clicks by position

By clicking into this graph, you can see the individual pages that are missing clicks for particular queries and layer on other data to help you diagnose what you can do to improve the page’s rank position.

missed click data

3. Clicks that generate revenue

Someone clicked through to your website from the search results page, now what? The last dot that enterprise websites need to connect is how to turn raw traffic into revenue.

In other words, once you’ve acquired a visitor, you need to be able to profit from that traffic. Because every website has different goals and every company makes money a different way, this looks different from organization to organization.

For example:

  • E-commerce websites can use their organic search traffic to drive product purchases
  • Lead generation websites can use their organic search traffic to drive interest forms, demo requests, etc.
  • Publisher websites can use their organic search traffic to drive affiliate link clicks or monetize the traffic directly via on-page ad placement

The organic traffic that you generate through SEO activities can absolutely have a positive impact on your bottom line, but how can you understand which of your actions produced which results?

Understanding the real impact of your SEO efforts

Never wonder whether SEO is making an impact again — you can know for sure.

With this SEO methodology, enterprise companies have the opportunity to go beyond rankings and tie any development or content efforts to actual revenue.

SEO revenue

By unifying your data, you can start to understand how each piece of the SEO puzzle influences the whole. For example, this methodology allows you to understand:

  • The impact of crawling on ranking
  • The impact of technical SEO changes on traffic
  • The impact of content quality on revenue
  • ...and so much more

Understanding the interplay of each component of the methodology is crucial for growth-minded enterprises who want to maximize the revenue-driving potential of the organic search channel.

How enterprises profit from SEO

Throughout this series, we’ve walked you through our unique SEO methodology and explained how enterprise websites can benefit from adopting it.

In *The Future of Enterprise SEO*, we set the stage for why enterprises need a unique approach to SEO by exploring the complexities of the web today. Everything from new technology to the sheer size of the web has led to Google ignoring about half of enterprise websites’ content.

Google Misses Half of Pages

In light of this reality, the first part of the methodology is all about helping search engines find and understand your content — how are they crawling, rendering, and indexing your content?

Crawl Render Index

Once the barriers to finding and understanding your content have been removed, enterprises need to get their content in front of the people who are searching for them. To do this, organizations need access to data that shows real searcher behavior. It’s only once enterprises understand how their ideal audience is looking for them that they can start to create content that ranks for real searcher queries.

Rankings

And finally, once you understand the ways people are searching for your brand, you need to win the click so you can leverage that traffic toward your desired actions.

From rankings to revenue, SEO carries enormous traffic and revenue potential for enterprise brands. In order to access that potential, you’ll need a tool that pulls in data from each component of this methodology.

Every month, Botify crawls more than three billion pages, analyzes 25 billion search engine requests, and pulls in more than 900 million queries from 150+ countries, enabling large enterprises to adopt this unified SEO methodology with ease.

If you’re interested in learning more about making organic search your most profitable channel, we’d love to show you around Botify. Book a demo today!