SEO (search engine optimisation) can have a huge impact on how your brand and business perform online. If your business appears on the first page of Google results, you will get more than 30% of the clicks, but if you’re on the second page, you won’t even get 1%.
That’s a really big difference!
The one strategy that’s going to get you those clicks is SEO!
If you can use the powerful tool of SEO correctly, you can generate leads that will convert to sales and, in turn, grow your bottom line. Keep reading to find out how you can ensure great marketing ROI with your SEO efforts.
How Can SEO Improve Marketing ROI?
If you’ve invested in SEO or are thinking about doing so, you want to improve your organic visibility on search engines by improving your keyword rankings, which will help you get more organic search traffic.
However, you should be aware that you are investing in a long-term marketing strategy, and you or your SEO agency has little control over the timeframe for achieving guaranteed SEO results. This marketing initiative is not an overnight one.
There are more than 200 factors that go into determining whether or not your pages will be ranked higher on Google. This is why it takes time for your website to start to show improved rankings in search engines.
Your ROI will improve over time as your website’s rankings improve and you attract more visitors through organic search.
In fact, SEO has become one of the most effective digital marketing strategies for increasing return on investment.
1. Measure the Right Metrics
For this point, it doesn’t really matter what your search engine optimisation goals are. What matters is that you’re tracking all the right metrics so that you’re able to measure your SEO performance.
This needs to be one of your fundamental strategies when it comes to your SEO tactics and efforts.
From the very first moment, you need to ensure that everything is in place for you to measure, from Google Analytics to email marketing measurement tools. Everything that you can think of that will help you measure where your traffic is coming from and what you should change or continue doing in order to keep results in your favour.
Here are some of the metrics that you’re definitely going to want to include:
- Organic traffic analysis
- Lead generation
- Ranking keywords on your website
- Backlink strategy
- Number of shares and subscriptions
- Bounce rate and drop-off rate
The metrics can all tell you something individually, but when put together as a whole, you can use them to get a deeper understanding of your audience and in turn, understand how to increase your marketing ROI.
2. Brand Strategy Plays a Role
SEO might be a very technical aspect of your digital marketing, and branding may seem very far removed from the concept, but let us assure you that it isn’t.
Branding forms a huge part of forming a solid, loyal customer base online and in the real world. Solid branding based on a strong foundation of understanding your target audience and your customer’s persona could have a massive impact on once-off website visitors and potentially turn them into repeat visitors.
For example, someone might search for how to change a tyre, they land on your workshop website, and you help them by having an informative article that is focused on the keywords that they typed in. Your blog article is informative and your links are quality, they then navigate to elsewhere on your website and spend more time. This can lead to a subscription or an increase in social media follows, and now you have turned a website visitor into a potential lead.
Ensure that your branding message is consistent throughout your SEO efforts and you don’t want to be keyword stuffed with no strategy behind other scenes. Otherwise, you will find a completely irrelevant audience visiting your website, and this will negatively affect your marketing ROI.
3. Know Your Keywords: Long And Short
We know how important keywords are to a solid SEO strategy and this is exactly why they contribute to the improvement of your marketing ROI.
Finding relevant keywords, determining a person’s search intent, and incorporating them into your content and meta tags will not only help people find your website but will also help your content rank higher in search results. There are two types of keywords to choose from:
- Long-tail keywords are three to four words in length
- One to two words make up a short-tail keywords
Improve your ROI by researching and focusing on long-tail keywords in addition to your regular keyword strategy. Because long-tail keywords have less competition, they aid your SEO strategy.
Also, long-tail keywords are almost more of niche space for you to hone in on. For example, someone might search for custom cupcakes and be inundated with results. However, if that same person knows what they are looking for, they may type in, custom 3D gourmet cupcakes, which makes it easier for your bakery to make it to the first page of search results.
It directly impacts your ROI for one main reason, it can increase leads and sales by increasing the organic traffic, in turn, your revenue will show a steady climb as you start to rank for more of these long-tail keywords.
Improve Lead Generation and Marketing ROI
SEO is one way for you to steadily generate more leads for your business as well as improve your marketing ROI. The great thing about search engine optimisation is that it is not a ‘set-in-stone’ approach to digital marketing, so if something is not working, you can change it!
SEO is definitely a journey, and not a quick dash to the finish line, stay committed to your SEO strategies and give them time to show positive results.
The right data-driven agency can help you set up SEO strategies that fit your brand like a glove while improving your ROI and guess what, you’ve already found us, so request a callback now.