how to increase revenue using seo

How to Increase Revenue Using SEO

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support

About Us

• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation


1 Using SEO To Increase Revenue

2 SEO Site Analyses

On the Agenda


A few years ago Google did this:

Why Tracking SEO is Hard to Do in B2BBut Nevertheless Critical


And then there are the MULTIPLE steps in the buyers journey:

Why Tracking SEO is Hard to Do in B2BBut Nevertheless Critical

Let’s say John searches for “marketing automation software”.

John clicks on the link, but then decides to go to lunch.

John clicks on the ad and downloads the eBook.

Google serves an organic listing for your site linking to your latest eBook.

While he’s at lunch, browsing the NY Times on his phone, he sees a display ad for your eBook.

Sales gives John a call a few hours later, and sets up a demo appointment.


Tracking Paid Search Keywords to Leads, Opportunities & Revenue

The First Trick is Simply Being Able to Track SEO to Revenue - This is How you do it:


Referring back to our example with multiple touches:

The First Trick is Simply Being Able to Track SEO to Revenue - This is How You Do it:

With closed-loop reporting you can attribute credit properly within your CRM.

AND MORE IMPORTANTLY GET THIS INFORMATION IN THE HANDS OF THOSE DOING THE OPTIMIZATIONS!!!

John SmithFirst touch source: Organic Search

First touch page: /prod/marketing-automation

Last touch source: Paid Search

Keyword: best marketing automation platform

Last touch page: /LP/marketing-automation

Closed Won Amount: $100,000


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Show Me an Example:Closed Loop Reporting

Contact: [email protected] | Digital Reach 9

Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue.

Tracking Organic Entry Pages in CRM


Keyword Mapping Blueprint

Takes the guesswork out of optimizing At least now you have something to optimize against Can be very useful if doing ROI tracking in CRM


Targeting keywords that are profitable

• First step is identifying the pages on your website that target keywords. This is why having a keyword mapping document is critical

• Set up closed loop reporting by pulling in web pages to leads in CRM. There are a few tools out there that can do this, we built one!

• Going after keywords that are profitable and dumping ones that are not is key to phenomenal return on investment

1ST ACCESSIBILITY• Can search engines get to all

of the pages on the website?

• Are there technical issues hindering performance e.g. broken links, improper redirects etc.

• Can you update all the key components on the CMS for SEO?

3 Components of SEO

2ND RELEVANCY• Have you identified keywords

that are exactly what your prospects use on web searches?

• Are there dedicated pages for these keywords?

• Are these keywords present in the key SEO areas on your website? Page titles, headers and meta descriptions?

3RD AUTHORITY• Are there enough links from

other websites referencing your site?

• How does this compare to those that are outranking you for your target keywords?

• Is there a plan to increase this number over time?

ARE WE TRACKING SEO & SEM LEADS & OPPORTUNITIES TO REVENUE?


You Need an SEO Plan

Recommendation: Build your SEO Keyword Mapping Document

Decide home page or deeper page targeting – Map the keyword!

Content Gap analysis: How big of a theme am I going up against?o site:www.yoursite.com keywordo Can I achieve this with marketing pages or do I need to start

creating blog pages and use internal linking? Devise plan to increase keyword theme

Internal linking, blog posts are key here!

Who is linking to my competitors? Pending relevancy, are they accepting new link partners?

Track results monthly and revisit strategy


Now How Do You Optimize a Web page?

Dedicated Page Keyword in:

Page title Meta Description Header In web copy with

supporting text Internal linked within

website & external websites referencing deeper page

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SEO Site Analysis Example

Get a second opinion on your SEO & Demand Generation Approach

In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now

Mike TurnerHead of New Business

Thanks for watching!

Email [email protected] or call (925) 750-8550 for more information