revenue-based seo
TRANSCRIPT
REVENUE-BASED SEO And 5 Rules To Identify SEO Opportunities For
Ecommerce
#1 E-commerce Rule
Revenue Is KingGood marketing drives revenue, pays for itself and some
Objectives & Key ResultsObjectives are goals - they tell you where to go.
Each objective has a few Key Results - they indicate how you will get there.
Source: Perdoo.com
An ExampleYou sell barbeque sets online. You want to grow revenue to $250K this quarter (objective).
Your Key Results could be:● Rank on Google’s first page for “buy barbeque set”● Engage your ideal prospect with a facebook ad campaign
#2 E-commerce Rule Define Key
Performance Indicators (KPIs)
Each key result or KPI can be achieved/improved by
specific tasks.
Source: Perdoo.com
Ecommerce KPIs● Order conversion rate● Average order value● Average revenue per
visit● Average cost per order● Add-to-cart rate● Checkout completion
rate
#3 E-commerce Rule
Identify traffic sources and keywords with the most impact on KPIs
(and revenue).
Organize KeywordsPrioritize keywords based on revenue● Converting keywords that rank well● Converting keywords that do not rank well● Newly discovered keywords that convert● Keywords that rank well but do not convert
Deal with G’s (not provided) issue● Adwords keyword traffic is provided● (not provided) workaround displays URLs
instead of keywords● Google Analytics > Acquisition > S. E. O. >
Queries● Google Search Console > Search Traffic >
Search Analytics
Prioritize Revenue KeywordsIdentify converting keywords and keywords with purchase intent that are not ranking well.
Are these search listings engaging enough to be clicked?
Prioritize Revenue KeywordsImprove the relevance and CTR:● Add a form of the keyword to the title tag if
possible● Add action words and identifiers to the title
and/or description tags
Prioritize Revenue KeywordsAction words show people what they will be doing on that page:● buy● purchase● lease● for sale● rent
Prioritize Revenue KeywordsIdentifier words show people the type of content on the page:● review● opinion● comparison● video● blog
#4 E-commerce RuleIdentify landing
pages with the most impact on KPIs (and
revenue).
Organize Landing PagesPrioritize landing pages based on revenue
Is that landing page the most relevant and engaging for each keyword?
Prioritize Landing Pages by Revenue● Evaluate your landing page bounce rate,
pages per session and average session duration
Prioritize Landing Pages by Revenue● Evaluate your landing page bounce rate,
pages per session and average session duration
● In the drill down look at the traffic sources for that landing page
Prioritize Landing Pages by RevenueIncrease landing page engagement:● Add unique content to the page: user
generated, reviews, etc.● Make the content useful, interesting,
perhaps a buyer’s guide to your products● Utilize schema markup for reviews and
integrate social media sharing
Internal Navigation and LinkingCategory Pages:● Modify category names?● Is there a better way to
categorize products?● Should more categories be
added?
Internal Navigation and LinkingProduct pages:● Modify product names?● Do product pages link to
relevant category pages?● Add breadcrumb links to
the page
#5 E-commerce Rule
Identify conversion optimization opportunities
Identify Conversion Opportunities1. Set up goals and goal funnels beginning with
each step of the shopping cart checkout2. Fix the “leaky step” in your goal funnel
Fix the “leaky step” in the funnelPlug up conversion leaks in the checkout funnel:1. Credibility signals:
customer testimonials, social proof, proven results, etc.
Fix the “leaky step” in the funnel1. Credibility signals2. Point of action assurances
like guarantees, security, estimated delivery, etc.
Fix the “leaky step” in the funnel1. Credibility signals2. Point of action assurances3. Abandonment messages:
emails and/or remarketing
Client ExampleLet’s take a look at a client who prepares and delivers paleo meals around the US.
BeforeTheir in-house team was implementing a SEO strategy but hit a plateau. They weren’t sure of the problem and decided to bring in a pro.
They wanted me to double their revenue (which wasn’t bad).
Google Analytics SetupWith less than one month of KPI data collection the new traffic and keyword opportunities became clear.
Optimize● branded keywords● revenue keywords● product and category pages
The ContestDesigned a contest with their social media team that engaged their affiliate marketers
Customer interactionIdentified a way to increase customer reviews and product ratings
The Results● Traffic from Google went up● Traffic from facebook went up● Insights about customers
were revealed● Revenue nearly doubled
within 3 months
The Numbers (90 days)order conversion rate from organic search
before: 2.85%after: 3.06%
traffic increase from organic search: 35%
average ranking in Google of targeted keywords (GSC data)before: 12.3
after: 5.5
August 2014 I Started
Awesome!If you’ve followed these steps you just set yourself up for a revenue increase in the coming months!
What will you do now?● Define KPIs and start tracking them?● Seek out keywords that have proven to bring in revenue
and optimize accordingly?● Evaluate landing pages that impact revenue and
improve the engagement from organic search?● Evaluate conversion optimization opportunities and plug
up the “leaky step” in your funnel?
Is it worth implementing?
The Ecommerce ROI Calculatorhttp://www.capturecommerce.com/ecommerceseoroicalc.php
Is it worth implementing?
Was this webinar worth $27 to You?● If yes, tell me what you will get started on
from what you have learned.● If no, email [email protected]
before midnight tonite, and let me know why this content was not for you and I will refund your money tomorrow.
Need help?● Deal with ranking problems and issues● Define key performance indicators (KPIs)● Identify gaps and opportunities● Recommend SEO and conversion
optimization improvements● Implement the approved planhttp://www.capturecommerce.com/revenue-based-seo-application.php
Why Hire Me?● I believe in creating value● Seasoned SEO pro with 15 years exp.● My SEO philosophy has matured while
working with clients over the years● 90-day money-back guarantee● Month-to-month planhttp://www.capturecommerce.com/revenue-based-seo-application.php
How to Hire MeClick the link and complete the application
Someone will contact you and answer your questions:http://www.capturecommerce.com/revenue-based-seo-application.php
About The Presenter Founder of Capture Commerce
Passionate about helping people achieve their online marketing goal. He also loves dancing the cha-cha… weirdo.