revenue-based seo
TRANSCRIPT
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REVENUE-BASED SEO And 5 Rules To Identify SEO Opportunities For
Ecommerce
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#1 E-commerce Rule
Revenue Is KingGood marketing drives revenue, pays for itself and some
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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
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#2 E-commerce Rule Define Key
Performance Indicators (KPIs)
Each key result or KPI can be achieved/improved by
specific tasks.
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Source: Perdoo.com
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Ecommerce KPIs● Order conversion rate● Average order value● Average revenue per
visit● Average cost per order● Add-to-cart rate● Checkout completion
rate
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#3 E-commerce Rule
Identify traffic sources and keywords with the most impact on KPIs
(and revenue).
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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
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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
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Prioritize Revenue KeywordsIdentify converting keywords and keywords with purchase intent that are not ranking well.
Are these search listings engaging enough to be clicked?
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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
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Prioritize Revenue KeywordsAction words show people what they will be doing on that page:● buy● purchase● lease● for sale● rent
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Prioritize Revenue KeywordsIdentifier words show people the type of content on the page:● review● opinion● comparison● video● blog
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#4 E-commerce RuleIdentify landing
pages with the most impact on KPIs (and
revenue).
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Organize Landing PagesPrioritize landing pages based on revenue
Is that landing page the most relevant and engaging for each keyword?
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Prioritize Landing Pages by Revenue● Evaluate your landing page bounce rate,
pages per session and average session duration
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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
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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
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Internal Navigation and LinkingCategory Pages:● Modify category names?● Is there a better way to
categorize products?● Should more categories be
added?
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Internal Navigation and LinkingProduct pages:● Modify product names?● Do product pages link to
relevant category pages?● Add breadcrumb links to
the page
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#5 E-commerce Rule
Identify conversion optimization opportunities
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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
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Fix the “leaky step” in the funnelPlug up conversion leaks in the checkout funnel:1. Credibility signals:
customer testimonials, social proof, proven results, etc.
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Fix the “leaky step” in the funnel1. Credibility signals2. Point of action assurances
like guarantees, security, estimated delivery, etc.
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Fix the “leaky step” in the funnel1. Credibility signals2. Point of action assurances3. Abandonment messages:
emails and/or remarketing
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Client ExampleLet’s take a look at a client who prepares and delivers paleo meals around the US.
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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).
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Google Analytics SetupWith less than one month of KPI data collection the new traffic and keyword opportunities became clear.
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Optimize● branded keywords● revenue keywords● product and category pages
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The ContestDesigned a contest with their social media team that engaged their affiliate marketers
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Customer interactionIdentified a way to increase customer reviews and product ratings
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The Results● Traffic from Google went up● Traffic from facebook went up● Insights about customers
were revealed● Revenue nearly doubled
within 3 months
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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
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August 2014 I Started
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Awesome!If you’ve followed these steps you just set yourself up for a revenue increase in the coming months!
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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?
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Is it worth implementing?
The Ecommerce ROI Calculatorhttp://www.capturecommerce.com/ecommerceseoroicalc.php
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Is it worth implementing?
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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.
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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
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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
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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
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About The Presenter Founder of Capture Commerce
Passionate about helping people achieve their online marketing goal. He also loves dancing the cha-cha… weirdo.