Search engine optimization (SEO) has changed dramatically over
the years and will continue to change. SEO company of all sizes face challenges with selling,
delivering, and ultimately demonstrating results of services to end clients.
The way we market, sell,
deliver and report on SEO services has not kept pace and needs to catch up. If
you ask marketers today what SEO is about they will likely still say things
like, "ranking number one in Google". And, unfortunately, this is
what they are looking for in the SEO sales and service delivery process. (Learn
more about this in "SEO Buying & Selling: 4 Tricks Creating
Unachievable Expectations")However, reporting on improvements in keyword
position is pointless without applying keyword visits and conversion data. We
know SEO is an ongoing, long-term process. More specifically, it's the process
of continually discovering highly converting, non-branded keywords that are
driving organic search traffic and conversions. It’s about
understanding search intent and how keywords used to describe your
products and services evolve as a prospect progresses through the buying cycle.
It is then about having insight into great data and taking action by including
those optimized keywords in your content marketing plan.
This SEO process can't
begin and end in a particular project phase or be completed after just one
month of keyword research. It is now a four-step process that requires an SEO
culture change, which includes:
·
Selling the concept of
discovering and optimizing for highly converting keywords.
·
Discovering
non-branded keywords driving traffic and conversions.
·
Delivering additional SEO services to capitalize on highly
converting keywords.
·
Reporting on the
evolution of highly converting keywords and content.
Step 1: Selling the Concept
The first place to
introduce the concept of discovering and optimizing for highly converting
keywords is in your marketing and sales conversations. Many SEO prospects and
clients still want to buy the promise of a number 1 search position for their
keywords. This goal is difficult to obtain and maintain and sets unachievable
expectations for you and your client.
Instead, avoid the
urge to agree upon a list of keywords with your client that your team is going
to "optimize for" - that list of 10, 20, or 30 keywords that your
team will go away and "do SEO for." You can call this list of
keywords the keyword gap.
Every client will have
a list of keywords they think they want to rank for when in reality there’s a
more highly converting keyword list that will perform better. That’s what the
second step, discovery, is all about.
You can do some
initial keyword discovery in the sales process to demonstrate the keyword gap.
Show the prospect some data for two keywords, for example:
Which one is the better
performing keyword:
·
Keyword 1
(condominiums for sale in Richmond) in Position 4 for a particular page with 20
visits and 10 conversions?
·
Keyword 2 (condos in
Richmond) in Position 3 for a different page with 3 visits and 1 conversion?
Based on the topic of
this article, the quick answer is, Keyword 1 in Position 4 (condominiums for
sale in Richmond) is a better performing keyword. An alternative answer is:
more keyword discovery is required to understand if there are opportunities to
optimize the web page that Keyword 2 is positioned for. Or maybe Keyword 1 is
one of those highly converting keywords that should be included in all content
marketing efforts.
Takeaway: Build time into your sales proposal and Local SEO program for ongoing discovery to uncover those highly
converting keywords prospects are using at different stages of the buying
cycle. Base decisions on great SEO data from a variety of sources, including
SERPs, organic traffic, and conversion data. Always be on the lookout for new
opportunities to optimize.
Step 2: The Discovery Process
The discovery process
for new non-branded keywords should be practiced as frequently as possible.
Uncover the new, non-branded keywords that are driving organic search traffic
and conversions and determine whether there is an opportunity to further
optimize the web presence for these keywords.
The success of this
process depends on setting up goals and conversions in your analytics system.
One of my favorite sayings about SEO is, "don’t bother even starting the
SEO process unless you have website analytics goals and conversions
configured."
Goals and conversions
in your analytics system don't have to be complicated. Start with simple
conversions and as you learn about your web presence increase the
sophistication.
Think about what you
want your website visitors to do. What would you consider a successful visit?
Here are a few
examples of metrics to measure successful visits (conversions) from organic
search:
·
Time spent on site: If a visitor has stayed on the site for a certain number of
minutes (3+) and the bounce rate is low, then perhaps it can be concluded that
the visitor read the content. The content was appealing to them.
·
Number of pages visited: If the visitor reviews two or more pages, then perhaps it can be
concluded that they were intrigued with the content enough to read further.
·
Main product or services page to contact sales page: If the main purpose of the site is to promote
the organization’s main product, did the visitor review the product page, then
the pricing page then the contact sales page?
Takeaway: Below is the process for uncovering highly-converting keywords.
·
Set up goals and
conversions in analytics.
·
As frequently as
possible, look for the top non-branded keywords that are driving organic search
traffic and conversions.
·
Understand the rank
position for the keyword and which page or pages are ranking.
·
Understand the search
volume for the keyword (both broad match and exact match).
·
Analyze the ranking
pages and look for opportunities to optimize maps optimization for the keyword in question.
·
Implement changes and
watch for changes in position, traffic from organic search, and most
importantly conversions. If there are positive changes, create some additional
content that includes the keyword and again watch for changes.
·
Report newly
identified, non-branded keywords and progress to the client.
Step 3: Delivering Additional SEO Services to Capitalize on
Highly Converting Keywords
Once a new non-branded
keyword is discovered and reported to the client, discuss the keyword
opportunity and the plan for capitalizing on it.
·
What was the entry
page for that keyword?
·
Where in the buying
cycle is that keyword likely to be used?
·
What kind of content
can be created and distributed to further support that keyword and the prospect
as they demonstrate their intent to find content?
·
Is it worth further
investment in SEO?
At this point, there
is an opportunity to up sell the client on additional service hours to optimize
and create content for the newly discovered and agreed upon keywords. It is
also the point where the keyword should be included in the full content
marketing strategy and further planning done on the type of content prospects
require at this particular stage in the buying cycle.
Perhaps it’s a focused
case study, with supporting blog content, video, whitepaper or a combination.
Think about the distribution points for the content and the possible back links
and social signals that can be created for the keyword.
Takeaway: Set aside time each month to discuss newly discovered keywords
with the client.
Step 4: Reporting on the Evolution of Highly Converting Keywords
& Content
The approach of
identifying and focusing on highly converting keywords then incorporating those
keywords into the full content marketing strategy requires a different level of
reporting compared to the basic monthly SEO reporting of number of backlinks,
number of keywords on Page 1, etc.
Including keyword visits and conversions data alongside position
data is a great first step to getting the client thinking about the difference
between ranking first for any keyword versus ranking for the keywords prospects actually value
and associate with your organization.
Once the keyword is incorporated into the full content marketing
strategy the reporting requirements should shift to be focused on the
performance of the particular piece of content or the content marketing
campaign. This is where the disciplines of SEO, social media and content
marketing begin to completely collide. (Learn more about this in "Why
an Optimized Content Strategy is Crucial for Social & Search")
Takeaway: With the right tracking and metrics technologies the impact of
content on a web presence for the purpose of organic search optimization can be
reported, including:
·
How the position has
been affected for a particular cluster of keywords.
·
How many backlinks and
social signals have been created.
·
How many keyword
visits and conversions are associated with the content campaign.
·
And most importantly,
how many sales are attributed to the content.
Conclusion
Google’s algorithm
updates have changed the practice of SEO. Search marketing firms have an
opportunity to evolve their sales, delivery and reporting practices to
differentiate themselves.
Focusing on the
discovery of highly converting keywords beginning with the sales and marketing
conversations through delivery and reporting will produce stronger SEO results
over the long term and happier SEO clients.
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