Wondering if SEO is worth your time and money?
Wouldn’t it be great if you knew exactly how your SEO plan enhanced your business?
With a deep understanding of how your search investment will impact performance and bottom line, you can discover the best way to invest in the future.
On May 25th, I hosted a webinar moderated by Wayne Cichanski, VP of Search and Site Experience at iQuanti.
He demonstrates the business benefits that can be found in certain SEO activities, giving you the ability to see the true value of your investment.
Here is a summary of the webinar.
To access the entire presentation, complete the form.
Does investing in SEO work?
Absolutely.
However, businesses often prefer paid search to SEO when deciding where to invest.
Why is it skewed?
Most people still misunderstand each path.
Now let’s clear up these misunderstandings.
Demystifying SEO and SEO expectations.Paid Search
Myth 1: You should only invest in paid or organic search.
Incorrect.
This is a fact:
- You should do both; the goal is to take up the entire digital shelf space.
- The sum of paid and organic channels is more important than any single channel by itself.
Myth 2: Paid search reduces overall CPA.
Incorrect.
This is a fact:
- If your organic search results are good, the CPA can be $25-$65 instead of the standard CPA of $300-$400.
[Discover More False SEO Myths] Access the webinar now →
Now that you know the importance of investing in organic search in addition to paid search, let’s address some of your concerns.
SEO Investment Concerns: Is It Possible to Predict Success?
You might be thinking, “How do I know SEO will work? Is it possible to predict the actual success of organic search?”
The answer is yes – you can predict your SEO results.
One way to calculate revenue impact is to use data from actual search analytics.
From there, you’ll be able to determine your annual traffic based on keyword volume.
You can then calculate known leads and percentage of sales to see your predicted ROI.
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Love Quantified, 2022
[Discover KPIs That Prove SEO Investments Are Working] Access the webinar now →
Now that you’ve seen how SEO investments can drive more traffic to your website, let’s talk about how content fits into the SEO investment picture.
Content and SEO: Understanding the ROI Breakdown of Your Investment
Content is king, but what kind of content do you need to write?
How does it fit into SEO?
Long story short, content is what appears in search engines.
- What should you write?
- When should you write?
- What are the expectations and roles of each content type?
[Find Out How Much Content You Should Produce] Access the webinar now →
When you publish a piece of content, make sure it’s published:
- for users to read.
- Match a step in the user journey.
Make sure the content includes primary and secondary CTAs, allowing someone to move up and down the funnel as needed.
Still confused? Take inspiration from the old saying: where are the fish.
Considerations for calculating expected ROI for content
Not all content is created equal, and the ROI that comes with it is not the same.
There are several factors to consider when setting your expected ROI:
- role of content.
- Work hard to produce.
- The cost of ranking.
- transportation.
- convert.
Factor 1: The role of your content
Each piece of content has a different function, and each function has a different impact on ROI.
The role of content can be considered from a variety of perspectives:
- get.
- support.
- related.
- Card.
- Spiritual leader.
- off-page.
[Find Out How Each Type Affects ROI] Access the webinar now →
Factor 2: Production Effort
Each type of content has different steps and may require more or less work.
Here’s what Cichanski’s team focuses on when creating high-quality content:
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iQuanti, May 2022
Factor 3: The cost of ranking content
Making content that doesn’t rank is like putting a giant billboard in the middle of an island and then complaining that no one sees it.
If you don’t have enough authority and trust signals, Google won’t rank your site high.
Your marketing strategy needs to include the cost of ranking your content and the cost of increasing your authority.
[Learn About The Other Two Factors] Access the webinar now →
Authority and SEO: Why and How to Invest
Intertwined with each of the above factors is the need to invest in authority.
Your site’s authority helps Google understand where to rank your content on search engine results pages (SERPs).
There is positive authority and there is negative authority.
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iQuanti, May 2022
You want to reduce negative signals and boost positive ones.
Technical SEO: Where to Invest
In addition to content, Google also looks for technical factors that demonstrate a site’s value.
It is crucial to invest in these key technical factors that affect your rankings:
- page speed.
- informational.
- transactional.
- utilitarianism.
- Hygiene issue.
[What Do These Factors Mean?] Access the webinar now →
KPIs to consider:
- Improve page performance.
- Reduce errors.
- Faster page speed.
When you make technical improvements, all of your pages can rank better – thus increasing your ROI.
[Slides] Demystifying SEO Investments: Expert Advice on What CMOs Can Expect
Here is the presentation:
Demystifying SEO Investments: Expert Advice on What CMOs Can Get From Search Engine Magazine
Join us for our next webinar!
Local SEO: Top 6 Ways to Get Higher Quality Reviews
Concerned about your local business’ online reputation? Learn how to stay competitive and win customers before walking into your store on June 8 at 2pm ET.
Image Source
Featured image: Paulo Bobita/Search Engine Magazine
