revenue-based seo

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 tom@capturecommerce.com

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.

tom@capturecommerce.com