Are you unsure whether SEO is worth your time and money?
Wouldn’t it be fantastic if you could see exactly how your SEO efforts helped your company?
Gaining a thorough grasp of how your search investments will affect performance and your bottom line will help you discover the best methods to invest in the future.
Wayne Cichanski, VP of Search & Site Experience at iQuanti, led a webinar on May 25 that I moderated.
He illustrated the commercial benefits that may be found through various SEO efforts, providing you the ability to evaluate the full value of your investment.
When it comes to determining where to invest, though, firms frequently choose paid search over SEO.
What’s the deal with the lopsidedness?
The majority of individuals have misconceptions regarding each path.
Let’s clear up some misunderstandings right now.
Myth #1: You should only invest in one of two types of search: paid or organic.
Here’s the reality:
You should be doing both; the idea is to fill up as much digital shelf space as possible.
The total value of paid and organic channels is greater than the value of any one channel.
Myth #2: Paid search has a lower overall cost per acquisition (CPA).
Here’s the reality:
If your organic search is going well, your CPA could be as low as $25 – $65, rather than the normal $300 – $400.
Let’s address some of your concerns now that you realize how crucial it is to invest in organic search in addition to sponsored search.
“How will I know whether SEO will work?” you might wonder. Is it possible to forecast organic search’s measurable success?”
Yes, you can predict your SEO outcomes in advance.
Using data from actual search analytics is one technique to measure revenue impact.
Following that, you’ll be able to estimate your annual traffic based on keyword volume.
Then, using your known prospective leads and sales percentages, you can calculate your expected ROI.
Now that you’ve come to understand how SEO investments can drive more traffic to your website, let’s talk about how content fits into the SEO investment picture.
The king is content, but what type of content do you need to create?
What role does it play in SEO?
To cut a long tale short, what appears in search engines is content.
What do you think you should write?
When is the best time to write it?
What are the goals and functions of each content type?
When you publish a piece of content, double-check that it’s live.
To be read by the user.
To correspond to a stage in the user’s journey.
Still, perplexed? Take the adage to heart and fish where the fish are.
Not all material is created equal, and neither is the return on investment that comes with it.
When calculating expected ROI, there are various elements to consider:
The importance of content.
The effort put in to produce.
The cost of ranking.
Factor 1: The Content’s Role
Each piece of content serves a particular purpose, and each purpose has a varied impact on ROI.
The importance of content can be viewed from a variety of angles:
Off-Page. Acquisition. Supporting. Related. Brand. Thought leadership.
Factor 2: The Production Effort
Each form of content has its own set of processes that may necessitate more or less effort.
Factor 3: The Price of Content Ranking
Google will not give your website a high ranking if there aren’t enough authoritative and trust signals.
The costs of ranking your content and increasing your authority should be included in your go-to-market plan.
The need to invest in authority is entwined in each of the preceding criteria.
Google uses your site’s authority to determine where your content should appear on search engine results pages (SERPs).
There are two types of authority: positive and negative.
You want to lower the negative messages while increasing the good ones.
Google looks for technical characteristics that establish a site’s worth in addition to content.
It’s critical to invest in three important technical variables that affect your ranking:
Page loading time.
Informational. Transactional. Utilitarian.
Consider the following KPIs:
Page performance has improved.
Errors are reduced.
Page loading times are faster.
As you develop your technical skills, all of your pages will rise in rank, boosting your ROI.