As Director of SEO and Content Strategy at WEBITMD, one of my many responsibilities is to review and analyze data for rolling out new agile strategies for our Growth Stack clients to help them achieve precise goals. These data deep-dives take place on monthly, quarterly, and yearly time frames.
This July marked our yearly review for a number of clients with high-revenue, longer sales cycles. Not only did every client in this cohort see an increase in organic traffic by more than 70 percent, but goal completion more than tripled.
For the sake of being transparent, these clients received additional growth marketing services in addition to SEO. These are our Growth Stack clients; organizations that invested in a set of customized strategies and tools designed to work together to help them hit their high-revenue target goals.
Search engine optimization and organic traffic conversion was just one building block to a much bigger weapon. With this in mind, this article will only address the necessary tools and strategies used to increase organic traffic with the goal to double conversions from the previous year.
First, Let’s Understand How SEO in a Growth Stack Differs from Its A La Carte Cousin
As mentioned, a digital marketing growth stack for generating revenue is a set of strategies using customized tools to all work together in achieving the same goal.
In this environment, SEO, paid media, inbound strategies, marketing automation, creative and other entities are aligned through a hybrid, engineered directive.
When organic search strategies adapt shades and colors from other strategic modes in partnering services, you have something uncommon to the world of digital marketing agencies. And when you use other strategies to leverage one another, you simply get better results.
Here is a screenshot of a partial year-over-year report revealing organic traffic growth attesting to the huge boost in engagement that lead to an improved conversion rate by more than 70 percent:
The foundation to any organic strategy that attracts visitors, turns them into leads, and converts them into buyers begins with understanding how people consume content in your industry, and related to your brand.
With every SEO engagement, regardless if they are a Growth Stack client or utilizing a solo SEO service, we deep-dive into their sales database, interview members of their sales team, comb through emails, look at surveys, and conduct our own market research in order to get a good idea as to who the various buyers groups are worth targeting.
This includes understanding their pains and needs, and how the client’s products and services are the perfect solutions.
From niche audiences to broad buyer groups, after you understand them inside and out, you will want to segment these groups and assign a search engine optimization strategy to each one with the right content.
You will also want to create a natural workflow of SEO-friendly content that ranks for each buyer type, in every stage of the buyer’s journey. Add a CTA that either attempts to convert them on the spot, or lead them to the next stage of their buyer’s journey with educated, personalized content (whichever option makes sense according to your business and the customer type).
Using Keywords that Rank Content for Buyers Who Actually Buy
Most digital marketing agencies think of SEO as a service that ranks content, and it stops there. In order to rank content with high conversion rates, you will need to apply the following considerations to keywords:
• Use longtail forms that have context to the buyer’s identity
• Use longtail keywords with context to their needs / pains
• Make all keyword types within content that unravels a pain point and shows how the service / product is the best solution
• Write content that is highly informative and educational
• Write about similar items (negative keywords work well here) showcasing similarities while clearly explaining why your products are different or meet different needs
• Start by mixing broad keywords with exact match keywords within a scope attempting to rank for high search volume, low competition words.
• Create content that expresses the desired “next step” you want your reader to take (download, fill out form, read a blog, buy the item, etc). Moreover, show its relevance to the buyer’s pain.
Finally, Writing for Google Means Writing for People
These are all talking points relevant to strategies that significantly increased SEO metrics (and rankings) that lead to a conversion rate optimization increase by more than 70 percent.
To get the same results you need to work these points into your strategy while putting the buyer first in every strategic undertaking. Because Google runs on an AI and machine learning algorithm that favors semantic search and audience targeting, writing to your audience means you are also putting out content Google loves.
Prepare to see a massive boost in engagement metrics and rankings within six months to a year (hey, it’s a process), followed by greater conversions from thoughtful content that resonates with specific audiences.
Again, this is a process; results will not come overnight. Stick to your strategy, stay consistent with content creation, and continue to test and optimize along the way.