Unfortunately when a lot of people start a big search engine optimization process, they overlook some of the things that can work in their favor in order to increase the revenue and profits that result from SEO.
For example, people tend to have a very narrow focus on getting their site onto the first page on Google for a certain keyword. This is not necessarily a bad thing at all, but it may not be the best thing. If you’re going to invest your money in search engine optimization, don’t you want the best outcome possible?
Other people will look beyond the first level of thinking and realize that some keywords will provide more traffic than others. As a result, they undertake their SEO project with the goal of getting as much traffic to their site as possible, but don’t think about it beyond that. This can make the search engine optimization project more extensive and expensive, as they will be targeting more competitive keywords in all likelihood. Again, the outcome may not be bad but it may not be the best either.
The right way to go about it is to figure out which keywords provide the most revenue and then calculate the cost of attaining a good result for those keywords. This allows a company to go after the keywords that will give them the best profits. As a result of this keyword research, they should see the best results from their SEO.
Build Up Your Data
You may be able to make general observations at first by estimating a click through rate and multiplying that by the amount of search traffic for a given term. A general assumption is about a five percent click through rate for page one on Google and about twice that for a top five ranking.
Once you know that you can consider which search terms might deliver you traffic that is closer to a purchase than other traffic. For example, someone searching for “suits,” may be doing research on suits or in the early stages of shopping. On the other hand, someone searching “affordable black suit,” might be closer to a purchase, as they have included a price. Someone searching for a store in a certain location is probably about to go to that store right away, which can lead to revenue.
Keep that last part in mind as well, as offline revenue can be factored in too and should not be ignored. Once you make some general assumptions in the beginning by factoring in the information you have, the estimates you can make and some common sense, collect data.
You should be able to use Google Analytics to see how different keywords are converting, which will enable you to redirect your focus as needed or perhaps come up with new keyword ideas that can deliver profitable traffic.
Convert Your Visitors
Of course once you get people to your webpage, you want it to look good in order to get a high conversion rate. This can be as simple as using great professional WordPress themes, or as complex as analyzing every last element of your layout. You should probably start simple and then go from there.
Eventually, though, it’s not a bad idea to have someone who specializes in writing sales copy that converts at a high rate take a look at your site and either re-write your sales content or offer you some advice on improvements that you can make.
The key is to remember that it’s all about maximizing your revenue, and you should keep collecting as much data as possible to that end.
About author – Anny Solway is a dedicated writer at ThemeFuse – a leader in the premium WordPress themes area. She likes to discover new ideas about internet marketing, social media and blogging.