A search engine like Google is used by more than half (53%) of all American consumers to research products before making a purchase.
The highest ROI channel is still organic search, yes. You may be passing up a significant opportunity if SEO isn’t part of your digital marketing strategy.
In 2022, direct-to-consumer (DTC) eCommerce firms need SEO more than ever. If done correctly, instructional material can help you obtain highly ranked search results that increase the authority of your brand and attract more qualified customers than ever before. You will also be able to link your content marketing efforts to income.
But how do you know what’s working and what’s not?
We’ll provide you with our cheat sheet of the three faults you might be making, ranging from SEO attribution to content production. After that, we’ll teach you how to distinguish between what is and is not genuinely effective so you can demonstrate a genuine return on your intense content work.
Mistake 1: Not Thinking About The Revenue Impact & End Goals Of Your Educational SEO Content
It takes time to maintain a blog and to publish new information frequently. It’s understandable that you could put SEO and content production at the bottom of your list when other obligations pile up.
Marketers like you always have a lot of ongoing campaigns, and team members from all throughout the firm are never short on ideas for what to do next. Why therefore invest time in SEO?
The bottom line for e-commerce websites is money. Your content may attract new visitors to your website, nurture existing leads, and eventually act as the element of your digital strategy that persuades a website visitor to become a new client.
As you can see, it’s critical to consider the objectives of your SEO material.
The Solution: Plan SEO Attribution From The Get-Go
Think about your plan for monitoring the effect of your blog on your bottom line before commencing your digital marketing strategy.
Make sure it is obvious to you how SEO-focused content converts readers into customers.
Start by looking for a platform that can assist you to determine the precise function SEO plays and which area of the funnel it affects, as well as the influence of all your marketing and organic content.
Mistake 2: Picking Content Ideas Without A Solid Strategy
You probably have a good understanding of what your potential clients want.
Whatever you sell—razors, skin products, bidets, you name it—you are aware that there is an unlimited supply of knowledge to offer it that genuinely improves the lives of your readers. You can feel like you understand exactly what your readers want since you live and breathe the weighted jump rope culture.
However, that does not imply that you should forego conducting topic and keyword research. The stuff you automatically believe will appeal to your readers may not always be the best. If you don’t develop material based on a strategy, you might pass over other excellent ideas.
The Solution: Start With An Idea, Then Confirm It With Research
First things first: you can start with your instincts for topics, then verify them.
Next, based on what you know about your business, decide on broad categories for content that people might want to consume.
For instance, if you’re a makeup company, instinctual topics might include:
- Beauty tutorials
- Ingredient deep-dives
- New beauty trends
Once you have some fundamental concepts for your article, you may use those to focus your ideas on a few key terms. You can accomplish this by using either paid keyword research tools or free alternatives like Google’s suggested searches.
Next, go one step further. Interviewing users or scouring social media comments for frequently asked questions and hot subjects might help you flesh out your content ideas. Once you’ve come up with a list of keywords, you may begin to write content about the subject.
Finally, use attribution to further hone those stages into a strategy based on what is actually working. You can focus on themes you know convert well by using an attribution tool that tracks how various blog categories on your site affect conversions. Then, you can repeat these strategies.
Mistake 3: Prioritizing Vanity Metrics Over Revenue
Have a team member who isn’t persuaded that SEO should be a priority?
Inform them that more than 50% of marketers believe organic search provides the highest return on investment (ROI) of any marketing channel. Even better, show them.
SEO is much more than just a method of increasing website traffic. There are more effective ways to measure the effectiveness of your SEO, even though vanity metrics like pageviews are fun. Instead, you ought to link your initiatives to sales and conversions.
You may be losing out on how influential this channel could be, which in turn affects how much money and effort your business will be ready to spend if you aren’t monitoring how your SEO approach affects these factors.
The Solution: Monitor & Present These SEO KPIs
Avoid only reporting vanity metrics like pageviews, conversions, and conversion rates.
You should also be monitoring:
- Monthly recurring revenue from SEO.
- Order value.
- Time to conversion for paths influenced by SEO.