Many times, as companies, we get so laser locked in on “ranking #1” for our keywords that we lose focus on the real KPIs that matter: conversions, revenue, traffic.
I can’t tell you how many times we’ve seen this in our SEO engagements where people are so focused on a ranking of a keyword or set of keywords. It takes a minute to get people to understand what is truly important. The true goal is never ranking #1 for something or even ranking top 10 for example. Usually, it’s generating revenue, leads, traffic, engagement, etc. Focusing on this is the most important thing, not where a specific keyword ranks.
Along with that, it’s important to think outside the box. Creating a content program or finding new traffic opportunities for the business can create new opportunities to connect with customers.
And, speaking of content, one of my favorite measurements of this was a company I worked with who was worried about blog traffic converting. Think about it this way, if you have a blog with 100 visits that converts 3% of the time but a site that only gets 10 visits and converts 30% of those visits, you’re net conversions is still 3 for each one. If your goal is converting users to paid customers, it’s important to understand your traffic sources.
Similar to rankings, it’s important not to think so narrow minded about the opportunity. Thinking broadly about topics and thinking outside of the box could present growth were the business previously didn’t have it.
Content is an amazing example because you can find so much new opportunity on your SEO efforts. Creating content for SEO purposes not only increases your traffic and long term conversion (albeit at a lower rate), but, if you’re running retargeting campaigns, you’re creating a broader audience by pixeling users that come to your blog for education.
You can also take a look at competitors and understand what they are doing to increase their SEO Opportunities. Are they creating a blog? are the growing their blog content constantly? Maybe another opportunity is creating a resource center for your customers to educate them on products, services, etc.
A company like OnDeck, for example, could create a “small business loan knowledge base” and create a resource center for all terms related to small business loans. At the same time, a company like Luxe Valet could create a “parking costs” or “valet costs” resource that shows parking costs, meter costs, or average valet rates across the U.S. and educate visitors while increasing brand reach, and possible conversions for search terms like “parking costs in los angeles”.
Again, the key here is understanding the opportunity, mapping it out, and finding ways to reach new visitors and hopefully convert them instantly or over time, using other methods like email marketing and retargeting.
Would love to hear more about how you look for SEO opportunities and think outside the box for content. Leave a comment below!
Our team has grown SEO for companies like Blue Bottle Coffee and Ticketmaster. Inquire more about our SEO services and we can help you grow as well!
