Search engine optimization (SEO) conversions extend beyond mere sales and lead generation, offering metrics that can reveal the true value of SEO efforts to your organization.
SEO conversion tracking transcends the boundaries of straightforward sales or potential leads.
Consider:
- Transforming newsletter and SMS subscribers into sales.
- Implementing win-back campaigns to re-engage customers who haven’t shopped recently or have rediscovered your brand.
- Attracting job seekers to your job listings, thereby reducing hiring costs.
By focusing solely on direct conversions, you may miss the broader impact of your efforts on the company.
Some underutilized metrics could be instrumental in demonstrating your true value as an SEO professional to your organization:
- CPM Revenue
- Candidate Acquisition
- Win-back Campaigns
1. Maximizing CPM Revenue
If you’ve ever engaged with news sites, blogging, or video content creation, you’re likely familiar with the importance of cost per mile (CPM) and cost per click (CPC) revenues.
While attracting a sizable audience to your site or channel is crucial, there could be bigger gains in store. One such example is increasing page views per visitor.
Let’s illustrate this with an example. Assume there are two phrases—one draws 1,000 visitors to your site, while the other attracts 600.
While the ads team may favor the phrase with higher traffic (1,000 visitors) for increased CPM revenue, there might be better choices.
If the phrase with 1,000 visitors yields an average page view rate of 1.25, compared to 2.5 pageviews from the 600 visitor phrase, and assuming equal CPMs, the 600 visitor phrase would be more profitable.
Further layers of analysis can reveal even more insights. For instance, your publication might utilize affiliate links, bringing significant additional revenue.
You can significantly enhance your SEO efforts and overall profitability by comprehensively evaluating traffic, pageviews, CPMs, and affiliate revenue.
2. Leveraging SEO for Candidate Acquisition
Recruiting talent can be a costly and competitive process. However, with strategic SEO optimization, you could direct potential candidates straight to the HR team or hiring manager, significantly cutting recruitment costs.
Optimize your website’s Careers page and set up analytics to track applications and submissions. You can use these insights to refine your recruitment process and attract more qualified candidates.
You could also demonstrate the cost and time savings your SEO efforts have generated in quarterly reports to your superiors or the wider organization, further showcasing your value.
3. Implementing Effective Win-back Campaigns
As an SEO professional, you can tap into customer service logs and product management data to create integrated marketing plans for email and social media campaigns.
See also: Before Publishing Content, Here Is How To Predict SEO Success Reliably.
Understanding how customers use your products and adding little-known features or functions to product pages can provide invaluable data for win-back campaigns.
Additionally, these data-driven insights can be used to re-engage customers who have yet to shop or target those who began checking out but still need to complete their purchase.
All these efforts can increase your product pages’ conversion rates and result in additional email and win-back sales.
Broader Perspectives on SEO Conversions
SEO conversions encompass more than just sales, leads, and traffic for CPMs.
Consider how your skill sets can benefit other aspects of your company and start measuring the full impact of your role as an SEO professional.
By effectively showcasing your SEO efforts’ broader implications, you may have an increased budget for tools and engineering resources.
Potential of SEO stretches
The potential of SEO stretches far beyond its conventional scope of driving sales, leads, and traffic. By broadening our perspective and focusing on often overlooked metrics such as CPM revenue, candidate acquisition, and win-back campaigns, we can extract more significant value from our SEO efforts. Additionally, investing in quality offsite SEO strategies can amplify brand visibility and authority, ultimately leading to increased trust from potential customers. By nurturing relationships with other reputable sites, we can enhance our backlink profile, driving not just traffic but also engagement from a more targeted audience. This holistic approach ensures that our SEO initiatives contribute to sustainable long-term growth rather than short-term gains alone.
Considering these underutilized metrics enhances our understanding of the organization’s overall impact and emphasizes the diverse range of benefits SEO can offer. Embracing such an all-encompassing view can help secure more budgetary resources for tools and engineering, further boosting the effectiveness and reach of your SEO strategies.
For an organization to truly harness the power of SEO, it must move beyond traditional metrics and dive deeper into the rich, multi-dimensional pool of SEO conversion data. Doing so can unlock unparalleled insights and opportunities, shaping a more robust and comprehensive digital strategy.
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