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SEO is an investment.
Most businesses won’t care much for first page rankings if it doesn’t improve their top line.
They want to see an ROI.
They want to ensure that SEO is worth it for their business through an increase in revenue.
It’s great if you can move a website up the SERPs to outrank your competitors, but if it doesn’t translate to an increase in sales or revenue, then there is something missing in your approach.
This is because SEO – and, more specifically, on-page SEO – has the ability to directly impact your revenue in a positive way.
Let’s discuss this correlation, as well as on-page strategies we can utilize to help boost our top line.
Below are three separate SEO metrics that can directly affect your sales.
It is quite clear how the number of organic users that visit your website can affect revenue.
The more users that visit your website, the more potential customers that see your products and services.
And the more customers that see your products and services, the higher chance you will have of making more sales.
All else being equal, a website that generates 10,000 visitors from organic search will have much higher revenue compared to a website that generates only 500 visitors from organic search.
You can therefore increase your revenue by generating more organic visitors through a comprehensive and holistic on-page SEO strategy.
The number of visitors a website receives matters little if the website can’t get any of its visitors to convert into a lead.
Let’s use an example of a website that generates 10,000 visits per month, but only has a 0.01% conversion rate of new appointment bookings (AKA becoming a lead).
This means that for every 10,000 users that visit this website, 100 appointments are booked.
By most industry standards, this is a relatively low conversion rate.
This is where on-page SEO comes in.
By implementing clear call-to-actions, optimizing site navigation, creating a seamless user experience, and more, this website should at least be able to increase its conversion rate by half of one percent.
This would give the conversion rate of the site as a whole a 0.015%.
This would now mean that for every 10,000 users that visit this website, 150 appointments are booked.
This is a 50% increase with an extra 50 appointments scheduled into the business’s calendar!
With an extra 50 appointment bookings, we can safely assume that the business successfully closes substantially more sales.
This on-page SEO factor therefore has the ability to greatly increasing revenue when implemented correctly.
A website’s user experience also has the ability to impact revenue in either a positive or negative way.
In a study by Lyfe Marketing, it was found that: “44% of people who visit a site that isn’t user-friendly will share their negative experience with at least 5 people.”
Not only will the lackluster user experience expose an unprofessional look for your brand as well as lose out on a potential customer, but it may also cause the user to convince others not to do business with you, too!
As such, you are doing your business a disservice by continuing to allow a negative user experience on your website.
However, business owners can easily avoid this possible detriment to their revenue by implementing an effective on-page SEO strategy.
Knowing that on-page SEO indeed has the ability to impact your business’s revenue, let’s discuss on-page SEO strategies you can employ to help positively affect your top line.
Properly targeting valuable keywords using on-page SEO will help your website rank high in search engines, thus generating your business more organic traffic over time.
The advantages of longtail keywords are that they are generally much easier to rank for and have much higher conversion rates.
The reason for this is that they are extremely specific.
They are so specific that not many websites actively create content around them, but because they are so specific, you can achieve higher conversion rates if you create a piece of content that is perfectly aligned to the longtail phrase.
Broad keywords can be valuable to target over the long-term.
They will be much more competitive, as they are more general and, therefore, many more websites will be creating content around these topics.
If your on-page SEO strategy helps you rank over time, you can effectively generate a high amount of organic traffic from just a few broad keywords.
It is important to note that the most effective on-page SEO strategies target a mix of both longtail keywords and broad keywords.
Creating high quality, comprehensive, long-form content can do wonders for your top line.
At the most basic level, the website with the highest quality content for any given keyword query should rank highest in the SERPs.
If you create every single piece of content to only the highest quality of standards, you will receive both direct and indirect benefits as a result.
You will rank higher in SERPs, generate more organic visitors, increase your user metrics, enhance your brand, and much more.
Google wants to show the best possible organic results to its users.
A huge factor in evaluating the quality of a website is through its user experience.
A website’s user experience has many parts.
Below are three user experience metrics you must focus on to improve your rankings, increase your conversion rates, enhance your brand, and, as a result, positively impact your revenue.
A high bounce rate signals bad user experience.
Intuitive navigation, improving design elements, and targeting the right audience with your content all help lower your bounce rate.
A high average session duration signals high engagement.
And high engagement signals a great user experience.
Focusing on on-page SEO elements such as long-form content and embedded video content help to increase your website’s average session duration.
A high number of pageviews per user is also a signal of high engagement.
Call-to-actions, interlinking, and website design all help to maximize the number of pageviews per user.
Altogether, improving your website’s overall user experience will help to positively impact your business’s revenue – both directly and indirectly.
It is clear that on-page SEO has the ability to impact revenue.
On-page SEO can help to increase organic traffic, increase conversion rates, and improve user experience.
By implementing effective on-page strategies such as proper keyword targeting, creating exceptional content, and improving user metrics, you will be well on your way to increasing your business’s top line.