How does SEO content help increase sales?
Many brands make the mistake of relegating search engine optimization (SEO) to ranking websites and driving targeted traffic.
They never align it with their sales efforts, leaving a huge gap in their business growth strategy.
However, if executed well, SEO can help you significantly boost your sales.
And that’s exactly what I want to help you see in this post.
We’ll examine the challenges of attributing sales to SEO, how SEO content helps you increase sales and much more.
Challenges in connecting SEO efforts to revenue
Aligning SEO with revenue generation can be complex, presenting various challenges for brands. And this is why many brands fail to see how SEO can help them increase sales.
Some of these challenges include:
Lack of tools and proper configurations
Attributing revenue to SEO requires sophisticated tools and accurate configurations to extract the necessary data. Many businesses may lack the tools or skilled personnel to handle this in-house.
Outsourcing to a SaaS SEO agency can be a beneficial solution, particularly since regular upgrades are necessary for both tools and personnel.
Complexity of attribution
Attributing revenue to SEO is daunting due to its involvement throughout the customer journey.
Users interact with multiple touchpoints before converting. This makes it difficult to pinpoint the exact impact of SEO efforts.
While not flawless, you can use different attribution methods to help gauge the impact of SEO on your bottom line.
Use tools like Google Analytics to help you with this.
Lack of historical data for analysis
Many businesses face the challenge of limited historical data for analyzing SEO return on investment (ROI). SEO takes time to produce an ROI, which compounds the difficulty of assessing its impact without sufficient historical data.
Despite these challenges, you should still develop a system to help you track and attribute the impact of SEO to sales.
Understanding the role of SEO in revenue generation is crucial for effective marketing and resource allocation.
It helps you make informed decisions and optimize your marketing strategies for better business outcomes.
Get the daily newsletter search marketers rely on.
How SEO content helps increase sales
Viewing SEO as a mere traffic-generating channel overlooks its true potential as a key revenue driver.
SEO should be seen as an integral part of growth marketing, capable of leveraging substantial bottom-line growth.
Here are several ways in which SEO can contribute to revenue generation:
1. Powerful customer acquisition channel
You can acquire new customers effectively by shifting from using SEO solely as a traffic source to a customer acquisition channel.
Fine-tune your SEO and content strategies to target individuals more likely to convert.
One way to do that is to prioritize bottom-of-the-funnel (BoFu) content that incorporates high purchase intent keywords. This approach positions SEO as a marketing channel and a powerful catalyst for sales.
2. Improved customer retention rates
SEO done right can positively impact your customer retention rates. You can use it to build authority, credibility and trust. These factors encourage increased sales, a crucial factor in business growth.
Additionally, SEO provides valuable insights into customer buying behavior. This enables the development of marketing and sales strategies tailored to help retain customers and enhance the overall efficiency and contribution of your SEO to revenue growth.
3. Reduced customer acquisition costs (CAC)
SEO helps minimize customer acquisition costs (CAC) by providing a more cost-effective alternative to paid channels.
As SEO compounds over time, it generates results without proportional cost increases. As a result, your CAC drastically reduces, leading to your bottom line experiencing a boost.
4. Reputation management and brand building
A positive brand reputation cultivated through SEO efforts yields numerous benefits.
These include customer loyalty, increased customer confidence, and transforming customers into brand ambassadors. These factors lead to heightened sales and revenue growth.
5. Support for other sales and marketing channels
SEO’s broad scope extends its influence across various sales and marketing disciplines.
Whether it’s pay-per-click advertising (PPC), affiliate marketing, social media marketing, or public relations (PR), SEO provides support and visibility to other channels.
This visibility enables more sales, especially for established brands with enterprise-level SEO strategies.
Recognizing and capitalizing on SEO’s revenue-driving capabilities can help you unlock significant growth opportunities for your business.
That’s why you must implement a comprehensive SEO strategy that aligns with your sales goals. You’ll then see its power as a catalyst for revenue generation.
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
