5 search engine optimization strategies with the quality ROI for organizations

As global commerce moves increasingly toward a digital-first model, leading companies are doubling down on their investments in organic search. As a result, marketers of all functions are adopting an SEO-centric approach to their marketing strategy.

This requires constant application of key SEO tactics that will support your omnichannel marketing efforts.

Hire an SEO Manager

Enterprise-level SEO is impossible without a well-structured team. One dedicated team member doesn’t help. Instead, hire a team leader or SEO manager who can provide strategic and practical knowledge to oversee every critical SEO task, such as:

• On-page SEO: This is done by content creators who use an SEO-first approach to their writing. They handle keyword research, ensure that primary and secondary keywords are properly included on new pages, and that meta descriptions and titles are optimized.
• Off page SEO: These technical SEOs are usually web developers and analysts who delve into the structure of websites to ensure that the design aligns with Google’s ranking factors. These activities often include site audits that scan the entire site to reveal the actual page count and discover what Google can detect.

These activities only touch the surface of what is required to maintain a best-in-class SEO program. In order to ensure that your strategy stays on track and that you are growing, not just maintaining your rankings, it is vital that you hire an SEO Manager for your company.

Dig deeper into SEO reports

Marketing managers also take a proactive approach to SEO analysis by having a good understanding of its various KPIs. These metrics include organic visibility, keyword position spread, winning and losing keywords, paid search rankings, and URL performance. Each of them reveals a wealth of information that affects your company’s revenue.

The easiest way to access search engine data is to send reports to your inbox. Connect with an SEO Manager to subscribe to the reports he or she creates regularly. This ensures you have a stream of regular insights on search data at your fingertips to inform the full scope of your marketing program.

Another option is to business solutions have APIs that allow you to seamlessly integrate with best-in-class business analytics tools like Excel, Power BI, Tableau, Google Data Studio, and Amazon S3.

Conduct routine content audits

Make sure your SEO team has enough bandwidth to perform regular audits. This SEO task provides important information about the health of your website. It’s easy for website content to become inundated with duplicate pages, malformed URLs, and other problems if it’s not regularly crawled and analyzed.

Another key component of the audit is content gap analysis.

“This involves evaluating existing content on a topic and identifying gaps in coverage. This is especially important if you have multiple writers creating content. Some writers may be more skilled, while others may need improvement. The feedback received will provide growth opportunities for both freelancers and in-house content creators,” says SEO writer Chuks Chukwuemeka in Using content audits to review your marketing strategy.

Once you’ve used the previous tactics, you can turn to the advanced metrics below.

SERP attribution model

New Market is not a business district or a high fashion shopping avenue. This is a SERP (Search Engine Results Page). Businesses with e-commerce success understand the value of a search page and how linking SEO KPIs with revenue metrics is the way to demonstrate sustainable ROI.

Typical SEO analysis metrics include organic search ranking and CTR. These metrics do not appear in a vacuum. They have real revenue implications.

The first organic search result on Google has an average CTR of around 35%. This figure drops to about 14% for the second result and around 8% for the third result. These numbers often fluctuate due to differences in search engine results pages, number of ads, and information fields (called featured snippets). But the old adage remains true: a high ranking on the first page of Google for a given keyword brings the most customers to your website.

Work with your SEO manager or visit Google Analytics yourself to find out what the typical conversion rates are for your website. Once this math is determined for each product page, you can determine what the traffic potential is for each SERP placement.

Review traffic index potential

Your SEO manager would understand that each product URL is tied to multiple keywords, each with search volume that drives traffic. Understanding the traffic potential for a page that moves to the top of the SERPs is valuable information. This reveals whether it is worth the effort to optimize the page or not.

Enterprise SEO platforms provide pre-calculated metrics such as URL traffic index potential. This can feed directly into your allocation model calculations.

“While it is highly unlikely that a single website will rank #1 for an entire portfolio of keywords, it can detail the tremendous inbound traffic potential that can be achieved through SEO. This can inevitably be of interest to stakeholders, especially when analyzing competitors to understand the expansion of new products or market entry,” said SEO Manager Petar Jovetic in Prove Your Worth: Use Searchmetrics Suite to back up your SEO strategy.

Key to take with you

These SEO tactics aren’t just for people on your team with the word “search” in the title. Running an SEO-focused operation requires a bottom-up strategy that starts with the management team. Regular website audits and reviews of key metrics are the best way to mitigate ranking drops and chart a path to sustainable website growth.

Need help building the ideal SEO structure for your marketing team? Set up a consultation.