Short term wins to build compounding SEO ROI

Presentation from Kevin Gibbons at Pubcon (Las Vegas) on how to focus on driving commercial growth via organic search.

Transcript

1. Short term wins to build compounding SEO ROI. Kevin Gibbons #PubCon @kevgibbo
2. Long term success, starts with short term impact
3. How can you identify short-term SEO wins to fuel long-term success?
4. FRAMEWORKS To help you with your ecommerce SEO KEY
5. People look at a lot of things, but they rarely decide what really matters.
6. Ask these simple questions to build your strategy: Who's winning? Why are they winning? 1 2 3 How do we catch them?
7. Sharpen your SEO axe by focusing on high-value topics first.
8. Prioritise by conversion / revenue value and NOT search volume.
9. Order your analytics by money (group into key topics)
11. What content is generating the most revenue, and how do you double down?
12. of the pages 20% of the revenue 80%
13. Drill down into key-level data to find common themes
15. 80/20 Rule for everything.
16. Keep focused on what makes you money and improve on that.
17. Which paid-search products make you the most money but rank poorly organically? Here’s a Question:
18. Forecasting the uplift on this can have a big impact.
19. Realistic opportunity +$1.58m annual organic revenue Opportunity for generic terms for category pages only Page type Add. traffic opportunity Additional annual revenue Women's training shoes 104,007 $302,863 Women's trainers (black) 51,515 $168,802 Men's training shoes 53,937 $165,118 Men's trainers (white) 25,716 $85,477 Men's cross training 27,813 $83,772 Kids / baby shoes 19,362 $63,219 Women's shoes (general) 16,906 $57,571 Women's leggings 16,710 $56,277 Men's basketball shoes 16,367 $53,897 Men's trousers 16,128 $52,617 Men's tracksuits 12,674 $42,871 Others 135,627 $444,968 Total 457,967 $1,577,456.48 TAM (total addressable market) opportunity between $4-5m annual revenue
20. 1 Identify what those keywords are and prioritise by value. 2 Understand where you rank organically for those terms. 3 Project the opportunity size if you were to improve performance.
21. 4 Be realistic about the difficulty level of achieving it. 5 Align with your paid search bidding strategy.
22. It's not a matter of choosing between paid and organic search. It's about using them both well to make the most money.
23. Start paying more attention to the user behaviour signals for your content to make it sticky.
24. Ex-Googler's talk about "information satisfaction" and SEOs not enough.
25. While traditional SEO signals may get you to page 1, behavioural metrics are essential for ranking higher.
26. Have a low conversion rate or a high bounce rate? That could mean that the searcher had a bad experience and it turned them off.
27. Focus on people over search engines.
28. Page 2 poaching is an under-utilised tactic.
29. An increase in click-through rate (CTR) is a bigger deal as a quick win than slow progress.
30. Going from 5 to 1 is hard. The effort-reward balance is likely to change when switching from 12 to 8. 12th 8th
31. Focus on creating strong commercial content + top of funnel E-E-A-T The Payoff
32. Strategic Approach ➔ Developed tiered international organic growth strategy ➔ Optimised spend and effort based on revenue opportunity ➔ Covered 13 locales and 8 languages Tailored Execution ➔ Conducted keyphrase research for each locale ➔ Created market-specific content based on search intent ➔ Prioritised opportunities for maximum impact Measurable Results ➔ Increased organic revenue by 337% ➔ 15x wins in Global, EU and UK Search Awards ➔ Saved ad spend by minimising paid search and organic cannibalisation in the SERPs Increased ASICS’ EMEA Organic Search Revenue by 337%
33. Where Google is going, they won't need average content.”
35. Be the Best Answer.
36. Combining these strategies can help you impact the bottom line with or without AI.
37. SEO doesn’t need to be overly complicated…
38. Imagine SEO as an investor seeking short-term gains that can compound over time.
39. Tried & Test 90% Hedge Your Bets 10%
40. Remember...
41. Remember these three key ideas: Know where you're going to increase revenue from 1 2 3 Be laser-focused with your effort, rather than scattergun Test and experiment to stay ahead of the competition.
42. Share with me on LinkedIn what resonated with you most.
43. Hello, I’m Kev. Connect with me after to discuss applying these frameworks to your strategy. Kevin Gibbons #PubCon @kevgibbo Scan me!