More than half (53%) of all consumers in the United States turn to a search engine like Google to find information about a product before purchasing it.
Yes, organic search is still the highest ROI channel.
If you don’t incorporate SEO into your digital marketing strategy, you may be missing out on a great opportunity.
It’s 2022 and SEO is more important than ever for direct-to-consumer (DTC) e-commerce brands.
Done right, you can use educational content to drive high-level search results that build your brand authority and attract more qualified customers than ever before – and have the ability to attribute revenue to your content efforts. .
But how do you know what works and what doesn’t?
We will give you our checklist of three potential mistakes you could make, from content creation to SEO attribution.
Then we will help you learn to find out what really works versus what isn’t, so you can prove real ROI on your content-intensive work.
Mistake 1: Not thinking about the revenue impact and end goals of your educational SEO content
Having a blog and posting regular content takes time.
And when other priorities pile up, it can be easy to push SEO and content creation to the bottom of your list – understandably.
Marketers like you constantly have many campaigns running and no shortage of suggestions on what to do next from team members across the company.
So why spend time on SEO?
For e-commerce sites, it all comes down to revenue.
Your content can bring a fresh look to your website, nurture people already in your funnel, and potentially become part of your digital strategy that convinces a website browser to become a new customer.
As you can see, it is very important to think about your SEO content and its end goals.
The Solution: Plan SEO Attribution Upfront
Before launching your digital marketing strategy, think about how you plan to track your blog’s impact on your bottom line.
Make sure you can clearly see how SEO-centric content directs readers to buyers.
Start by finding a platform that can show you the impact of all your marketing and organic content, and help you understand the exact role SEO plays and what part of the funnel it impacts.
Mistake 2: Choosing content ideas without a solid strategy
You probably know a lot about what your potential customers want.
Whatever you sell, whether it’s razors, skin serums, bidets, etc., you know there is an endless amount of information to share about it that truly enriches the lives of your readers.
You can live and breathe weighted jump rope culture and feel like you know exactly what your readers want.
But that doesn’t mean you should skip the topic and keyword research process.
What you instinctively think will resonate with your readers isn’t necessarily the right content.
You risk missing out on additional high-quality ideas if you don’t create strategy-based content.
The solution: Start with an idea, then back it up with research
First, you can start with your instincts for the topics and then check them out.
Then, based on what you know about your business, decide which broad categories of content people might want to consume.
For example, if you are a makeup company, instinctive topics might include:
- beauty tutorials
- Ingredient in depth
- New beauty trends
Once you have some basic ideas for your content, use them to narrow your ideas down to specific keywords. You can do this with free methods like Google’s suggested searches or other paid keyword research tools.
Then go a little further. Develop your content ideas with user interviews or by searching social media comments for frequently asked questions and trending topics.
After producing a list of keywords, you can start creating content on the topic.
Finally, continue to refine these steps into a strategy based on what actually works using attribution.
With an attribution platform that can track how different blog categories on your site contribute to conversions, you can focus on the topics you know well and then repeat your keyword research to further improve your content.
Mistake 3: Prioritizing vanity metrics over revenue
Have someone on your team who isn’t convinced why you should focus on SEO?
Tell them that nearly half of marketers say organic search has a higher ROI than any other marketing channel.
Better yet – show them.
SEO is more than just a way to drive traffic to your website.
While vanity metrics like pageviews are exciting, there are better ways to track your SEO success.
Instead, you should tie your efforts to conversions and revenue.
If you don’t track how your SEO strategy influences these things, you don’t see how much of an impact that channel could have, which in turn influences the amount of money and time your business will be willing to spend. devote to SEO content.
The solution: monitor and present these SEO KPIs
Avoid reporting only custom metrics such as pageviews, conversions, and conversion rates.
You should also monitor:
- Monthly recurring SEO revenue.
- Order value.
- Conversion time for SEO influenced paths.