"How To Identify and Prioritize Your SEO Efforts To Increase Ecommerce Revenue In 90 Days Or Less"

1. REVENUE-BASED SEO
And 5 Rules To Identify SEO Opportunities For
Ecommerce

2. #1 E-commerce Rule
Revenue Is King
Good marketing drives revenue, pays for itself and some

3. Objectives & Key Results
Objectives are goals - they tell you where to go.
Each objective has a few Key Results - they indicate how you will get there.
Source: Perdoo.com
An Example
You sell barbeque sets online. You want to grow revenue to $250K this
quarter (objective).
Your Key Results could be:
● Rank on Google’s first page for “buy barbeque set”
● Engage your ideal prospect with a facebook ad campaign

4. #2 E-commerce Rule
Define Key
Performance
Indicators (KPIs)
Each key result or KPI can
be achieved/improved by
specific tasks.

5. Source: Perdoo.com

6. Ecommerce KPIs
● Order conversion rate
● Average order value
● Average revenue per
visit
● Average cost per order
● Add-to-cart rate
● Checkout completion
rate

7. #3 E-commerce Rule
Identify traffic sources
and keywords with the
most impact on KPIs
(and revenue).

10. Organize Keywords
Prioritize keywords based on revenue
● Converting keywords that rank well
● Converting keywords that do not rank well
● Newly discovered keywords that convert
● Keywords that rank well but do not convert

11. Deal with G’s (not provided) issue
● Adwords keyword traffic is provided
● (not provided) workaround displays URLs
instead of keywords
● Google Analytics > Acquisition > S. E. O. >
Queries
● Google Search Console > Search Traffic >
Search Analytics

12. Prioritize Revenue Keywords
Identify converting keywords and keywords with
purchase intent that are not ranking well.
Are these search listings engaging enough to
be clicked?

14. Prioritize Revenue Keywords
Improve the relevance and CTR:
● Add a form of the keyword to the title tag if
possible
● Add action words and identifiers to the title
and/or description tags

15. Prioritize Revenue Keywords
Action words show people what they will be
doing on that page:
● buy
● purchase
● lease
● for sale
● rent

16. Prioritize Revenue Keywords
Identifier words show people the type of
content on the page:
● review
● opinion
● comparison
● video
● blog

17. #4 E-commerce Rule
Identify landing
pages with the most
impact on KPIs (and
revenue).

18. Organize Landing Pages
Prioritize landing pages based on revenue
Is that landing page the most relevant and
engaging for each keyword?

19. Prioritize Landing Pages by Revenue
● Evaluate your landing page bounce rate,
pages per session and average session
duration

21. Prioritize Landing Pages by Revenue
● Evaluate your landing page bounce rate,
pages per session and average session
duration
● In the drill down look at the traffic sources for
that landing page

23. Prioritize Landing Pages by Revenue
Increase landing page engagement:
● Add unique content to the page: user
generated, reviews, etc.
● Make the content useful, interesting,
perhaps a buyer’s guide to your products
● Utilize schema markup for reviews and
integrate social media sharing

24. Internal Navigation and Linking
Category Pages:
● Modify category names?
● Is there a better way to
categorize products?
● Should more categories be
added?

25. Internal Navigation and Linking
Product pages:
● Modify product names?
● Do product pages link to
relevant category pages?
● Add breadcrumb links to
the page

26. #5 E-commerce Rule
Identify conversion
optimization
opportunities

27. Identify Conversion Opportunities
1. Set up goals and goal funnels beginning with
each step of the shopping cart checkout
2. Fix the “leaky step” in your goal funnel

29. Fix the “leaky step” in the funnel
Plug up conversion leaks in
the checkout funnel:
1. Credibility signals:
customer testimonials,
social proof, proven results,
etc.

30. Fix the “leaky step” in the funnel
1. Credibility signals
2. Point of action assurances
like guarantees, security,
estimated delivery, etc.

31. Fix the “leaky step” in the funnel
1. Credibility signals
2. Point of action assurances
3. Abandonment messages:
emails and/or remarketing

32. Client Example
Let’s take a look at a client who prepares and delivers
paleo meals around the US.

33. Before
Their in-house team was implementing a SEO strategy but
hit a plateau. They weren’t sure of the problem and decided
to bring in a pro.
They wanted me to double their revenue (which wasn’t
bad).

34. Google Analytics Setup
With less than one
month of KPI data
collection the new
traffic and keyword
opportunities
became clear.

35. Optimize
● branded keywords
● revenue keywords
● product and category pages

36. The Contest
Designed a contest with their social media team that
engaged their affiliate marketers

37. Customer interaction
Identified a way to increase customer reviews
and product ratings

38. The Results
● Traffic from Google went up
● Traffic from facebook went up
● Insights about customers
were revealed
● Revenue nearly doubled
within 3 months

39. The Numbers (90 days)
order conversion rate from organic search
before: 2.85%
after: 3.06%
traffic increase from organic search: 35%
average ranking in Google of targeted keywords (GSC data)
before: 12.3
after: 5.5

40. August 2014 I Started

41. Awesome!
If you’ve followed these steps you just set yourself up for a
revenue increase in the coming months!

42. What will you do now?
● Define KPIs and start tracking them?
● Seek out keywords that have proven to bring in revenue
and optimize accordingly?
● Evaluate landing pages that impact revenue and
improve the engagement from organic search?
● Evaluate conversion optimization opportunities and plug
up the “leaky step” in your funnel?

43. Is it worth implementing?
The Ecommerce ROI Calculator
http://www.capturecommerce.com/ecommerceseoroicalc.php

44. Is it worth implementing?

45. Was this webinar worth $27 to You?
● If yes, tell me what you will get started on
from what you have learned.
● If no, email tom@capturecommerce.com
before midnight tonite, and let me know why
this content was not for you and I will refund
your money tomorrow.

46. Need help?
● Deal with ranking problems and issues
● Define key performance indicators (KPIs)
● Identify gaps and opportunities
● Recommend SEO and conversion
optimization improvements
● Implement the approved plan
http://www.capturecommerce.com/revenue-based-seo-application.php

47. Why Hire Me?
● I believe in creating value
● Seasoned SEO pro with 15 years exp.
● My SEO philosophy has matured while
working with clients over the years
● 90-day money-back guarantee
● Month-to-month plan
http://www.capturecommerce.com/revenue-based-seo-application.php

48. How to Hire Me
Click the link and complete the application
Someone will contact you and answer your
questions:
http://www.capturecommerce.com/revenue-based-seo-application.php

49. About The Presenter
Founder of Capture Commerce
Passionate about helping
people achieve their online
marketing goal. He also loves
dancing the cha-cha… weirdo.
tom@capturecommerce.com