WHY

  • Increase the Chance of Conversion.
  • Increase Traffic Quality and Quantity.
  • Refine Traffic Flow to Your Website.

Making sure both SEO and CRO work together provides for a better overall bottom line for business owners and improving both visitor traffic quality and quantity can dramatically increase the business success of your site. Great SEO makes sure that the visitors to your website are the kind of visitors that are most likely to become customers.

Making Your Website Profitable with SEO

SEO can’t really be established without first checking what words people are actually searching for. Comparing those words with the presumed commercial intent of the searcher is crucial. Usually, highly refined search words or phrases provide better value traffic than broad ones. There are several Keyword Research tools available on the web, most can be used cost-free and without license.

You might think accountants will be really tight on the pennies when it comes to spending on marketing. Of all the clients I have dealt with for SEO and Adwords programmes, I have found the easiest people to discuss budgets with are accountants. Why? Because they are more likely to see investment in SEO and Adwords as an equation of money-in, returns-out. Calculating ROI (Return On Investment) should always be part of your consideration too.

HOW

How SEO can Affect Profit

Getting thousands of visitors to your website is not really the answer. The real goal of SEO is to make sure that the visitors you do get will end up being customers. It’s not all about hits.

Here are some practical examples of how good SEO can affect your bottom line:

Increasing Traffic Numbers:

Let’s say you currently have 5000 visitors to your website per month. From those 5000 visitors 1.5% of them actually make a purchase, and the average sale price was $50. That means 75 people per month are buying from you and you made $3750 gross profit. Now say for example SEO can increase your visitor numbers by 20%.

Total visitors before SEO:
5000. Conversions: 1.5% = 75 customers

Total sales revenue:
$3750

Total visitors after SEO:
6000. Conversions: 1.5% = 90 customers.

Total sales revenue:
$4500

Result:
Increased by $750 per month

Increasing web traffic with an SEO programme

Before SEO 3750$
After doing SEO 4500$

Let’s say the affect of good SEO lasts about 6 months before needing review. (It can vary a lot, I’m just taking an educated stab in the dark)

That means the result of getting 20% more visitors over this period is $4500. It’s likely that the SEO work cost you about $300-500, so a net gain of about $4000.

A spinoff: Improving traffic numbers to your website can increase the authoritative status of your website (not always – depends on engagement time). Increased visitors is (sometimes – depends on engagement) seen as a positive by Search Engines, and they will want to refer more people. Increased traffic numbers with poor engament, i.e. when the visitor leaves within the first few seconds of arriving, or doesn’t go past the home page, can decrease the likelihood that Search Engines will want to refer people.

Increasing Traffic Quality:

Using the same example of 5000 visitors to your website per month, with the same 1.5% conversion starting point. We apply SEO and make sure the reason for the visitors coming to your site is relevant, the flow-on is that this might successfully increase your conversions from 1.5% to say 2%

Total visitors before SEO:
5000. Conversions: 1.5% = 75 customers

Total sales revenue:
$3750

Total visitors after SEO:
still 5000. Conversions: 2.0% = 100 customers.

Total sales revenue:
$5000

Result:
Increased by $1250 per month

Increasing web traffic AND traffic quality with an SEO programme

Before SEO 3750$
After doing SEO 5000$

Again, assuming this effect lasts about 6 months.

That means the result of getting 0.5% more conversions over this period is $7500. A net gain of about $7000.

A spinoff: Increasing Traffic Quality increases engagement on your site. This is seen as a positive by Search Engines, and they will want to refer more people.

Conversion Rate Optimisation

Aside from SEO, you can also use CRO (Conversion Rate Optimisation) to ensure that visitors coming to your website are doing what you want them to do. You don’t want them getting lost in content, distracted by links to other websites, or frustrated that they can’t find what they’re after on your website. Making sure the path is clear to your goals, and making sure they follow that path is crucial. Your goal(s) could be an enquiry form, or a survey, a download, or shopping cart checkout, or a host of other possibilities. Do you know what the goal of your website is?

Increasing Conversion Rates:

Same example again of 5000 visitors to your website per month, with the same 1.5% conversion starting point. This time we apply CRO and make sure the visitor is more likely to find what they are after, without getting lost, misdirected or frustrated.

Total visitors before CRO:
5000. Conversions: 1.5% = 75 customers

Total sales revenue:
$3750

Total visitors after CRO:
Still 5000. Conversions: 2.0% = 100 customers.

Total sales revenue:
$5000

Result:
Increased by $1250 per month, ongoing

Increasing conversions with a CRO programme

Before CRO 3750$
After doing CRO 5000$

Good CRO has a long lasting effect, because it’s not really subject to what your competition are doing. So long as you don’t make negative changes to your website, good CRO will remain effective

That means the result of getting 0.5% more conversions is $15000 per annum ongoing.

Applying both SEO & CRO:

OK, this this is where it starts to get really exciting! It possible to combine all three points explained on this page into a total picture. If SEO can improve traffic numbers by +20%, traffic quality leading to increased conversions through quality refinements by +0.5% and conversions through CRO at +0.5%, then each factor applies together.

Total visitors before CRO:
5000. Conversions: 1.5% = 75 customers

Total sales revenue:
$3750

Total visitors after SEO/CRO:
6000. Conversions: 2.5% = 150 customers.

Total sales revenue:
$7500

Result:
Increased by $3750 per month. Your income has doubled!

Combining comprehensive SEO and CRO programmes

Before SEO or CRO 3750$
After doing both SEO and CRO 7000$

Conclusion:

As you can see in the above examples, accumulation of several types of improvements and relatively small time or financial investment in SEO and CRO could result in earning double or perhaps even triple your current income.

Even one-person home businesses with small to moderate online income can earn significant returns from investment in SEO.