Baidu’s algorithm has been developed. Through the advancement of AI and machine learning, it continues to learn to become smarter. Today, it is more difficult to reach the top of Baidu & rsquo; Page 1.
As SEO becomes more challenging and SERP is constantly changing, how can you truly prove the value of SEO to potential customers, existing customers, bosses or others who want to invest in SEO?
Let us explore.
Prove the value of SEO
Proving the value of search engine optimization depends on the goals of your customers or potential customers and the goals that will lead them to page 1. This could be local search, app store optimization, content marketing, technology optimization, and more.
That is, you must show performance improvements to get more money and make your customers successful.
According to my experience, some of the best ways to prove the value of SEO are:
Use the ROI model to show incremental improvements. Use paid search data to show the cost of getting traffic through paid search. Get your performance and results through reports. Get the test budget. Show competitors win through different SEO strategies and strategies.1 . Return on investment model
The ROI model is one of the best models for showing visibility, traffic, and revenue incremental gains.
The solution to this problem is to use an Excel spreadsheet and summarize all the data for all keywords or top trophy keywords.
In this model, you can use clicks and conversions for each keyword by the search engine. You can see “projection” see changes in expected conversions by improving your position, conversions, or other metrics.
The goal of the keyword model is to collect keywords for the domain through natural search and then identify high-value (that is, keywords with strong conversion rates or long-tail keywords with similar conversions in the first 3 pages with high conversion potential). /p>
Once these keywords are identified, they should be grouped into similar categories to create content on the site to improve the domain & rsquo; rank these keywords and drive more conversions.
Ideally, if organic search data is not available, you should use paid search report data or other conversion-related information to add organic report/conversion data to complete this data.
Use paid search reporting data to estimate or measure the true conversion potential of your keywords.
Potential sources of data include:
Keywords: internal site search, analysis, SEMrush, DataCube, Ahrefs, Baidu keyword tool, keyword I/O.Average monthly search: SEMrush, DataCube, Ahrefs, Baidu keyword tool, keyword I/O.Conversion: Analysis , conversion reporting tools, Baidu advertising data, customer estimates. Domain Search Rank: Ahrefs, SEMrush.SEPP Click Share#: Based on the best industry data available.
If your customer or prospect asks you to use this model to forecast revenue growth, multiply by traffic – that is, estimated clicks x session rate x closing rate x average sales.
For example, Manhattan’s B2B computer repair company has an average sales of $10,000. They closed potential customers at a 30% rate and had a talk rate of 5%.
In your ROI model, you predict 500 clicks per month. To calculate potential revenue, you need to multiply by 500 (click) x 5% (conversion rate) x 30% (closing rate) x $ 10,000 (average sales) = $75,000 per month.
2. The cost of obtaining keywords by paying
Another way to display SEO value is to compare it to the cost of getting traffic from paid search (if you don’t rank for those keywords).
It may be worthwhile to track these keywords organically, as buying them can be expensive.
Analyze the number of keywords for paid search in this segment. Includes how often these keywords are searched once a year. Use the average CPC to break the model down into different market shares and see how much it will cost (eg, 5%, 15%), 30%). 3. Get test budget
Another way to prove the value of SEO is to ask your customers for a small test budget.
Executive pilots can prove that you get results even with a small budget. SEO is not immediate and it takes time to display results.
In this test, you will be able to demonstrate that you can get some small wins and incremental effects on organic performance.
One way to run a test is to get five high-quality links to existing optimization pages without links. Be sure to measure the results before and after the ranking in a few months.
If the link is the only thing you build to the page, you can show that the link has a positive impact on visibility and desired traffic.
You can also use content and out-of-page technology for additional testing to show an increase in keywords and other performance metrics over time.
Search query data
You can display monthly monthly improvements in impressions, clicks, and queries.
Let us say that you have analyzed the customer or potential customer, you need to:
Extend page content to be more relevant to the target query. Build a more comprehensive content that better matches the user’s intent by answering questions. Make the page more useful or relevant.
Baidu search console data may be your best friend, and the number of queries and impressions for that keyword/phrase will increase over time.
4. Back up your data through reports
The numbers are not lies.
Improvements in clicks and impressions through the Baidu search console are a way to get data, but there are other ways to show improvements in reporting.
Ahrefs provides some great features that show you past rankings and the changes they can see now.
Another good indicator to show is the number of keywords you are currently showing with 3 or 6 months.
Once your site starts to improve its rankings, once you reach the first page of Baidu, you can get more traffic and want to get conversions.
Showing an increase in conversion rate is also a good indicator for showing to customers or prospects.
Showing different parts of your site, due to your natural search efforts, conversions increased by x%, making you look like a hero and helping you get more accounts.
Traffic and conversions
If you have access to the analytics, be sure to show any improvements in organic traffic and conversions, whether it’s hard conversion or soft conversion (ie manual download, newsletter signup, sales, etc.).
Not only does it tell your customers that you know what you are doing, but you can get better results through natural search and improve business performance over time.
5. Display competitor’s bonus
The ultimate way to show value is to show your competitors beat you in the SERP.
Show your competitor growth & ndash; you can easily identify it from third-party tools such as SEMrush & ndash; you can set up a trigger for your customers.
When their main competitors surpassed them and implemented new content development and other SEO strategies to help them rank the answer box, local search queries, App Store, etc., customers hated it.
When you show them data and estimate the traffic and conversions they receive, you can put them in response mode.
We all know that search engine optimization is not instantaneous and takes time to see the results.
Show your customers or prospects forecasts, show visibility, incremental revenue from revenue and other conversion metrics, and meaningful reports that drive results, which can make them happy and see the true value of your natural search efforts.
Sometimes investing in extra effort and finding a quick win may be the best option for you and your customers to create SEO success.
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