More than half (53%) of all shoppers in the United States use a search engine like Google to research a product before purchasing it.
Yes, organic search is still the most profitable method.
If you do not include SEO in your digital marketing approach, you may be passing up a significant opportunity.
SEO is more critical than ever for direct-to-consumer (DTC) ecommerce firms in 2022.
When done correctly, instructional content may help you achieve high-ranking search results, increase the authority of your brand, and bring in more qualified customers than ever before – all while allowing you to attribute revenue back to your content efforts.
But how can you know what works and what doesn’t?
From content development to SEO credit, we’ll provide you our cheat sheet of three major mistakes you could be doing.
Then, we’ll teach you how to differentiate between what’s genuinely effective and what isn’t, so you can demonstrate real ROI on your extensive content work.
Mistake 1: Failing to consider the revenue impact and end goals of your educational SEO content.
It takes time to maintain a blog and provide frequent content.
When other priorities build up, it’s understandable to drop SEO and content development to the bottom of your priority list.
Marketers like you are always juggling many campaigns and receiving advice for what to do next from colleagues around the firm.
So, why bother with SEO?
It ultimately comes down to money for ecommerce businesses.
Your content may attract new visitors to your website, nurture those already in your funnel, and eventually be the component of your digital strategy that persuades a website visitor to become a new customer.
As you can see, it is critical to consider your SEO content and its final goals.
The Solution: Plan SEO Attribution Right From the Start.
Consider how you intend to track the impact of your blog on your bottom line before commencing your digital marketing campaign.
Make sure you can plainly observe how SEO-focused content converts readers into buyers.
Begin by locating a platform that can demonstrate the impact of all your marketing and organic content, as well as assist you in understanding the exact role SEO plays and which parts of the funnel it affects.
Mistake 2: Choosing Content Ideas Without a Plan
You most certainly have a good idea of what your potential clients desire.
Whatever you offer, whether it’s razors, skin serums, bidets, or anything else, you know there’s a limitless amount of information to provide about it that genuinely improves the lives of your readers.
You may be immersed in weighted jump rope culture and believe that you know exactly what your readers want.
However, this does not exclude you from conducting topic and keyword research.
What you naturally believe will resonate with your audience may not be the best material.
If you don’t develop content with a strategy, you may miss out on further high-quality ideas.
The Solution: Start with an idea, then validate it with research.
First and foremost, you can start with your intuition regarding themes and then validate them.
Next, decide on broad categories for material that consumers might like to consume based on what you know about your business.
For example, if you own a cosmetics company, natural topics can include:
Tutorials on beauty
Deep dives for ingredients
New beauty fashions
Once you have a general idea for your content, use it to filter it down to specific keywords. You can accomplish this using free approaches such as Google’s suggested searches or paid keyword research tools.
Then go one step further. Create content ideas by conducting user interviews or scanning social media comments for frequently asked questions and current themes.
After you’ve compiled a list of keywords, you can begin creating material on the subject.
Finally, utilizing attribution, continue to refine those stages into a strategy based on what is actually performing.
You may zero in on themes you know work well with an attribution tool that tracks how different blog categories on your site contribute to conversions, then repeat your keyword research to further refine your content.
Mistake 3: Giving Vanity Metrics Priority Over Revenue
Is there someone on your team who isn’t convinced of the importance of SEO?
Tell them that organic search offers a higher ROI than any other marketing channel, according to nearly half of marketers.
Even better, show them.
SEO is much more than just a means of increasing traffic to your website.
While vanity metrics such as pageviews are thrilling, there are better ways to track your SEO’s success.
Instead, you should focus your efforts on increasing conversions and income.
If you’re not measuring how your SEO strategy affects these things, you’re missing out on how powerful this channel may be, which effects how much money and effort your organization is willing to invest in SEO content.
The Solution: Track and Display These SEO KPIs
Avoid publishing only vanity metrics such as pageviews, conversions, and conversion rates.
You should also keep an eye on:
SEO generates monthly recurring revenue.
Time to conversion for SEO-influenced pathways.