How to make conversion-driven SEO?

Conversion driven SEO is the "Holy Grail" when it comes to selling products or offering services on your website. As a website owner, your ultimate goal is to sell your products and services efficiently.

To achieve this, you need to create content that is valuable to your users but how to find good ideas of content?
How to know in which position your content could rank?
How to know if my content will convert?

To address these questions you need to implement a methodology. Let's talk about it.

Step 1: Measure the performance of your content

Not knowing what works is akin to running blindly in the fog. Without visibility, you lack direction and purpose. But if you see the light, you can direct your effort toward a goal.
It's the same for content marketing!
And this bright light is to put a number next to your content : conversion count, sales amount etc.


To achieve this, it is essential to implement conversions tracking. The objective is to establish a connection between the SEO content that attracts prospects to your website and its ability to drive conversions.
By implementing tracking mechanisms, you can effectively measure the performance of your content in terms of revenue.


As an example : SEOCopilot's tracking feature enables you to determine which specific page on your website leads to a conversion.
- When a user arrives from Google we store that information in a cookie, including the Visitor ID and the entry page.
- When a user completes a conversion, we can attribute the conversion to the entry page they initially landed on.


By collecting these data we can compute the conversion rate of each page.
By implementing this approach, you can effectively measure the performance of your content in terms of various conversions such as sales, contact requests, quotation requests, and more. It is even possible to attribute a specific sales amount to actions like a quotation request or downloading an app. If needed, we can assist you in setting up such attribution mechanisms.


This capability provides you with the knowledge of which content to prioritize for future writing, allowing you to concentrate your efforts where the potential for generating revenue is highest.

Step 2: How to discover compelling content ideas?

First let's define what constitutes a good content idea?

A good content idea refers to an idea of content to write where you are almost sure to have a high conversion rate and attracting significant traffic. However, determining which keywords will deliver this traffic can be challenging. How can you find keywords that offer both good traffic and minimal competition?

The Google Search console provides a lot of data:
- queries leading to your website
- the actual position of your page for a search query
- the impression volume in Google Search results pages
- the number of time your content is clicked


To find good opportunities we could search in the search console for each keyword :
- in which position we could rank
- the impression volume
- the click volume
- the conversion rate

The power of position prediction

To estimate the future position we rely on a few assumptions:
- Consistent Content Quality: We assume that the future content you write will maintain the same level of quality as before.
- Website Popularity: We assume that the popularity of your website will either remain the same or experience minimal degradation.

If the page sport-shoes.html ranks in 80th position for the search query “running shoes”. We could expect to rank in a higher position by writing specific content on running shoes. You have to estimate your position gain for each piece of content you could write. You could put a ponderation on the position gain by the level of competition on the query.

For highly competitive keywords the position gain will be small.
When there is almost no competition, the position gain will be large.

Impression prediction

By utilizing the Google Search console Data, you have the ability to retrieve the impression volume for a specific page. This information can be leveraged to estimate the expected impression volume on page 1, 2, 3 of the google SERP. It's important to note that there can be a lot of variability depending on the semantic context of the query… However, even with this variability, extrapolating impression volumes provides a valuable metric for sorting and prioritizing your content ideas.

But let's go one step further. Let's try to estimate the click volume.

Click volume prediction

We know that pages appearing in the top positions of Google SERPS receive more clicks. Through statistical analysis we can establish the click-through rate as a function of the position in the SERP. For instance, in position 1, you can expect a click rate of approximately 30% while in position 2, it's around15%. and so on. This information allows us to sort our content ideas based on click volume.

Conversion rate prediction

Conversion rate prediction is a hot topic of research. Conversion events are scarce and raw AI methods, which are data-hungry cannot be directly applied (There are other means) BUT by leveraging the principle of similarity you can deduce that similar content will have similar conversion rates.

With an an estimation of the conversion rate, multiply it by your customer lifetime value (LTV) and you get an estimation of the potential earnings for a keyword.

Isn’t it beautiful?
Putting the sales figure next to the content ideas is magical! You have to see it to believe it.

Step 3 : Let’s put it together

This is our dataset :
- keywords ideas
- impression volume
- click volume
- conversion rate
- sales amount

You can create an Excel file and add these columns to prioritize your content production based on the ability to rank, generate traffic and conversion potential.

Before: You would make a guess about what to write and hope to make money, even though only 10% to 20% of your content actually led to a conversion.

After: You make data-driven decisions and have a clear understanding of the type of content that converts. This knowledge empowers you to double down on what's truly effective and avoid working for nothing.

Conclusion

• How to make conversion-driven SEO?
• Introduction
• Step 1 : Measure the performance of your content
• Step 2 : How to find a good content idea?
  • Position prediction
  • Impression prediction
  • Click volume prediction
  • Conversion rate prediction
• Step 3 : Let’s put it together
• Conclusion