Figure 1. An Overall Reporting Strategy – CTR (Click-Through Rate), CRO (Conversion Rate Optimisation)To prove the effectiveness of this model let’s remove “volume” from the equation.
Figure 2. Breaking the FormulaNow we’re looking at a whole different ball game, the process breaks down when we remove one key element from the starting equation. Although we still have our search engine rankings, amazing page titles and descriptions that have the potential to invoke high click-through rates, without the ability to yield search volume no one is going to come through to your website meaning no future conversions or recurring revenue. The effectiveness of this process also allows for campaigns to exploit upon the un-tapped riches with long-tail key phrase targeting and generating content specific to answering the questions your potential customers currently have (the inbound marketing approach). The below graph illustrates the effectiveness of using these methods along with harnessing the strength of your website to increase search engine visibility and brand awareness leading to greater converting traffic volumes.
Figure 3. Effectiveness of Long-Tail Key Phrase TargetingTaking some time out to properly research your market and understand the key phrases / questions your potential customers are asking means you can quickly capitalise on search terms that hold little or no competition and begin to attract further convertible visitors through to your website. Keyword tools such as UberSuggest and Google Discussions can allow you to easily find the profitable long-tail phrases and unanswered questions within your market. Finally, I’d like to reiterate the point that rankings are not dead, but as a sole metric to report on I firmly believe there is a bigger picture that most are overlooking. This is due to the sheer blinkered vision most have towards the success of an online marketing campaign. As Google looks to clean up its index and provide the best possible results to its users there is a massive opportunity to create engaging content and rich media that attracts the right people to your website! I would love to hear what other industry professionals think of this approach so please leave us a comment or send us a tweet!