How To Win At SEO? by SpearPoint Marketing

How to win at SEO? Most would say sales or leads. Yet, here’s the thing. You can’t get sales without getting conversions. You can’t get conversions without getting sessions (traffic) to your website. And, you can’t get sessions without getting impressions. Hopefully this blog post will at least clarify how WE win at SEO at Spearpoint Marketing.

Let’s get started…

Also Read:

Why Invest in SEO

"Flip the SEO Focus" by Jesse McFarland at SpearPoint Marketing

Introduction:

Imagine finding the alchemy of online success, the formula that invisibly nudges your website towards an audience hungry for what you offer. That's the power of mastering Search Engine Optimization (SEO). But with an ocean of factors influencing SEO, where do we even begin?

In this comprehensive guide, I'll break down how to win at SEO into three digestible pieces—Impressions, Sessions and Conversions; simplifying a seemingly daunting subject. We will be diving headfirst into understanding these elements, explorative tools plus actionable tips to amplify their impact—all aimed at garnering you more eyeballs, engagements and eventually patrons.

What "Winning" SEO Looks Like at SpearPoint Marketing

How We Win At SEO: Impressions -> Sessions -> Conversions

SEO is not a random game of luck but a calculated strategy that revolves around harnessing organic search impressions to drive sessions and ultimately conversions on your website. It's a three-pronged approach, each having critical importance creating a wholesome domino effect—if done right!

To simplify this concept further:

Impressions: The number of times users come across your website on search engines results pages (SERPs).
Sessions: When users engage beyond just viewing—clicking on your links or interacting with your webpage.
Conversions: The end goal—where those website visitors perform desirable actions like making purchases or signing up for newsletters.

Cracking this tri-code could mean witnessing massive strides in your digital success story! Let’s illuminate our journey by first sharpening focus over Organic Search Impressions.

Organic Search Impressions

What Are Organic Search Impressions?

Organic search impressions are the number of times your website appears in the unpaid section of search engine results for a user’s query. They signify visibility, representing each instance when someone sees your site or content via organic search.

In simpler terms, if your webpage shows up on the first page of Google for a specific keyword, that counts as an organic impression. However, it doesn't mean that the user necessarily clicked on it or even paid close attention to it. It’s essentially about being 'seen' by potential visitors in their search results.

SEO Impressions Tool: (Google Search Console)

To gather accurate data about your organic search impressions, you might want to run over to Google Search Console (GSC). GSC is one indispensable tool designed by Google to help website owners monitor their site's presence in Google's search results. It tracks and reports on key performance indicators associated with search indexing status and exposure—organic impressions being high on the priority list.

Armed with these insights from GSC, you can start making informed decisions about potential improvements to enhance your website's visibility and increase corresponding traffic.

What To Look For On Google Search Console?

When analyzing data from GSC for organic impressions:

Total Impressions: The number of times any URL from your site appeared in search results viewed by a user.
Total Clicks: This displays the total number of clicks from a Google search result to your website.
Average CTR (Click Through Rate): Calculated by dividing Total Clicks by Total Impressions—It gives you an idea of what percentage of viewers end up clicking through to your website.
Average position: It illustrates where exactly in SERP pages your website generally appears whenever someone performs a relevant query.

By studying these metrics, you effectively set yourself up for consistent performance improvements and drive success in your SEO strategy.

How To Get More Impressions?

Increasing your organic search impressions isn't magic. It involves implementing a targeted strategy by focusing on creating new content on your website with either new web page or blog posts.

Creating New Content (Web Pages & Blogging)

Improve Keyword Optimization: Use relevant keywords throughout your website content to help users and search engines understand what you offer.
Generate High-Quality Content Regularly: Frequent publication of unique, engaging articles helps maintain visibility among potential site visitors and bolster an active presence in your niche or field.
Target SERP Features: One way to do this is to target featured snippets. Featured snippets appear at the top of the search results page on Google. If it makes sense for your page, try to use one of your subheaders to target your desired SERP feature.
Build Quality Backlinks: Receiving inbound links from highly regarded websites can improve your domain authority – a significant factor for increasing impressions.

Our Favorite Strategy: Develop a Blogging Content Calendar

To enhance Google impressions, adopt a focused approach by crafting a blogging content calendar guided by the hub and spoke model for keyword research. This streamlined strategy ensures your blog remains aligned with audience searches and interests, thus improving visibility.

Quick Overview of the Hub and Spoke Model

Hubs represent broad themes central to your niche, serving as the cornerstone of your content strategy.
Spokes are detailed, related topics stemming from each hub, targeting specific queries with long-tail keywords.

Steps to Implement

Keyword Research: Identify hub themes and their corresponding spoke topics with specific, long-tail keywords. Focus on keywords with high search volume but low competition for better ranking potential.
Content Calendar Creation: Organize your hub themes and spoke topics into a calendar, planning posts that interlink related content to form a cohesive structure. This not only aids in SEO but also keeps your content organized and focused.
Consistent Scheduling: Determine a realistic publishing frequency and stick to it, ensuring a steady stream of fresh, relevant content that keeps your audience engaged and helps improve search rankings.
Monitor and Adjust: Regularly review the performance of your blog posts, using insights to refine your content strategy and keyword focus to maximize Google impressions.

This condensed approach emphasizes strategic planning, keyword optimization, and consistent execution, forming a solid foundation for increasing your website's visibility and engagement on Google.

Consistently applying these tactics will positively influence your impressions over time enabling you solidify a strong foothold in organic listings.

Organic Search Sessions

What Are Organic Search Sessions?

Let's dive right into "Organic Search Sessions". When we talk about organic search sessions, we're referring to the instances when a visitor lands on your website after performing a search query on a search engine like Google. Importantly, this doesn't include visits from paid advertisements but rather natural or 'organic' visits that embody unpaid traffic from search results.

The distinction here is critical because it's indicative of how beneficial your SEO efforts are. More organic search sessions mean that your site is ranking well for relevant keywords, thereby attracting more visitors who find and click through to your site directly from their search engine results page.

SEO Sessions Tools: (Google Analytics G4)

To successfully acquire data on organic search sessions, there's no better tool than Google Analytics 4 (GA4). This robust platform collects insightful metrics and statistics about your web traffic, allowing you to monitor trends over time and pinpoint what tactics work best for driving organic visits.

GA4 not only provides insights into overall traffic but allows you to filter by source - enabling assessment specifically of organic traffic. By doing so, you are given access to intricacies like user demographics, locations, behaviors—providing detailed glimpses into who your website visitors really are.

What To Look For on Google Analytics G4?

Now you might ask: "What parameters should I look out for in GA4?" Frankly speaking, key aspects would include the Total Number of Sessions along with New vs Returning Users. Monitor whether organic traffic generally comprises new users exploring your website for the first time or returning users revisiting the site.

More precise factors—including average session duration and pages visited during a session—reflect audience engagement levels with your content. Pay close attention to Bounce Rate as well; a high bounce rate may require further inspection as it often signifies that users aren't finding what they want or need on your site.

How To Get More Organic Search Sessions?

Craving more organic search sessions? Sure you are. Here’s a simple strategy to boost them:

Optimize each page of your website for one specific keyword/topic.
Regularly update your blog with informative, high-quality content.
Keep mobile optimization in mind—aiming for responsive design and fast page loading times—as A page’s loading time is one of the three Core Web Vitals and a ranking factor.
Use Google's free tool PageSpeed Insights to analyze and improve the speed of both your mobile and desktop site versions.
Build high-quality backlinks from relevant sources to increase authority and visibility in search engines.

Our Favorite Strategy: Refining Old Content

Re-optimize High-Impression, Low-Click Content: Utilize Google Search Console to identify pages that have high impressions but low click-through rates (CTR). These pages have the potential to drive more traffic if optimized effectively. Update these pages by improving keyword targeting, refining meta titles and descriptions to make them more enticing, and ensuring the content remains accurate, up-to-date, and relevant to your audience's needs.
Update and Expand Existing Content: Regularly review and update your older content to keep it relevant and comprehensive. This may involve expanding articles with new information, revising outdated facts, and enhancing the overall quality of the information provided. By doing so, you not only improve the user experience but also signal to Google that your content remains a valuable resource, which can lead to an increase in impressions and rankings.

By crafting an intelligent SEO strategy based around these key points, not only will your organic impressions increase, but you can also expect a solid boost in organic search sessions, demonstrating how successful SEO involves addressing many different aspects simultaneously—and setting the wheels in motion towards higher conversions.

Organic Search Conversions

What Are Organic Search Conversions?

Organic search conversions, often referred to simply as SEO conversions, are essentially leads turned customers through organic traffic. When a visitor arrives at your website through organic search and performs an action specified as a 'conversion'—like making a purchase or subscribing to a newsletter—that is considered an organic search conversion.

For example, you run a blog about pet care and offer premium articles. If one of the visitors from search engine results ends up subscribing to access those premium contents, that's an SEO conversion. It epitomizes how successful your SEO strategies are in not only driving traffic but also yielding user actions beneficial for your business.

SEO Conversions Tool: Conversion Tracking on Google Analytics G4

To keep track of these organic search conversions, you need reliable tools like Google Analytics’ Conversion tracking feature. With this insightful tool at your fingertips, you can monitor every step—from capturing impressions and managing sessions to sparking conversions from SEO efforts.

Google Analytics allows you to measure specific goal completions, transactions, and revenues generated from different channels so that you can fully comprehend which assets generate maximum returns. This powerful tool shows real-time data; thus, facilitating dynamic decision-making grounded in accurate conversion rates.

How To Set Up Conversion Tracking on Google Analytics G4?

Setting up conversion tracking in Google Analytics G4 can be done quite smoothly by following these steps:

Step 1: Establish a Conversion Event

Create an Event: In Google Analytics 4, go to Admin > Data Streams > Events, and select "Create event." Name the event "generate_lead" to track views on a confirmation page.
Set Conditions: Add conditions to specify when this event should be recorded. Use "event_name equals page_view" and add "page_location equals https://www.yoursite.com/thank-you" as your conditions.
Configure Parameters: To ensure Google Analytics recognizes it as a recommended event, define parameters like "value" as "100" and "currency" as "USD."

Step 2: Designate the Event as a Conversion

Mark as Conversion: In Admin under Data Streams, find "Conversions," click "New conversion event," and enter "generate_lead."
Verify: It might take a few minutes to a few hours for the conversion to be recognized. Verify by visiting the confirmation page and checking the Realtime report for "generate_lead."

This streamlined approach helps you quickly set up and verify conversion tracking in Google Analytics 4.

You can now track SEO conversions and articulate better strategies based on your conversion report.

How To Improve Conversions on Your Website? (CRO)

Improving organic search conversions depends significantly upon Conversion Rate Optimization(CRO)—a systematic approach to enhance the percentage of visitors who complete goal actions. While great SEO practices kick-start your journey attracting an audience, CRO completes it by converting visits to valuable action.

Our CRO Strategy: Increase the WHY…

An OK website shows what you do.
A Good website shows what you do and why they should buy from you.
A Great website shows what you do and why they should buy from you and why you’re the BEST option.

Here are the steps to a Great website:

ICP. Make sure your website is compelling to your ideal customer.
Simple Navigation: navigation is intuitive and straightforward, guiding users to important pages without hassle.
Simple CTAs: set strong, clear CTAs that tell users exactly what action to take next. Do NOT abuse this. Have 1 or CTAs maximum on each page.
Social Proof. Display testimonials, reviews, and case studies and demonstrate the effectiveness of your products and services.
Value Prop. Clearly communicate your value proposition on home and key landing pages. Make it as CLEAR as possible - Most of us suck at this.
A/B Testing. Run A/B testing to understand what version of your site or page attracts most interactions.
Use Analytics. Regularly review website analytics to identify bottlenecks and areas for improvement.

Optimizing websites for conversions is as crucial as driving traffic. Combining robust CRO with powerful SEO shapes an infallible recipe for success. Remember, triumphing in the world of organic search is a marathon that demands endurance and calculated strategies nurtured over time, not merely a sprint won by random bursts of energy!

Wrapping it Up: The Key to Winning SEO in Three Steps

Thank you for embarking on this insightful journey with me as we break down the method to master Search Engine Optimization (SEO). Congratulations, you now grasp the essential three-step pattern revolving around impressions, sessions, and conversions. If done correctly, these integral elements should work together symbiotically to boost your online visibility, traffic and visitor engagement.

To recapitulate:

Organic Search Impressions: It all commences here—earning more page impressions in web search results. Expanding your organic impressions paves the way for higher click-through rates and increased site traffic. Google Search Console is a wealth of information that can aid in optimizing your website's visibility.
Organic Search Sessions: Once you've enticed users to visit your site, it's time to keep them engaged through meaningful content or functionality. By studying user behavior via Google Analytics G4, you're better equipped to improve and maintain standout performance in organic search rankings.
Organic Search Conversions: Next comes the moment of truth; persuading visitors into customers or followers—a relentless pursuit of conversion rate optimization (CRO). Implementing Conversion Tracking on Google Analytics G4 will allow you to pinpoint what works best for driving achievements on your site.

Remember this winning formula when planning and implementing your future SEO strategies. Of course, achieving success doesn't mean stopping there! After all, striving for constant improvement is central to remaining competitive in the digital field.

Finally, remember that while mastering SEO techniques takes time and dedication; it’s also about creative experimentation within these defined parameters. So let passion fuel precision in your practice, balance patience with progress, and turbocharge trial-and-error with intelligent insights from dependable tools like Google Search Console and Google Analytics G4!

How To Win At SEO? Simplified in 3 Easy Steps