SEO is all about ranking high for your targeted keywords, so you can get more eyeballs on your brand and more traffic on your website. Most of what we do and say here at RankGenie is about optimizing your website so that it may rank higher on search engine results pages (SERPs). However, we realize that the user journey does not end there, especially for entrepreneurs, startups, and small business owners.
If you built your website with the goal of generating traffic, great you got it. But if you built your website with the goal of generating revenue, there are things you need to do to turn organic traffic into leads, subscribers, revenue and more.
Where Do You Start?
First you need to know exactly where you stand in terms of organic traffic. You need to dive into Google Analytics data and see your top pages in terms of organic traffic.
You need to go to Google Analytics.
Click on ‘Acquisition’.
Click on Search Console.
Click on Landing Pages.
And voila, you can now see the landing pages getting most of the organic traffic. Now click on any of the URLs to see which search queries people are using to land on this page.
Here you can see the pages on your website getting the most traffic and the keywords for which they are getting traffic.
You can combine this data with RankGenie’s keyword rank tracker data to see the keywords you are targeting and the ones you are ranking for.
This will give you insights into your SEO strategy as well as the intent of the people visiting your website. If people are searching for ‘military boots price’ and landing on your product pages, they are more likely to make a purchase. However, if they are searching for keywords like ‘military boots vs oxfords’ and landing on your blog, they are still at the initial stages and are researching the product. These people are not likely to make a purchase; however, if they spend time on your site, they will make a purchase later on when they are at that stage. This brings us to the topic of intent.
Keyword Intent Is A Huge Factor In How Users Behave On Your Site
As a rule of thumb, users that found their way to your website using purchase intent keywords that contain words like buy, purchase, price, cost, order etc. are more likely to make a purchase as compared to people looking for surface level information.
Without a keen understanding of the intent behind user search queries, even a well-funded SEO or PPC campaign will almost certainly fail.
Let’s divide organic traffic into three basic types:
Top Of The Funnel
Not at the buying stage.
Users at this stage aren’t sure if they want to buy something. In fact, studies have shown that 73% of all B2B leads are not sales ready. These people are looking for basic information, tutorial, how-tos, and interesting information such as listicles. They use keywords with informational intent.
Your best bet is to get them to subscribe to your newsletter. This can be done through gated assets such as webinars, whitepapers, or neatly placed forms or pop-ups that gets them to fill out a form and share their email address with you.
Middle Of The Funnel
On the fence about making a purchase.
Users at the middle of the buying funnel are significantly more aware and educated about the products/services/industry you operate in. They are most likely looking for case studies, reviews, customer interviews, testimonials, and similar content to decide whether or not to purchase from you. They use keywords with navigational intent.
Ideally at this point in time they should already have subscribed to your newsletter, but if they haven’t, you can use all the ideas we just mentioned to get them to subscribe.
Bottom Of The Funnel
At the buying stage.
At this point, users are ready and willing to spend money. These are the people that use purchase intent keywords to land on your website and will definitely make a purchase unless you do something to lose them (such as your website goes down).
What Can You Do With Organic Traffic That Comes To Your Website?
Traffic For The Sake Of Traffic
There are blogs and news websites out there that publish a ton of content to generate organic traffic. These websites stay in business through ad revenue and affiliate marketing, and traffic is the key metric they are interested in.
When someone wants to display their ads on these websites or want to place an affiliate link on these blogs, they are more likely to pay these website owners good money as long as they get a decent amount of traffic on a daily basis.
In some cases, your goal may be to spread awareness about a topic and you may not be looking to generate any kind of revenue from your website. In that case, organic traffic is your main KPI and getting it to stay longer on your website and browse multiple pages is a good indicator of success.
Build An Email Database
Organic traffic can be a wonderful source to add new contacts to your database. All you need is a proper call to action, a prominently placed form, may be some extremely valuable gated content, and you can get your organic visitors to sign up for your newsletter.
For example, if you are seeing a lot of traffic on a blog post about 10 home workout routines, you can place a call to action to sign up for the newsletter in the middle of the blog, have an exit screen popup that does the same, or place a banner for a free to download guide on the page, and make sure that you offer an incentive for people to sign up for your newsletter.
Imagine that you get 100 unique visitors per day from organic sources, and now one of them is signing up daily for your newsletter. That means you are growing your database by one person per day, that you were not previously doing. This leads us into lead generation.
Not everyone who signs up for your newsletter is a lead. They have consented to receiving emails from you, but that doesn’t mean they are at a stage where they are ready to purchase your services/products. You will have to nurture them through email marketing. However, this applies only to people who signed up for your newsletter.
People who filled out forms expressing purchase intent can be considered as leads. For example, someone who filled out a product page for more info, a form to sign up for a product demo, a contact form asking a question about your services, a contact form asking for a custom quote and more.
To do that, you will have to target purchase intent keywords in your SEO plan and make sure the keywords land to the right pages on your website.
Another way to turn organic traffic into leads is by enabling live chat on your website so people can interact with you or a chat bot from any page on the site. According to a study conducted by Marketing Sherpa, roughly 16% of your organic traffic should turn into leads. What’s more, 57% of B2B marketers have stated that SEO generates more leads compared to other marketing initiatives.
Generating Revenue By Selling Products Or Services
The other day I was looking for an 8th Gen Core i5 processor. I Googled it, visited a few pages that showed up in the search results, and finally decided to make the purchase from a website. In this instance, I was already at the buying stage and was thinking about who to buy from. So I compared a few websites and decided based on shipping rates and how soon they could get the product to me. In this use case, the website I purchased the product from made money via organic traffic by selling a product. For them, it is the ideal type of transaction because it virtually costs them nothing, except for the initial investment in SEO.
Here’s what they did to win my business:
- They had all the standard product info on the page
- They had customer testimonials on the page
- They had information about the price, shipping cost, and estimated time of delivery on the page
Those were the three main things that made a difference for me. However, depending on the type of product or service you are selling, you may need product photos from different angles, FAQs, may be even a video and other standard information on the page. This means your product/service pages need to be optimized for two things:
- SEO: to get people to visit your pages
- Conversion: to get people to perform the action you want them to perform when they are on the page
Again, user intent plays a huge role here. If your page is optimized for keywords that do not have a purchase intent associated with them, you will get traffic but very few conversions. Similarly, if your blog is optimized for purchase intent keywords with no options for people to actually make a transaction, you will get traffic but very few conversions.
In short, if you have organic traffic, make sure you group keywords into different types of intent (informational, navigational, transactional). Make sure that the keywords used on a page serve the intent of the end-user, i.e. informational keywords are used on informative pages and transactional keywords on product or service pages.
We hope that this blog post gave you some additional ideas about what to do with your organic traffic. Did we miss something? Let us know in the comments below. Curious about Rank Genie’s keyword rank tracker? Sign up for a 7 day free trial and test it out today.