Apr 06, 2022
In Welcome to the Forum
"We can't rank for keywords that actually generate email list revenue." "Ppc (pay-per-click) is more valuable than seo (search engine optimization)." "I just don't see the roi (return on investment) of the rankings." "We need to classify these [list of irrelevant terms]." sound familiar? At content jam 2019, a chicago-based content marketing conference, botify's kameron jenkins addressed these common keyword misconceptions. It is difficult to assign a dollar amount to the rankings. And it's complicated. There are several reasons for this, and kameron focused on 3 customer situations:rankings are strong and traffic is high, but ranking revenue is not thererankings are up but business is down “seo does not produce the same roi as ppc”1. Rankings are strong and traffic is high, but ranking revenue isn't thereit's a common scenario. Your content ranks well on google and shows up on the first serp (search engine results page). Google analytics tells you that organic search is a great source of traffic to your website. … soooooo where is the revenue peak? Where are the conversions? Where is the money from these email list rankings?! These are good questions. But first, let's discuss how you make money from rankings. Rankings factor into earnings in different ways that depend on the industry you are in. Take for example a publishing company. In the post template:rankings → traffic → $$$ (income) publishers can monetize traffic directly. There may also be other goals and conversions tied to email list a dollar amount, but in this case, high ranking = revenue. What about the e-commerce model? Rankings → traffic → purchases (income)e-commerce businesses don't always have leads. Potential customers become current customers with just a few clicks, no lead nurturing sequence required. They don't need a discovery call from an sdr, demo, or contract. A potential customer did a search, found your top content, clicked, clicked a few more times, and became a customer. How about a lead generation company? Rankings → traffic → leads → customers (income)and there we have it. A few steps between “rankings” and “revenue” means more opportunities for revenue to be attributed to something else.