Top SEO Rankings Means More Traffic and Leads

tmblast

It is essential to know your numbers when it comes to SEO. In this video, I share the CTR percentage for one of my clients' keywords when it comes to ranking on Google. From there, I show what the monthly traffic difference should be, and then how you can back into that via a historical conversion rate to see how many more customers that should bring back to the client.    Timestamps 0:10 Went from Position 14 to Position 1 0:31 SEMRush CTR% Visual 1:02 A Cleaner View of the CTR% 1:37 Monthly Traffic Visual 1:54 Hypothetical Session Difference 2:49 Hypothetical Customer Difference 3:25 Conclusion - How I Think of This 6:10 A View Like This   #seoadvice #seotips  https://tmblast.com/

Transcript

00:00Hey everyone, what's going on? Greg here again from Team Blast. I want to share the value of

00:04increasing your keyword rank position on page one of Google and how you can back that into how many

00:08more leads you should get for your business. So this visual here, September 1st, we're position

00:1214. That means page two of Google position four for one of these target keywords that I've redacted.

00:17Now we're position one. There's 1,600 monthly searches according to SEMrush, which results in

00:23about 20 more daily clicks to the website because we're position one compared to when we were

00:29position 14. So within SEMrush, what they show you here is you can toggle through the settings

00:35between average position and visibility and estimated traffic. You can see when you're

00:39position one, you're getting about roughly 20 clicks per day, give or take. Now, of course,

00:44we all know with AI overviews and desktop versus tablet versus mobile, there's so many factors

00:49and even paid search too. There's so many factors to get involved with the click-through rate, but

00:52this is a good, real clean view from how SEMrush displays the click-through rate difference and

00:58the daily traffic that should come to the website. But what I did here was that I took it a little

01:02bit step further and said, okay, based off this particular keyword and the average rank position,

01:07I backed into what the click-through rate should be for that. So position one is just over 35%.

01:13Position two is under 15%. Position three is below 10%. And as you can see, as we keep going down further

01:18and further, the click-through rate drops. So we all know that the top of Google receives the most

01:25clicks because it's at the very top, people click on that. So really the value of being position one

01:29is quite lucrative. But even if you went from position 10 to position three, that's still a

01:34massive click-through rate improvement right there. So what I did was, okay, I backed into the rough

01:39click-through rate percentage and said, okay, out of the 1,600 monthly searches per month, how many more

01:43visits should we be getting? So for position one, we're getting 600 clicks. And then as you can see,

01:48if you're below that, so if you're position two, you're under 200 and it keeps dropping down from there.

01:53So let's take a hypothetical and let's say for position one, if you stay there for the entire

01:59month of October, you should receive about 600 sessions from this one keyword due to the click-through

02:05rate and the expected monthly search volume for that keyword. If you're position five, you should

02:12get about 90 sessions from that one keyword back to your website. Difference there is 510 more sessions

02:19from being position one compared to position five. On the right-hand side, historical lead conversion

02:24rate is 10%. So let's just pretend that 10% of people who come to the site will then fill out

02:28the form. However, out of that 10% who fill out the form, 20% of those become a customer. So we know

02:33not everyone who fills out the form is going to be a customer. There could be spam, there could be low

02:37quality leads, there could just be leads simply you don't close because they're talking to other

02:40competitors as well. Whatever the factor is, it's 20% we're using as this example that become

02:45paying customers. So what I did here was did really simple math. Position one results in 60 leads per

02:52month for that one keyword due to the 600 sessions you're getting. And again, the historical conversion

02:57rate is 10%. Position five is nine leads. So the difference there is 51 more leads per month from

03:03being position one compared to being position five. Next is say, okay, what's the difference when who

03:08become paying customers? That's 10 more. So again, it's roughly 20% of 50. So I just said 50 instead of 51,

03:14but it's 10 more customers right there from being position one compared to position five.

03:18So that's really the quick value of, okay, improving our ranks, 10 more customers, paying

03:23customers per month, really easy math. Now here I am in the conclusion standpoint. I want to explain

03:28this in a little bit more detail of kind of how I think about this for my clients. So the start is

03:32we need to have Google Analytics set up and event tracking. So a lot of times clients I onboard, I see

03:37this a lot. They don't have either analytics or if they do, they don't have event tracking. When I'll ask them,

03:43I'll say, Hey, how many sessions does it take for somebody to either click on the phone icon on your, on your

03:47website or fill out the form? If they don't know the answer, I have to add that tracking to their website.

03:53So I have to kind of create a baseline. And unfortunately, if I don't have any historical data, I don't know,

03:57you know, if there's seasonality that gets involved, but let's say after 30 days, I say, okay, roughly speaking,

04:0110% of people who come to your website, fill out your form. That is our baseline. Again, the more data you

04:06have, it makes it a lot easier for this and really set expectations. But if we have nothing to work with, we have to

04:12sort of set that up. Next, you want to get the baseline of historical rankings via SEM rush. So I noticed this, I've been

04:19doing a lot of hourly SEO consulting for other SEO professionals. And what I've noticed when I talk to them is that they

04:24don't do daily keyword tracking for their clients, they'll do kind of like sporadic, I'll track my, you know, rankings here and

04:30there. The problem with that is that you won't catch trends, either good or bad. I highly recommend using

04:36SEM rush that there is a cost with that. But if you can set up daily keyword tracking, you can then take the

04:41aggregate. So for example, if in August, you were average rank of position eight, then in September, you

04:48went to position, you know, six, and then in October, you go to position four on average, that is a good, you

04:56know, trend line that you can say, hey, the strategy that I'm implementing is working, they can always back that

04:59into the value from Google Analytics, how many more sessions it takes to get a lead. Next is the

05:05difference of the keyword. So you know, if you set the baseline and say, okay, this keyword is

05:08historically position 10, maybe you're getting like, you know, let's just pretend like a 1% click

05:14through rate for that one keyword. That's the baseline, then you can kind of present that to your

05:18client and say, hey, this keyword here is position 10, I want to get more aggressive on it. And I want to

05:23make all these changes on the homepage, I want to add schema markup, I want to add video schema markup,

05:27I want to add, I want to refresh the content, I want to have images load a little bit faster,

05:31you know, I want to add more semantic phrases, whatever it is to improve the click to improve

05:37the keyword rank, because I want to have a higher click through rate to get more leads,

05:40getting that baseline established, and you present it over is really important for the

05:44client relationships to show exactly this is where you are, this is where I want to take you next.

05:49And then finally, keep the daily keyword tracking going, because you want to see if the changes

05:53you're doing are improving the ranks and therefore increasing the leads, you can then either use

05:58Google Analytics or search console to back into the value and say, hey, I can clearly see that

06:02we're getting a higher click through rate or more traffic now to this page, and therefore getting

06:07more leads. If I go back up here, though, just this is kind of the main thing that I want to,

06:11you know, explain a view like this is huge, I can see that the daily keyword tracking should

06:16the daily keyword rank difference is gonna result in about 20 more clicks per day, roughly.

06:21And this is just one keyword. So let's just pretend the keyword here is up to make it up. Let's just,

06:26you know, pretend the keyword is plumber. If the keyword plumber is improving, I can also conclude

06:32that terms like plumbers near me or plumber company or plumbing service or plumber plus city are also

06:38probably improving as well, which actually means that the value of this one keyword improving

06:42actually is more keywords that are also raising up in their ranks. And therefore, you're getting even

06:46more traffic, which is why I always talk about the value of SEO is actually better than paid

06:51search. Because for paid search, you have to pay for every single one of those keywords,

06:54plumbing, plumbing service, plumber, plumbers near me, plumber plus city, etc. Whereas in SEO,

07:01if the main primary term is improving, you're having other terms as well rank even better,

07:06and you're getting more of that traffic without paying for every one of those clicks. So

07:08that's kind of how I try to, you know, frame the, you know, the value of better rankings equals more

07:15monthly traffic, which then results in more leads for your business. Anyway, thanks for

07:20watching this video. Let me know if you have any questions and as always, have a good rest of your day.

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