To begin with, it is important to know that the conversion rate of users who arrive at a site through a click on an organic result (SEO) is 14.6%, while those who arrive through an ad or advertisement present a conversion rate 1.7% (Intergrowth, 2021).

This is due to the fact that the organic results are a suggestion that Google makes about the user’s query, while the payments are advertising by the brands, which generates less trust and objectivity in the response quality.

Sounds fantastic right?

Now let’s go to How do we double sales, reducing our investment in Google Ads by 70%?

To begin with, we must know that we have to align both strategies, so that they complement each other and do not compete with each other.

For this we must be able to have defined, and monitor, the keywords that occupy the first three organic results in the Google SERPs and make visible for which of those keywords we are assigning a budget in SEM.

Why do we want to do this?

It is simple, for each click made on a paid ad in Google (SEM), 11.6 clicks are made on organic results (Marketing4eCommerce. 2019), that is, they receive eleven times more visits.

What we will do then is reduce our investment in paid advertising, according to the position that we occupy with that same keyword in SEO. The budget decrease percentage will depend on whether the chances of receiving organic clicks, for that keyword, are higher or lower.

So, for those searches that we are positioning in the #1 result and at the same time making paid guidelines, we will eliminate 100% of the budget that has been assigned. If we already have a presence in the first result naturally, the traffic potential that we can receive is greater, and at the same time, we do not compete against our own brand present with an ad. In addition, according to Advance Web Ranking metrics, the first organic result takes 24% of all clicks from the first page of Google.

For all the keywords in which we have a position in the #2 result, we reduce the investment by 60%. As we mentioned earlier, SEO searches get 11 times more clicks than SEM, so coming in second, we don’t need to allocate an extremely large budget on Google ads. The CTR for a second position is 9.1% of all clicks on the first page of results.

And finally, for those searches that occupy the #3 result, we will make a 30% drop in investment. In this way we will make a balance between the opportunities for clicks that we have due to SEO and those that we will not be able to reach for not occupying the first two positions.

In this position the average percentage of clicks received is 4.92%.

For those keywords that we do not have positioning, we will be able to assign SEM budget, at the same time that we work on SEO actions that allow us to reach the top positions, and when this happens, decrease the investment.

By reducing our budget in those keywords that do not need it, it will allow us to be able to allocate it in others that we are still working on their SEO positioning. This increases the chances of having a presence for a greater number of keywords, and therefore, the chances of generating more sales.

The results will be generated in the first place because we will stop competing with our own site that ranks for a search with both strategies.

La entrada How to double sales by investing 70% less in Google Ads? aparece primero en SEO Blog Punto Rojo.

Currently 70% of clicks on Google response pages come from organic results (SEO), that is, those that do not correspond to paid ads.

Now… We want to increase our sales but with less investment. How is that?

In an SEO campaign we are not making a payment for each keyword that we want to position in the search results, nor for the clicks that we obtain. Although working on our organic positioning may require a monetary investment, everything done will be done on our website, and in case we have to suspend our actions, the benefits obtained will be maintained over time, as well as positive results in traffic and sales.

This is the main point that presents an advantage over a SEM strategy, since in this case if we pause the investment of our ads, our presence in the search engines is completely null and our traffic will be instantly affected.

Perfect, we now understand how it works! but now… What 4 actions will help me double my sales? Let’s go through one by one:

1. Think and maximize our content

   One of the main factors and resources that Google has to understand our website, and position it in the search results, is the content.

   The first thing we must work on then is to carry out keyword research, with the aim of knowing what they are looking for, and how our users search, around our products and services, during all the stages of a purchase process:

   Pre-conversion: the user performs informative searches, looking for information prior to acquiring products or services. Example: best running shoes

   Conversion: when the user already has an intention to purchase products, he turns that need into more specific searches. Example: nike running revolution 5 men’s shoes.

   Post-conversion: after purchasing products, users will continue to search for uses or complementary products. Example: sports shorts for men.

   We must generate valuable content, based on each of those keywords. The content of your website should be your best seller, since it is the resource that the user has to make a purchase decision.

2. Understand the objective of our main landing pages and work on their semantics

   Each of the landings of our site must have an objective keyword for which we seek to position. This keyword, and related secondary keywords, should be used in the main tags such as <title>, <h1>, <alt> and also in content blocks with valuable information for the user and, as we mentioned previously, for Google.

3. Enhance user navigation with an Interlinking strategy

   Another action to take into account is interlinking. And here we ask ourselves… What does that mean?

   Interlinking refers to the links that we include within one of our landings to another internal page with related valuable content.

   For example, when we talk about the opportunities to include links in our blog articles, to products related to our content. In this way, a user who accesses to answer a question or query can start browsing our products and become a customer.

   This factor not only helps the user’s navigation, but also that of the Google bot that will advance through all the pages of our website, through the links that we include.

4. Improve the experience of our users by optimizing our performance

   And to understand our fourth action, we must know that there are different navigation factors that influence the conversion opportunities of users who enter our site.

   One of these is the loading speed. According to data shared by Google, when a user enters a website and it takes more than 3-5 seconds to load, it is most likely that they end up leaving it without having performed an action, this is what we call ” bounce rate”.

   And why is the time our site loads so important? Because no matter how much we generate all the valuable content possible, our efforts will not give the maximum results if the user does not access the page later.

In conclusion, the opportunities to increase the traffic and sales of a website through an SEO strategy are significantly broad, and to enhance them the main thing is to know our users to be present where they are looking for us.

Now all that remains is… Put these actions into practice and begin to see our sales grow!

La entrada 4 actions to double your online sales by reducing your investment aparece primero en SEO Blog Punto Rojo.

From Punto Rojo Mexico and Argentina we analyzed the main trends that were generated in both countries.

“World Cup 2018” was one of the most used words in different countries, including Argentina and Mexico. Concerning this, sportsmen such as “Javier Mascherano” and “Kylian Mbappé” also made up the list of most searched people.

Among other events that stood out in Google Argentina, we can find “G20”, “Partido Boca River”, and “Hot Sale 2018“.

In Mexico, on the other hand, “Boda del príncipe Harry”, “Sismo” and “Buen Fin 2018” were the events that took the most searches.

From this point, we highlight the importance of actively participating in commercial events, and consider the digital strategy SEO optimizations that allow us to expand our positioning opportunities for related searches.

In Argentina “Ley del Aborto” and “Como va la votación del aborto en el Senado” were topics that not only stood out in Google but follow a trend that continues to be seen today in social networks.

With a rise in the number of searches between July 1 and 7, ” elecciones 2018 méxico” was the main trend for this country, together with those of characters such as “Andrés Manuel López Obrador” and “Margarita Zavala”.

Both in Argentina and Mexico, a large number of queries referring to characters were repeated, among them, we can highlight the artists “Stan Lee”, “Avicii” and “Freddy Mercury”.

As expected, the series also occupied a category in Google’s most searched 2018. In Argentina, the first place went to “La Casa de Papel 2” followed by “Luis Miguel” and “El Marginal 2”.

In Mexico, the podium of most-viewed TV programs was occupied by “Exatlón”, while in second and third place in searches we can find “Enamorandonos” and “Caer en la tentación”.

The top words in queries and questions asked by users (what and how) were generated around the points mentioned above, some examples of these in Argentina are ” Qué hora es en Rusia”, “Cómo se llama la mascota del mundial”, and in Mexico “Qué países han ganado la copa mundial de fútbol” and “Cómo votar”.

La entrada The most used keywords in Google Mexico and Argentina aparece primero en SEO Blog Punto Rojo.