A simple way of looking at SEO is that customers can’t engage with your business until they’re aware of what it has to offer. So the first stepping stone to growing conversion is visibility. Customers may come into contact with your brand through any number of means: paid advertising, word of mouth, organic searches, et cetera. When it comes to driving traffic to your website, one advantage that SEO has over other strategies is that it promotes organic engagement and keeps working for you even without a constant cash flow (unlike most advertising methods). SEO draws eyes to your brand organically, but it accomplishes more than that. It can also promote consistent, sustained growth, as it did for our client in this study. This case study of a local floristry business demonstrates how sustained organic traffic driven by SEO leads to reliable sales conversion. Starting with very little web engagement, we implemented our SEO strategy to improve the number of users via organic searches, with the ultimate goal of increasing the client’s rate of conversion. Here’s a simplified view of how we improved visibility for the client’s business online. This increased visibility achieved the ultimate goal of driving conversion and increasing revenue. Let’s look at how we did it… Beginning with keyword analysis, we can determine where our efforts will be best spent to improve visibility. Focusing on the most obvious or general points is not always the best approach, since more websites will be competing over these in search rankings. Careful selection of the right keywords wins exposure without competition. As you can see by the upward trending green arrows, we’ve already begun to improve the client’s search rank in the Houston area. Better search rankings lead to more impressions and more clicks. Note the close parallel between clicks and impressions. When impressions go up, clicks follow. Since impressions indicate how visible the website is in organic searches, we can see that the number of clicks is a direct result of this metric. In other words, the site’s visibility in searches (impressions) consistently drives traffic (clicks). Most importantly, both metrics follow a solid growth trend, with the exception of an expected dip following Valentine’s Day. For reference, let’s compare these trends against the previous period. Not only do the numbers flounder by comparison, the strong correlation between impressions and clicks is nonexistent. Not only has engagement improved in the current period, but the consistent relationship between impressions and clicks demonstrates a more reliable SEO strategy. Here’s another way of looking at it: Why is the relationship between impressions and clicks so important? Essentially, this allows us to gauge the strength of our SEO. The purpose of a successful SEO strategy is to generate organic traffic to your website, and ultimately more business. We can see here that revenue brought in by Organic Search is far and away the top earner. Moreover, this monthly revenue was generated only after 3 months of the website being live! Another great way of gauging success is through the increased contact users had with the actual business. As with any business that operates in a physical location, a key contributor to success is getting customers on the phone and in the door. Here we can see a steady increase in the number of users seeking directions to the business location. This chart shows a clear boost to direct business contact across the board. In our bottom line, we found that 70% of website conversions and revenue came as the result of Organic Search. While it may appear that the most immediate result of SEO is an increase in website impressions, we have clearly seen how those impressions translate into clicks and other forms of direct business contact. If you want to get the most from your SEO strategy, then you need to be sure that you’re keywords are working for you, and that your search rankings are translating into measurable conversion. Just as we did for this client, we can help you along your SEO journey. Reach out to us today!