How to Tie SEO to Actual Revenue and Sales Qualified Leads?

Previously, we established the fact that customers are searching for high-tech products using Google, here. Today, I will show you how to tie that keyword search to qualified leads and real revenue for your company. If you demonstrate to your management that the investments in SEO are translating into more qualified leads and revenue, you will be considered as a legend in your company.

How do we do that? It's not hard, but you have to put in some effort and give it time. Before we begin, let's look at the concept of search intent. Search intent is the goal that a user has when searching for something/anything online, and Google very much cares about search intent. You should care too because identifying search intent gives you direct access to prospects at different stages of the sales funnel. 

Search intent is broadly classified into four types: informational, commercial, transactional, navigational. 

  • Informational intent is where the user is looking for information
  • Commercial intent is where the user has started researching products, brands or services, before making a decision to purchase
  • Transactional intent is when the user is actually looking to make a purchase
  • Navigational intent is when the user is trying to go to a specific web page or website - it's just easier to search in Google than remember the URL. 

What would a user that wants to build something using a High-tech company's products search for? Let's assume that you are ABC, Inc. making power management ICs or PMICs and you have prospects looking for a power management solution for their system, and let's say that you have a competitor named XYZ Corp. In this case, we can fit search words and phrases under those four buckets as shown below:

Informational

  • PMIC chip makers
  • Power management IC manufacturers
  • FPGA power management
  • CPU pmic
A quick look at the search metrics for a simple informational keywords 'pmic' is shown below:

Informational search for PMIC


Commercial
  • ABC pmic datasheet
  • XYZ pmic selector guide
  • FPGA pmic application note
  • CPU pmic block diagram
Similarly, here are the search metrics for 'pmic block diagram' below:

Commercial Search for PMIC

Transactional
  • ABC pmic samples
  • ABC pmic distributors
  • ABC pmic FPGA evaluation board
  • ABC pmic board schematic download
Navigational
  • ABC customer login
  • Electronic design magazine
  • XYZ customer portal
  • Digikey
Now that we have identified the user intent, what do we do with it? It's pretty straightforward - you have to create specific customer journeys for each type of keyword (or even specific keywords in some cases). If a prospect is looking to order samples, it's not a good idea to send him/her to your home page - instead, you want to send him to a landing page titled 'Order PMIC Samples'. The prospect then can fill in a form with required details and send the order (needless to say that having your own e-commerce store is really important). Congratulations - your prospect just became a bonafide customer and is now entered in your CRM as such. You, Mr. Digital Marketer, have justified your investment into SEO. As the customer moves from sampling to production, the value added by SEO to company's goals and objectives becomes larger and incredibly clear.

Reach out if you have questions, or need help doing this.

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