SEO Provides the Best ROI of Any Inbound Marketing Channel

SEO ROI Beats All Other Marketing Channels

I built my first website in 1996. Back then, ranking in search engines was as simple as tweaking a meta keyword tag. Fast-forward to today, and search engine algorithms have evolved dramatically, demanding deep expertise and a strategic approach to win at SEO. Despite the complexity, SEO remains the most productive and cost-effective way to generate qualified leads and loyal customers.

Marketing Spend Tracks Lead Generation Rates

Recent data underscores how SEO leads the pack. According to a 2024 survey by BrightEdge, 53% of all trackable website traffic comes from organic search, compared to just 15% from paid search and 5% from social media. That means more than half of your potential customers are starting their journey on search engines like Google.

On average, businesses allocate 13% of their marketing budgets to SEO, yet it generates 14% of their total leads. Compare this with PPC, which typically receives 8% of the budget but produces only 6% of leads. If your marketing spend leans heavily toward PPC at the expense of SEO, you may be leaving significant opportunities on the table.

The Quality of SEO Leads Is Unmatched

It’s not just the volume of leads that makes SEO a standout channel—it’s the quality of those leads. SEO-driven leads are more likely to convert because they align closely with user intent. HubSpot’s 2023 State of Marketing Report revealed that SEO has the highest inbound conversion rate, at 14.6%, compared to 1.7% for outbound methods like cold calling or direct mail. That means prospects coming from organic search are more primed to engage with your product or service.

Why SEO Delivers the Best ROI

The numbers tell a compelling story. SEO consistently outperforms other inbound marketing channels in ROI because it offers:

1. Sustained Results: Unlike PPC, which stops generating traffic the moment you pause your ads, SEO efforts compound over time. A well-optimized site continues to attract organic traffic long after the initial investment.

2. Lower Cost per Acquisition (CPA): With high conversion rates and no ongoing ad spend, SEO delivers one of the lowest CPAs in digital marketing.

3.Scalable Growth: As search engines prioritize user-friendly and content-rich websites, investing in SEO not only boosts traffic but enhances your overall digital presence.

Don’t Let SEO’s Complexity Hold You Back

Marketers often shy away from SEO because it feels complex or hard to execute. However, with the right strategy and resources, SEO can become a cornerstone of your marketing success. If your organic search traffic has dropped in the past few years, it’s likely due to technical issues or outdated strategies.

Here’s how you can turn it around:

Perform a Technical SEO Audit: Identify and fix site issues such as slow load times, broken links, or duplicate content.

Prioritize High-Value Keywords: Focus on terms that align with your audience’s intent and buying journey.

Invest in Content Marketing: High-quality, optimized content drives traffic and establishes authority in your niche.

Take Action Today

Don’t let your competitors take the lead. SEO remains the most reliable and cost-effective way to attract and convert customers. Contact us today to learn how we can help you unlock the full potential of your SEO campaigns. Whether it’s improving your rankings or boosting your ROI, the right SEO strategy will position your business for long-term success.

By updating your approach to SEO, you’re not just investing in a marketing channel—you’re building a sustainable growth engine for your business. The best ROI is within reach—are you ready to claim it?

Local SEO Ranking Factors You Must Know

Ever wondered why some businesses pop up first on Google when you search locally? For small business owners, appearing at the top of local search results can make a significant difference in attracting customers and growing your business. Understanding the factors that influence these rankings is crucial to boosting your online visibility. In this post, we’ll break down the critical factors that determine how your business ranks in local search results on Google, based on the latest insights.

Understanding Google's Local Search Ranking Factors

Local search ranking factors are the elements that Google considers when determining the order of businesses in local search results. These factors are crucial for small businesses looking to enhance their online presence and attract more local customers. Let’s delve into each key factor to understand how they impact your rankings and what you can do to optimize them.

The Key Local SEO Factors Explained - Google My Business (GMB)

Your Google My Business (GMB) profile is the cornerstone of your local search presence. Google uses the information in your GMB listing to determine relevance and proximity to searchers. Optimizing your GMB listing with accurate information, relevant categories, and strategic keywords can significantly boost your visibility. Ensure your business name, address, and phone number (NAP) are correct and match your website. Regularly update your GMB profile with new photos, posts, and customer Q&A.

Links

Inbound links from other reputable sites are a strong signal of your business’s authority and relevance. High-quality backlinks enhance your authority and improve your local search rankings. Build high-quality backlinks through partnerships, sponsorships, and content marketing. Focus on getting links from local and industry-relevant websites to increase your credibility in Google’s eyes.

Reviews

Customer reviews are a critical factor in local search rankings. Google looks at both the quantity and quality of reviews. Positive reviews not only improve your rankings but also build trust with potential customers. Encourage satisfied customers to leave positive reviews on your GMB profile and other review platforms. Respond to all reviews, showing that you value customer feedback and engagement, which can further enhance your reputation.

On-Page SEO

On-page SEO involves optimizing the content and HTML source code of your website. Keywords in your site’s titles, meta descriptions, and content help Google understand what your business is about. Ensure your website has consistent NAP information and optimize it for local keywords. Use clear and descriptive titles and meta descriptions for each page to make it easier for search engines and users to understand your content.

Citations

Citations are mentions of your business name, address, and phone number on other websites. Consistent citations across various online directories reinforce your business’s legitimacy and help improve rankings. Use tools to manage and update your business listings across multiple platforms like Yelp, Yellow Pages, and local business directories to ensure your information is always accurate and up-to-date.

Personalization

Google personalizes search results based on the searcher’s history, location, and device. Personalized search results can affect your visibility to different users. Optimize your website for mobile devices and ensure it loads quickly. Tailor your content to meet the needs and preferences of your local audience, making it more relevant and engaging for them.

Behavioral Factors

Google considers user behavior metrics such as click-through rate, mobile clicks to call, and dwell time. Positive user interactions with your site indicate relevance and quality to Google. Improve your website’s user experience to keep visitors engaged and reduce bounce rates. Make sure your contact information is easy to find and clickable on mobile devices, enhancing convenience for users and encouraging interactions.

Local SEO FAQ

How can I improve my Google My Business (GBP) listing to boost my local SEO ranking?

To improve your Google My Business (GBP) listing and boost your local SEO ranking, follow these essential steps:

1. Complete and Accurate Information: Ensure your GBP listing is filled out completely with up-to-date information. This includes your business name, address, phone number (NAP), website, hours of operation, and business category. Accurate and detailed information helps Google understand your business better and improves your chances of appearing in relevant local searches.

2. Regular Updates: Keep your GBP listing current by updating it regularly. If you have changes in your business hours, address, or contact information, make sure to reflect these changes on your GBP profile promptly. Regular updates signal to Google that your business is active and engaged.

3. High-Quality Photos and Videos: Upload high-quality photos and videos that showcase your products, services, and the interior and exterior of your business. Visual content attracts more views and engagement, making your listing more appealing to potential customers and helping improve your ranking.

4. Customer Reviews: Encourage your customers to leave positive reviews on your GBP listing. Responding to reviews, both positive and negative, shows that you value customer feedback and are committed to providing excellent service. Positive reviews can significantly enhance your local SEO ranking.

5. Detailed Business Description: Write a detailed and compelling business description that includes relevant keywords. Your description should clearly explain what your business offers, highlighting unique selling points and services. This helps Google match your listing with relevant local search queries.

6. Regular Posts: Utilize the posts feature on GBP to share updates, promotions, events, and news about your business. Regularly posting relevant content keeps your audience informed and engaged, and signals to Google that your listing is active and relevant.

7. Accurate Map Location: Ensure the pin on the map accurately represents your business location. An incorrect location can lead to customer confusion and negatively impact your local SEO ranking.

What are the best practices for managing online reviews to positively impact my local SEO?

To manage online reviews effectively and positively impact your local SEO, follow these best practices:

1. Encourage Positive Reviews: Actively encourage satisfied customers to leave positive reviews on your Google My Business (GBP) listing. After a successful transaction or service, politely ask your customers to share their experiences. The more positive reviews you have, the better your chances of improving your local SEO ranking.

2. Respond to Reviews Promptly: Engage with your customers by responding to their reviews promptly and professionally. Thank customers for positive feedback, and address any concerns or issues raised in negative reviews. This shows that you value customer input and are committed to providing excellent service.

3. Maintain a Professional Tone: Always respond to reviews with a professional and courteous tone. Avoid getting defensive or argumentative, even if the review is negative. A calm and constructive response can help mitigate the impact of a negative review and demonstrate your commitment to customer satisfaction.

4. Address Negative Reviews Constructively: When responding to negative reviews, acknowledge the customer’s experience and offer a solution or an apology if necessary. This not only helps in resolving the issue but also shows potential customers that you are attentive and proactive in addressing problems.

5. Highlight Positive Reviews: Share positive reviews on your website, social media, and other marketing channels. Highlighting customer testimonials can enhance your business’s credibility and attract more potential customers.

6. Monitor Your Reviews Regularly: Keep a close eye on your GBP listing and other review platforms to stay updated on new reviews. Regular monitoring allows you to respond quickly and manage your online reputation effectively.

7. Incentivize Feedback: Consider implementing a feedback system that incentivizes customers to leave reviews. While you should avoid offering rewards in exchange for positive reviews (as it violates Google’s policies), you can encourage feedback by highlighting its importance to your business.

8. Ensure Authenticity: Make sure all reviews are genuine and come from actual customers. Fake reviews can harm your credibility and violate Google’s guidelines, leading to penalties that can negatively impact your local SEO ranking.

Local SEO is an important part of any online marketing strategy. If you need help attracting more local customers via SEO, contact Braveheart Digital Marketing. We’re a SEO agency in Manchester NH that can help you reach your target audience and achieve your marketing goals. Contact us today to learn more!

Maximizing Your Brand's Visibility With Google My Business Profile

The 2024 Local SEO Ranking Factors showed that Your Google My Business (GMB) profile should be the cornerstone of your local search presence. Google uses the information in your GMB listing to determine relevance and proximity to searchers.

Optimizing your GMB listing with accurate information, relevant categories, and strategic keywords can significantly boost your visibility. Ensure your business name, address, and phone number (NAP) are correct and match your website. Regularly update your GMB profile with new photos, posts, and customer Q&A

We have outlined eight steps you can take to claiming and optimizing your Google Business Profile (formerly Google My Business).

Enhancing Your Google My Business Presence

1. Claim and Verify Your Google Profile Listing

To get started with the Google Business Profile tool, you first need to create your account. It’s very simple, and you can do so by clicking this link. You will have the option to either claim or create your business’ listing. If your business pops up when you enter your business’ name, then select it and claim it. If you search for your business but don’t find any results, then you will need to create a new listing.

Either way, the next step is verification. This is the process by which Google ensures that you are the owner of your business. For most businesses, verification is done by mail. However, in some cases, you will have the option to verify by phone, email, or search console. Check with Google about the different verification options, and see which methods you qualify for.

Be aware that verification can take up to two weeks — so don’t delay if you want all the perks of managing your business listing on Google!

2. Select the Right Business Categories

After you’ve passed Google’s verification check, you will be prompted to select categories for your business. You can choose one primary category, and up to nine secondary categories. This may seem like a straightforward task, but really take your time choosing the best categories to describe what you do! After all, as of 2020, there are 3942 categories for you to choose from.

,The primary category for your business is given top priority in Google’s algorithm. This is the main deciding factor in whether or not your business will pop up during a user search. Be as specific as possible when selecting your primary category. The more specific you are, the fewer businesses you’ll be competing against. Plus, isn’t it refreshing when you search for something specific and Google provides exactly what you need?

As another rule of thumb, try to select as few secondary categories as possible when describing your business. This may seem counterintuitive, but it actually increases the likelihood of users finding you. You see, if you only use 3 categories to describe what you do, then Google will be dividing its user-directing resources into only 3 channels. On the other hand, if Google has to re-route users to your business based on 10 different categories, then this weakens the effectiveness of its algorithm.

3. Upload High-Quality Business Images

The third step is adding images of your business. Have you ever googled a business, and the only photo result is a vague snapshot from the Google Earth street view camera? Talk about off-putting, right? You definitely don’t want that to be a client’s first impression of your business.

The images you upload should give potential customers a mini-tour of your company. This can be a physical tour, where you showcase the outside and inside of your building, or it can be more of a conceptual tour, where you try to communicate the feel and mission of your company. If you opt for the latter, then you may choose to upload photos of your staff, or photos of the products/services that your business offers. Place yourself in the shoes of your clients, and imagine what you would like to see before deciding to hire or buy from your company.

Also, don’t just upload any old photos you have on hand of your business. These images should be high-resolution, and professional quality. They should also reflect your business in its current form. If you’ve redone the interior of your office, or if you’ve made a lot of new hires, then make sure the photos show your current setup.

If you don’t feel confident taking photos yourself, then you can even hire a local photographer to do this for you. Or, you can ask a creative member of your staff to take the photos.

4. Consistent Address and Phone Number

Next, you can add your address and phone number to your Google Business Profile listing so that potential customers can easily reach you. If your address and phone number are published in multiple places on the web (like on Facebook, Instagram, and your company site), then make sure that this contact info is the same across all of these locations. After all, you want to make certain that the people who want to buy from you can actually find you.

Here’s another tip: when adding a phone number to your business, make sure it’s local. Potential customers may be confused if they think that you’re a local company, but then find an unfamiliar area code when reaching for the phone. They might assume that your business location is inaccurate, and they might even choose to do business elsewhere.

5. Build Credibility with Reviews

When you’re about to hire or buy from a business, what do you look at to make your decision? The reviews, of course! So, now that you’ve uploaded all of your business information into your Google Business Profile listing, it’s time to consider your reviews.

According to industry research, 98% of users read online reviews for local businesses. The star rating next to business names on Google Maps (which ranges from 1-5) is a cumulation of reviews.

Reviews provide valuable feedback about your business. You can reply to reviews, which can help build trust with your customers.

Customers don’t expect 100% perfect reviews, though. According to Google, a mix of positive and negative reviews is actually more trustworthy. Responding to reviews—both good and bad—is a great way to build trust and

6. Utilize the Offers Feature

If you look at your Google Business profile, you will see that you also have the option to add posts to your listing. One of these post options is “offers.” With this option, you can let Google users know about special deals and discounts that they can receive through your business. What’s more, you can program these offers with special Call-to-Action (CTA) buttons, directing Google users to your website or order page. You have the following options for CTA buttons:

Offers are a great way to grab Google users’ attention. Plus, in your GMB profile, you have the option to track users’ engagement with your offer. These valuable insights allow you to gauge the success of your offer, and to create a plan for future offers.

7. Regularly Update Your Listing with Posts

Now that you have a solid Google My Business Profile listing, the work isn’t over. You need to stay on top of your business’ listing by adding frequent posts to your listing. These posts can be updates, events, offers, or new products. Each time you create a post, you have the option to add photos, videos, and CTA buttons to attract client attention, and to foster engagement. Think of this as the option to add additional advertising to your listing. What’s better than even more free exposure? Plus, frequently posting on your Google Business Profile listing increases the likelihood that your business will appear in user search results. By having an active profile, there is more information linked to your business on the web, and therefore more material that may match your clients’ search terms. Bear in mind that posts to your Google Business Profile listing are automatically removed after seven days. This is why you want to log into your account frequently, and add new posts to continue promoting your business!

8. Enable Messaging for Direct Customer Interaction

By setting up Google Business Profile messaging, customers can contact you directly through your Google Business Profile listing. This increases convenience for your customers, as they are far more likely to contact you if all they have to do is press a little button next to their search results. Sounds pretty good for your business, right?

Here’s how to set up messaging:

And presto — that’s it! You’ll receive a notification in the app every time a customer asks a question about your listing, and every time a customer tries to contact you through the listing.

Expanding Your Strategy Beyond Basic Listing Optimization

Integrating your Google Business Profile with Google Analytics and Google Ads is a crucial step in expanding your digital strategy. By linking these tools, you gain invaluable insights into customer behavior and the performance of your ad campaigns. This integration allows you to track user interactions more effectively, understand which aspects of your advertising are most successful, and refine your strategies based on real-time data.

Focusing on local SEO is another essential aspect of optimizing your Google Business Profile. Implementing strategies that target local search queries and encourage local reviews can significantly boost your visibility in local markets. Local SEO ensures that your business appears prominently when potential customers search for services or products in your area, driving more foot traffic and inquiries.

Regularly updating your business information is critical to maintaining reliability and trust with your audience. Make sure that any changes in services, operational hours, or contact details are promptly reflected in your Google Business Profile. Consistently accurate information helps potential customers feel confident in choosing your business, knowing that the details they see online are current.

Engaging with the Q&A feature on your Google Business Profile is a proactive way to influence customer decision-making. Actively managing this section by promptly answering queries demonstrates your commitment to customer service and can help address common questions before they become concerns. This interaction can be a deciding factor for customers comparing multiple businesses.

Utilizing Google Posts is an effective way to keep your profile fresh and relevant while engaging your audience with promotions and updates. Google Posts allow you to highlight special offers, events, and news directly on your profile, capturing the attention of potential customers as they search for related services. This feature is a powerful tool to communicate timely information and drive immediate engagement.

Monitoring and responding to reviews is vital for building trust and credibility with both current and potential customers. Develop a comprehensive strategy for managing online reviews, focusing on addressing feedback constructively and showing appreciation for positive comments. An active presence in the review section can enhance your reputation and demonstrate your commitment to customer satisfaction.

Finally, staying updated with Google’s latest features and updates is essential for maintaining and improving your business’s visibility. Google frequently introduces new tools and changes that can impact local search rankings and user experience. Keeping abreast of these updates ensures that your business leverages the latest opportunities to stay competitive and visible in local searches.

By integrating these advanced strategies into your Google Business Profile management, you can significantly enhance your online presence, attract more local customers, and drive sustained business growth.

In this ever-evolving digital world, Braveheart Digital Marketing is your expert guide in maximizing your Google My Business presence. We offer specialized strategies that align with the latest digital trends, focusing on enhancing your visibility and engagement on Google. From optimizing your Google Business Profile to integrating with analytics and ads, Braveheart ensures that your brand stands out and connects effectively with its target audience.

Zero-Click Searches: Why Your SMB's Website Traffic is Declining and How to Fight Back

As a small or medium-sized business owner, you’ve likely noticed a troubling trend: your website’s organic traffic is declining despite your best SEO efforts. You’re not alone. At Braveheart Digital Marketing, we’ve identified a major culprit behind this phenomenon: zero-click searches. But don’t worry – we’re here to help you understand this challenge and equip you with the tools to overcome it.

Understanding Zero-Click Searches

Recent data from the SparkToro 2024 Zero-Click Search Study reveals a startling trend: only 37.4% of US Google searches now result in clicks to websites. This means that for nearly two-thirds of all searches, users find the information they need without ever leaving Google’s search results page.

Why is this happening? Google has become incredibly efficient at answering user queries directly on the search results page through features like featured snippets, knowledge panels, and local business information. While this is convenient for users, it’s a significant challenge for SMBs relying on organic traffic to drive leads and sales.

The Impact on Your Business

For SMBs, this trend can be particularly damaging. You may be seeing:

But don’t lose heart! At Braveheart Digital Marketing, we specialize in helping SMBs like yours adapt to these changes and thrive in the evolving digital landscape

Fighting Back: Strategies for SMBs

Here are some key strategies we implement for our clients to combat the zero-click trend:

Optimize for Local Search: As an SMB, your local presence is crucial. We'll help you claim and optimize your Google My Business listing to ensure you appear in local pack results.
Target Featured Snippets: We'll identify opportunities for your content to appear in featured snippets, giving you prime real estate at the top of search results.
Create Comprehensive, Valuable Content: We'll help you develop in-depth content that goes beyond what Google can display in a snippet, encouraging users to click through for more information.
Leverage Structured Data: We'll implement schema markup on your site to help Google better understand and display your content in rich results.
Focus on Long-Tail Keywords: We'll target specific, longer search phrases that are less likely to have instant answers and more likely to drive qualified traffic to your site.
Diversify Your Digital Presence: We'll help you expand beyond just SEO, incorporating strategies like social media marketing, email campaigns, and paid advertising to reduce your reliance on organic search traffic.

Success in the Zero-Click Era

At Braveheart Digital Marketing, we understand the unique challenges facing SMBs in today’s digital landscape. We’ve helped numerous local businesses not just survive, but thrive in the age of zero-click searches.

Don’t let zero-click searches be the downfall of your online presence. Partner with Braveheart Digital Marketing, and let us help you adapt your digital strategy to overcome this challenge and achieve your business goals.

Ready to fight back against declining traffic? Contact Braveheart Digital Marketing today for a free consultation. Together, we’ll develop a battle plan to conquer the zero-click challenge and lead your SMB to digital victory!

Introduction to Technical SEO: A Must-Know for Every Business Owner

In today’s rapidly evolving digital marketplace, mastering Technical SEO is essential for business leaders who are aiming to enhance their company’s online presence, and for small business owners seeking to attract more local customers. This comprehensive guide breaks down Technical SEO, illustrating its crucial role in improving your website’s performance on search engines, vital for businesses of all sizes.

Understanding Technical SEO

Technical SEO involves optimizing your website’s structure and backend elements to ensure it is efficiently navigable and understandable by search engines. This process is pivotal for any website, regardless of its scale, as it directly impacts how search engines perceive and rank your site.

Key Components of Technical SEO: What You Need to Know

Technical SEO is critical for enhancing your website’s visibility and functionality. A key aspect is ensuring your website loads quickly, which benefits user experience and improves search engine rankings. The architecture of your site also plays a crucial role, as a well-organized layout makes it easier for both visitors and search engines to navigate. Security is another essential element; implementing HTTPS not only secures your site but also serves as a trust signal for visitors and search engines alike. Internal linking within the website helps search engines understand the relationship between various pages, aiding in better site structure recognition. Lastly, making sure your website is easily crawlable and indexable ensures that search engines can effectively find and display your content to users. These components are fundamental in making your site accessible and trusted by both users and search engines.

Technical SEO vs. On-page SEO vs. Off-page SEO

Technical SEO, on-page SEO, and off-page SEO each play distinct roles in the broader context of website optimization. Technical SEO is all about the backend of the website, focusing on code-level improvements to enhance crawlability and indexing by search engines. On-page SEO targets the content of individual pages, optimizing them through strategic keyword usage and content development to boost relevance and search visibility. Off-page SEO extends beyond the website, utilizing external strategies like link building and digital PR to strengthen the site’s authority and ranking signals from other websites. Together, these elements contribute to a comprehensive SEO strategy, ensuring a holistic approach to improving a website’s performance in search engine results.

Technical SEO and Its Role in Your Overall Strategy

Technical SEO is crucial as it forms the foundation of your overall digital marketing strategy. A robust technical foundation is essential, as without it, other SEO efforts such as content creation and link building may not yield expected results. To begin optimizing, conducting a comprehensive technical SEO audit is vital to identify both strengths and potential areas for improvement, establishing a roadmap for future SEO strategies. Additionally, ongoing monitoring of your website’s technical health is critical. Utilizing tools like Ahrefs or Moz can provide valuable insights into performance, helping to address issues proactively and maintain optimal site functionality.

Summary: Embracing Technical SEO for Digital Success

Whether you’re at the helm of a large corporation or running a small company, the importance of Technical SEO in 2024 cannot be overstated. By ensuring your website is technically sound, easily navigable, and understood by search engines, you set the stage for successful digital marketing endeavors. Technical SEO is not just about complying with search engine standards; it’s about setting up your business for online success, ensuring visibility, engagement, and growth in the digital world. Embrace technical SEO as your path to digital triumph in 2024.

Looking for an SEO agency that can help your business improve its online visibility? Look no further than Braveheart Digital Marketing! We’re an experienced SEO agency based based just north of Boston in New Hampshire.

The Three Traffic Sources For Startups

I was recently re-reading Randall Stross’s book, The Launch Pad: Inside Y Combinator, Silicon Valley’s Most Exclusive School for Startups. Inside is a quote from Y Combinator co-founder Paul Graham about growth rates for start-up

A good growth rate during YC is 5-7% a week. If you can hit 10% a week you’re doing exceptionally well. If you can only manage 1%, it’s a sign you haven’t yet figured out what you’re doing. A 5%-7% weekly growth rate is extremely aggressive but if you want your start-up to get traction in the market, it’s a good growth number to aim for..

Paul Graham

Y Combinator

The big question then is “How do you do that”? There are three traffic sources for startup. In order to be successful and meet Paul Graham’s growth target you need to master at least one of these, if not two of these traffic sources.

Rented or Paid Traffic

The first traffic source that most start-ups use is paid traffic. Paid traffic gives you time to allow your other traffic channels to grow and evolve. It allows you to get product market fit, find those first customers, and find out if you have product market fit

The most common paid traffic sources are Google Adwords (PPC), Facebook ads, display ads, retargeting, paid influencers, and paid content promotion.

With paid traffic, you can contribute content and engage with the audience. You might be able to control the conversation, but you do not own anything else (data, relationship, creativity, etc. etc.). Hence the name rented traffic.

Without the initial steady stream of visitors from paid traffic, you might never get enough data to growth hack your way to success. That is why paid traffic is many startups’ most important traffic source. Over time, that might change, but it is rare to see a startup succeed that does not buy its initial visitors.

Owned Traffic

The second most common traffic source is owned traffic. Owned traffic is traffic from properties that you own. You own the customer relationships. You make the decisions around content, creativity, and evolution. The more owned properties you have, the more chances you can drive traffic to your website.

Examples of owned properties are websites, blogs, and customer forums. Social media properties like Facebook, LinkedIn, Pinterest, and Twitter can also be considered “owned sites”.

One of the most overlooked traffic sources is your email list. You have total control over the timing of the messages you send to your subscribers. And when you click “send,” your messages get delivered straight to them.

The challenge for start-ups is that owned traffic takes time. It takes time to organically grow a following via social media or build an email list. That is why owned traffic is usually the second traffic source that startups tackle.

Earned Traffic

The third traffic source is Earned or influenced traffic. This traffic is online word of mouth, usually seen in the form of mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. It is a traffic source that you cannot directly control. For example, you cannot directly control whether people will “Like” you on Facebook, follow you on Twitter, and then visit your website and become your customer.

Nor can you control whether a piece of content you have produced goes viral. Earned traffic also includes organic traffic from search engines. Traffic from organic search is considered earned traffic as you cannot control how much traffic the search engines can send you. But like other influenced traffic you can impact this by following SEO best practices. The challenge for startups with earned traffic is that it is too difficult to predicate, especially in the early stages.

You cannot build a growth strategy hoping that you make it to the front page of Hacker News or Business Insider. This is usually the third traffic channel that startups focus on.

Frequently Asked Questions About Traffic Sources For Startups

How can I determine which paid traffic sources are best for my startup?

To determine which paid traffic sources are best for your startup, you should begin by identifying your target audience. Understand who your customers are and where they spend their time online by using tools like Google Analytics and social media insights to gather demographic data and behavioral patterns. Knowing your audience helps you select the right platforms where they are most active.

Next, evaluate your budget. Different paid traffic sources come with varying costs. For instance, Google AdWords and Facebook ads offer flexible budgeting options, while paid influencers or display ads might require a more substantial investment. Determine your budget and allocate funds to the platforms that offer the best return on investment (ROI).

Analyzing competitor strategies is also beneficial. Look at where your competitors are investing their advertising dollars using tools like SEMrush or Ahrefs. This can provide valuable insights into effective paid traffic sources for your industry.

Start with a small budget and test ads on multiple platforms like Google AdWords, Facebook ads, and LinkedIn ads. Monitor the performance of each campaign in terms of clicks, conversions, and cost per acquisition (CPA). Testing allows you to see which platforms yield the best results for your business.

Additionally, leverage retargeting to reach users who have previously visited your website but did not convert. Retargeting on platforms like Google Display Network and Facebook can help increase conversions by keeping your brand top-of-mind for potential customers.

Once you identify the platforms that perform best, focus on optimizing your campaigns by refining your targeting, ad copy, and creatives. Scale up your budget on the top-performing platforms to maximize your reach and conversions. By following these steps, you can effectively determine the best paid traffic sources for your startup and achieve your growth targets.

What strategies can I use to effectively grow my owned traffic?

To effectively grow your owned traffic, start by focusing on creating high-quality content that resonates with your audience. Develop a content strategy that includes blog posts, videos, infographics, and other types of content that provide value to your visitors. Ensure that your content is informative, engaging, and relevant to your target audience.

Next, optimize your website for search engines (SEO). Use keyword research tools to identify the terms your potential customers are searching for, and incorporate these keywords naturally into your content. Make sure your website is technically optimized with fast loading times, mobile responsiveness, and a clear site structure. Regularly update your content to keep it fresh and relevant, which can help improve your rankings on search engine results pages.

Building an email list is another crucial strategy. Encourage visitors to subscribe to your newsletter by offering valuable incentives like exclusive content, discounts, or free resources. Once you have a list of subscribers, send regular, high-quality emails that provide value and keep your audience engaged. Email marketing is a powerful tool for driving repeat traffic to your website.

Leverage social media to drive traffic to your owned properties. Share your content across various social media platforms and engage with your audience by responding to comments and messages. Use social media to build relationships with your followers, and encourage them to visit your website for more in-depth information.

Another effective strategy is to utilize internal linking within your website. Link to related content on your site to keep visitors engaged and encourage them to explore more of your pages. This not only improves user experience but also helps search engines understand the structure of your website, potentially boosting your SEO efforts.

Collaborate with influencers and other businesses in your industry to expand your reach. Guest blogging, co-hosting webinars, and participating in online events can introduce your brand to new audiences and drive traffic to your website. These partnerships can also enhance your credibility and authority within your industry.

Lastly, analyze your traffic data regularly using tools like Google Analytics. Understand which strategies are driving the most traffic and which areas need improvement. Continuously refine your approach based on these insights to ensure your efforts are effective and aligned with your business goals.

By implementing these strategies, you can effectively grow your owned traffic, increase engagement, and build a loyal audience for your startup.

How can I increase earned traffic for my startup?

To increase earned traffic for your startup, start by creating high-quality, shareable content. Focus on producing content that is valuable, engaging, and relevant to your target audience. This could include blog posts, videos, infographics, and interactive content that people find useful and interesting enough to share with others.

Optimize your content for SEO to attract organic search traffic. Use keyword research to identify popular search terms related to your industry and incorporate these keywords naturally into your content. Ensure your website is optimized for search engines by improving page load times, ensuring mobile responsiveness, and creating a clear site structure. High-ranking content on search engine results pages can drive significant earned traffic to your site.

Leverage social media platforms to amplify your content. Share your content across various social media channels and engage with your audience by responding to comments and participating in discussions. Use social media to build relationships with your followers and encourage them to share your content with their networks. The more your content is shared, the more earned traffic you can generate.

Engage with influencers and thought leaders in your industry. Collaborate with them on content, such as guest blog posts, interviews, and social media takeovers. Influencers can help increase your reach and credibility, driving more earned traffic to your website as their followers engage with your content.

Encourage user-generated content by creating opportunities for your audience to contribute. This could include running contests, creating branded hashtags, or featuring customer testimonials and reviews. User-generated content not only boosts engagement but also increases the likelihood of your content being shared, thereby driving more earned traffic.

Earn backlinks from reputable websites to improve your site’s authority and search engine ranking. Reach out to industry blogs, news sites, and online publications to pitch your content and ask for backlinks. High-quality backlinks signal to search engines that your content is trustworthy and authoritative, which can help increase organic traffic to your site.

Participate in online communities and forums related to your industry. Share your expertise and provide valuable insights in discussions. Include links to your content when relevant and appropriate, but avoid spamming. Being an active and helpful member of these communities can drive traffic to your website as people become more aware of your brand and seek out your content.

Lastly, continuously analyze your traffic data to understand what is working and what needs improvement. Use tools like Google Analytics to track your earned traffic sources and identify successful strategies. Refine your approach based on these insights to maximize your earned traffic over time.

By implementing these strategies, you can effectively increase earned traffic for your startup, enhancing your visibility and attracting more potential customers.

The Five Most Important SEO Metrics

I recently came across the HubSpot State of Marketing report which showed how companies measure the success of their search engine optimization (SEO) efforts. The report showed that a significant number of companies still use keyword rankings as the primary metric to evaluate the performance of their SEO programs.

This was quite surprising to me, as the SEO landscape has evolved significantly in recent years. While keywords were a critical component of early SEO strategies, search engine algorithms have become much more sophisticated, placing greater emphasis on factors like user experience, content relevance, and site authority.

When we shared this finding on social media, it generated a lot of discussion and feedback from the SEO community. Many SEO professionals emphasized the continued importance of keywords as a key performance indicator (KPI) for their work. The sentiment within the SEO community seems to be that keywords, while not the sole measure of success, can serve as a valuable leading indicator of the overall effectiveness of an SEO program.

We have not considered keyword rankings to be a top Key Performance Indicator (KPI) for over a decade now. Of the seven measures of SEO success, the only one of the KPIs we use is organic traffic.

While we agree that to drive website conversions you need traffic and thus ranking, we believe that keyword rankings are not the principal KPI of a successful SEO strategy. If a keyword ranks number one on Google and does not drive traffic, leads, and conversions would it be a success? We don’t believe so.

At Braveheart, we believe that to truly drive business growth, SEO can’t operate in a vacuum. That’s why we’ve developed a strategic, results-driven approach to measuring SEO success. By tracking and analyzing the right metrics, we gain deeper insights into campaign performance and identify areas for continuous improvement. This data-backed methodology ensures that our SEO efforts directly impact your bottom line.

The Five Key SEO Metrics for Success

Ready to learn how we measure SEO success? Here are the five essential SEO metrics we track and monitor for our campaigns:

Conversions

At Braveheart Digital Marketing, we understand that our client’s ultimate goal is not just to improve website visibility but to drive tangible business results. That’s why our top SEO metric focuses on conversions – the actions that directly translate into leads and sales. Clients choose us because they know we’re focused on delivering bottom-line impact. Executives (the C-Suite) aren’t concerned with abstract rankings; they want to see how organic search efforts generate new business opportunities and how those efforts can be expanded for even greater success.

Organic Traffic

Website traffic is a fundamental indicator of our SEO success and our second most important organic search KPI. We constantly analyze if we’re attracting more visitors compared to previous periods. This focus on growth aligns with the C-Suite’s priorities – they want to see forecasts for future traffic increases and understand the strategies we’ll use to accelerate that growth. After all, more organic traffic creates a larger pool of potential leads and customers.

Growth in organic branded traffic

While building brand awareness requires a multi-faceted marketing strategy, SEO plays a crucial role in measuring its success. Specifically, SEO helps us track whether more people are actively searching for our company or brand compared to previous periods. This direct metric aligns with the C-Suite’s focus on year-over-year growth as they seek to understand the overall impact of brand-building initiatives.

Revenue per Visitor

Beyond simply tracking conversions, we delve deeper by analyzing revenue per organic website visitor. This tells us how much each person drawn in by our SEO efforts is potentially worth to the business. We also track if it’s taking more or fewer visits for a user to convert compared to previous periods. These insights are invaluable when deciding which SEO recommendations to prioritize. By demonstrating the concrete financial impact – such as a projected $100,000+ monthly revenue increase – we can secure faster approvals to implement necessary website changes.

Expected Traffic per Page

We start our keyword analysis by focusing on the expected traffic for each page. Using Google Search Data and click-through rate (CTR) insights, we build a model to predict how much traffic a page should get based on its keyword rankings. The key question then becomes: did the page underperform or exceed those expectations? This analysis helps us identify pages with untapped potential and those that might need SEO adjustments for better performance.

Next Steps?

We go beyond traditional SEO metrics to deliver the results that matter to your C-Suite and Board of Directors. By focusing on conversions, traffic, and revenue, we directly link our SEO efforts to increased profitability. We’re committed to driving outstanding results for our clients. Ready to see the difference? Contact Braveheart today.

SEO: The Key to Sustainable Business Growth

Search Engine OptimizationIn today’s digital landscape, businesses can no longer afford to underestimate the power of search engine optimization (SEO). At Braveheart Digital Marketing, we’ve seen the transformative impact of strategic SEO on companies across diverse industries. Whether you’re a budding startup or an established enterprise, SEO offers a proven path to sustainable online growth and unparalleled customer reach.

The Evergreen Value Proposition of SEO

What sets SEO apart from other marketing tactics is its ability to deliver enduring results and highly targeted leads. Here’s how SEO stands out:

Continuous Revenue Stream:

Effective SEO ensures your website’s consistent visibility in search engine results, translating into a steady stream of organic traffic and potential customers. SEO is not a set-it-and-forget-about-it tactic. With ongoing work, the benefits of SEO can span years, generating revenue without the need for ongoing expenditure on individual visitors – a true investment in your business’s future.

Intent-based Targeting:

SEO connects you directly with consumers actively seeking your products or services, resulting in higher conversion rates compared to other advertising methods. By aligning your content with user intent, you engage with prospects at their most receptive stage.

Positive ROI in an SEO campaign is achieved over a 6-12 month period, with peak results in the second or third year of the campaign

SEO Research

Assessing SEO's ROI Potential for Your Business

At the core of evaluating SEO’s value lies a simple question: Will the potential revenue generated surpass the investment required? While the concept is straightforward, forecasting SEO’s evolving impact demands a nuanced understanding of its developmental trajectory.

The SEO Growth Curve: From Foundation to Exponential Impact

Unlike other marketing channels, SEO’s true value grows over time. Initial efforts lay the groundwork for exponential traffic growth and leads over time. Our clients consistently experience this progression:

Early Stages:

Modest traffic and conversion increase as foundational work is established. 6-10 Months: A noticeable uptick in website activity as content aligns with targeted keywords and search rankings improve.

Beyond Year One:

The compounded effects of sustained SEO efforts often result in returns significantly exceeding ongoing expenses, validating the initial investment.

Maximizing SEO's Impact on Your Bottom Line

To unlock SEO’s full potential, focus on high-intent keywords that directly contribute to revenue generation, steering clear of those that merely boost traffic. By aligning your SEO efforts with business objectives, you ensure your investment directly translates into tangible growth.

Is SEO a wise choice for your business? The answer hinges on whether the anticipated value of SEO outweighs its costs – not merely achieving a breakeven point but realizing substantial profitability that justifies the initial outlay.

Navigating SEO's Cost-Value Equation

Consider direct and indirect costs to navigate SEO’s financial landscape. Direct costs are tangible expenses like content creation and optimization, while indirect costs include opportunity costs of allocating resources to SEO instead of other initiatives. Balancing these costs against the potential for increased revenue and market share is crucial.

Moreover, the evolving dynamics of SEO mean that its value proposition strengthens over time. An initial investment phase, characterized by content development and optimization, gradually transitions into a period of growth and ROI realization. This growth phase, often kicking in after several months of strategic effort, is where the real benefits of SEO become evident, manifesting in enhanced traffic, higher conversion rates, and increased sales.

Tailoring SEO to Your Business Needs

Not all SEO strategies are created equal. The effectiveness of SEO for your business will depend on factors like industry competition, market demand, and your ability to produce content that resonates with your target audience. Conducting a comprehensive SEO audit can provide insights into your website’s current performance and highlight areas for improvement.

Additionally, aligning your SEO efforts with broader business objectives ensures that your investment contributes to overarching goals, from expanding market presence to driving specific product sales. This strategic alignment is crucial for justifying the investment in SEO and ensuring it supports your business’s long-term vision.

At Braveheart Digital Marketing, we understand that SEO is not a one-size-fits-all solution. Our team of experts will work closely with you to craft a tailored SEO strategy that addresses your unique challenges and maximizes your online growth potential. Contact us today to unlock the true power of SEO and propel your business to new heights.

SEO ROI Beats All Other Marketing Channels

Marketing Spend Tracks Lead Generation Rates

The Quality of SEO Leads Is Unmatched

Why SEO Delivers the Best ROI

Don’t Let SEO’s Complexity Hold You Back

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How can I increase earned traffic for my startup?

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The Five Most Important SEO Metrics

The Five Key SEO Metrics for Success

Conversions

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Growth in organic branded traffic

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Expected Traffic per Page

Next Steps?

Recent Posts

SEO: The Key to Sustainable Business Growth

The Evergreen Value Proposition of SEO

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Intent-based Targeting:

Assessing SEO's ROI Potential for Your Business

The SEO Growth Curve: From Foundation to Exponential Impact

Early Stages:

Beyond Year One:

Maximizing SEO's Impact on Your Bottom Line

Navigating SEO's Cost-Value Equation

Tailoring SEO to Your Business Needs

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