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When your CEO wants to see an increase in the number of site visitors with minimum investment, Enterprise SEO can be your best bet. It is crucial to work with smaller marketing budgets and innovative SEO models like the Pay-for-performance SEO model to save costs and build your enterprise SEO ROI over time.
Whether you are an SEO company or an in-house marketing team looking for ways to increase ROI through enterprise SEO efforts, you can achieve it using several strategies.
This article explores some untapped SEO strategies enterprise SEO teams can opt for to transform themselves into an economic unit yielding growth and ROI without going heavy on the budget.
Acquire More Genuine Visitors: Boost Your SEO Strategy With Mid-Volume Keywords
As an SEO agency, your enterprise SEO strategy must involve discovering keywords relevant to your business.
Once that is achieved, the stakeholders consider the next metric – Enterprise SEO ROI, i.e., the rate of return on the initial investment you made to employ search engine optimization services.
The keywords can be high-volume or branded keywords or mid-volume and low-volume keywords. High-volume keywords cater to the top-of-the-funnel visitors still in the consideration stage, while mid-volume or low-volume keywords concern visitors closer to the conversion phase.
When your SEO strategy concerns the latter, you spend less time transforming a visitor, and your Enterprise SEO ROI rises, while the inverse happens in the former case.
Why Do I Need To Allocate SEO Bandwidth To Medium and Low Competition Keywords?
It is necessary that the bandwidth of your enterprise SEO strategy concerns low-volume and mid-volume keywords which are short-tail keywords like Ford. This is because high-volume keywords are great for awareness and traffic, but the visitors coming to your website through these keywords are still in the awareness stage, and only 3% of the visitors may actually convert.
Conversely, low-volume or mid-volume keywords are long-tail keywords (like ‘buy Ford Mustang in India’) and have a higher chance of converting visitors with lesser effort.
How To Increase ROI With Mid- & Low-Volume Keywords
Your SEO marketing services shouldn’t just lend your business high visibility on SERPs but also amplify the conversion rate and improve your enterprise SEO ROI.
For that, your SEO strategy must have a mix of mid-volume and low-volume keywords to focus on. Add the keywords after reimplementing your in-house keyword research strategy but this time, with shifted focus on search intent.
Conducting the in-house keyword research again will help you discover long-tail keywords needed for getting more qualified leads and improved visibility.
How High-Volume & Mid-/Low-Volume Keywords Differ In Terms Of ROI?
Low-volume keywords help you target terms relevant to your audience, unlike high-volume keywords that have a large target audience, are still in their awareness stage, and are farthest away from getting converted.
The efforts and investment required to land conversions from high-volume keywords are greater and more time-consuming. This means, when you calculate the ROI of your SEO strategy involving these keywords; it would be low or even negative.
Whereas, in long-tail, low-volume keywords, the SEO efforts are well-directed toward an audience searching for a small and unique niche. Your target audience comes closer to getting converted, reducing your SEO efforts and increasing your Enterprise SEO ROI and rate of conversions.
Easy method
Some of the budget-friendly ways to increase ROI through enterprise SEO include the following:
- Employ pay-for-performance SEO agencies and only pay for the results promised without any budget-wasting retainers. The SEO agency uses a combination of your current SEO strategy and a mix of short-tail and long-tail keywords to achieve the desired visibility.
- Use automated SEO tools with the needed configuration and quality controls for greater results.
Review Your SEO Strategy‘s True ROI: Reduce wasteful spending on marketing
One of the ways to increase ROI through enterprise SEO is by auditing and reviewing your SEO strategy. Allocating the resources wisely is second to well-targeted efforts for increasing the enterprise SEO ROI.
Check if the SEO marketing services are in sync with your SEO goals. Use automation and streamline routine SEO tasks to improve the bandwidth and concentration of your efforts on ideating innovative strategies.
If you are outsourcing SEO, the results should yield success and profits. If not done the right way, they can cause a drain on your marketing budget and lower the ROI of your SEO results.
Cost-Reduction Advice Step 1: Align Content Marketing, PPC, and SEO for Greater Success
When marketing teams are on the same page and share strategies and data, it avoids unnecessary bandwidth costs and optimizes SEO campaigns. Conversely, if the marketing teams in your SEO company are working in silos, it may cause waste of resources and budget drain.
A 2022 survey found that 13.9% of the marketing managers cited collaboration with other departments as the main roadblock to the success of the SEO campaign. When the departments collaborate with each other, the enterprise SEO ROI peaks quickly.
The Problem
The marketing teams working on SEO can be the content marketing teams, PPC teams, or/and SEO teams in any SEO company. When these teams do not communicate with each other properly, efforts may get duplicated, and content may overlap, causing a waste of time, resources, and efforts.
This cost is an additional strain on the marketing budget, and the resultant educational meetings and strategy repairs may push the costs even higher.
The Solution
Ways to increase ROI through enterprise SEO by reducing repetitive work include:
- Sharing and combining PPC and SEO keyword research
- Sharing Google ads and Google Search Console insights between teams to save time and reduce errors
- Using proven data from recently concluded campaigns to structure SEO strategy
- Leveraging a fruitful PPC ad copy as the initiation point for SERP titles and meta descriptions
- Investing your ad budget on SERPs that have a lot of competition, especially after you have identified that your website is already performing well in those search results
- Finding and combining any content pages that directly compete with SEO-focused pages to help achieve new ROI targets
Cost-Reduction Advice Step 2: Safely Streamline & Automate SEO Tasks
Among the many challenges that organizations and SEO agencies face in developing and implementing successful SEO strategies, the lack of resources is a significant hurdle. As per a 2022 survey, most of the marketing managers and departmental heads cited a lack of resources as the biggest hurdle to the success of their SEO strategy.
To build fool-proof SEO campaigns that derive maximum enterprise SEO ROI, there is a need to streamline processes and automate SEO tasks. The freed-up efforts can be used to develop innovative SEO campaigns for greater visibility and ranking on SERPs.
The Problem
If the headcount in your SEO teams is less, more will be required of the few, inevitably leading to low-quality output and error-prone strategies. With stretched-thin teams, the mistakes take further time to correct, and the costs increase.
For instance, if the keyword research doesn’t suffice for the relevant long-tail, low-volume keywords, the impact of the SEO campaign would be limited on conversions, and the consequent repairs would only take away returns from the ROI.
Similarly, in case of errors due to a lack of automation, the visibility and conversion rate may get severely impacted.
The Solution
SEO marketing teams should invest in AI and machine learning tools to save time and accelerate efforts for more high-quality output. These automation technologies can help reduce costs by up to 20% by increasing productivity.
AI tools are capable of automating tasks such as ranking and traffic report updates, backlink sourcing, topic research and article structure, initial keyword research report, gathering manual SEO data, SERP anomaly detection, etc.
When you automate and streamline tasks using AI, there are fewer costly mistakes, limited correction periods, more time for quality work, and the ability to scale and grow your SEO efforts and enterprise SEO ROI.
Cost-Reduction Advice Step 3: Examine the ROI of outsourced SEO
Besides lending high visibility and scaling up the conversion rate, your SEO strategy should be profitable and should operate on optimum costs. That’s what the CEO and CFO of your company are focused on.
By outsourcing SEO tasks, in-house marketing teams can be relieved of bandwidth and scaling issues. You can either go for pay-for-performance SEO agencies or retainers.
The former isn’t a long-term option, as your website needs to be continually optimized for SEO. But if you are opting for a retainer SEO agency, how do you determine whether the cost is worth the enterprise SEO ROI?
The Problem
When you outsource SEO to a retainer, your ROI is bound to drop in the short term until the efforts start to show impact.
When you’ve committed to a contract or the agency has specified a fixed setup time, like three months, it can be challenging to see the value of hiring a retainer agency for your enterprise SEO campaign if you’ve not fully understood how retainers truly affect your ROI.
The Solution
Before calculating the resulting ROI from the SEO strategy, consider this:
- Has your website started showing the impact of your SEO strategy? If not, when are you expecting results?
- How long will you be signing the paid contract with the retainer agency?
- How much money would you save if you opted for a pay-for-performance agency?
These questions will help you understand the implications and impact of hiring a retainer agency on your ROI. For pay-for-performance agencies, the cost increases over the months as results are achieved, but with retainer agencies, the costs are consistent every month.
Once you discover the cost of your current SEO plan, discover and explore other types of SEO agencies to find what’s suitable.
Hire top talent with a specific focus: Grow Your SEO Team Into A High-Impact Powerhouse
SEO strategy is a multi-faceted game plan involving backlinks, interlinking, on- and off-page SEO, website architecture, and keyword optimization, among others.
Different SEO agencies offer various plans that can be customized to suit your requirements. Searching for the right SEO agency and finding professionals that will deliver results impacts ROI too.
If you want to pump up your enterprise SEO ROI, you need to look for specific traits in your ideal enterprise SEO professional.
When hiring an enterprise SEO candidate, look for these qualities:
- Critical thinking, writing ability, communication skills, technical and programming skills, and analytics knowledge are the basic requisites in an SEO professional
- Great understanding of how search engines work – crawling, indexing, and ranking content
- Knowledge and know-how about your business niche and vertical
- Multi-faceted approach and mindset, along with a collaborative nature
- Ability to report SEO results and ROI in ways that appeal to your CEO
- Skilled in creating and maintaining technical documentation
- Experience with AI tools and platforms
Scale Your SEO Department Effortlessly With No Hiring Fees
Besides the above-mentioned skillset, attuning your team towards high-ROI SEO results requires saving costs on hiring and scaling.
With marketing budgets getting trimmed further this year, it isn’t a wise choice to hire an expensive in-house SEO team. You can still scale your SEO efforts if hiring isn’t a part of your budget and work with a pay-for-performance SEO agency to increase your enterprise SEO ROI in an effortless and affordable way.
Include pay-for-performance SEO in Your SEO Strategy
Among the many ways to increase ROI through enterprise SEO, one way is to include pay-for-performance SEO in your SEO strategy. Since the results of any strategy take time, including or onboarding any new SEO agency can make your ROI drop dangerously.
It may take up to six months to witness the first impact of a retainer SEO contract which may lead to your conversion value dropping below your CPC.
Include a pay-for-performance (PFP) SEO model as an alternative to conventional retainer SEO models to save on initial investment. A PFP model will ensure immediate visibility on SERPs for free, as the SEO agency will be paid only after it delivers results.
What is Pay-for-performance SEO?
Pay-for-performance SEO is a performance-based model where an SEO agency first delivers results in the form of improved rankings and visibility, better conversion rates, etc., before the client pays them for each performance-based result.
In the PFP model, no result means no payment. The client only pays for assured results, which typically involve ranking on the first page of SERPs. It is a client-oriented SEO service model where the client is only charged when the SEO efforts yield desired results for the top keywords and the final results.
This is a one-of-a-kind SEO model where you can ascertain whether the results are up to your standards and then pay the PFP SEO agency. It improves rankings, increases web traffic, and builds revenue as a normal SEO plan would, except that the payment is made only after you are satisfied with the delivery of the promised results.
Choosing a PFP SEO agency is one of the fruitful ways to increase ROI through enterprise SEO.
Perform Better Than Your Competition & Expand Your SEO Marketing Projects With Infidigit
Whether you seek a PFP or a conventional retainer SEO model, Infidigit SEO agency provides affordable and economical SEO solutions to achieve better results with less spending.
Infidigit can be your ultimate organic digital growth platform to help you rank higher on SERPs and perform better than your competitors. Infidigit has worked with global brands across verticals, domains, and industries, helping them grow their revenue through our search engine optimization services.
Our SEO marketing services provide multiple ways to increase ROI through enterprise SEO. Grow your online business by improving web traffic, conversions, and revenue with Infidigit as your SEO partner in your online marketing journey.
