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Use Google to Dominate Traffic and Conversions

Driving traffic to your website through Search Engine Optimization (SEO) is one of the most important things you can do to build your business. There are many methods for doing so; organic search, paid search, buying display ads, etc, but how much impact does each methodology have? We will take a look here.

In September 2016 released their e-commerce Benchmarks 2016 study. They analyzed Google Analytics insights from over 80 million website sessions. The goal was to determine what impacted traffic and how much revenue was created by visits from these efforts by calculating average e-commerce website key performance indicators (KPIs).

The most interesting data from the study was about website traffic and where it came from. Two different methods of generating traffic stood out the most.

Good SEO is Critical

First, we will look at Search Engine Optimization (SEO). The study shows that organic search results from Google is the largest source of both traffic (43%) and revenue (42%). SEO traffic from Google organic is not only the strongest driver of traffic, but it has also increased by 5% since the study was previously conducted in 2014.

There was also a strong correlation between websites with a high percentage of traffic from Google organic and higher-than-average average order value from purchases. From this finding, it is fairly safe to infer that traffic from broad organic search results can result in more online transactions. (It is also important to note that customer-conversion is also heavily influenced by the quality of the website).

AdWords results in higher conversions

The strongest correlation in the study was higher conversion rates and higher-than-average traffic from AdWords click-throughs. Leads driven to a site from an AdWords ad accounted for 26% of traffic and 25% of revenue on average.

This suggests that when a company increases its marketing spend on Adwords, it is likely to be sending more high-conversion traffic to its website and potentially increases its average conversion rate.

Search Engine Optimization and Adwords combined can have a powerful effect on the leads and the conversions on a B2B website. But both SEO and Adwords need to be carefully managed and orchestrated to work together to produce maximum results. Google modifies their search algorithm seven times per year on average. Adwords is constantly changing and improving how they display the ads as well as the bidding process. A wise online marketer will ensure that they are on top of these changes in order to maximize the results of their online efforts.

As an award winning SEO agency, KEO Marketing can help you maximize the results of your SEO campaigns. If you would like to improve your traffic through Google organic search and Adwords, come talk to us. Contact KEO Marketing or call us at 888.702.0679.

Sheila Kloefkorn (1036 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.