START BOOSTING YOUR SALES USING SEO BY- 1. Using the Right Keywords. 2. Creating Great Content. 3. Working on Your Product description. 4. Optimizing Product Images. 5. Using Social Media Networks. 6. Optimizing Your Website for Mobile usage. 7. Creating relevant content. 8. Influencer marketing.

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February 22, 2023
5 Ways To Drastically Improve The ROI Of Your SEO
Strategy
searchenginejournal.com/improve-roi-seo-strategy-pidatametrics-spa/479242/
Written by Sophie Moule 10 hours ago 483 Reads
The rules of SEO keep changing, so how do you keep up?
Feel like you barely have enough time to pivot your SEO strategy?
The evolution of search continues to ramp up and bring a new sense of excitement to the
world of SEO.
One way to keep up, especially if you’re an SEO professional working in ecommerce, is to
uncover and prioritize commercial opportunities.
Wondering which powerful priorities you should complete first?
The key is surprisingly simple: keep the fundamentals at the forefront of your SEO
strategy.
1. Keep an eye on seasonal trends to help plan your content strategy.
2. Identify low-hanging fruit and prioritize efforts based on value.

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3. Understand audience intent to better optimize for informational searches.
4. Utilize the changing SERP landscape to identify new opportunities.
5. Pay attention to your Share of Voice vs. competitors.
Let’s dig into exactly how to do each of these steps so you can level up your SEO strategy.
1. Identify Seasonal Keyword Trends
In a time when the world of search is experiencing unprecedented change, it’s helpful to
include SEO tactics in your strategy that bring about a sense of predictability.
One great SEO tactic is to identify and plan for seasonal trends.
Most product demand trends experience seasonal peaks and troughs. But are you timing
your content appropriately to maximize traffic and sales from these patterns?
Before you create a new content plan, it’s a good idea to take a look at historical search
trends first.
Analyzing historical search data for your key products is a great way to predict whether the
same trends will occur in the future.
You’ll be safe in the knowledge that your strategy isn’t based on assumptions, and you may
find that demand timings are not quite as you’d expect.
How To Identify Seasonal Keyword Search Trends
The best way to successfully adopt seasonal search trend data into your content strategy is
to follow this simple process:
1. Plan: Use historical search trend data to plan your content strategy.
2. Influence: Ensure you have tactics in place to influence customers when the market
is less competitive and customers are in the research phase of their buyer’s journey.
3. Peak: Be aware of when your peak is; try to inhabit as much real estate as possible in
the SERPs during this time.
4. Repeat: Use trend data to identify whether this is a trend that will occur again next
year or whether you can move your focus to other categories.
Example: How To Identify Seasonality In Keyword Trends
Let’s take a look at the example of [menswear] searches in Google US and drill down to the
product category: Coats and Jackets, using Pi Datametrics Market Intelligence‘s Historical
Revenue Potential from January through December of 2022.
TO GROW YOUR SALES AND MARKETING USING SEO CLICK HERE

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Immediately, we see a surprise – the search and demand for coats and jackets actually
begin in June. Your marketing should, too.
Screenshot from Pi-Datametrics.com, February 2023.
Perhaps not what you would expect when summer temperatures are at their peak (it’s
certainly surprising to see that there was a similar demand for coats and jackets in August
as there was in February).
June is far earlier than when most brands would start merchandising their coats and jacket
products.
This creates an opportunity for you to compete in a less competitive and crowded space,
both with paid and organic tactics.
Another advantage to ensuring your content is published before the demand peaks is that
you’ll be capturing the attention of your future customer during their “research” phase.
So, while customer intent may not be to buy at this time, you’ll have plenty of opportunity to
influence them ahead of the purchase decision with retargeting tactics.
2. Find & Capitalize On Low-Hanging Fruit: Medium-Volume
Keywords

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To quickly increase your organic search ROI, identify content that
returns just outside of the positions that get the most clicks for key
topics.
Screenshot from Pi-Datametrics.com, January 2023.
In the chart above, you can see that a “target” zone has been identified within Pi
Datametrics Market Intelligence‘s Estimated Revenue Opportunity.
Content for these key terms is ranking well enough, but it’s currently sitting outside the
positions that get the highest number of clicks (and ultimately, revenue).
Once you have identified this low-hanging fruit, it’s a great place to focus your efforts and
optimize accordingly.
There are often easy fixes within this target area, for example, sorting out internal linking
causing content cannibalization.
If you can also identify how much additional revenue you would gain from improving this
target content; this will help you build internal business cases for getting technical website
fixes into release cycles.
How To Capitalize On Medium-Volume Keywords
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1. Identify: Find and identify content where the opportunity has already been
established and you have content that already exists. Look at the content you have
sitting on pages 2 and 3 of Google.
2. Prioritize: Focus on the terms with the highest revenue opportunity in order to see a
quick impact on performance numbers and goals.
3. Optimize: Once you’ve prioritized which terms to focus on first, go through each page
one by one and optimize accordingly.
3. Optimize Your Content For Informational Searches
Optimizing for long-tail searches is key to capturing your audience at multiple touchpoints
before conversion.
One of the best places to start is looking at the questions your audience is asking within the
People Also Ask feature of Google search.
You can do this easily with Pi Datametrics People Also Ask Explorer, as seen below.
Screenshot from Pi-Datametrics.com, February 2023.
Having a good grasp and understanding of your audience’s intent can help inform your
content so that it aligns with your customer and their needs.
Google’s People Also Ask feature is a really useful tool to get inside the mind of your
customer and have a clearer picture of the content they’re searching for.

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Use it to explore which questions on the SERPs relate to your product and key search
terms.
Then, create and optimize your content so that you answer these questions and provide
your customer with the information they’re looking for, before the point of purchase.
Our research suggests that if a customer views an “informational” page before a product
page, they are more likely to convert, have a higher average order value (AOV), and also
be a repeat customer.
Top Tips For Influencing Your Audience Before Conversion
1. Utilize Google’s People Also Ask feature to get inside the mind of your customer
and anticipate the queries they ask Google in relation to your product.
2. Ensure your content is optimized to answer these queries, and if it’s not, think
about adding new content to your strategy.
3. Don’t forget about other SERP features. They all provide new opportunities to get
your content in front of your customers and open more doorways to your site.
4. Maximize Opportunities From The Entire SERP
SERP features allow you to appear multiple times on page 1 and entice customers with
useful and engaging content.
One new opportunity we’ve seen to gain additional real estate in the SERPs is the rise of
the Popular Products feature.
Through our research with Pi Datametrics – SERP Feature Radar, we’ve found that the
Google US search results are getting flooded by Popular Products.
When we looked into individual categories, we saw that in:
US Electrical searches, 75% of searches include Popular Products.
US Fashion searches, 91% of searches include Popular Products.
US Homeware searches, 89% of searches include Popular Products.
US Luxury Fashion searches, 90% of searches include Popular Products.

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Screenshot from Pi-Datametrics.com, February 2023.
The prevalence of this feature in the US search results could be a precursor for things to
come in the UK and other markets, too.
If your website sells products, you should be considering optimizing for the Popular Product
feature.
How To Optimize Your Products For The Popular Product Search Feature
This will mainly rely on submitting your product feeds to Google Merchant Center and
adding product schema to your site’s product details pages (PDPs).
Be sure your product feeds include:
ID.
Title.
Description.
Link.
Image link.
Gtin.

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Price.
Brand.
Availability.
Bonus: Some other optimizations that will improve your chance of appearing for Popular
Product features include:
Product reviews.
Relevant product titles that target the exact match keyword.
Competitive product pricing.
Think about all the attributes within your product feed that help your product offering look
competitive and provide customers with as much information possible (for example, multiple
color options).
5. Find & Increase Your Share Of Value
At a macro level, a great way to identify additional commercial opportunities for your brand
is to look at your organic share of value (SOV).
What is Share of Value?
Share of value in Pi’s Market Intelligence tool calculates the share of Organic Value Score
(OVS) a domain owns in a particular category. Every position earns a score, this is summed
and then divided into a “share of” calculation.
Evaluating which categories and subcategories you perform well for versus your
competitors can help focus your attention on areas that are likely to increase your SOV.
In the Market Intelligence Share of Value chart below, you can see Nordstrom performs the
strongest overall. But more specifically, they also clearly outperform competitors in the
womenswear category.

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Screenshot from Pi-Datametrics.com, January 2023.
Next, you would want to break down which subcategories within the womenswear category
are contributing to Nordstrom’s superior performance.
Below, you can see their visibility for [Coats and Jackets] and [Dresses] terms is where they
are excelling. This view in Pi Datametrics Market Intelligence‘s Share of Value
demonstrates an opportunity within those subcategories to increase performance and
therefore revenue.

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Screenshot from Pi-Datametrics.com, January 2023.
Uncover which terms within those categories are contributing to good performance. This will
allow you to have a better focus for optimization from a top-down level. You can be more
confident that your efforts are going to deliver increased revenue and brand awareness.
Interested to see who the market leaders in your sector are? View Pi Datametrics’ Market
Leaderboards below:
How Can You Utilize Share Of Value Data?
1. Use share of value data as a benchmark to measure future performance.
2. Highlight categories where your efforts will deliver increased ROI and brand
awareness.
3. Identify key competitors and major rivals within a specific sector.
4. Uncover potential partners – if publishers share a large percentage of value in your
market it might be worth reaching out for new PR or advertising opportunities.
Own the organic top spot
and increase ROI
The opinions expressed in this article are the sponsor's own.
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