Search engine algorithms and rules are constantly changing – how can you make your SEO strategy successful against your competitors?

How can you improve organic search results and increase ROI in 2023?

It’s crucial to keep SEO basics at the forefront of your strategy while prioritizing your SEO efforts for the most rewarding outcome.

In eCommerce? Prioritization is even more important.

On April 5th, I hosted a webinar with Jon Earnshaw, Chief Product Evangelist and co-founder of Pi Datametrics, and Sophie Moule, Head of Product and Marketing.

Earnshaw and Moule showed how you can effectively maximize the ROI of your SEO strategy by focusing and prioritizing opportunities.

Here is a summary of the webinar. To access the entire presentation, fill out the form.

How do you stay up to date with all the latest updates and the ever-changing rules?

Start with a strong SEO foundation and follow these five strategies.

1. Identify seasonal keyword search trends

By paying attention to recurring search trends and spotting the significant spikes, you can ensure your content is ready and optimized at just the right moment.

Image created by Pi Datamatrics, April 2023

How to identify seasonal keyword search trends

Here are five ways to ensure your SEO strategy stays ahead of popular searches:

• Categorize your search terms to align them with the categories and subcategories on your site.
• Monitor cooperative search volume data over time (we recommend 3 years of data).
• Identify and record highs and lows.
• Schedule your content to release well before the peak.
• Share this data with other teams within the company – e.g. B. Product and Merchandising.

[Get the tutorial] Access the webinar immediately →

2. Find and benefit from low-hanging fruit

To prioritize low-hanging fruit, focus on high-ROI, low-effort opportunities:

• View the collective ranking of terms within a category.
• Identify where you are generating revenue, opportunities and benchmarks for your industry/competitors.
• Find content that ranks on pages 2 and 3 and explore how you could optimize that content to get into the conversion zones.
• Let the company know how much the changes are worth in terms of revenue.

[Get examples of this low-hanging fruit] Access the webinar immediately →

3. Maximize opportunities from across the SERP

Before you start wondering how you got on the first page or why your ranking dropped, examine the SERPs and see if you belong there.

The problem could be a mismatch between the existing landscape and your specific offering. Try to refine your search and explore other possibilities.

The SERP presents both answers and opportunities.

• Look at your performance for terms.
• Compare your performance to competitors in refined portal SERPs.
• Look for opportunities behind SERP Zero.
• Optimize your images.
• Own the answer box and complete it with a classic link.

[Discover what SERP Zero is and explore a remarkable example of a business dominating an entire page landscape] Access the webinar immediately →

4. Optimize your content for information searches

With the advent of AI, conversational search is increasing, leading us to information search.

The search landscape is constantly evolving. By observing these changes, you can spot shifts in intent, identify new priorities, and spot declining trends.

Image created by Pi Datamatrics, April 2023

Optimizing your content is crucial to owning the response card and sending out quality signals.

Research shows that directing users to informational content, especially when their questions are answered through features like People Also Ask, leads to higher conversion rates, higher average order value, and more repeat visits.

This approach supports your commercial goals by helping users find answers and build trust.

[See informational content in action] Access the webinar immediately →

5. Find and increase your share of the value

An effective way to communicate the impact of your SEO efforts is with the Share of Value metric.

Image created by Pi Datamatrics, April 2023

To determine share of value, use tools to analyze the visibility of different websites across thousands of relevant keywords.

Then overlay these viewability scores with commercial value derived from metrics like conversion rates, average order value, and CPC rates.

Evaluate your commercial visibility in the search landscape not just as a whole, but by category and subcategory. This analysis allows you to identify areas where you are performing above or below average compared to your competitors.

[Slides] 5 actionable ways to drastically improve the ROI of your SEO strategy

Here is the presentation: