About Keyword Strategy and Return On Investment (ROI) in SEO


Author: Ercan ATAY
07/04/2020
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About Keyword Strategy and Return On Investment (ROI) in SEO

In this article, I will inform you about the keyword strategy you will create for your website on the return on investment (ROI). ROI is called the ROI of SEO. ROI, shortly called (return on investment), is a term that indicates how much you earn at the end of your investment. This article, like the previous article, will be aimed at SMEs, small and medium enterprises.

Why Should I Apply a Keyword Strategy on My Website?

No matter how good your website is and how high your site’s SEO scores (DA, PA) are compared to your competitors, it cannot be said that you are ahead of your competitors unless you have a good keyword plan. Also, recycling the resources you spend to maintain these SEO values in terms of sustainability cannot be obtained in the short term, so your current project may not be maintained in the long term. The foundation of a good site is always going through a solid keyword strategy. In this sense, I will go through a few examples to create a good keyword strategy. You can shape your keyword plan in line with these examples.

What Should I Pay Attention To In My Keyword Strategy?

FIGURE A: Search Volume and Keyword SEO Difficulty Level Image – Copyright Ercan ATAY

I will explain the keyword strategy and planning through a scheme I have prepared here. There are monthly search volumes for keywords and competition in search engines, i.e., SEO difficulty levels for each keyword. These SEO difficulty levels rise or fall depending on the competitive situation. The lower the SEO difficulty level, the more easily you can rise on that word. But in a word, if the SEO difficulty is low, it usually means no competition. If there is no competition, it can often mean a low return on investment in that word. We need to pay attention here, and the SEO difficulty level is not too high, but the search volume is also satisfactory.

As seen in Figure A, there are 10 keywords with a monthly search volume of nearly 1000. With this, it is listed according to an SEO difficulty level from 10 to 100. The 10 green colors list the easiest and low SEO difficulty keywords, while for the keywords listed towards 100, the color moves towards red to list the words with the greatest SEO difficulty and the most difficult.

When you make an SEO plan and invest that word, it can take months to reach the first page and the first position in that word, depending on the SEO difficulty level. New players are constantly entering that race until you make this investment. Let’s think of it as a pool problem. While water is continuously discharged from the pool, water flows continuously.

Here, we need to pay attention to the following criteria while planning:

  1. Your ROI Keyword Phrase (Mixed Demographics)
  2. Your Budget (Low Budget Factor)
  3. Competition and Competitors (Huge Hospitals Group etc.)
  4. Sustainability (Seasonal, Summer, Winter, Spring, Holiday)
  5. Accessibility (Location, Call Center, Instant Communication, etc.)

1. Your Return On Investment Keyword Phrase

Sample Keyword Phrase: Hair Transplantation

I gave the word “hair transplantation” to set an example. Now the direct hair transplant keyword search volume is huge. This could also be a foreign language hair transplant. Turkey and the world do not make a difference. I have to state that there are some points you should pay attention to here. First of all, targeting your keyword phrase directly can result in both a waste of budget and time because the main root keywords’ mass and demographic structures have a very complex and complex structure. For example, a 10-year-old teenager who wants to learn can be a housewife who is curious while cooking at home or wants to hear and learn from her friend despite having hair. However, you must know and test the sub-breakdowns to attract your visitor audience that will MEET YOUR INVESTMENT RETURN.

Sub-Breakdowns in Keyword Phrases (Long-Tail Keywords)

Examples of long-step keywords related to Hair Transplantation

As can be seen here, considering our 5-item multipliers I have listed for you, it will be more beneficial in terms of return on investment and sustainability in the short term if we turn to keywords with lower digits but with satisfactory search volume rather than main root keywords. Considering the cost and time factor and location accessibility is known, the main root keywords will both consume our budget and prevent the existing SEO work from being sustainable.

You can view search volumes at:

  1. Google Ads Keywords Tools

I use the Rank Tracker Enterprise version of Link-Assistant’s SEO software for keyword volumes. I explained the explanation of this in the following article.

First location advertisement for the word “Hair Transplant Prices” in Istanbul location in Google Ads

For example, let’s assume the word “Hair Transplant Prices” from the sub-breakdown as Long-Tail-Keywords in the keyword hair transplantation and the word D in Figure A. I put Figure A down again.

Figure A

Let’s assume the word D here as “Hair Transplant Prices.” We checked the search volume from Google Ads; we assume the monthly search volume is around 600. Now, first of all, we don’t invest in this word right away. After optimizing our website according to on-site SEO, Onpage-SEO rules, and preparing a page with a high user experience, we give Google Ads ads a certain period on the relevant keyword. For example, if you only serve Istanbul, you should choose Istanbul on Google Ads. The basic logic here is whether LEADs, which are made up of visitors from the relevant keyword volume, meet the quality and return on investment. In short, do you make a profit at the end of the business with the money you invested, or do you earn enough? Are your earnings sustainable, or are there factors we call seasonal?

For example, 100 LEAD came from the word “Hair Transplant Prices.” It was in the air for 1 month. You have been ahead of all your competitors by bidding for the first position. For example, 5000 clicks came to your site. Now, you need to score an ANAMNEZ (customer background/history) score for these incoming leads. So you need to measure the quality of incoming LEADs. This will be different in other sectors.

ANAMNESIS SCORING / PATIENT SCORING / LEAD SCORING

Below I wrote anamnesis questions as an example:

  1. Age – 20 Points
  2. Budget – 40 Points
  3. Donor Shortage – 20 Points
  4. Demographic Structure (A ++, A +, B, C, D) – 10 Points
  5. Contact Level (Low, Medium, High) – 10 Points

These add up to 100 points. LEAD with 100 points can be listed as a candidate with a high return on investment, can be taken down, and can transplant immediately. If there are many leads close to 100 points in the incoming 100 leads, it will be decided whether to make an SEO investment in the relevant keyword by calculating the lead conversion with the resource you spend at the end of the day.

In this article, I gave you information about keyword strategy and returned on investment by making examples. Do not forget to share, comment, and like. Stay well.



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