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A Case Study: More traffic doesn’t necessarily mean more engaged users

One engaged website visitor beats 100 others

It’s January, and everyone is looking back at what worked, what didn’t, and what to do this year with their marketing. I wanted to share a success story from one of our customers who achieved a significant increase in revenue over the past 12 months with Sage SEO.

We were doing this for one of our customers to report back the ROI of their investment, and the numbers were astoundingly positive.

But one thing jumped out at us and exemplified the point that all website traffic is not created equal.

To set the table – before working with Sage SEO, this particular business didn’t have a content strategy in place…no blogs at all. After starting with us and increasing their average monthly content output to only two posts, they started seeing results within just a couple of months, and those results continued over the next twelve months.

What kind of results…how about a 73.9% increase in revenue from organic traffic, from $228,262 to $396,860. This is purely income from traffic that came to the site via Google organic search clicks.

How did they manage that? The biggest factor was an increase in their conversion rate from organic clicks, which rose from 1.64% to 4.30%.

But I think the best part of the story is that traffic to their site actually DECREASED year over year – from 705,997 to 380,760. When you have a good SEO strategy, you get the right people to visit your site!

Before working with Sage, most visitors were “low engagement,” only coming to the site to realize that it wasn’t really what they were looking for.

Bottom line? The return on investment for SEO was 23.4x. For every $1 spent with Sage, they realized more than $23 in business.

Results are the elusive purpose of SEO. For so long, SEO ROI was too difficult to calculate, and that’s why businesses continue to turn to paid advertising, where those calculations are much simpler. But at Sage SEO, we’re building the tools necessary to show ROI numbers like those above.

I’m confident that the more powerful our toolset becomes, the more obvious it will be that SEO is a much better long-term digital marketing strategy than paid ads.

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I try to publish 2-3 articles a week on content topics like this one. My focus is on helping small businesses and startups achieve front page search rankings, no matter the size of your business or your online presence.

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