Authority Marketing   •   February 6, 2023

These days, it’s common for businesses to get lost in the jargon that surrounds Search Engine Optimisation (SEO). Owners and marketing managers are often bombarded with talk of citations, sitemaps, redirects and other terms they don’t fully understand. While these activities do contribute to a successful SEO campaign, they are outdated tactics that are no longer relevant in today’s digital landscape.

This is not a criticism of businesses looking to improve their search channel, but rather a call to action for those savvy enough to see past the sales talk and technical jargon. Fortunately, SEO can be held to the same standards as other channels when it comes to ROI and sales conversions, which are more important than rankings and the number of links to a page.

To help businesses improve the ROI of their SEO campaigns and other channels, we’ve put together ten rules based on a list by direct response authority Dan Kennedy. These rules will change the way you approach marketing, leading to a smarter approach and a better bottom line.

Rule #1: Always have an offer or offers.

Simply having all the right keywords in the right places is not enough. Your page must also mirror the reader’s needs and present an offer that addresses them. Examples of offers include information, products, white papers, and discounts.

Research studies support the importance of offers in SEO campaigns. A study by Hubspot showed that offers such as ebooks, white papers, and webinars can generate more leads than other types of content. Another study by Content Marketing Institute revealed that companies that use offers in their campaigns generate 700% more leads than those that don’t.

Rule #2: Always give people a reason to respond to you.

Even with 3% of your total market looking for your product or service right now, the competition is fierce. You need to give people a strong enough reason to choose you over your competitors. Using scarcity, social proof, and Rule #1 are great examples of giving people a better reason to do business with you.

The use of social proof and scarcity has been proven to be effective in marketing campaigns. A study by Influence&Co showed that 86% of marketers use social proof in their campaigns, and it has been shown to increase conversions by up to 15%. A study by Psychologist Robert Cialdini showed that scarcity can create a sense of urgency and increase the perceived value of a product, leading to more conversions.

Rule #3: Always provide clear instructions on how to respond.

Your website visitors should know exactly what steps they need to take to achieve a particular outcome. If you don’t provide clear instructions, you’re leaving a lot of money on the table. A study by Nielsen Norman Group showed that users are more likely to complete a task when clear instructions are provided. Providing clear instructions can reduce confusion and increase conversions.

Rule #4: Always track and measure.

If you fail to track and measure online conversion rates, bounce rates, traffic flow paths, and offline sales, you won’t have the data you need to make smart marketing decisions.

Tracking and measuring are essential in SEO campaigns to evaluate the success of a campaign and make data-driven decisions. A study by MarketingSherpa showed that companies that track their campaigns are 2x more likely to see a positive ROI than those that don’t.

Rule #5: Brand-building should be a happy by-product, not a bought result.

Rather than spending your budget on an oversized billboard or a full-page ad in the local paper, target a small group of profitable keywords and create a direct response marketing campaign that leads people to a landing page that gains their attention, interest, desire, and motivation to take action.

A study by Moz showed that targeting specific keywords and optimizing for them can lead to higher search engine rankings and increased visibility. By creating a direct response marketing campaign that leads people to a landing page that gains their attention, interest, desire, and motivation to take action, businesses can create a successful SEO campaign while also building their brand.

In conclusion

By following these 5 rules, you can start to create a successful SEO campaign that not only improves your search channel but also other channels, leading to a better bottom line for your business. As this is the first of a two part series, be sure to check in for the second article to find out what the other 5 direct-response rules are!

And if you have concerns about your current SEO campaign or need help developing one, simply complete this form and we will contact you, immediately. SEO is a critical digital marketing channel for generating sales leads and brand awareness but to find out how to turn your website into a recession-proof, sales machine, sign up to our exclusive webinar training ($297 value) for free!