Search Engine Optimization (SEO) is one of the biggest levers that a business can use within their acquisition strategy as part of their Growth goals.
You’re likely familiar with the different Growth frameworks like AARRR (Acquisition, Activation, Retention, Referral, Revenue). It all starts with Acquisition. Getting users familiar with your product by visiting them on your site or in the app. One of the biggest channels to do that is through organic search traffic. Over the last years, I’ve led different marketing and growth (SEO) teams that were focused on driving as much (relevant) traffic as possible from search. Here’s what I’ve learned.
The best place to hide a dead body is the second page of Google search.
Where does SEO fit into the bigger growth picture
In most ‘new’ companies where they have a Growth team, the SEO team is one of a few teams. Usually, the others are related to other marketing channels (paid/referrals) or one of the other parts of the funnel (retention/lifecycle). Something that all these Growth teams have in common is that they’re all focused on 1 thing: helping the company grow as fast as possible by enabling more data and new opportunities.
How can SEO contribute to Growth?
New Customers: People are still searching everywhere on the internet and SEO sometimes goes outside of the regular boundaries of just a search engine like Google/Bing/Yahoo. Think about Quora, Instagram, Facebook or how you make things really visible on YouTube. An SEO team is basically as much as possible going after users that haven’t explored the product/service that you’re building.
Brand Traffic/ Increasing CLTV: Some companies just live of, of searches that have a deep brand intent (think Apple, Airbnb) as people are already familiar with their product/service and likely already have an account or have an account. That’s why these teams are more focused on making sure that the user within the industry/niche is able to re-find their products as much as possible to increase their brand traffic and with that their lifetime value (CLTV).
But how is that defined by the SEO team?
The main goal of an SEO is driving more relevant traffic from organic search. But behind that goal are many more KPIs that drive towards that goal but won’t have an impact on the business. The teams that I worked with were closely monitoring dozens of other KPIs (crawl stats, link stats, quality of pages, errors, etc.) to make sure that nothing was hurting the main goal for the team.se