Today’s Ask An SEO query is from Chandler, who inquires:

“If there isn’t a direct purchasing incentive on a specific page, how can you gauge the ROI of that content? Especially if you’re not operating as an e-commerce brand.”

Chandler’s question is excellent, with various potential approaches. Let’s address it in two parts. Firstly, we’ll delve into defining conversions linked with revenue. Secondly, we’ll explore methods for tracking, testing, and optimizing.

We frequently tackle such challenges with publishers, service providers, affiliates, and trade organizations.

These entities encompass media firms, affiliates, publishers, YouTube creators, etc. They often lack tangible products—and if they do, it typically involves subscriptions or ebooks.

Some e-commerce outlets and service providers leverage content to inform their following offerings. In such cases, we measure ROI from their content unless they produce comparison posts for service providers.

 

Defining ROI-Based Conversions Without E-commerce

 

You don’t necessarily require an e-commerce platform to establish direct conversions from content or to measure ROI. Typically, clickable links and actions within content can drive revenue. Defining these conversions is crucial, as utilizing tools and data can help determine their profitability.

Conversions stemming from content may encompass:

1. Affiliate link clicks and conversions.
2. Newsletter and SMS opt-ins.
3. Increases in page views.
4. Lead generation form fills (subject to company policies and legal approval).
5. Clicks on advertisements.
6. Growth in social media shares, fans, and followers.

Additional revenue-generating actions include incentivizing newsletter subscriptions, attracting sponsorships based on content topics, and more.

However, while these actions serve as a guide to monetizing content, tracking ROI requires specific strategies.

 

Strategies for Tracking and Optimizing Revenue Generated by Content

 

When tracking ROI from content, understanding which actions are easily monetizable is just the beginning. Here’s a closer look at methods for tracking and optimizing revenue:

Software Solutions:

Modern heatmapping tools have evolved significantly, some even capable of tracking revenue. Mouseflow is my preferred choice for an affordable option, while others favor HotJar.

Recently, I came across AffiliMate, a company that impressed me immensely. It provides detailed click data by ad space or link, offering revenue reports by ad unit and program. This tool empowers you to monetize on a granular level, leveraging your data rather than relying on third-party platforms. While I’m not directly affiliated with AffiliMate, I genuinely appreciate their service.

Once you’ve gained insights into how users engage with your pages and site, you can formulate a targeted monetization strategy.

 

Monetization Strategies:

1. For frequently clicked links or ad spaces without shopping intent, consider implementing cost-per-click (CPC) ad blocks.
2. When there’s a high intent to purchase, and users click, utilize affiliate links for potential revenue.
3. In cases where no intent or action is evident, opt for CPM (Cost Per Mille) ads. Additionally, consider increasing the ad space pricing if actual views surpass impressions.

These insights can be gleaned from the service providers or any reliable heatmapping tool.

Pro Tip: Remember that impressions, such as banners in the website footer, may be counted even if users don’t see the ad entirely. In such scenarios, CPM ads are preferable over affiliate or CPC models, necessitating user action for revenue generation.

 

Utilizing Tracking Parameters and Postback for Performance Analysis

 

Some platforms offer transaction reports for visitors from your website when utilizing ad or affiliate networks. Here’s how you can leverage unique parameters or postback methods to collect essential data:

 

1. Unique Parameters: Incorporate unique parameters named after the article and link position within the content into your URLs. These parameters can facilitate tracking of visitor actions. For instance, platforms like ShareASale provide an “afftrack=” parameter, simplifying user activity tracking.

2. Postback (Parameter) Collection: Postback, a mechanism for transmitting data parameters, can also gather relevant information. ShareASale, for instance, facilitates using such parameters for streamlined data collection.

 

Platforms often share email addresses associated with leads or sales when sending newsletters. Follow these steps to leverage this data effectively:

1. Obtain Reports: Download reports containing email addresses associated with newsletter recipients.

2. Data Analysis: Utilize tools like Excel to match the email addresses with the recipients who engaged with your content. You can identify which subscribers clicked through and made purchases by comparing the data columns with sent newsletters and subsequent user actions (e.g., form submissions or purchases).

By implementing these strategies, you can effectively analyze the performance of your content and optimize strategies accordingly.

 

Maximizing Ad Revenue through Topic-Driven Clicks

 

Exploring the impact of topics and phrases on ad value can significantly boost revenue on your website. Consider the following strategies:

1. Test Headings and Wording:

• • Experiment with different headings and wording to assess their impact on ad performance.
  • Analyze which topics and phrases generate higher ad values when incorporated into your content.

2. Adjust Based on Performance:

• • If a phrase, such as “green widgets,” generates significantly higher revenue per click than others, prioritize its inclusion in your content.
  • Even if topics offer similar value to users, selecting phrases with higher ad value can enhance revenue potential.
  • For instance, if “green widgets” yield $0.50 per click while “blue widgets” generate only $0.02, consider shifting focus to the former.

You can optimize your website’s earning potential by strategically aligning content with topics that drive higher ad revenue.

 

Boosting Revenue with Enhanced Pageviews

 

Publishers often rely on CPM ads, generating revenue based on a thousand views. Increasing pageviews is key to maximizing earnings, and there are numerous strategies to achieve this:

 

1. Internal Link Clicks:

Encourage users to explore additional content by incorporating internal links within your articles. This not only enhances user engagement but also increases pageviews as readers navigate through your site.

 

2. Series of Topics:

Create content series that prompt users to navigate subsequent pages for further information. This sequential exploration drives pageviews and increases the time users spend on your site.

 

3. Slideshow Engagement:

Utilize slideshows or similar interactive features that prompt page reloads upon progression. Each transition within the slideshow represents an additional pageview, contributing to overall revenue generation.

By effectively implementing these strategies, publishers can significantly enhance their pageviews, boosting revenue potential.

Consider exploring our monthly SEO packages if you find it all too perplexing and overwhelming. Our team can provide the assistance you need.