A team of digital advisors specialising in SEO, SEM and Digital Strategy.

Increasing revenue with the power of SEO: How to boost sales and unlock revenue

September 23, 2024

Oliver Wales

Managing Director

In today’s competitive digital environment, businesses of all sizes are striving to improve revenue and increase brand visibility. Whether you’re part of an in-house digital team or an agency, optimising your SEO strategy is crucial for attracting the right traffic and converting it into sales.

‍

A look at how users search using more specific strings of words as they narrow down what they're looking for.

Understanding the Buyer’s Journey: SEO for Higher Conversions

A successful SEO strategy starts with a thorough understanding of the buyer’s journey. As shown in the example above, buyer intent evolves from broad, general queries to highly specific ones, which affects both search volume and conversion rate.

High-Volume Keywords for Discovery: Early in the buyer’s journey, people often use broad search terms such as "tomato plant". These high-volume keywords, while great for building brand awareness, typically attract visitors who are still in the research phase and not ready to convert.
Mid-Funnel Keywords for Consideration: As buyers progress, they search for more specific information, such as "when to plant tomatoes". These keywords may have lower search volumes, but the users are usually closer to making a decision. Targeting mid-funnel keywords helps build trust and guide potential customers further down the sales funnel.
Low-Volume, High-Conversion Keywords for Action: Towards the end of the buyer’s journey, users often search for highly specific queries like "why are tomato plants turning yellow". These searches have lower volumes but indicate a higher likelihood of conversion because the searchers are ready to take action and solve their problem quickly.

The Topic Cluster Model: Structuring Content for SEO Success

To capitalise on SEO, businesses need to structure their content in a way that meets the needs of users at each stage of the journey. One effective approach is using the Topic Cluster Model, which involves creating a central "pillar" page that covers a broad topic, supported by "cluster" pages addressing specific subtopics. This method enhances internal linking for better SEO and positions your site as a reliable and comprehensive source of information.

‍

For example, if the pillar page is focused on "Buying a House", the clusters could include:

‍

Step-by-step home buying guides
Costs associated with buying a house
Types of solicitors needed to make an offer on a home
The process of buying a house in Australia

‍

A plan built by Waypoint Advisory showing a customer what pages and content they need to consider in their strategy.

Putting SEO Features into Practice: Optimising for Crawling and Indexing

Once your content aligns with your target keywords, it's essential to implement the right SEO features to ensure search engines can crawl, index, and understand your content effectively. Here’s how to apply the best practices based on the content shared above:

Align Your Content with Search Intent: Make sure your content addresses the specific queries your audience is searching for at every stage of the buyer's journey. Use a balanced mix of high, mid, and low-volume keywords to cover all phases.
Write Compelling Title Tags and Meta Descriptions: Optimise your title tags and meta descriptions with relevant keywords to increase your click-through rates from search results.
Optimise Your Images: Use descriptive file names, alt text, and compress your images to ensure fast page load times. Image optimisation plays a key role in user experience and SEO rankings.
Improve Page Load Speed: A fast-loading website improves both user experience and search engine rankings. Tools like Google PageSpeed Insights can help you identify areas to enhance page speed.
Build a Solid Internal Linking Structure: Use internal links to guide users from one relevant piece of content to another. This also helps search engines crawl and index your site more efficiently.
Enhance User Experience (UX): A clean, user-friendly website encourages visitors to stay longer, which reduces bounce rates and increases the likelihood of conversion.
Make URLs SEO-Friendly: Ensure your URLs are short, descriptive, and include relevant keywords. Keep them simple and readable for both users and search engines.
Earn Authoritative Backlinks: Backlinks from high-authority websites signal to search engines that your content is credible and trustworthy.
Create High-Quality, Engaging Content: Regularly producing useful, well-researched content that answers your audience’s questions is vital to improving traffic and SEO rankings.

A step by step guide created by Waypoint Advisory highlighting how to optimise your content for Search Engines.

Conclusion: Maximising the Value from Your Digital and Agency Partners

In a highly competitive market, it’s important to ensure that your SEO efforts are driving measurable results, such as increased traffic and revenue. If you’re working with agency partners, hold them accountable by tracking key metrics and ensuring ongoing optimisation of your campaigns.

‍

Ultimately, SEO is not just about driving traffic — it’s about attracting the right traffic and converting visitors into long-term customers. By understanding the buyer’s journey, applying the topic cluster model, and implementing effective SEO features, you’ll position your brand for long-term success in the digital space.

Whether you’re based in Sydney, Melbourne, or elsewhere in Australia, the right SEO strategy can unlock significant opportunities for increased revenue, better brand visibility, and streamlined business processes.

Speak to a Digital Advisor

What does Digital Advisory mean?

While you were becoming a leader or subject matter expert in your business and industry - we were climbing the agency ranks to become Senior and Executive level digital strategists.

Maximising agency partner performance

With over 12 years of agency experience working with businesses in Melbourne and Sydney, we specialise in communicating effectively with your agency partners and optimising their performance, ensuring you achieve the best possible results.

Operational improvements for your digital marketing strategy

Already implementing marketing campaigns? We take a deep dive into your holistic digital strategy, assessing every element to uncover gaps and operational improvements that lead to tangible success and measurable growth in both Sydney and Melbourne markets.

Data-driven decision making

We don’t rely on intuition alone. By leveraging comprehensive data analysis, we empower businesses in Sydney and Melbourne to identify which digital strategies are delivering results and which areas require improvement, ensuring long-term growth and optimised marketing efforts.

A trusted extension of your team

Consider us a seamless extension of your team, guiding your shareholders or leadership in Sydney and Melbourne with clear, data-backed strategies and actionable insights that foster sustainable business growth and improved decision-making.

Book a video call

Frequently asked questions?

What is a digital advisory service, and how does it benefit my business?

A digital advisory service provides expert guidance to help businesses make informed decisions on digital strategies, improve sales processes, and enhance their marketing efforts. We offer tailored solutions that drive revenue growth, improve operational efficiency, and maximise customer engagement.

How can digital advisory services improve my marketing and sales strategies?

Our digital advisory services focus on refining your sales processes, optimising pre-sales strategies, and improving proposal quality. We provide data-driven insights to help you make informed decisions, ultimately boosting your marketing effectiveness and sales performance.

What should I expect when working with a digital advisory partner?

When partnering with a digital advisor, you can expect strategic guidance tailored to your business needs. We offer comprehensive support, helping you with SEO, paid search, and digital campaigns that drive customer engagement, enhance brand visibility, and grow revenue.

How does a full-service digital agency approach web design and development?

As a full-service digital agency, we handle everything from concept to execution. Our web design and development services create visually appealing, user-friendly websites that are optimised for search engines and designed to enhance user experience, increase traffic, and drive conversions.

Why is web design important for my business’s online success?

A well-designed website acts as the foundation of your online presence. It not only enhances your brand’s credibility but also improves user experience, boosts engagement, and encourages conversions, which are all essential for growing your business and revenue.

What web design services do you offer for small and medium businesses?

We offer a full range of web design services, including custom website development, responsive design, eCommerce solutions, and SEO optimisation. Our team creates websites that are tailored to your business needs, ensuring they perform well and generate leads.

How can your plug-and-play design services support other digital agencies?

We offer flexible, on-demand design services for digital agencies, helping you create high-quality campaign assets, banners, and visuals. Our team seamlessly integrates with your workflow to provide fast and efficient support, ensuring you can meet tight deadlines without compromising on quality.

What overflow UX/UI design support do you offer for agencies?

We provide overflow UX/UI design support for agencies that need additional resources to handle large or complex projects. Our experienced designers step in to support your team, ensuring smooth project delivery and maintaining the high standards your clients expect.

How does your Webflow development support work for agencies?

Yes, we offer a free trial period for our SaaS product. You can sign up for the trial oWe offer Webflow development support for agencies that need extra capacity. Whether it's building new pages, optimising existing websites, or managing updates, our Webflow experts provide seamless integration, ensuring fast turnaround times and top-notch execution without disrupting your workflow.n our website and explore the features and functionality of our product before making a purchasing decision.

How can SEO and PPC campaigns improve my brand’s visibility?

SEO and PPC campaigns work together to increase your brand’s visibility by targeting potential customers searching for your products or services. SEO improves your organic search rankings, while PPC helps you reach audiences with paid ads, driving more traffic to your website.

What makes your performance marketing (SEO and PPC) services different?

Our performance marketing services focus on delivering measurable results. We use data-driven strategies to optimise SEO and PPC campaigns, ensuring they drive high-quality traffic, increase conversions, and generate a strong return on investment (ROI) for your business.

How do you measure the success of SEO and PPC campaigns?

We measure the success of SEO and PPC campaigns through key performance indicators (KPIs) such as search engine rankings, click-through rates (CTR), conversion rates, and overall return on investment (ROI). Regular reporting ensures transparency and tracks progress towards your business goals.

What people say

Oliver and the team at Waypoint have been highly supportive of our needs - a Webflow design & development resource on hand we couldn't live without.

Glen A

EngineRoom

Our new website made by the team at Waypoint ticks all the boxes for us. It's engaging and easy to navigate. We're very pleased with the result.

Dimitri B

Barbat James

We're more than happy with our new Webflow design refresh - our website is now fully aligned with our brand and our user experience feels much better.

Tim A

TTS Real Estate