So this is one of my recent clients – let me show you their Google Analytics. Back in mid-2024, they weren’t really generating much revenue from organic search. Like, basically nothing.
But as our organic strategy took hold and we filled the website with buyers – not just browsers looking for informational content – things really started to pick up dramatically into early 2025.
They went from not a lot to making some days almost hitting $10,000 a day. $15,000 a day. $20,000 a day. A massive spike in revenue.
So in this post, I want to show you exactly how you can do the same for your website. I want to show you how you can fill your website with buyers.
Not just pumping out lots of informational content that gets eaten up by AI overviews anyway, but actually building an SEO marketing funnel that drives revenue for your business.
Prefer to watch? Here I got you:
A Real Case Study
I’ve actually decided I’m going to pick an actual business that we can work through and show you how I’d build an SEO strategy for a random company. This is actually a company called SendFox. It’s an email marketing tool – actually quite a competitive industry for SEO.
I’m going to break it down, show you how we go through the technical, the on page, the off-page, everything to build an SEO strategy for a company like this. By the way, I don’t work with these guys or anything. This is just a random company I picked for the purpose of this example.
Where Does an SEO Strategy Start?
And I just need to add something important here. If you’ve got a website, but it’s not actually generating you any customers, it’s kind of just empty or no one’s actually inquiring or buying what you’re selling, then that’s exactly what I do. I help businesses turn their websites into revenue generating engines with these deep target SEO strategies.
Well, it all starts with a website audit. Website audits are super important because they help me get to know a business. If I can dig down into everything a company does, both within their website, outside their website, and their general marketing, then it’s going to really get me a good understanding of the business, what they’re doing already, where they’re lacking, where they’re failing, where they can be improved.
Adding to this, it helps me spot technical problems that stop content from ranking, prevent links from working properly, or block Google from crawling the site. This allows me to understand and fix any errors to build the foundation and the bedrock of a website that’s going to perform highly with SEO.
The Two Routes of a Website Audit
Your website audit is really going to take two routes at this point.
1. Technical Breakdown
The first thing is a technical breakdown. We need to do a full technical website audit to find any of the areas that are stopping a website from ranking. If you’ve got technical problems, it might not matter what you do with your content or your backlinks. So that’s the first thing, we need to find and fix any errors to build the foundation of our website.
To do that, I’m going to open up an SEO audit checklist template, which is going to help me find any errors on a site. You can see it’s 150 to 170 questions to work through to make sure we’ve got everything we need – from checking if Google Search Console is connected, to whether the canonical tags are correct, to FAQ schema, to looking at any SEO plugins that are running.
Now, as a part of this, I need a few tools to work with:
Google Search Console – The most important SEO tool is completely free – Google Search Console. I love Google Search Console. It’s the best way to actually get a feel and see inside Google’s brain to see what it thinks of your website. We can see performance data, indexing problems, which pages are indexed, site maps, and core web vitals.
Screaming Frog – The other big thing is something called Screaming Frog and this is what we can use to crawl any website. Therefore, we can actually use SendFox within Screaming Frog to perform a comprehensive crawl of a website. You can even crawl other competitor websites to find out what’s wrong with them as well.
Once it crawls through all the pages, you have a really great look at the site’s content, problems, and structure. We can start immediately, focusing on the highest-priority issues.
As an example of a technical error, their homepage contains multiple H1 tags throughout it. We could actually go and view the page source and search for H1 tags on their page. Ideally, it’s best only to have one H1 tag. They don’t look that keyword optimized and there’s multiple of these tags when there should only be one in the proper HTML structure of a page.
2. On-Page Content Audit
The second thing I like to do is an on-page content audit. Get to know every page on the website. What keywords are they ranking for? What can be improved? What can be deleted? What do we need to add? Going through the website systematically to fully understand it.
I’d go and literally look at every page of the website, pull the URL out into a spreadsheet and then decide whether a page is:
- Yes, that’s good quality. We should keep that – it’s ranking well
- No, this isn’t ranking, but it really should be. It needs to be improved for optimization
- Actually, this is completely irrelevant. We should just delete this page and remove it from the site because it’s only dragging us down as a dead anchor
Stage Two: On-Page SEO Research (The Game Changer)
From here we can move on to stage number two – our on-page SEO research. This is essentially keyword research. This is going to help us find the ranking opportunities.
Now there’s a lot that goes into this. It’s not as simple as just finding a keyword and writing a page and ranking on Google. It’s a bit more complicated than that.
The Old Way Doesn’t Work Anymore
What most people do with their SEO strategy at this point is think, well, we want to optimize our homepage for email marketing tool or email marketing. So they go and optimize all their tags and everything on this page for email marketing. And then the next thing they decide, we’re going to write a lot of content. We’re going to drive traffic through blog posts.
That used to work quite well. But there’s a big problem with this method now.
If you go and do keyword research for email marketing and you want to start looking at some informational blog posts to write about, you’re going to come up with lists like “What is email marketing” with:
- 78 keyword difficulty (you’re going to need a lot of backlinks)
- Really great content needed
- A hell of a lot of supporting content to create topical authority
Plus, there’s another problem. If you Google “what is email marketing,” you get these AI overviews. These are going to suck up a lot of searches now for informational content.
The old plan of ‘just write great blog content and hope customers trickle down to buy’ – it’s a real struggle now.
The Better Way: Deep Targeting
There’s a much better way: deep targeting your customers’ pain points and building pages that fulfill those specific needs. This fills your website with buyers, not just browsers.
You want to start thinking more about commercial search terms. You need to segregate keywords in your mind: informational keywords and commercial keywords. What are ones that are actually going to drive revenue?
When you’re doing this, you can start creating whole sections on your websites that are designed to drive commercial keywords, topics to drive revenue. These generally fall into three different scenarios:
- Use case pages
- Industry pages
- Location pages
Finding These Golden Keywords
If you’re stuck thinking ‘I can’t find any other ways people might search for what I sell,’ I’ve got this deep target SEO prompt reframing document that helps.
We can actually go over to ChatGPT and say “list 25 specific business scenarios where someone would desperately need email marketing or newsletter tool and would search with buying intent.”
Straight away we can think of things like:
- Launching an online course
- Running flash sales or promotions
- Collecting leads from a webinar
These are all starting to come up with topics that we could start creating pages about – whether they’re high converting landing pages or high converting blog posts.
The SendFox Keyword Strategy
Once you’ve found keywords, group them into tight clusters by sector or industry. Here’s what we collected – different ’email marketing for [industry]’ terms:
- Email marketing for jewelry
- Email marketing for higher education
- Email marketing for franchises
- Email marketing for agencies
Take Email marketing for chiropractor – okay, it might only have 40 monthly searches, but actually has zero difficulty. So we can easily create pages that attract chiropractors looking for email marketing – without much competition.
Let’s pick the top one there for example, email marketing for agencies. It has a monthly search volume of 320 in the United States. But you’ll actually see globally it’s more like 9.9K. Even a keyword difficulty of 30, which is very possible, is a really great keyword. And its cost per click, if you were paying for Google Ads, would be nearly $13 to get a click onto your website. So, this is a highly valuable term.
Building the Pages (The Easy Part)
Because these are commercial terms, not informational ones, they don’t need to be 3,000-5,000 word blog posts to rank. You might write an accompanying blog post to support your commercial page, but essentially we can just go and build out landing pages on our website that might be 300-500 words long using a set template.
Campaign Monitor has an agencies page – ’email marketing platform built for agencies.’ It’s nicely designed but quite simple. It’s not thousands and thousands of words of text. It’s a simple, nicely constructed landing page that’s designed to convert customers.
Once you have a template for your landing pages, you can just rinse and repeat these pages.
Building Content Hubs
I found that ConvertKit, one of the competitors, has used this exact strategy. They’ve done it for use cases for their product. You can see on their use cases page where they’ve collected all these keywords into one nice hub on their website. They’ve created nine pages on this hub.
They’ve got email marketing for YouTube as one of their landing pages on their website. You can see here that it’s not an overly complex page. It’s just a few hundred words nicely laid out.
So essentially what we’re saying here is:
Build hubs on your website that target the use cases, the industry, or the locations that your product fulfills.
Off-Page SEO (The Fuel)
The final thing I want to discuss is off-page SEO, aka backlinks. Backlinks are super important for a website because these are your fuel. If you think of SEO as a car, your on-page content and keywords are the actual vehicle – the wheels, steering wheel, and engine. It needs fuel. And backlinks are the gas. They’re the thing that’s going to drive your website to where it needs to go.
A lot of the keywords that are really low difficulty and no competition, you don’t necessarily need any fuel to get there. You’re already in the right place. You’ll rank really easily. But if there’s more competition out there or you need the foundation of the website to be ranked on Google and build trust to just get any traffic, then you need to build links.
SendFox’s Sneaky Link Building Tactic
Now interestingly with SendFox, they’ve got a lot of links and they’ve got a lot of really high quality backlinks. Some of the biggest websites in the world are linking to them – Apple, GitHub, Wikipedia, Yahoo, plus creator sites like Patreon and Substack.
This is interesting because they come from a lot of the users’ pages. They’re not linking to the homepage though. This is quite a sneaky little tactic that has appeared for SendFox to build their domain authority – other people are doing the link building for them basically.
Building Your Own Links
In the long term, if you’re struggling to rank for stuff, we might want to start:
- Reaching out to other websites for guest posting opportunities
- Doing partnerships with other websites
- Using something like HARO (Help a Reporter Out)
- Or you could resort to plain old buying them from other websites
Here’s a simple way to get free backlinks:
Final thoughts
Once we’ve done the website audit, on-page research, and off-page analysis, we can put it all together into a complete SEO strategy.
Start at the bottom of the funnel with commercial pages that convert, then work your way up. But even if you were to just build these hubs, you’d still get great results like the example I showed you at the beginning of this post.
Remember – fill your website with buyers, not just browsers. That’s the key to turning SEO into revenue.
