Dignity Memorial’s “Send flowers” button — Dmitrii Kustov // RegexSEO

Many marketers are obsessed with getting their brands to rank on Google search result pages but forget one critical thing, after getting your brand to rank, what next? Does the resulting traffic automatically turn into revenue? There's a lot to unpack in what Dignity Memorial did, turning their SEO traffic into millions of dollars using the "Send flowers" button. Listen to Dmitrii Kustov, Marketing Director at RegexSEO, as he talks about turning SEO traffic into revenue using Dignity Memorial's "Send flowers" button as a case in point.

About the speaker

Dmitrii Kustov

RegexSEO

Dmitrii Kustov is Marketing Director at RegexSEO

Part 1 Dignity Memorial’s “Send flowers” button — Dmitrii Kustov // RegexSEO
Part 2The plumber whose Content Marketing gets national attention — Dmitrii Kustov // RegexSEO

Show Notes

01:47

The idea behind Dignity Memorials “Send Flower” button and why it works

It doesn't matter if you have great rankings and get a million users to your website daily, but what's the point if you can't capitalize on that? The send flowers button is a simple way to convert traffic, and it is an affiliate button to send flowers to somebody's funeral.
05:57

How to think about an effective SEO strategy

The secret is to understand Googles goal, which is to provide the best answer to queries. Your strategy should be about providing answers in whichever form, video content, written content, or even experience content.
09:25

Turning traffic to revenue

How do you create a great call to action that helps users, provides value, and makes or helps businesses thrive?
12:06

The biggest SEO mistake businesses are making

The top mistake is not tracking data throughout the whole user journey process.
14:46

CRMs matter too

You need a CRM with a decent ability to track and record data.
17:31

Leveraging the utility of SEO

SEO is more than rankings. You need to get it to affect your business positively.

Quotes

"Great rankings are a good thing, and if people go to the websites, then read articles, all of that is good. They will eventually become a customer or a lead of some sort. But what do you do if you have so much content marketing material on the website and there are many visits, only very few become leads?" - Dmitrii Kustov
"The Send Flowers button brought in millions of dollars in revenue, which was shocking and unexpected. But that's one of the things when thinking about SEO, not as a rankings tool or improvement rankings activity, but organic revenue generation channel." - Dmitrii Kustov
"SEO used to have a bad name and rep. That was when it appeared SEO was all magic and nobody understood what it was, how it worked, and the strategies were all over the place. A lot of people were scamming people. This connotation of SEO means snake oil salespeople, nowadays, not at all." - Dmitrii Kustov
"If you truly understand what Google or any search engine is trying to do, then you don't have to reinvent the wheel and don't have to come up with any of those black hat or gray hat techniques." - Dmitrii Kustov
"The goal of Google is to provide the best answer, and that's when you can start deviating into multiple different things. Whenever you condense it to that point, it becomes pretty simple to follow the proper strategies and not go after black hat techniques or anything else." - Dmitrii Kustov
"The biggest mistake many folks make is not tracking, not gathering data. So how can you, as a business owner or marketer, make good decisions, track results, understand whatever the heck you're doing, and ensure that what you do is getting good results? Track everything throughout the whole user journey process from the first interaction." - Dmitrii Kustov
"You need a CRM with a decent ability to track and record data. Most CRMs have custom fields, and you can put whatever you want. Make sure that it has a good API because if it has, you can do whatever you want. You can pull data, push it, save it differently, and redistribute it in other databases." - Dmitrii Kustov