Lead generation is a pillar of successful sales and marketing. While direct marketing tactics like targeted ads or email campaigns have traditionally been used, longer-term strategies like search engine optimization (SEO) can have a major impact on generating leads.
In fact, SEO was shown to be one of the most effective methods of lead generation in 2021. Compared to pay-per-click and social media posts, SEO made the biggest impact on lead generation. 59% of B2B and 49% of B2C companies stated that SEO was their most important lead generation tool.
If you’re not implementing SEO practices into your website, you could be missing out on potential leads. Not sure where to begin with lead-generating SEO? We’ve compiled these tips to help get you started.
Conduct an audit of your website
To begin your SEO strategy, perform a thorough audit of your website. This includes analyzing your existing metrics to see which pages on your site currently drive the most traffic. Analytics will tell you which pages are performing well, and which ones require some improvements.
You can use those insights to determine what you need to focus on to improve your SEO. Over time, continue tracking these metrics to see what content is working and where you can continue to make adjustments.
An audit also includes evaluating the technical elements of your website to ensure it is functioning properly. User experience factors like page load speed and mobile responsiveness can affect your SEO rankings. In addition, a poor user experience will drive customers away from your website, potentially for good.
Research your keywords
Keyword research is essential for any productive SEO strategy. A powerful keyword strategy helps you reach your target audience. Your target keyword should be one of the first words in your blog post or article to help search engines recognize it faster.
Understanding your visitor’s search intent can help you determine which keywords will work best. Utilizing a keyword research tool like Moz Keyword Explorer or a free tool like Ahrefs Keyword Generator can also help you to identify main keywords and related keywords to use in your content.
Transactional keywords, in particular, can help generate leads. They target customers with the search intent of making a purchase.
Develop a content strategy
Customers prefer businesses that offer a consistent stream of content. It shows that your company is knowledgeable and interested in helping its clients with more than just buying.
A content strategy can help you determine where you should focus your SEO efforts and ensures that you are updating your content regularly. You can start by identifying your content goals, defining your target audience, and mapping their content needs through the customer journey.
Creating a content calendar is another essential element of any good content strategy. A content calendar helps your team stay organized and focused on what content is being published and when. It ensures that you won’t fall behind on content production and creates regular opportunities for utilizing SEO. The more regularly you publish content, the more awareness Google will have of your website.
Publish regular content with a blog
SEO-optimized content can include articles, case studies, videos, and more. But blogs are, by far, the most popular method of content creation for businesses. In 2020, 92% of companies published blog posts for content marketing purposes.
Each blog post is an opportunity to incorporate SEO and attract new customers. Educational or entertaining blog posts engage your reader and help build trust in your brand. By publishing regular, informative content through blogs, you can increase your brand awareness and authority.
For effective lead generation, every blog post should include a call-to-action (CTA). CTAs can boost both your SEO and your conversions. Typically included at the end of a post, a CTA guides your customers to inquire for further information, provide you with their information, or make a purchase.
Additionally, each blog post should implement a target keyword and other good SEO practices, such as optimizing your metatags and composing an attention-grabbing headline.
Reoptimize existing content
While creating new content is imperative, optimizing the content already on your site can also significantly boost your SEO. Studies have shown that over 85% of articles received a higher number of clicks after they were updated and reoptimized.
To start reoptimizing your content, use analytics to determine which pages need the most work. Prioritize updating the pages that have the highest bounce rate. Ensure those pages or posts are structured well, with a clear, easy-to-read format. You can also add visual elements like infographics or photos and update the text with new information or more current examples.
SEO is a long-term strategy
Unlike more direct sales methods, SEO is a long-term strategy for generating leads. Likely, you won’t see instant sales results once you start implementing SEO practices. But by driving organic traffic to your website, increasing your site rankings, and raising your brand awareness, SEO can help generate a significant number of leads over time.
Whether you’re brand-new to SEO or have years of experience, Robintek can assist you with your SEO strategy. Our marketing team and SEO specialists can help you create a content strategy to maximize the lead generation potential of your SEO. Learn more by reaching out to Robintek today.
Who We Are
Robintek provides web development and website design in Columbus Ohio and across the country. With our search engine optimization (SEO) packages and services, we can create an SEO foundation for your business that fits your marketing goals and your budget. Our experienced website builders, designers, and marketers can also launch custom digital solutions to help your business succeed, including eCommerce marketing, logo design, religious web design, custom maps and Google map management, content creation and copywriting, and more.
For over 20 years, Robintek has provided website design services for over 600 clients in Central Ohio and across the country and state, including Youngstown, Findlay, Wooster, and Akron/Canton. Ready to partner with Robintek for your next web design or website development project? Request a consultation today.
