Properly done SEO has a positive impact on numerous business aspects and website elements. With its help, you can improve your online visibility, traffic, brand recognition, and positions in the search results. Moreover, it turns out that SEO can also be a highly effective lead generation tool. How to generate leads through SEO? Keep reading!
Table of contents:
- How Does SEO Impact Lead Generation?
- How to Generate Leads with SEO?
- Define Ideal Lead
- Check Your Competitors
- Audit Your Content
- Create a Content Strategy
- Research Keywords for Your Business
- Create Content with a Lead Generation Funnel in Mind
- Optimize Your Content
- Try Different Types of Content
- Optimize Your Website for Better Conversion
- Try out Link Building Techniques
- Lead Generation SEO – The Takeaway
How Does SEO Impact Lead Generation?
There is no one clear-cut answer to this question as the impact of SEO on lead generation can vary depending on a number of factors, including the quality of the SEO strategy, the competitiveness of the keywords being targeted, and the overall condition of your website.
However, in general, a well-executed SEO strategy can help to improve the visibility of a lead generation campaign, which transfers to generating more leads.
In fact, as stated by Experience Conductor:
“57% Percent of B2B marketers saying that SEO generates more leads than any other marketing initiative.”
How to Generate Leads with SEO?
There are a number of things that you can do in order to generate leads with SEO. Here are some tips:
Define Ideal Lead
The first step is to define your ideal lead. What does your ideal customer look like? Which of their needs and problems can be addressed by your products or services? Why should they select your products or services? What makes you stand out from the crowd and is important for your target audience?
Answering all these questions with the use of tools like Google Analytics will help you gain a better understanding of your recipients. This, in turn, will allow you to create content and offer to meet their expectations.
Once you have a clear understanding of your ideal leads, you can then begin to target them with your SEO efforts.
Check Your Competitors
A great way to learn more about how to improve your own SEO is to check out what your competitors are doing. Look at their website and social media platforms. Take note of their activities, look for inspiration and areas for improvement.
You can also use tools like Google Keyword Planner, Google Trends, Ahrefs, or SEMrush to get an idea of what keywords your competitors are targeting and how popular they’re.
Moreover, the paid solutions offer features like backlinks, keywords, and content gap analyses. They’ll allow you to juxtapose your website with the websites of your market rivals. Moreover, they’ll provide you with valuable data on keywords, content types, and platforms that link to your competitors but don’t link to your website.
With such professional support and competitor analysis, you’ll be able to create content that both Google and search engines will love.
Audit Your Content
This is the next step in the SEO lead generation process. It’ll help you determine which of your content pieces are performing well and which ones need to be improved.
When auditing your content, look at things like word count, title length, meta descriptions, headers, images, and alt texts. You should also check for things like keyword cannibalization, duplicate content, broken links, and 404 errors.
If you find that some of your content pieces aren’t performing as well as they should, consider updating them or introducing tweaks. This could include adding new and relevant keywords, improving the quality of the content, or complementing it with new and engaging visuals.
Create a Content Strategy
After auditing your website’s content, you should have a good idea of the kind of content that performs well and resonates with your target audience. Use this information to create a content strategy that’ll help you attract more leads.
Your content strategy should include things like:
- the topics you’ll be covering,
- the length of the content,
- the target audience,
- the format of your content (e.g. blog posts, infographics, videos, etc.),
- the frequency of your content,
- the channels you’ll be using to distribute your content.
Make sure to address your content to your ideal leads and focus on resolving their doubts and answering their needs. For this purpose, you can use tools like SEMrush or Ahrefs.
If you don’t have access to them, you can always perform a manual analysis and check how your market rivals perform, with respect to the criteria listed above.
Read also: Gated content: What Is It And How To Use It
Research Keywords for Your Business
How to generate leads through SEO? Don’t forget about the right keywords!
Keyword research is a process of finding the words and phrases that potential customers use when they search for products or services like yours.
There are a number of different ways to research keywords. You can use paid tools like SEMrush, Ahrefs, or Moz. Or, you can use free tools like Google Keyword Planner or Google Trends.
When selecting keywords, make sure to focus on long-tail keywords, as they tend to be more specific and have lower competition. You should also select keywords that are relevant to your business and have a high search volume.
Once you’ve selected the right keywords, you can start incorporating them into your website’s content, titles, meta descriptions, and alt texts.
Read also: How to Generate More Leads with Good Keywords?
Create Content with a Lead Generation Funnel in Mind
The lead generation funnel is the process that potential customers go through when they become aware of a problem, consider solutions, and decide to buy a product or service that will solve their problem.
The lead generation funnel has four stages:
- Awareness – this is when the potential customer becomes aware of a problem.
- Consideration – a stage when the potential customer starts considering solutions to their problem.
- Decision – the moment when the potential customer decides to buy a product or service.
- Action – this is when the potential customer takes action and purchases a product or service.
When creating content, you should keep the lead generation funnel in mind. This means coming up with pieces that are relevant to each stage of the funnel.
For example, if you’re trying to generate leads at the awareness stage, you should create content that’s informative and educational. This could include blog posts, infographics, or videos.
On the other hand, if you’re trying to generate leads at the decision stage, you should create content that’s persuasive and push the potential customer towards taking action. In this case, it’s much better to focus on elements like free trials, coupons, or demo videos.
Read also: What is Content Marketing Funnel & How To Use It?
Optimize Your Content
Once you’ve created your content, it’s time to optimize it for SEO lead generation. This will increase your content’s visibility in the search results and the chances that potential customers will find it.
There are a number of things you can do to optimize your content. The list includes:
- Making sure your website is mobile-friendly and responsive
- Creating catchy and informative meta tags
- Marking the most important fragments and keywords in the text with <strong> tags
- Ensuring your website loads quickly
- Improving your website’s navigation
- Creating clear and concise call-to-action (CTAs)
- Making sure your website is secure
- Improving your website’s UX
By optimizing your content, you’ll make it easier for potential customers to find and digest, which will eventually lead to more leads.
Try Different Types of Content
If you want to generate more leads with SEO, you should experiment with different types of content. Why don’t you create more blog posts, infographics, videos, ebooks, or whitepapers?
It’s crucial to find the type of content that works best for your business and target audience. Moreover, check what content formats are displayed high in the search results for industry-related queries and treat them as inspiration.
Optimize Your Website for Better Conversion
The goal of SEO lead generation is to attract potential customers to your website and convert them into leads. In order to do this, you need to make sure your website is optimized for conversion.
There are a number of things you should focus on, such as:
- Creating a clear and concise CTA
- Making sure your website is mobile-friendly
- Improving your website’s navigation
- Creating a strong value proposition
- Improving your website’s design
- Making sure your website loads quickly
This will increase the chances that potential customers will take action on your website and become leads.
Read also: How to increase Website Conversion?
Try out Link Building Techniques
Link building is the process of acquiring links from other websites to your own. This is done in order to improve your website’s SEO, recognition, and visibility in the search results.
The more quality domains link to your page, the more reputable it is in Google’s eyes. There are a number of different link building techniques you can use:
- Guest blogging – this involves writing articles for other websites in your industry in order to get a link back to your own website.
- Resource page link building – this is when you reach out to websites and ask them to add your website to their resource page.
- Broken link building – this is when you find broken links on other websites and offer them a replacement link from your own website.
- Paid articles – this is when you write an article and pay a specific website with high parameters for publishing it or you outsource the entire process.
Link building can be a great way to generate more leads with SEO. However, it’s important to note that it takes time and effort.
Moreover, you should only focus on acquiring links from high-quality websites, and do it gradually, as a sudden increase in the number of backlinks can look unnatural to Google and may result in your website being penalized.
Lead Generation SEO – The Takeaway
Lead generation SEO is the process of using search engine optimization techniques and activities to attract potential customers to your website and convert them into leads.
How to generate leads through SEO?
- Focus on defining your target audience
- Analyze your competitors
- Conduct your website content audit
- Do keyword research
- Create content with a lead generation funnel in mind
- Optimize your content according to SEO principles
- Test various solutions and content types
- Focus on link building
By following the tips above, you’ll be able to generate more leads with SEO and take your business to the next level.
Need help? Contact us! We’ll be happy to help you attract more customers.