Every business does things differently. But there are some things every single B2B business in the world needs to do, and one of those things is driving leads.
Leads are prospective customers who show an interest in your products or services, but haven’t yet converted. It’s crucial to generate leads because everyone needs to become a lead before they convert. No leads means no sales, which means no revenue.
That being the case, you’re probably wondering what marketing strategies can help you generate leads. In particular, you might be wondering about search engine optimization (SEO). Is SEO effective for lead generation?
Well, that’s exactly the question we’re here to answer. Keep reading, or check out SEO services from our partners at WebFX, to learn more.
Is SEO effective for lead generation?
Let’s start off by answering our original question—is SEO effective for lead generation?
To put it simply, the answer is yes.
There’s a reason SEO is known for being one of the most effective digital marketing strategies out there. It allows you to get your website in search results where people can find it, and with a good SEO strategy, you’ll end up earning tons of traffic from Google.
SEO is also perfect for generating leads. Some marketing strategies, like email marketing, aren’t really intended to generate leads—they exist more to market to people who are already leads. But SEO helps people find your website for the first time, causing many of them to become leads.
How to generate leads through SEO
Now that we’ve established that you can generate leads with SEO, you might be wondering how to generate leads through SEO. What can you do to improve your SEO and drive more leads?
Here are six tips to keep in mind when developing your SEO strategy.
1. Write content for search intent
The first thing to get right for your SEO is to create content based on search intent. What is search intent, you ask? Simple—it’s what people are looking for when they search for a particular keyword.
That means if you write a blog post targeting a particular keyword, you’ll want to check the current search results for that keyword to see what people seem to be looking for. Then you’ll want to write your post so that it matches that intent.
If you don’t consider search intent, you’ll end up creating content that people aren’t interested in reading. That means it will rank lower in Google, and your SEO will suffer, causing you to generate far fewer leads.
2. Optimize your page speed
A lot of SEO comes down to optimizing your website. A website that isn’t user-friendly will struggle to rank, and will consequently struggle to generate any leads. Thankfully, there are a handful of simple ways to improve your site’s quality, including page speed optimization.
Page speed is a huge part of SEO. A slow-loading page—by which we mean a page that takes more than three seconds to load—will cause people to hit the “back” button.
Check out some top suggestions for speeding up your site, including:
- Compress images
- Cache web pages
- Minify code
- Limit redirects
Improving your site speed will provide users with a better experience on your site, and it can also boost your rankings in search results.
3. Implement responsive design on your site
Another way to optimize your website for SEO is to make it mobile-friendly. This step is critical. In today’s world, the majority of web traffic actually comes from mobile devices, so failing to optimize your site for mobile will mean you rank lower and miss out on the majority of your potential traffic.
The best way to make a mobile-friendly site is to use responsive design. Responsive design is a type of web design where your site pages automatically adjust to fit whatever screen they appear on. So, a page will look one way on mobile, and another on desktop.
By using responsive design, you avoid the hassle of creating every page twice, all while still harnessing all the potential leads you can earn through mobile.
4. Create a Google Business Profile
Not every SEO tactic happens on your website. You can also boost your Google visibility by creating a Google Business Profile. These profiles are public and include information about your company, like your business name, location, contact information, and reviews.
The most common way for people to find Google Business Profiles is by performing local searches. So, let’s say you run a metal fabrication company in Austin, Texas. If someone in Austin searches “metal fabricator,” they might see a local 3-pack that includes your profile.
That can lead lots of people to further research your company, with many of them visiting your website and ultimately becoming leads.
5. Earn backlinks to your content
Google considers a lot of factors when ranking websites in search results. One of those factors is reputability. That is, Google prioritizes sites it sees as authoritative. So, how do you get Google to view your site that way? Easy—you earn some backlinks.
Backlinks are where other websites link to your content. By earning backlinks, you can show Google that those sites see you as reputable. To earn backlinks, you can look for linking opportunities on other sites and recommend that they address those opportunities by linking to your content.
However, be sure you aim for reputability and relevance in your backlinks. That is, try to earn backlinks from sites that are relevant to your industry and are considered authoritative. Two or three reputable backlinks are worth more than 100 average ones.
6. Keep up with SEO and customer analytics
Finally, something that’s vital to SEO for lead generation—as well as any other marketing campaign—is analytics. You absolutely must track metrics related to your SEO performance so you can see how well you’re doing.
For SEO, there are a few types of metrics you’ll want to track. The first and most obvious metric is rankings. It’s important to know which keywords your pages are ranking for, and how high they’re ranking for those keywords.
You’ll also want to keep up with the amount of traffic coming into your site. Keep an eye on how much of that traffic comes from Google, which searches produce the most traffic, and which pages that traffic gravitates toward.
Finally, for the purposes of lead generation, measure how many leads you earn as a result of your search traffic. Measuring all these things will help you improve your SEO, but it will also help you understand your audience better so you can market more effectively and drive more sales.
Let us help you drive up your lead generation
Anyone can learn the basics of SEO and start driving more traffic to their business's website. But if you want to save time and leave it to an expert, we recommend investing in SEO services from our partners at WebFX—the agency behind $3 billion in client revenue.
Follow the link below to get started!
Photo by NisonCo PR and SEO on Unsplash