It’s easy to get bogged down in the technicalities of SEO or optimising websites for search. Whilst us EO consultants pour over huge spreadsheets containing meta titles, redirects or internal links, it’s important to ‘zoom out’ and realise that these activities are a means to an end and not the end itself. And that end is lead generation (or improved sales if you work for an e-commerce business).
SEO should first and foremost be a lead generation or conversion focussed investment to achieve the holy grail of successful business: a consistent flow of high-quality leads or sales.
In this article, we’ve highlighted 6 ways in which SEO can help to improve lead generation.
Let’s start with the obvious! SEO involves optimising your website for keywords and phrases that potential customers are actively searching for. When your website ranks well for these “purchase-ready” terms, you’re more likely to attract users who are already interested in your products or services, increasing the chances of converting them into leads.
Perhaps the most significant benefit of SEO for lead generation is the creation of a sustainable, long-term lead generation pipeline. When you’re ranking in strong ranking positions, the leads will keep on coming – provided you’re keeping up with your regular SEO activities!
Effective SEO strategies improve your search engine rankings and increase your brand’s visibility. When your brand appears at the top of search results, it establishes trust and recognition in the minds of potential customers. This, in turn, boosts lead generation as users are more likely to engage with a reputable brand.
Some companies have been built purely on the back of number 1 rankings in Google. The top spots are subconsciously synonymous with reputable businesses.
Often considered a secondary activity, creating content that interests, educates and provides value to your readership will result in increased leads. In fact, one of the best SEO strategies is to position your business as an expert in your chosen field by covering the subject as completely as possible.
By creating high-quality, informative, and relevant content that addresses the needs and pain points of your target audience, you can attract and engage potential leads. Providing value through your content helps establish your authority in your industry, which is a powerful lead-generation strategy.
So you’ve optimised your site and you’re seeing an increase in clicks. That’s step one done, but SEO isn’t just about getting people to your website. It’s also about guiding them toward conversion.
Optimising your website for lead generation includes creating compelling calls to action (CTAs) that encourage visitors to take the desired actions, such as signing up for a newsletter, downloading an eBook, or requesting a quote. Whilst these have previously been considered two separate practices, SEO and CRO go hand in hand.
Search engines may consider user-generated content, such as reviews and ratings when determining a website’s trustworthiness. Positive reviews and case studies can boost your reputation and build trust with potential leads. Prospective customers are more likely to provide their information if they see that others have had positive experiences with your business.
Backlinks from reputable websites are a valuable asset and are key to lead generation. When high-authority websites link to your content, it signals to search engines and users that your website is trustworthy. This is also the case for your customers too. This trust can translate into more leads as users are more likely to explore and engage with your website.
It’s easy to rush into SEO, but do so at your peril! The SEO industry gets a bad rep due to wasted spend, unfocussed activity and lack of joined-up thinking. But this should come from you. It’s important that you provide your SEO company with direction, targeting and a framework for success.
You must ask these questions internally before you engage in an SEO lead generation campaign.
Understanding your ideal customer profile and their specific needs and preferences is the foundation of any lead generation strategy. Are there different audience segments you want to target? What are the problems that these audiences are facing? This will influence the lead generation strategy going forward and also shape your ongoing content strategy.
Which keywords and search terms are potential customers using to find products or services similar to yours? Are they local or national keywords? Identifying these keywords will help you tailor your SEO efforts effectively.
You may want to rank for ‘accounting services’ or ‘football boots.’ Unless you’re already a market lead, an established business or have very deep pockets, it’s very unlikely that you’ll outrank the sites that are already ranking for these phrases in any reasonable time frame.
Ensure that you’re targeting keywords with reasonable competition and that your ranking goals are achievable.
Do you want to generate leads for a particular product or service? Are you looking to build an email list, encourage inquiries, or drive sales? If you’re looking to generate B2B leads, how many leads do you have
Too many leads – that’s always a good problem to have and one that is very possible if your SEO campaign is successful. Do you have the capacity to handle additional leads or the resources to fulfil an influx of new customers?
Make sure your CRM or lead management processes are well-documented, robust and scalable to avoid wasting leads.
Determine the key performance indicators (KPIs) that will help you measure the success of your lead generation efforts. Common metrics include organic traffic improvements, conversion rates, lead quality, and the number of leads generated from the SEO campaign.
If you’re running an established business with a history of previous SEO success, it’s easy to see results quickly. However, if you’re running a start up or have previously neglected your online presence, it can take several months (or even years) to start to get ROI.
SEO is truly a long-term investment. Find out how to get ahead of your SEO strategy in 2024 here.
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