What is Lead Generation? How Can SEO Help?
What is Lead Generation?
If you run any kind of business, offline or online, you need leads to keep working.
If you run a landscaping company, or a roofing company or anything where you’re selling a service or a product. You need leads, qualified leads so you can stay in business and thrive.
But how do you do that in 2018 and beyond?
Well, as a digital marketing agency we would tell you that in this day and age, you have to focus most of your marketing efforts on SEO and social media marketing, video also comes in mind.
How Can SEO Help?
SEO (explained here briefly) can help your business get very qualified leads in the city or town where your business is located. If your website is optimized correctly, and you have a solid SEO strategy in place, you
People use Google every day to search for things they want. They’re looking for products, services, information, and entertainment.
If those people can’t find your content through search engines, you’ll have to rely on far less reliable sources, such as social media. Sure, Facebook and Twitter can help drive traffic to your site, but organic search traffic can attract and convert consumers more effectively.
So how do you use SEO for lead generation? And what does a good strategy look like? I’m going to delve deep into these questions and several others, so stick around.
What Is Organic Lead Generation? What Are SEO Leads? And Why Are They Important?
You might have heard the terms “organic lead generation,” “SEO leads,” and “organic traffic.” They’re all related to the same goals.
Organic traffic refers to website visitors who arrive at your website — no matter the page — via the search engine results pages (SERPs).
You want your website’s pages to appear as high in the SERPs as possible. That’s how you generate organic traffic.
But what about organic leads — also called SEO leads?
The goal with this strategy is to attract search engine traffic, then convert visitors on your offer.
There are two primary CTAs here. They both send the user to the same page. There’s a top bar and a primary CTA above the fold.
If a website visitor who arrived via search engine clicked on either CTA and signed up for a free account, he or she would become a lead — specifically, an organic lead.
We know that organic leads cost more to acquire than paid leads. Content marketing and lead generation will bring in prospects and customers, but you don’t have to pay for them beyond setting up your site, creating content, and investing in helpful tools.
With paid ads, you can spend hundreds or even thousands of dollars. That doesn’t mean you shouldn’t test paid ads. However, if you’re strapped for cash, I recommend organic leads as your best source of potential revenue.
How SEO Can Help Generate More Leads for Your Business
Think about how many Google searches you conduct every day. Every second, people around the world type 40,000 queries into the search engine. That’s huge.
If your website appears in the SERPs, you can take advantage of the visiting traffic for conversions. That last step represents a conversion, and it all came about because of a simple Google search.
Sometimes, the process looks a little more convoluted. Before converting, the consumer might check out your social media profiles, look for product reviews, or read some of your blog posts. Still, a late conversion is better than no conversion. That’s part of conversion rate optimization — getting people into your sales funnel.
If you’re not optimizing SEO for lead generation, you’re missing out on lots of cash. Anyone who finds you via search could become a customer, but only if you make the effort to convince them to convert.
How to Create an Effective SEO Strategy for Your Website
First, I’m going to take you through the process of optimizing SEO for lead generation. These 13 steps will help you optimize each page of your website and better understand how to reach your target audience.
I’ll then share with you six tips for converting your visitors once they arrive via search. Let’s dig into the best strategies for your website.
Make Sure Your Website Is Mobile Friendly
A mobile website should have the same basic component as the desktop or laptop homepage, but it’s optimized for mobile devices.
Your website should do the same. Responsive design and Accelerated Mobile Pages (AMP) can help improve your SEO by allowing your website to load faster and by presenting readable, attractive pages to your audience.
Google has introduced a mobile-first index. This means that it’s rewarding websites that have mobile-friendly pages. You might see your site drop down in the SERPs if you don’t embrace this new way of creating sites.
Search for Relevant Keywords to Create Content About Them
Google and other search engines rely on keywords to understand each web page in context. You don’t want to stuff keywords throughout your content — that’ll get you penalized — but you do want to include keywords in your copy.
Let’s say, for instance, that you run an e-commerce store that sells tennis equipment. You’ve decided to write an article about tennis exercises beginners can do to improve their game.
You’ll want a primary keyword, which should be included about once every 100 to 150 words. Then you’ll have secondary keywords — also called semantic keywords — that further help Google understand what you’re writing about. Pick two or three.
Review Existing Content for SEO Mistakes to Get More SEO Leads
Competitive analysis is always helpful when it comes to SEO for lead generation. If your competitors are doing a poor job, you can shoot above them in the SERPs.
After you’ve chosen a keyword, run a Google search and open the first 10 search results. Evaluate them for content as well as SEO. What could they have done better? What SEO attributes does the content lack?
Use Your Targeted Keyword in Your URL to Generate More Organic Leads
Your page’s URL is one of the first signals Google sees when evaluating content. If your URL contains your keyword, it’s more likely to rank.
Pay Attention to the Length of Your Title
If your title is too long, people won’t be able to view the entire thing in the SERPs. It’ll get cut off thanks to the tweaks Google has made to its listings.
See the ellipses at the end of that search engine result headline? It means the title was too long to display.
It’s also unfortunate because the most important information is likely at the end of the headline.
Take Your Time to Create an Appealing Meta Description
If you don’t add a meta description, Google will do it for you — and you probably won’t like the results. As you can see from the SERP example above, the “Daily Mail” didn’t specific a meta description, so Google used a convoluted series of excerpts from the text.
Create an appealing meta description that will convince people to click. Google doesn’t take these descriptions into account as ranking signals, but they can influence whether consumers want to read your content.
Do Not Forget to Use Your Target Keyword in Your Content
If you read the article I referenced earlier, you’ll notice something important. The keyword — social media strategy — appears in the first paragraph of the copy.
This is important because it shows Google that your content is seriously devoted to the keyword in question.
Use Related Keywords in Your Article to Get More SEO Traffic
Remember those secondary and tertiary keywords we talked about earlier? Use them often in your article to help Google better understand the content.
You can find related keywords through Google Search Console and Ubersuggest. They’re search queries that are often related to the content in question.
Google’s SERPs can even help you out. Let’s say I search for “how to lose weight.” If I scroll past the first few organic results, I see a People Also Ask box:
These are related queries that you can work into your content as keywords or even as subheadings.
If Relevant, Include Questions and Answers in Your Content to Get More SEO Leads
People often search for information using questions:
- How do I train my dog to sit?
- What are the best pizza parlors in Seattle?
- Who will win the SuperBowl?
- How do I build a bed frame?
If you target those questions in your content and give thorough, keyword-rich answers, you’ll rank higher and improve SEO for lead generation.
Consider Link-Building Techniques to Improve Your Website Domain Authority
Domain authority is a number that ranks you against other websites and a specific algorithm. The higher your domain authority, the higher you’re likely to rank in the SERPs.
One key element of building domain authority is attracting inbound links from high-authority sites. Practice link-building techniques to improve SEO for lead generation.
Constantly Monitor Your Results
SEO and lead generation don’t improve overnight. This is a long game. That’s why you need to monitor the results of your efforts.
Use a free tool like Google Analytics. Track metrics like traffic, time on page, bounce rate, and conversions to see how you’re doing.