One of the goals for digital marketing and one of the most challenging tasks is lead generation. As with everything connected to online marketing, the answer is never in just one promotional channel. You can generate traffic in many different ways, including paid promotions, and you should probably consider all of them. For every website, and landing page as well, one of the cornerstones is top-notch SEO optimization.
SEO itself is not what you would associate with lead generation, but increasing traffic and making your site visible could lead to a better conversion rate. You can look at SEO as a foundation and useful tool for lead generation.
How important is SEO for small and medium businesses on the local level? Let’s say very as a euphemism. More than 59% of consumers search Google for local products. If you have quality SEO optimization, you will have a 15% chance of closing a deal.
Excellent SEO strategy has a great emphasis on mobile phones optimization. It’s no wonder since 18% of local mobile search end in a purchase, and the transaction occurs on the same day.
What to do to get more leads with SEO? There are some steps to follow
SEO performance and demographics
There is no lead generation with poor SEO performance. Use all the available tools to check your SEO rankings. Some of the most popular include:
- Ahrefs Site Audit
- Screaming Frog
- SE Ranking
- Google Search Console
Stats usually don’t lie, and once you asses your site SEO performance, you can go deeper and check if you follow all of the latest recommendations.
For better understanding and creating better hooks and leads, you should definitely know the demographics of the target group. You’ll need gender, age, income level, education, and interests. It’s also crucial to analyze where they are coming from (Google, Facebook, Twitter…)
Keywords and website optimization
The new trend in Google search engine is focusing on a semantic search where the engine values more answering the intent than the exact keywords. With that in mind, you should think about what makes a great lead. You can find a great guide here.
Now, let’s get back to SEO. You have analyzed your site SEO performance and determined who your audience is so that you can have an excellent understanding of users intent. If we know that consumers intent has five types: know, buy, do, web and local; then you should take those insights into account when researching for the keywords.
As we already wrote in SEO Keywords Strategy 2019 post, a great way to start keywords research is through Google Search Console. After you start typing, the search bar will offer actual queries people typed. After finding your keywords, you need to expand your search with the help of some tools for keywords research.
Answering users intent will result in long-tail keywords. Besides guessing the search intent, long tail keywords may be less competitive, thus enabling you to rank them better. You have to remember that traffic and lead generation takes time, and once you find your keywords, work is not done. You will have to track the keywords, asses their performance through time, and adjust or change them accordingly.
Your site must be mobile friendly
Google strategy for indexing websites Is Mobile-first. When you know that more than 60% of searches come from smartphones, there is no alternative to this step to make your site SEO friendly and to generate leads as a result.
The good news is that WordPress, Wix, and even Joomla follow these trends, and chances are if you are developing a new site with the quality theme, it will automatically be responsive and mobile friendly.
Landing page optimization
It’s time to get SE(O)rious. You need to optimize the whole website, but let’s start with the landing page because it contains the hook that will get you leads if bait works. SEO strategy in a nutshell, again we have an in-depth post on this topic, includes quality content relevant to the user in a first place. Technically you will need to use title H1 tags, and H2, H2 tags with subtitles. Relevant and researched keywords need to be placed in the headline, somewhere in the first 150 words, in the middle of the article, and the last 100 words. Keywords density should be around 3.5% in the text, so don’t go back to 2001 and overcrowd the post with keywords.
URL needs to be short and descriptive for local rankings it’s important to include business address, city, and local information. You should consider getting listed on Google My Business.
You nailed the traffic and SEO part, and the customer is on your landing page. Now you will have to create a call to action or lead magnet to ideally get the visitors to sign up on your email listing. There are great tools for creating a landing page, and the whole sales funnel.
Content is still the king
Google ranking loves quality content, and they try to produce an algorithm that delivers the best available content to users. That said, let’s see what makes a quality article. It needs to bring additional consumer information relevant to his search. The post needs to be divided into smaller sections, with pleasant user experience.
One of the best ways to generate traffic is by writing a blog. Google ranks better longer articles. Post needs to be original, with clear SEO structure, links to authority sites, and internal links to other relevant content on your website. Try to include some content worth sharing. Multimedia is always an excellent choice with pictures, videos, and infographics being among the best driving forces for sharing posts. Crosslinking and social media shares are a must. Don’t shy away from reusing old posts that performed well, and give them overhaul with updated keywords and new content.
Meta descriptions and Topic clusters
A quality meta description is one of the most influential factors on the CTR. When creating the descriptions, take into account the CTA, keywords, and context.
Another great SEO tactic is creating topic clusters. You will have to create the main or the pillar page that leads to other related content on the topic. This way, you could connect pieces of content, exploit internal linking, and offer in-depth coverage of the topic. The whole idea is to push the pillar page to the top of SERPS.
When thinking about lead generation and conversions, there are other factors than mere SEO optimization. But all those other efforts like building a sales funnel, landing page with great hooks won’t matter if the fundamental SEO part underperformed.
SEO as a lead generation tactics is a long-term game that can lead to ever digital marketing manager dream, an organic increase in traffic and lead conversions. Follow the SEO basics, implement those techniques across the websites, and gradually build traffic to your preferred landing page for lead generation.