Think of SEO as a map. It guides prospects and visitors to your website. Just like Google Maps, you have to maintain and routinely update it to ensure you generate leads. Keywords and landing pages need to be properly labelled in order to work well.You’re missing out on the opportunity to get more qualified organic leads if you’re not using SEO as part of your digital strategy.
SEO lead generation is all the efforts to increase your website’s SERP ranking through business related keywords you’re targeting. Potential customers who find these links on a search result, follow it to your site, creating organic traffic.
SEO is the best method to turn your website into a lead generation tool. Only quality content encourages search engines to give you a higher ranking and searchers to take your desired action.
How can I use SEO to generate organic leads?
Conduct a comprehensive audit and find opportunities to improve
An audit is the first step to determine where your search engine optimisation needs to improve. Evaluate your current standing, identify new opportunities and find gaps in your strategy. As a rule of thumb, ensure you follow a checklist of SEO best practices.
Do your web pages have fleshed out descriptions and SEO meta titles? Are your pages targeting related entities and specific queries? How do you use language to create quality, relevant content on those pages?
Neil Patel’s Analysis Tool is a free and comprehensive tool you should explore. One of the features is the technical SEO error check. Compare your site with other websites to see where you rank against your competitors. They also recommend ways to improve your content and website performance.
Design a mobile-friendly website
A mobile-friendly website is crucial to digital success. By 2020, 45% of all e-commerce sales volume in the US is predicted to be completed on mobile.
Statistics from Go-globe shows that 50% of mobile users who conduct a local search, visit the store within a day. 78% of all local mobile searches lead to offline purchases.
Most of your SEO traffic is local. Check your content and ensure your links work. Enter NAP details (name, address and phone number). Use local keywords and list your website or business on local review sites. Upload high-resolution images from around and inside your business. Your business description should be concise, unique and include a link to your homepage.
Use a good local web host company that guarantees maximum uptime and speed. Examples in New Zealand include Go Daddy, Host Gator and https://www.discountdomains.co.nz/.
Find your audience
Study your audience. A scattershot approach won’t lead anywhere. Use a buyer persona to curate the key characteristics of your ideal buyer. If you don’t know your audience, you won’t convert. It’s easy to optimise content for lead generation when you know who you’re writing to.
Questions you should answer include
- Family situation
- Employment status, type of employment and income
- Sources of information
- Interest and behaviour
- Pain points
What counts as a lead generation? Do you want to use downloads as a lead magnet? Perhaps the goal is free trial signup or to subscribe to your email.
Identify target keywords
Your buyer persona should help you narrow your search to what your audience is looking for. Search engines use keywords to understand context on a web page. Use Google Search Console for this task and Google Analytics to find keywords driving traffic to your website.
Use your primary keyword once every 100-150 words. Include secondary or semantic keywords to help Google understand your topic.
Monitor search rankings
Monitor your SERP rankings as a baseline to measure and improve organic lead generation. Use your performance report from Google Console for an in-depth look at where your page ranks. What are your key web pages? How do they rank in terms of conversion?
Remarketing and Email Lists
People need to interact with your brand 7 times on average before they buy from you. Set up remarketing ads on Facebook and Google AdWords after getting traffic to remind prospects of your services.
The ads should be personalised to fit where your audience is in your sales funnel. If a prospect hasn’t subscribed to your mailing list or they’ve not purchased anything, you could show them an ad for a free e-book.
Assign a value to conversions
First, you should understand where you’re making the most money from organic traffic, especially which keywords and pages are converting the most. Set goals, make sure they’re working and assign a dollar value to each goal completion.
Assign values to leads with unknown exact value. An estimate will do. Find out the keywords that are driving traffic using Google Search Console. Can you add long-tail keywords into the tag, title, body text or header tags?
Create high-quality, value-filled content
You know your audience, their pain points and the keywords they use when looking for your content. It’s time to think like your audience. Use the insight you’ve gathered to create a long, comprehensive piece. It should delight, entertain and inform.
Avoid Common SEO mistakes
Do not populate your website with irrelevant content or too many keywords. A few SEO mistakes to avoid include
- Not linking to authoritative external sites
- Focusing on the wrong keywords
- Failing to interlink content on your website
- Publishing duplicate content
- Keyword stuffing
Optimise your blog
Make blogging a priority. Every business needs a blog. It is the best way to generate new leads and increase website traffic. A blog gives people a reason to come back and view your content. It improves your SEO because you’re constantly giving Google new content to index. An improved SEO strategy translates into higher organic lead generation.
- A few tips to optimise your blog for SEO
- Audit existing content on your website
- Use the right heading tags (H1, H2 and H3)
- Add relevant links
- Include your keyword in your headlines, meta description, alt tags and sub-headlines
- Create a guest post strategy. You can post elsewhere for backlinks and invite guest bloggers to curate content for your website.
Every business wants to increase the number of leads they generate. Improving your SEO is a great way to generate more traffic and leads. The tips we’ve mentioned will help you improve both SEO and lead generation for increased website traffic.