Why SEO for lead generation is important – and how to do it

Content Marketing

How much focus do you put on using SEO for lead generation?

Did you even know that SEO can be used for lead generation?

Or do you just focus on search engine optimisation when it comes to writing page titles and meta descriptions?

Despite what you might think about SEO and what the biggest benefits are, it’s actually one of the most effective means of generating more leads for your business.

Given the amount of competition you’re up against for attention online, using organic search to get found above your competitors is one of the best ways of getting people to your website so you can generate leads.

Yes. You can use paid ads to get quicker results.

But these days, many people dodge paid ads.

About 36% of Britons use ad blocking software in 2020.

Consumers would rather research the best product for themselves.

Which is why SEO for lead generation is important.

The best way to get the attention of your target audience, is to make sure you have a website which ranks highly in specific search results.

Showing up in search results means your customers find you when they’re actively looking for information, or to buy something


Why outbound lead generation is less efficient

Lead gen, as it is sometimes known, is the process of attracting consumers and leading them to become a purchasing customer. This is a crucial aspect of marketing for both B2B and B2C companies. Directing traffic towards your business and encouraging the transition from visitor to customer is necessary for sales growth.

There are two main categories when it comes to lead generation campaigns. Outbound lead generation includes techniques such as advertising, email marketing, direct mailing, and cold calling. Inbound lead generation includes social media, PPC, and SEO.

SEO (search engine optimisation) is one of the most efficient approaches to lead generation because SEO leads often result in the best return on investment. While optimising a website and creating content does take time and money, it generally costs far less and has a better payoff in the long run than traditional paid media marketing. 

Using SEO to generate leads encourages the leads to come to you, which is much more effective than outdated unwelcome methods like cold calling.


What is SEO lead generation?

The primary purpose of SEO is to increase rankings in search results to get your business seen by potential leads. It’s one of many lead generation strategies, but one of the most important ones.

SEO is all about appealing to the right person, in the right place, at the right time.

The better your website performs SEO-wise, the more interest it will generate amongst potential customers, leading to more conversions and increased revenue.

The way this works is that a consumer will search for a specific phrase and come across your content in search engine results.

They’ll click on it for more information, and the optimised platform and copy will lead them to consider a product or service, then make the purchase.


How SEO can generate leads

Simply having a business website or even a blog is not enough to generate leads on their own. You must refine your platform and fill it with fresh and well-written content to get consumers to click on your website pages and funnel them towards sales.

SEO is an important part of lead generation because it enables businesses to reach a specific customer base and draw them in. There are several SEO strategies to implement which will target the most qualified consumers and convince them to engage with your business. 

Here are some things that SEO can do to help generate leads:


  • Identify the target market


Before you can target a qualified audience, you need to know exactly who they are. The process of SEO involves research analysing which users are responding the most and what they are responding to. This can help with building buyer personas and adapting your services to customer needs.


  • Analyse user intent


Part of identifying the target market is determining user intent. This means specifically looking at what kind of content is ranking well, which search terms people are using to find it, and what they do when they find it. Once you know the query, you can provide the solution.


  • Provide solutions for consumer problems


Knowing which features potential customers are definitely interested in and which benefits will get them to convert gives you an edge over competitors. Editing your offering to make it the most relevant will generate more leads. Consumers will find you and know exactly how you can help them. 


  • Increase search engine rankings for target keywords


People will only find the solutions you’re offering if you use the keywords that they’re searching for. Optimising content includes selecting target keywords and related keywords from popular searches. You then have to weave them into everything from blog titles to product descriptions. Measured use of these keywords will help you to move up through Google rankings so that more people can find you.


  • Enhance meta data


One SEO method which helps to improve rankings is to enhance meta data. This includes the titles and descriptions displayed in search engine results. You might not even think about the snippets that users see in their search results, but the title and brief section of content is the sales pitch that gets them to click through. Optimising these for clarity within the character limit and using keywords will improve both user experience and rankings.


  • Create informative and persuasive copy


Standard web copywriting is all well and good. But you need to know how to appeal to a very specific audience if you want to attract those leads. This means incorporating SEO practice into copywriting, from keywords to calls to action (such as “click here to buy now”). Continual use of SEO analytics tools allows you to keep tabs on what’s working for your readers and what isn’t.


  • Refresh existing copy


While implementing SEO is important going forward, it is crucial to overhaul pre-existing content. Consistency is key, and erratic style changes might confuse people and lead them to click away instead of joining your customer base. Even just a quick edit to add internal links or a meta description to an old post can bring your content back into the spotlight.


  • Fix broken links


Over time, you might delete pages on your website or change URLs. Changing URLs can even be a part of the optimising process. However, this leaves you with broken links which no longer work. If someone clicks on them they won’t be able to access your content. This is why it is so important to constantly check for broken links and update them with redirects. 


  • Build authority in your industry


Creating content to fill gaps in user knowledge helps to persuade people that you are the best at what you do. Sharing industry knowledge shows off your experience in this area. It convinces readers that they can trust your expertise, and that you alone can provide the best possible solution to their problem.


  • Refine mobile user experience


Google says that more than 50% of web traffic comes from mobile users. It is essential to optimise your website and content for mobile use. If potential leads find your website to be inaccessible or unreadable on their phone, this will turn them away before they can even check out what you can do for them. The prevalence of mobile-indexing means that having a poor mobile offering will damage your rankings.

Without an optimised website, even leads generated through other methods may be at risk. Up-to-date and in-depth content designed for specific searches and consumers is the way forward to get the most out of both SEO and lead generation. To combine these strategies effectively, it is best to consult a lead generation specialist. 


Start using SEO to win more business

Ultimately, using SEO is a long term investment, but the sooner you start, the sooner you’ll start seeing results.

Get in touch with us today and let’s see how we can help you set up your website’s technical SEO and help you create content that will attract more web visitors for you to turn into customers.

Get in touch today.

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