What is the Role of SEO in Lead Generation?

Out of all the essential elements of making a business successful, two that matter the most are SEO and Lead Generation. These are overlapping concepts of marketing but are quite different from each other. But the overlapping part makes it challenging for business owners to divide their attention and time.

Both SEO and Lead Generation are equally important for your business. But how they matter to your company and complementing each other is sometimes not as plain as the nose on one’s face.

At this point, you must be wondering about the connection between these two. SEO is responsible for increasing the traffic on a website. Lead generation, however, works on improving the number of (potential) clients. SEO can complement lead generation by increasing awareness about your brand and its campaigns.

In this article, we’ll see what SEO and lead generation are, how they go with each other, and how you can get the best of these two. We’ll also provide you with some of the best practices for SEO that will help you generate quality leads. So without further ado, let’s jump right into it.

Search Engine Optimisation

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SEO: Search Engine Optimization

In its simplest form, Search Engine Optimization is all about tweaking and changing parts of your website to improve its ranking, which then increases the number of visitors to the website. Whenever a user searches for a query related to a business, the business that has the most optimized website for the search engine has the best chance of appearing.

Some of the changes that you can make to rank your website are using keywords in content, optimizing images for better loading speed and performance, adding engaging content to improve the bounce rate, and many other things.

Another crucial aspect of SEO is link building. It helps search engines discover new web pages and determines which pages should rank higher in the SERPs. The ultimate goal of SEO is to bring relevant visitors and, when they arrive, make them stay on the site for as long as possible.

With that said, how does SEO help in generating leads?

Understanding Lead Generation

Before we connect SEO and Lead Generation, it is essential to understand what we actually mean by lead generation. For most business owners, lead generation is a process of consistently getting qualified leads who can purchase the product in the long run. It is, basically, a marketing campaign that targets the people for whom your products and services are relevant.

There are several strategies and assets that you can use for a lead generation campaign. Some of them are appropriate landing pages and CTAs paid to advertise and provide downloadable content, i.e., using lead magnets to persuade customers into taking action. The competition for businesses out there is quite fierce, and it’s lead generation on which the growth is heavily dependent for both B2B and B2B businesses.

Now that it’s clear to you what these two concepts are, it is time we bring these together and discuss how they two work together.

How Do SEO and Lead Generation Work Together

As we discussed above, SEO is about adjusting and editing the website for various aspects to show up on top of the search engine result page. Now that you have a properly optimized site, you’ll always show up whenever a user has a query related to your business. SEO and lead generation produce such great results together because the more you appear on the search engine result pages, the higher your chance is to attract, interact, and influence your potential audience into buying the product.

If we look at it from the lead generation perspective, it is, literally, one of the most effective ways to improve the sales and revenues, increase the client base, and keep the business growth graph moving at a decent angle. The leads generated through SEO are of high quality. It is mainly because you appear in front of them in the right place and at the right time.

For example, let’s say you own a cake bakery. Your target audience is birthdays, weddings, Christmas, and other special occasions when people look for a bakery to celebrate the day by cutting a cake. But how will you show up in front of that audience?

Let’s be clear up front. You can do it simply by having a website that won’t do the trick on its own. If you really want to drive quality leads to you, you’ll have to bring them to your website first, and it can be done efficiently with a sound SEO strategy. If you can implement it correctly, you’ll be able to interact with the perfect set of audiences, which in this case are people who want to celebrate occasions.

It is essential to do thoughtful SEO keyword research, run keyword ranking analysis, find the most suitable Google queries, and optimize your website with selected target keywords via the automated keyword tool for SEO. It’ll help you target a specific audience that will build your authority in the online space.

How Do SEO and Lead Generation Work Together

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Use SEO for Lead Generation: Direct and Indirect Ways

This section will dig deeper into using SEO as a tool for lead generation. Here we’ll cover two of the main aspects of this effective process. They are – how you can generate leads through SEO by directly connecting to prospective customers and how you can do it indirectly by using other marketing channels.

Direct Lead Generation Using SEO

As far as the main aim of SEO is concerned, it is to drive new visitors through the search engine to your website and then convert them into leads to increase sales. And to do this, you need to perform two basic actions:

– Target the transactional keywords to reach the right audience, and
– Be consistent in understanding the search intent of that audience and publishing high-quality thought leadership content for them.

Search Intent & Transactional Keywords

Search intent and transactional keywords are quite simple to understand. So your basic need is to bring potential clients to the website. The best way to ensure that your visitor is willing to purchase your product or service is by targeting transactional keywords. These keywords indicate that the search is not just browsing and is actually willing to spend money on your products.

These keywords can be fully functional, using words like “buy” or “hire.” On the other hand, these can be more research-oriented too (such as “benefits” or “costs”). On the functionality scale, the closer the audience is to the buying end, the easier your job is to convert them into a lead and then a customer.

For example, let’s say selling cars is your business. If someone on the internet types “Volkswagen” as their search query, the customer might be there for a new car, but most of them will not be. “Volkswagen prices,” on the other hand, show some degree of transnational interest, showing that customers are at least checking if the budget fits into their pocket.

A keyword like “best place to buy a Volkswagen” indicates that the customer has decided to purchase a Volkswagen can and is looking for the best place to get it from.

You might invest a little in the customers who are looking for prices, but you can let go of the one who’s looking for a place to buy it from. Using transactional keywords can make a huge difference in the quality of leads that come to you.

Search Intent & Transactional Keywords in SEO

 

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Indirect Lead Generation Using SEO

In addition to directly attracting customers, SEO has also proven its mettle in generating leads indirectly. The content you create for SEO campaign can be used easily on your other marketing channels to boost them. When you are a regular publisher on other platforms, your industry and customers will take you as a thought leader, and more visitors will come searching for your products and services.

Below are some of the marketing channels that SEO can synergize:

– Email Marketing:

Publish high-quality content and add and sign-up boxes alongside it. SEO will do the rest of the work and help you build a robust mailing list. Email marketing is important here since you can provide quality content and interesting materials on the email to keep your clients updated and warmed-up.

– Social Media:

It is worth putting efforts to grow on social media channels like LinkedIn and Twitter. When you accompany the content created for an SEO campaign with an insightful status update, it can be really impactful for your audience.

– Webinars:

If your SEO content includes a good combination of quantitative and creative data, your customers are going to find it interesting. It can be easily repackaged. You can use some of the blogs you created for SEO and turn them into a whole new webinar separately.

– Public Speaking:

SEO can target keywords that include “speaker” and “expert” and act as fodder for your presentations just as it can for webinars.

– Trade Shows:

When you implement your SEO strategy, and everything goes by the plan, it increases your status within your industry. Name recognition encourages customer interaction with your booth. You can also repurpose content for brochures. Additionally, incorporating international SEO best practices can expand your reach to global audiences

4 SEO Best Practices for Lead Generation

It’s time to pay attention if you want to know how to increase sales through your digital marketing efforts. To kickstart your lead generation journey through SEO, we have outlined some of the best practices that will help increase the organic traffic of your site.

Audit Your Website

Auditing is one of the essential parts of SEO as it tells you which pages are performing as per expectations and which are the ones that need improvement. It should always be one of the first steps you take– crawl your website.

There is no shortage of tools to help you audit your website. These tools can crawl your website, searching for 404 status code errors, indicating that the page is no longer on the server. These 404 errors eventually help find broken links. Moreover, website auditing tools also find issues with titles and meta descriptions, duplication of content, and much more. You should fix these issues at the earliest to overcome their negative impact.

Speed of the Website

When your pages load at a faster speed, it improves user experience, which can indirectly impact your search ranking as well. If you have a slow-loading website, it can increase the bounce rate. While bounce rate does not directly affect website rankings, it can indirectly influence behavioral factors.

Poor behavioral metrics indicate that there are some issues with your page experience. Such indications can directly affect the rankings and performance of your website in organic search.

You can try using Google’s PageSpeed Test to determine the speed of specific pages of your website. This tool is completely free to use and also provides you with insights to improve the performance of those particular pages– a win-win in all manners.

4 SEO Best Practices for Lead Generation

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Use Keywords That Converts

Before you start with keyword research for your domain, you need to understand the types of content and keywords selection of each kind. In general, the content pyramid consists of three pillars, TOFU, MOFU, and BOFU. To understand them, you need to understand the sales funnel stages – awareness, consideration/evaluation, and decision/conversion.

Use Keywords That Converts in seo for Lead generation

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So, if you want to get more leads, not just traffic, you have to create the content for each funnel stage that leads the customer to the conversion.

– To do that, you have to create blogs and edit your website content to make sure that the overall content is optimized to informational keywords. This will strengthen the awareness.
– Next, plan more deep and expert content such as educational resources and webinars to grow trust and let users evaluate your authority. That is when users tend to search for brand info. Therefore you need to optimize this type of content for navigational keywords.
– Finally, we are getting to conventional content that triggers sales based on what buyers learned about your product. Free trials, testimonials, and product demo are the most widespread types of content that generate leads. That is why it is vital to select commercial keywords here and optimize the content.

Update the Existing On-Page Content

In this world of short video content, if people are still opting to read your content, you have to ensure that it is useful, engaging, and easily accessible for them. SEO can only help in driving the organic traffic to your site, for how long they stay there depends entirely on the quality of your content.

You should take a look at your website’s existing content. Ensure that the language and tone of the content are clear and concise. It must provide some sort of value to the readers. Moreover, try to keep your content as unique and helpful from your competitors as you can. Furthermore, for businesses seeking digital dominance, integrating the best headless CMS ensures exceptional content delivery across various channels.

Wrap Up

It is not challenging to use SEO for lead generation in concept. All you have to do is publish original, insightful content that targets transactional keywords at least twice a week. However, it is noteworthy that SEO is a process that never stops. To see a consistent flow of leads, you have to keep working on technical analysis, content analysis, link building, and much more.

Even executing SEO is a different thing altogether. You’ll need a team of experts to do the job. Your team will require writers, editors, web developers, an SEO strategist, and a graphic designer. They are the people who can tweak SEO correctly to provide you with consistent leads.

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