Many elements go into developing a successful marketing plan for this digital era, with two key tactics being lead generation and SEO. Lead generation is a method of cultivating an interest in your business to build an ongoing list of potential customers. As TechNinjaPro mention in a previous blog on effective outbound lead generation technologies. Today, businesses need a steady stream of leads to survive and grow.
SEO, also known as search engine optimization, is the practice of refining web pages to ultimately enhance their search engine results. The perfect goal is to have search engines return links to your site when a user types in a relevant query or question. The upper your site ranks, the higher the possibility that users will click, which not only increases organic traffic to your site but your firm’s online visibility.
At his position, you may be wondering what the connection is between these two strategies. First, it is essential to clarify that SEO and lead generation are not the same. Search engine optimization focuses on increasing website traffic, while lead generation focuses on increasing the number of potential clients. However, SEO can complement lead generation by driving awareness for your business via organic traffic to the website.
In this blog, TechNinjaPro will cover the ways which can help you efficiently utilize SEO to help with your lead generation efforts.
- Audit Your Website
- Perform Keyword Research
- Update Existing On-page Content
- Benchmark Your Competitors Performance
- Create An Ongoing Content Strategy
- Create a Backlinks Strategy
Audit Your Website
Auditing your site is required to know which web pages are performing well and which need enhancement, which is why TechNinjaPro suggests crawling your website as the first step. Fortunately, there are a variety of website audit tools available to help with this. For example, Screaming Frog is a UK-based search marketing agency that provides a free version of its site crawler. This tool can crawl your site and find broken links, titles, meta descriptions over the recommended character limit, duplicate content, and much more. So, you can fix these problems that are negatively impacting your ranking.
Check for site speed
Fast-loading website pages are not just essential for the user experience. Slow load times on mobile and desktop devices can negatively impact a website’s ranking and contribute to high bounce rates. Try using Google’s PageSpeed test to examine specific website pages on your website for speed. PageSpeed is a free tool that also provides suggestions on enhancing the performance of those web pages.
Perform Keyword Research
As TechNinjaPro mentioned above, a central element of search engine optimization has your content surface for relevant keywords. That’s why keyword research is essential for steering SEO strategy and understanding topics of interest for your target audience. Do not build content based on assumptions or abstract terminology that people are jot searching for.
Identify the keywords for your business and build out a list of relevant terms and questions from there. These primary keywords should be the building blocks for a search engine optimization content strategy. A SemRush keyword finder is a perfect tool, or free choices like UberSuggest analyze keywords and create similar terms to help with this.
The important keyword for a blog should be one of the first words in the titles and meta-descriptions of your content, so search engine crawlers recognize it.
Update Existing Page Content
People need to read content that is engaging, useful, and accessible. While search engine optimization helps drive people to your site, it is the quality of the unique content and the user experience that will get viewers to stay. So, take a look at your existing content on your site. Is the content clear and concise? Does it offer value to readers? Here are a few SEO tips for site content: organize sections with headers, focus on a healthy mixture of context and scannability, and include images with alt descriptions, which will help search engines crawling.
Also, analyze page performance with your analytical tools and identify areas of your website that have high bounce rates. These areas should be prioritized when updating existing content.
Benchmark Your Competitors Performance
It seems like a complicated task, but it does not have to be. Keep a record o your competitor’s performance searching for the same or similar question and analyze how well that page performs. If your competitors perform better than you for the same search terms, dig into why this may be. Consider the structure of their posts, how they are written, backlinks, and so on.
Understanding how related content performs will help you parse out efficient strategies for your efforts and highlight aspects of your current content strategy that may be dates and need updating or even technical problems hindering your website ranking.
Develop an Ongoing Content Strategy
A stable content stream that offers value to your target audience is important for lead generation. Once visitors understand that your insight can be used daily, they will be more eager to sign up for newsletters or fill out forms to access updated content.
That’s why it is essential to develop an ongoing content strategy to help your tea stay organized and on a regularly published schedule. Organize articles and blogs by theme based on your keyword research. This will ensure you are putting out content that people are looking for, which means a bigger and engaged audience.
An ongoing content strategy will significantly help any SEO lead generation campaign as developing content people are looking for will improve brand presence in search and bring in those all-essential leads.
Create a Backlinks Strategy
Backlinks are created when different sites link to one another. These links are important in enhancing ranking, as it is seen as a vote of authority for your content by search engines. Yet, not all backlinks are ranked the same. These inbound links want to make sense. Getting a backlink from a trustworthy website with a high domain authority is essential.
While backlinks are a huge component of search engine optimization, building these inbound links can be more challenging than it sounds, which is why you’ll need to pay special attention to the link building tools you are using. Remember that Google is suspicious of any artificial linking activities and will fine websites with backlinks that do not appear organic. TechNinjaPro does not recommend buying links when it comes to inbound links.
Creating an SEO lead generation marketing campaign is not only going to make sure your ongoing marketing efforts stand a perfect chance of succeeding in an oversaturated market, but it will help future-proof your website content by maximizing the opportunities to gain new leads with a robust online presence and a perfect user experience.