Search Engine Optimisation (SEO) has evolved from attracting traffic to your website to lead generation – find out more.
The 2011 State of Digital Marketing Report revealed that SEO is the number one source of leads for both B2C and B2B marketers, beating out both PPC and social media marketing in the recent survey of 500 online marketers. Lead generation is a marketing term used to describe consumer interest or inquiry into products or services of a business. Find out how you can increase more leads through the online marketing strategy of SEO.
Link building activities
With tailored link building activities, you can attract warm sales leads to your website. Article marketing or writing guest posts on industry-related or local websites which include a link back to your website are great ways do this. Other methods to drive pre-qualified traffic through link building includes participating in forums, chatting on various social media sites and commenting on blogs that allow you to leave your website address.
Using long tail keywords
A website ideally aims to attract visitors from the initial research phase to the enquiry and conversion stage but optimising your website with long tail keywords can be an effective strategy to improve lead generation through SEO. Popular, short tail keyword keywords such as ‘Cairns hotels’ can increase your traffic but specific searches using long tail keywords such as ‘Cairns family holiday packages’ are far more likely to convert to sales.
Relevant title tags and descriptions
Once you have drilled down and you have a shortlist of long tail keywords, you can use these to create keyword-rich tags and descriptions that closely match the content of the page. The Search Engine Results Pages (SERPS) will show the title tag and the description which sits just under the URL (see below).
Descriptions are a suggested summary of the page and are not always used by Search Engines. When there is a match between a customer’s need and intent and page content, a conversion is more likely to occur.
Installing Google Analytics is an important part of your SEO strategy. In order to be able to calculate goal conversion metrics, you must firstly create one or more goals and funnels to see if there are possible stumbling blocks to conversion. You can also analyse your keyword strategy, find out the highest referrers of traffic and so on in order to improve your lead conversion strategies.
If you are a business targeting local customers, this is another essential SEO strategy to help you improve lead generation. By using specialised local search techniques such as targeting localised keywords, optimising landing pages and link building campaigns, you can reach regional markets. This results in warmer leads that are not only interested in your products but also searching for businesses in that particular location.
Search Engine Optimisation is not just about driving large numbers of traffic to your website; it’s more about improving your conversion rate. seoWorks is a leading SEO provider with a full service team including SEO Consultants, Link Building Team, SEO Copywriters as well as a Website Development Team. Contact us if you would like more information about the lead generation strategies we offer.