Established Marketers

SEO for Lead Generation to Drive High-Quality Leads

SEO for lead generation is an exceptional way to tap into a fast-growing channel—your website—for proven growth. SEO helps increase traffic through organic means, which generates qualified lead opportunities. However, organic SEO does require some strategy.

But the beauty of SEO is that your audience (your searchers) are actively searching for your product or service and the problem you can solve.

If you find that generating high-quality leads is one of your biggest challenges. You’re not alone.

Lead generation takes the top spot of all the challenges, with 41% of content marketers saying it’s one of their greatest struggles. (Exploding Topics)As customer journeys grow longer and ad budgets keep rising, marketers struggle to understand where their time and money are best spent. We get it. So, we explore a better way to generate leads through search engine optimization (SEO).

First, let’s answer the question of why it’s so important and how SEO and lead generation work together . . .

Why SEO is Important for Your Business

SEO is all about ensuring that your website appears in the search engine results when someone searches for relevant keywords related to your business.

The combination of SEO and lead generation works because the more your website or article appears on the first page of search results, the more potential customers can find you and your business.

Say you are in the ‘business blogging services.’

Would you be happy if your potential customers or clients could type in the keywords and find your business on the first page? For most B2Bs, there is a targeted audience looking for a solution, ready to learn more through educational content, or even buy-in to your service.

business blogging services

Product-led content weaves your product into the narrative, making it a softer sell. Your prospects can easily access you, your website, and your products or services. It makes it for a better user experience.

And let’s not forget that paid advertising stops producing results when you stop paying, but organic persists.

Here’s where an SEO strategy comes into play—using target keywords in your copy to increase your rankings. Higher rankings equal more exposure for the service, more click-throughs, more traffic, and, ultimately, more sales.

How Does SEO Impact Lead Generation

SEO significantly impacts lead generation by influencing online visibility, user experience, and trust. Here are ways SEO contributes to lead generation:

  • Increases brand recognition
  • Establishes trust and credibility
  • Improves visibility and traffic
  • Better content quality through keyword research
  • Increases ROI
  • Outplays your competitor
  • Grows your business

Tips to Boost Lead Generation and Turn Leads into Sales

Let’s face it. Getting leads is incredible. However, getting the right type of lead that has the potential to become a future customer is better.

Here’s how to use SEO for lead generation to create new customers.

1. Create SEO-friendly content

When you write educational and informative content, you’ll connect with your leads faster. An SEO post is optimized for your readers and search engines. The writing process entails creating content that ranks for high-value, high-intent search terms repeatedly.

The crucial point here is to conduct keyword research. It is a balance of understanding keywords or keyphrases you want to go after and knowing if your website has the capability of ranking for the keywords.

2. Keyword research for SEO

Keyword research is the process of finding and analyzing keywords so that you can create content that is more likely to rank higher in the search results.

When analyzing whether a business keyword is ‘doable,’ there are a few elements to consider.

  1. The website domain authority—considered a top-level indicator of your website’s ranking power on a scale of 1-100.
  2. The keyword difficulty score—an estimation of how hard it is to rank in the top 10 organic search results for a keyword on a 100-point scale.

Let’s say you’re in the EdTech niche and offer a product that addresses a school’s pain point. For example, say the pain point is offering better professional development.

Using a tool like Ahrefs, you can explore the keyword ‘professional development’ . . .

explore keyword difficulty for professional development

You can see it’s challenging to rank for this specific keyword, which has a keyword difficulty of 61 but with a high volume in search of 18k.

Hypothetically, let’s say your domain authority is under 40. A higher authority can result in more ranking opportunities.

Do you give up on the competitive key phrase?

If you tried to optimize and rank for the exact keyword, you would probably enter an unwinnable contest (at this point.)

The option is to consider more specific keywords—long tail keywords. In this scenario, you could try ‘professional development in education.’ It may be more obtainable for a website with a low domain authority.

Its keyword difficulty is half as hard and has a lower search volume. Though lower in volume, it is more specific and targeted to the visitors you want.

Bottom line, if you want search traffic and leads from Google, you need to target topics that your audience is searching for.

3. Audit your website

An SEO audit will help you determine how well your website is optimized for search engines. The technical issues could include:

  • Indexing issues
  • Lack of meta descriptions
  • Missing page title and header (H1)
  • Incorrect pages found on your sitemap
  • Broken internal links, and more.

A website SEO audit will identify errors that prevent your site from ranking at its best.

On the content action side, you need to keep your content up to date with fresh content and updated links and, if needed, combine duplicate content.

4. Update on-page content

With all the updates to Google’s SERP, knowing the search intent behind every keyword you created content for in the past can be a challenge. Ensuring that your ranking pages are congruent with the search intent is vital.

SEO is not a one-time effort. Algorithms change, and SERP features continue to evolve.

Recently, Google enhanced a way to tackle spammy, low-quality content on Search, bringing more useful information to the top.

A content strategy to evaluate older content is essential. Updating your content on a consistent basis will send more traffic to your site, and Google will view it as a high-quality site. When you implement this change in strategy, you’ll generate leads from your audience with the right search intent.

5. Engage your leads with email marketing

A large part of SEO for lead generation is having meaningful conversations with them. Share your articles or blog posts with your leads through email.

Email marketing continues to be a powerful and effective tool for businesses of all sizes. It continues to connect you with prospects and customers, boosts brand awareness, and increases visibility.

The buyer’s journey is far from linear. You need to meet them where they are and build effective campaigns with strategic planning, proper implementation, and continuous optimization.

It requires winning lead-generation techniques to strengthen relationships with your potential and existing customers to close your leads.

Closing Thoughts SEO for Lead Generation

SEO is one of the most valuable aspects of generating leads for your business. It’s important to understand how a good SEO strategy will help you be found by potential customers online.

Responsify will help you tap into a fast-growing channel (your website) for proven growth. We create custom strategies tailored for high-impact results and long-term success.

The key to your company’s online success is making content a priority. Competition is fierce and only getting stronger. Working with an experienced, flexible partner who delivers quality SEO content on time may be cost-effective. If you want to build your audience by getting them more connected to your brand and staying top-of-mind, Responsify can help.

Schedule time with our Growth Strategist to discuss your situation and possible strategies for growth. Get your free assessment and a fresh perspective on your marketing.

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