When it comes to digital marketing, SEO marketing has been noted as one of the most powerful lead generation strategies. In fact, 70% of marketers think SEO delivers better results than PPC when generating leads.
There are a number of reasons why SEO is more effective than PPC for lead generation. For one, it’s more affordable since you don’t have to pay for clicks. One of my previous clients even said that SEO is a FREE traffic source and a FREE leads generator. While you still need to invest on an expert to execute your SEO strategies, compared to SEM and PPC, it’s still substantially cheaper.
Second, SEO can help you build trust and credibility with your audience. When people see your brand ranking high on SERPs for relevant keywords, they’ll be more likely to trust that you’re an authority in your industry. This is especially important for small businesses and startups who are trying to establish themselves in a competitive market.
Third, SEO is a long-term strategy that can keep bringing leads to your business for years to come. Once you rank for certain keywords, you’ll continue to get organic traffic and leads as long as you maintain your ranking. This is in contrast to PPC, which will stop generating leads as soon as you stop paying for ads.
Fourth, SEO can help you generate targeted leads. When people search for the keywords you’re ranking for, they’re already interested in what you have to offer. This means that they’re more likely to convert into customers or clients than leads generated from other marketing channels.
Lastly, SEO is an inbound marketing strategy, which means that it aligns with the way people shop and buy nowadays. People are more likely to trust companies that they can find through organic search than those that they see in ads.
If you’re looking to use SEO as a lead generation strategy, there are a few things you should keep in mind. In this post, we’ll answer some of the most common questions marketers have about the power of SEO in generating leads.
In this guide:
- What is Lead Generation?
- Can SEO Help in Lead Generation?
- How does SEO Generate Leads?
- Start Generating Leads Using SEO by Asking these 4 Questions
What is Lead Generation?
Leads and customers are the bloodlines of any business. Without customers, a business will not have anyone to sell its product or services to, and without leads, a business will not have any potential customers.
In simple terms, lead generation is acquiring and qualifying potential customers or clients for your products or services. It is a combination of strategies used to attract strangers and convert them into leads and, eventually, customers or clients.
The end goal of lead generation is to increase revenue for your business. The main metric that businesses use to track the success of their lead generation efforts is the cost per acquisition (CPA), which is the cost of acquiring a new customer or client.
Digital marketing has changed the way businesses generate leads. In the past, businesses relied on more traditional methods, such as print ads, trade shows, and cold calling. However, with the advent of the internet and social media, businesses now have more options for lead generation.
Some of the most common digital marketing strategies used for lead generation include content marketing, SEO, PPC, email marketing, and social media marketing.
Can SEO Help in Lead Generation?
What I’ve learned about consumer behavior throughout the years is that those who are serious about making a purchase would generally go to Google and other search engines. These are the type of audiences who have already identified their problem (pain points), are already aware of the solution and options available, and are ready to make a purchase if they can find what they need on your website instead of your competitor.
Don’t get me wrong, you can also get sales off of social media marketing. But these marketing channels’ value leans more on spreading brand awareness. You cannot expect a user who’s currently browsing their news feed on Facebook to purchase your product right away. People go to social media to connect with friends and family or to socialize (which is what it’s intended for).
Email marketing is also great in driving sales. But, we also must consider how most people treat their emails nowadays. Personally, when it’s not about work, I generally ignore them and leave them unopened—or worse, delete them right away. With every single company now actively utilizing email marketing to reconnect with their audience, the inbox is becoming more and more crowded, so it becomes harder for your voice to be heard.
You’re more likely to get a conversion from users who are actively searching for what you have to offer on search engines.
SEO is important in lead generation because it helps you target the people who are already searching for your product or service online. By optimizing your website and ranking for relevant keywords, you can bring organic traffic to your site. And since organic traffic is more likely to convert into leads, SEO can be a powerful lead generation tool.
For example, let’s say you own a plumbing company. You optimize your website for the keyword “plumber near me.” When someone searches for that keyword, your website will appear in the search results. And since people who search for that keyword are likely looking for a plumber in their area, they’re more likely to become leads or customers.
So should you ditch social media, email marketing, and Google ads? Not quite. Your marketing strategy will greatly depend on your industry and the specific needs of your business.
For example, while service providers generally benefit from SEO, eCommerce needs an entirely different approach. Businesses that are selling fashion goods, home furniture and appliances, and other similar products will still benefit from social media to generate awareness for their products.
These types of products will need visual content to drive conversions. You can use social media platforms like Instagram and Pinterest to showcase your products. Then, you need to make sure your brand name is the very first thing that ranks on Google so that once they’ve decided to make that purchase, they can easily find you.
How does SEO Generate Leads?
There are two ways SEO help in lead generation: Direct and Indirect.
Direct SEO Lead Generation
SEO generates leads directly by connecting prospective customers looking for exactly what you sell to your website.
The aim of SEO, in a nutshell, is to use Google to bring new people to your website so that the material on your website can convert them into leads. To do so, you must target transactional keywords and publish high-quality thought leadership content to the right audience regularly by comprehending search intent.
Search Intent and Transactional Keywords
Search intent is the reason someone enters a query into Google. It’s what they are looking to achieve by typing in that query, and there are four types of search intent:
- Do: The searcher wants to do something, e.g., “download a white paper on inbound marketing.”
- Know: The searcher wants to know something, e.g., “what is inbound marketing?”
- Go: The searcher wants to go somewhere, e.g., “Inbound Marketing Certification Course.”
- Buy: The searcher wants to buy something, e.g., “inbound marketing software.”
The key to attracting customers to your website is by targeting transactional keywords; these are the words that potential customers use when searching for a product or service to spend their money on. The value of a keyword is based on how likely it is to lead to a transaction. For example, keywords like “buy” or “services” are more likely to result in a purchase than keywords like “benefits” or “costs.” Your website’s SEO content should be designed to attract customers closer to the buying end of the scale.
For example, if you run an inbound marketing agency, someone searching for “women’s shoes” is probably in the early stages of their research and is not ready to purchase. However, someone searching for “buy women’s shoes” is further along in their research and may be more likely to become a customer.
Understanding and Satisfying Search Intent
If you want to improve your SEO, focus on nailing search intent. By tailoring your content to what people are searching for, you’ll earn Google’s trust–which will result in better search rankings and more website traffic. And as an added bonus, you can produce higher-quality content since it will be relevant to what people actually want. When done right, this creates a domino effect that culminates in more leads for your business.
Let’s look at Google’s trust in your site or domain authority. Google’s main objective is to link searchers with the most relevant webpage possible. This is why people continue to trust Google, the world’s most preferred search engine.
Google assesses the number of high-quality links your website has and how long a visitor spends on your site. If someone clicks on your site from the search results and then quickly goes back to the search results, this is called a “bounce.” A high bounce rate indicates that Google does not believe your website is relevant to what the searcher was looking for.
The second factor, visitor engagement, determines how well you satisfy a visitor’s search intent. If they remain on your page for a longer period of time, it signals to Google that you have what they are looking for, and your site should be displayed more frequently as a result.
Keep in mind that both of these factors are determined by the quality of your content. Your content needs to be well-written, relevant, and engaging if you want to improve your SEO.
The takeaway here is simple: if you want to improve your website’s SEO, then create content that satisfies search intent while also being relevant and engaging. Be a thought leader.
Thought leadership content is articles, blog posts, or even social media posts that provide valuable insights on a certain topic. This type of content is different from the traditional marketing pitch in that its focus is on providing information instead of selling a product or service.
Some examples of thought leadership content include:
- How-to guides
- Educational articles
- Expert opinions
- Case studies
Thought leadership content is an excellent way to improve your website’s SEO because it helps you attract links and social shares, two important ranking factors. It also positions you as an expert in your industry, which can help you earn Google’s trust–and better search rankings.
If you want to create thought leadership content that will help improve your website’s SEO, focus on providing value to your readers. Write articles that teach them something new or show them how to do something better. Be sure to back up your claims with data and expert opinions. And most importantly, make it interesting and engaging so people will want to read it.
The Impact of Regular Publishing on Lead Generation and Revenue
If you’re not regularly publishing content, you’re missing out on a major opportunity to improve your website’s SEO and generate more leads for your business. That’s because fresh, original content is one of the most important ranking factors for SEO.
When you publish new content, it gives Google something to index–which can help improve your search rankings. But more importantly, it shows Google that your website is active and relevant. This is vital for earning Google’s trust, which is essential for good SEO.
Regularly publishing content can also have a major impact on lead generation and revenue. That’s because when you produce high-quality content, it will attract links and social shares from other websites. This, in turn, will help improve your search rankings and drive more traffic to your website.
And as we know, more traffic usually leads to more leads and sales. Companies that blog regularly get 57% more leads than those that don’t. So if you’re not blogging yet, now is the time to start.
But what if you don’t have the time or resources to produce regular content? That’s where my services can help. Outsourcing your content writing production to the Philippines is one of the smartest decisions you can make for your business. Not only will it save you money, but it will also free up your time so you can focus on other aspects of your business.
Instead of dealing with bottlenecks with your content, you can have a team of professional writers handles all your content needs. This will allow you to publish more content more often, which can have a major impact on your website’s SEO.
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Indirect SEO Lead Generation
Content distribution is a great way to generate leads without having to create new content. You can use the content you’ve already created for your SEO campaign on social media, in email newsletters, or even in paid advertising.
For example, let’s say you wrote a blog post about the benefits of your product or service. You could then share that blog post on social media, in an email newsletter, or even boost it with a paid ad. When you do this, you’re essentially using your content to generate leads for your business. And because you’re not starting from scratch, it’s a very efficient way to get more leads.
Not only that, but by distributing your content, you’re also increasing its reach and improving your SEO. That’s because each time your content is shared, it gets another backlink, which helps improve your website’s authority.
See how SEO can work together with other marketing channels:
|Marketing Channel||SEO Impact|
|Email Marketing||SEO not only populates your mailing list by adding a sign-up box to high quality content, but also provides engaging materials for e-mail drip campaigns.|
|Social Media||Accompanied by an insightful status update, content created for an SEO campaign can make a real difference on social media channels like LinkedIn or Twitter.|
|Webinars||If your SEO blog articles are chock-full of data or creative ways to organize concepts, then you can turn them into a whole webinar. Some interesting blog posts could easily be turned into an entire presentation.|
|Public Speaking||SEO can help you get speaking engagements by targeting keywords like “speaker” and “expert.” And once you’ve got the gig, SEO-friendly content can be used for your presentation, just as it can for webinars.|
|Trade Shows||The benefits of an SEO campaign are multi-fold–from improved name recognition within your industry to increased customer interaction. Not to mention, good content can be repurposed for other marketing materials like brochures.|
Start Generating Leads Using SEO by Asking these 4 Questions
If you’re serious about using SEO to generate leads, you need to start by asking the right questions. Here are four questions that will help get you started:
Who is your dream leads?
This is your ideal customer profile (ICP). Who do you want to reach with your content? What kind of companies are they? What industries do they work in? What are their job titles? Once you know who your dream leads are, you can start to create content that will appeal to them.
What will you say to your dream leads?
This is your value proposition. What can you offer your dream leads that will make them want to do business with you? Your value proposition should be clear, concise, and compelling. It should be something that sets you apart from your competition.
How will you engage your leads?
This is where your content comes in. Once you know who your dream leads are and what you want to say to them, you need to create content that will engage them. This could be blog posts, ebooks, infographics, or even webinars. Whatever content you create, make sure it’s high quality and informative.
How will you convert your leads to customers?
Once you’ve engaged your leads with great content, it’s time to convert them into customers. There are several ways to do this, but one of the most effective is through lead nurturing. Lead nurturing is building relationships with your leads and providing them with information that will help them make a buying decision.
In a Nutshell
At the end of the day, SEO is a powerful tool that can help you generate leads for your business. But it’s not a magic bullet. To get the most out of SEO, you must create high-quality content and focus on engaging your dream leads. With a little effort, you can start generating more leads and growing your business.