To begin with, there are probably a ton of elements that result in creating successful marketing plans for our digital era however, the two main tactics are leads generation and SEO.
Generating leads is a process, where the aim is to encourage an interest in your business to build a never-ending list of potential clients. They are also referred to as ‘leads’. All businesses need a steady growth in leads in order to grow and survive.
SEO stands for search engine optimisation. In simple terms, SEO is a process used to increase your web traffic and improve your site ranking on search engines using targeted keywords. The ultimate goal is for search engines like Google to return links to your website when a user types a query. So, when you type into Google, you are using keywords to fulfil your search.
The higher your website ranks, the more users will click. So, not only does that increase organic traffic but your company’s website will gain more visibility.
Now, at this point, you must be wondering what the connection is between generating leads and SEO. To clarify, SEO is not a strategy specifically to build leads for the business, in fact, SEO is focused on increasing traffic to your website using targeted keywords. Whereas lead generation is focused on increasing customers or potential customers for the business.
This does not mean that SEO cannot bring in leads, it certainly can however, it’s over a long period of time. SEO can complement lead generation efforts by increasing organic web traffic. The more traffic you build to your website the more likely it is to get a lead.
Website audit
Every SEO project begins by conducting a site audit. By conducting an audit, you can discover which web pages are doing well and which pages need attention. You should look out for broken links, (404 pages), duplicate content, titles and meta descriptions that are over or under the recommended character limit, or in worse case scenarios, missing titles and meta descriptions. All these issues have a negative impact on ranking, so they need immediate attention.
Keyword research
The central element of SEO is optimising your website’s content with relevant keywords. Therefore, performing research on keywords is important for steering SEO strategy and getting to know what your audience is searching for.
It is not recommended to create content on assumptions or topics that your audience is not searching for. Therefore, you must identify the main keyword(s) relevant to your business following by building a list of sub-keywords related to the terms and queries.
Your main keyword for an article or blog post should be one of the first (if not the first) words in the title and meta description for search engines to recognise.
Page speed check
You may not realise but the amount of time your page takes to load influences ranking. Slow loading pages on desktops and mobile devices can have a negative impact on your website’s ranking, leading to high bounce rates.
Improve and update page content
Engaging, accessible and useful content is what drives people’s attention. Yes, SEO helps drive more traffic to your website but it’s also about the quality of content and what will entice the user to stay on the page.
Go through the existing content on your website and ask yourself questions. Is the information provided insightful and valuable? Is the language clear? Are there any grammatical mistakes? It’s almost like marking a student’s homework.
Tips on website content for SEO:
- Use headers to break content
- Good flow throughout the page, blog or article
- Use bullet points or numbered lists for scannability
- Images with alt text
Use Google Analytics to constantly monitor the performance of your website. If you notice any areas of your site that have a high bounce rate, then they should be prioritised when refining existing content.
Stalk your competitors
This may seem like a hard task, but it doesn’t need to be. Simply, keep a track of where your competitors are positioned on search engine results pages. If you notice that a competitor’s page is performing better than your page with the same search term, go into their page and analyse what they are doing is different from yours. When you are analysing, you should consider the structure of their page, how they’re written, backlinks and content quality.
Mobile SEO
Recent research shows that mobile searches are increasing year by year. By the end of 2021 mobile searches increased by 66% globally. In order to make the most of the traffic, consider optimising your website’s content for mobile users.
Mobile search engine optimisation helps you improve organic traffic. While there are several search engines, Google is the most popular one for mobile users. As Google is making constant algorithm changes, it is essential to keep on top of your SEO game, otherwise your site will most likely be invisible. This applies for mobile and desktop.
Research also shows that, mobile searches have exceeded desktop searches and it is believed to rise in the upcoming years. This means that your target audience could most likely be using mobiles to find your content. Working on mobile SEO will mean that they’ll be able to reach your website.
Here’s the question, and the answer is if you are actively working on organic SEO by increasing your visibility to your target audience, then it can greatly help improve your lead generation activities. Optimising your website’s content will increase your visibility on search engines, which leads to more web traffic. Also, if the quality of your content tick’s all boxes, then it could turn into a lead.
To summarise, SEO and lead generation are connected because SEO will support visibility and help you convert more leads.
SEO is a never-ending project and that’s what we are here for. Our SEO experts will help you transform your website.
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