4 Great Ways To Generate Leads Using SEO
No modern marketing strategy that’s worth its salt neglects SEO.
That’s because it’s one of the most reliable and effective lead generation channels available to sales and marketing teams today.
Here are four ways you can use SEO to drive qualified leads to your site and nurture them through the sales funnel in 2021.
1. Audit your site
If the technical aspects of your site aren’t optimised for search, you’re not going rank in Google and drive leads from SEO.
Here’s why: The more difficult it is for the search engines’ crawlers to find, understand, and index your site, the less chance you have of showing up in searches for your target keywords.
This will reveal the optimizations you can make to your site to ensure you’ve got the foundations in place to build authority in the search results.
It will also reveal any major issues that could be undermining your entire SEO strategy.
For example, a typo in your robots.txt file could be preventing your entire site from being crawled by Google’s spiders – and the only way you’ll find out is if you run a site audit.
2. Focus on site speed
A slow site speed isn’t just one of the biggest website design mistakes you can make.
The slower your site loads, the more you’ll struggle with SEO.
There are two reasons for that:
Firstly, site speed is one of the few ranking factors Google has publicly disclosed.
That means you’ll get a direct SEO boost for speeding up your site.
Your site’s speed also has a huge impact on its UX.
For example, bounce rates increase by 50% if your website takes two extra seconds to load, according to Compass.
The longer people spend on your site and the more pages they visit while they’re there, the stronger of a signal Google receives that your site is worth sending people to.
Which means higher rankings and more leads from organic search.
Luckily, Google has made it easy for you to optimize your site speed with its PageSpeed Insights tool.
The closer to 100 your PageSpeed Insights score, the more of a rankings boost you’ll get from Google – and the better your UX will be:
An important thing to keep in mind when you’re optimising your site speed is that the majority of all website traffic (52.2%) comes from mobile phones, according to Statista.
And the only version of your site in Google’s index is going to be the mobile version once mobile-only indexing has been rolled out.
That poses a big problem for any site that’s fallen into the same trap as Best Nursing Programs – having a mobile site that’s significantly slower than the desktop version:
To avoid making the same mistake, be sure to check both versions of your site in Google’s PageSpeed Insights tool and prioritise changes that improve your mobile site’s speed ahead of Google’s mobile-only indexing.
3. Execute a targeted content marketing strategy
“Content is king” is one of SEO’s oldest adages.
And for good reason: create compelling content targeted around the most popular topics within your niche and Google will soon recognise your site as an authority in your industry.
That means both your content marketing and your landing pages will rank higher in Google – sending more qualified leads to your site.
That’s why brands like FreshBooks invest in producing entire content campaigns around their target keywords, such as through its comprehensive free invoice templates resource:
But you don’t have to have an entire editorial team behind you to succeed with your content marketing strategy.
If you’re a smaller site, your best bet is to follow the lead a site like Hill Web Creations’ has taken with its article on schema markup website audits:
When you’ve got limited resources to put into producing content, you’ll get the best results when you refine your content marketing strategy around the niche topics that you’re a genuine expert in.
This will help drive qualified leads to your site and help you establish your brand as a thought leader in your industry. If you are just starting your blog, it is crucial to be patient and hit the right targets – don’t cast your net too wide!
4. Make use of lead magnets
Content marketing is a great way to drive traffic to your site.
And lead magnets are one of the best ways to turn all that traffic into warm leads.
Gate your content – make people give you their email address before you send them a PDF of your best content – and you’ll lose out on all the SEO benefits that come from publishing quality content on your site.
There are two simple ways to turn your prime pieces of content marketing into invaluable lead magnets.
The first is to follow in the footsteps of Foundation Inc’s B2B marketing strategies guide and encourage readers to download a PDF of your long-form pieces of content:
The second is to only give readers access to the full piece of content if they give you their email address, as Demand Curve has done in its guide to organic LinkedIn content:
And a third is to include a chatbot that’s tailored to the audience of a specific page, as User.com does with powerful chatbot features while getting email addresses. (you can try it out by clicking the widget in the bottom right).
All of these lead magnets are a simple way of nurturing the leads your content marketing drives to your site through your sales funnel – without missing out on the SEO benefits that ungated content marketing provides.
Of course, their success hinges on the quality of your content. So, once you’ve got them in place, be sure to focus your efforts on creating quality content for the best possible results.
SEO is one of the most effective tools in the modern marketer’s toolbox for driving leads to your site and converting them into customers.
To generate the most leads to your own site through SEO, be sure to audit your site, improve your site speed, execute a targeted content marketing strategy, and make use of lead magnets.
And be sure to follow the User blog for more insights into how to grow your business in 2021.