Bringing more traffic to your website is key for engaging with potential customers in the early stages of the buying journey. Today we're going to talk about three ways you can give your lead generation a boost and attract new visitors by using SEO, otherwise known as search engine optimization.
For years, Google and other top search engines have developed running algorithms to rank websites with how relevant they are to the consumer. This relevance is ranked using things like site usability (how easy is it to find things on your site), quality of content, load times, and link quality (what do other sites link to from your site). By building your website to align with these criteria you can generally see a strong response in organic SEO. In other words, you’ll likely see more of your content on the first page when someone Googles a topic even remotely related to your business offerings. So here are three ways you can boost your lead generation by using SEO:
1. Keyword Planning
Like all good things in life, building a strong SEO presence requires a little initial planning. By putting yourself in the shoes of your ideal customer, you’re able to think about what they would search for online. What are their pain points? What do they need help with? What types of solutions would make their lives easier? Once you identify what your customers are looking for, it’s time to look at the wording and by wording, and I mean the actual words used.
For example, let’s say you notice that people have been worried about the recent GDPR changes. Using a tool like Google trends, you see that there has been a huge spike in the topic of GDPR in the last few months. You now have solid evidence that adding keywords to your site like “GDPR”, or “Data privacy” would likely result in an increase in traffic.
By following these steps weekly, eventually you’ll have a list of strong and relevant keywords that will help guide the types of content people are looking for. The important thing to remember is that you need to be continuously adding to this list and cleaning it while keeping a few core keywords that describe your business and industry.
To manage this, there are multiple tools that automatically rank how well selected keywords are used. Personally, I would recommend Moz for keyword tracking but encourage you to shop around.
2. Utilizing the Fullest Potential of the Blog
Most people have a good idea of what a blog is for. It hosts valuable content for your audience on your site to increase engagement. From an SEO standpoint, it is so much more.
Since we just mentioned keywords, we’ll start there. That amazing list of keywords you came up with can now be made to create content for your blog that marries your business specialties with hot topic issues in your industry. This will start to boost your reputation as an industry leader in the eyes of Google and other search engines which means your content will start being ranked over your competition.
Naturally, once you have quality content on your blog it will start getting increasingly shared. Which brings me to my next point, the magic of links. Years ago, you could link to every site in the world and you would get a high search ranking because of it. Now, Google will penalize you for that by burying your content. By placing relevant links throughout your content that provide extra value, Google will reward you for it by bumping up your place in the rankings. The thing to remember is quality over quantity for links. Proper link building has consistently been one of the biggest variables in Googles ranking algorithm.
3. Metadata and the Data Users Won’t Notice
So, you’ve appealed to the masses (your ideal customers) and have a big shot blog. You should be swimming in all the new web traffic, right? Not quite.
By following the first two steps, you’ve successfully appealed to the human side of the internet. Unfortunately, the internet is made up of more equations and algorithms than your old, evil math teacher could dream up in his entire life. Luckily though, algorithms have clear parameters of what to look for. This is where metadata comes in.
Meta-what? Metadata is basically how you structure the code within the content so that a search engine’s algorithm can read it. This includes having titles within a certain character limit so that it displays properly on the SERP (Search Engine Results Page), making the URL clear and easy to divide into individual chunks, and placing tracking codes into the actual code of your webpages so that the search algorithm knows to look at it. Openvine has written a great post on the topic that goes into greater depth.
SEO isn’t something you can do once and be a master of. With the ever-changing world of technology, it takes constant work to stay on top of how the big search engines rank their traffic. Add to that keeping ahead of the rising trends in your own industry and being able to craft the right content with the right message it can often seem like wave after wave of work mixing creative and analytical skills. And even though it seems daunting at times, by following these 3 tactics you can eventually ride that wave all the way to the top (of the search rankings) and boost lead generation.
Finally, we've compiled these tips into a handy infographic to help you along the way!
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