The Link between SEO and Lead Generation: Tactics that Actually Work

By Nate VickeryMarch 13, 2018

For years, SEO has been a kind of a big deal. It not only helps you rank higher and makes you visible to your target audience, but also helps you generate quality leads. Namely, it’s not enough for you to appear high in search results when a user searches for the keywords you’ve been ranking for. You need to motivate them to follow those links back to your site. Most importantly, by providing them with the impeccable user experience and the content that meets their expectations, you have a chance to convert them into invaluable leads and even inspire them to buy from you over time.

Here is how to use SEO to boost your website leads.

Update Your Blog with Interactive Content

Content has remained king. It drives quality traffic to your site, generates quality links, and boosts your authority in your niche. However, in the world of AI and VR, writing a lengthy, high-value article is not enough to spark your audience’s attention. To do so, you need to make your content more engaging and interactive.

  • Create visual content. Did you know that readers are more likely to look at the information-carrying images than to read the text that accompanies them? This is because our brains process visuals faster than text. And, to make the most of this phenomenon, you should start sharing visual content, including images, infographics, videos, quizzes, and charts. This way, you will manage to present a number of difficult information and statistics in an easy-to-digest way.
  • Ultimate guides and original research are both a comprehensive piece of content that drives natural links to your site. They need to be relevant, specific and to include an immense number of awesome tips and information. 
  • Start a podcast. This is a great way to boost your brand awareness, establish yourself as an authority, and at the same time, provide your target audience with actionable and meaningful tips.

Build Quality Links

Even though many have tried to convince us that link building is dead, this SEO practice is still alive and kicking. Moreover, it has remained the basis of every successful digital marketing strategy.

For example, one of the most popular link building techniques is guest blogging. It not only gives you the opportunity to drive quality traffic to your site, but also to build a solid brand image and promote your site as highly authoritative.

This is exactly why you need to evaluate your guest blogging opportunities carefully.

This means checking the site’s relevance, page authority, domain authority, social media activity, and target audience engagement. To simplify this process, you should consider using link building tools. They will give some invaluable insights into your prospects, as well as help you organize your prospects according to your preferences and provide you with the bloggers’ contact information.

Here are some additional, awesome ways to build quality links:

  • Resource page link building
  • Broken link building
  • Link reclamation
  • Get featured in reliable business directories
  • Build Wikipedia links
  • Use Google’s reverse image search to find sites using your photos without links

Optimize your Website Content

As Google’s algorithms are becoming smarter every day, your on-page SEO efforts need to adapt to them. Today’s on-page optimization has become more sophisticated and it consists of the following:

Titles and descriptions

These are what users see in search engines.

The length of the title varies according to the device, making it more difficult to come up with an ideal title length. This is why you should make it brief (around 55 characters) and make sure you add your keyword early in the title.

Your meta descriptions need to be catchy and relevant to your target audience. Even though they used to be about 160 characters, Google decided to double their length. Also, they need to include a high-value keyword, a powerful CTA, and communicate your unique selling proposition.

Internal Linking

Internal linking means directing visitors from one page to another within the same domain. This way, you will build a solid hierarchy of content, help Google crawl and index your pages easily and, most importantly, help your readers navigate through your site effortlessly. Just make sure all internal links you build are organic and make sense to your readers.

Inspire Your Visitors to Convert

Turning your visitors into valuable leads may sound simpler than it really is. Namely, it’s not just about asking them to give you their email address. They won’t do that. Instead, you need to inspire them to become a part of your email list.

You could start by implementing lead magnets. In layman’s terms, a lead magnet is something you offer in exchange for your visitors’ email address. It could be any piece of content, from an ebook and a case study to toolkits and videos. Keep in mind that a lead magnet needs to be relevant to your readers, solve some specific problems they come across, and be engaging and easy-to-follow.

Another great technique is onsite behavioral retargeting. This means using the information you already have to market to your visitors, based on their previous behavior. As it provides your users with the personalized and highly targeted content, this technique delivers big results.  An amazing example of this is Amazon that creates customized pages for each visitor, based on what they were searching for on the site before.

Back to You

Remember that SEO is not an isolated technique that helps you boost your rankings and traffic. It is an invaluable asset when it comes to lead generation and offering spotless user experience, as well.

How do you generate leads using SEO?

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