SEO is consistently one of the top lead generating sources for B2B marketers. And it’s a no brainer why. Without showing up in the top three results on Google, it’s likely your website (and products or services) will never be found by your prospects.
But it’s not enough to know that SEO is important, write a few more blog posts, and call it a day. Integrating good SEO into your wider lead generation strategy is hard work. It takes time to improve your rankings, and it’s equal parts art and science to do so.
In this post, we’ll review a few of the best practices for optimizing lead gen with SEO, to help you start (or continue on) the journey to better demand generation with your SEO marketing.
1) Know your baselines
As with any marketing strategy, you need to begin with an audit of where you’re starting, to know where you’re going. Use Google Analytics for a full picture of what’s working, and what’s not, on your website. Then, go deeper into whether you’re following the SEO basics. Do your pages have meta titles, descriptions, and keywords? Use an audit tool like SEOmater for a quick and easy way to get a picture of your SEO successes (and challenges).
2) Use Pillar Content
You spend a lot of time or resources on content marketing – make sure you’re getting every benefit out of that content! Creating long form content like e-books, blog post series and videos are great for your SEO content. So make sure you’re breaking those up into bite sized chunks like infographics and worksheets that can help you support your lead generating efforts!
3) Repurpose Existing Successful Content
Have a piece of content that did really well at driving leads but is dated? Update it! Re-release it with a “mid-year update” or any other spin on it to refresh for your audience. There’s a reason it performed well the first time and you want to make sure to take advantage of that to again streamline your work as much as possible.
4) Let Your Competition Be Your Guide
One of the biggest barriers to optimizing SEO is the time it can take to build your foundational strategy. Bypass some of the research and go straight to seeing what’s working well for your competition, using tools like SEMrush. Take the best of their strategy and build your own campaigns from those keywords.
5) Align Across Marketing
It’s clear that SEO isn’t just about your website content. It’s also about social, your advertising landing pages, your email marketing strategy driving traffic, the list goes on. Foster collaboration across the entire marketing team (including linking together your agencies) by providing clear, overarching project objectives, using collaboration and project management tools to stay in sync, and reporting on common held metrics so the entire team is driving to the same goal. By combining forces, your lead generation tactics will only be stronger.
SEO marketing is a top marketing strategy for any business looking to amp up lead generation. Looking for guidance on integrating your SEO more strategically into your lead generation efforts? Contact Leadous and let us lead you!