As any marketer knows, customers are the life force of a business’s success. The digital marketplace has provided a wealth of opportunities for brands all over the world. However, having a great product or service is not enough to generate the traffic and sales you need to thrive in this competitive environment.
For your campaign to function at its fullest potential, you’ll need to understand the building blocks of the lead generation process as well as how these blocks connect with each other. In this three-part series, we’ll explore the different elements within the lead generation ecosystem and how they’re used in maximizing your business’s sales lead generation.
SEO’s Role in Lead Generation
First, it’s best to go over the basics to understand just how interconnected these two terms are and how they impact one another. Search engine optimization, or SEO, refers to the optimization process of a website and its content to rank higher in search engine results, mainly through Google. Using related keywords and similar tactics, SEO helps a business improve its visibility online. As such, SEO is closely woven into lead generation.
Lead generation refers to the process of gaining potential customers’ interest to convert them into leads. There are many ways to go about lead generation, such as email marketing, website forms, and so on. As potential customers are turned into leads and moved through the sales funnel, the end goal stays the same: converting them into paying customers.
Put simply, the goal of SEO is to attract more relevant traffic and, in the context of lead generation, convert these potential customers into leads. Typically, lead generation is streamlined by SEO as it works to establish authority and credibility, drive targeted traffic, and improve search engine rankings.
Businesses looking to take advantage of this connection are advised to invest in the necessary SEO techniques. These often include content marketing, link building, and keyword research. Another important technique is local SEO. Working to attract local customers by improving visibility in local search results, this approach is especially important for local businesses.
Additionally, a key aspect of lead generation through SEO is enhancing the site’s technical, mobile, and on-page optimization efforts. Boosting these key optimization factors helps attract the right customers while also improving user experience through enhanced website performance.
Improving the performance of your website and generating more leads for your business takes a comprehensive marketing strategy. Going forward, as you incorporate SEO techniques and other components of the lead generation ecosystem, remember to regularly measure its success and make small improvements as needed. That way, you can continuously achieve better results and stay ahead of the competition in our vast online landscape.
Stay tuned to the second and third parts of this series about social media’s role in lead generation. Need a hand with digital marketing in the meantime? Contact us today to learn how the experts at Fisher Green Creative can help your small business grow.
Aaron Wittersheim is Chief Operating Officer at Straight North, a Chicago SEO and web design company. He has helped startups, middle-market firms, and Fortune 500 companies improve organizational structure and grow through his expertise in process conception, task automation, and internal project management.