There is no greater feeling than nurturing a lead into a paying customer—especially when it’s a lead you didn’t have to pay for.
B2B marketers rely on SEO, or search engine optimization, to generate high quality leads at very low cost through organic search. This process starts with publishing content on your site based around strategic keywords, having potential customers find your content by searching for those keywords, and then converting those visitors into leads.
Unlike PPC advertising, you’re not spending a dime to put this content in front of searchers—outside of what you pay your content team to produce it—which makes SEO an incredibly cost effective lead source. But while it may sound simple, SEO lead generation can be quite the intricate process. That’s why we sat down with 10 experts to get their tips on how to generate more B2B sales leads through SEO.
Related: What is SEO content writing?
Target Longtail Keywords With Buying Intent
The most important thing is to differentiate between “website visitors,” and “qualified B2B leads.” A TOFU page may get thousands of visitors, but few of them convert. Thus, that type of content may not be the best way to generate B2B leads.
Long-tailed keywords with low search volumes (less than 100/month) are a much better approach, especially money keywords that relate to buying intents with specific geographical locations in mind (e.g., “best southern vietnamese restaurants in zurich switzerland”).
Hung Nguyen, Content Marketing Manager of Smallpdf
Create a Visit-to-Lead Path
Attracting visitors to your website is only the beginning of the lead generation process. Once you get visitors in the door through SEO content, you have to convince them to complete a conversion action, such as filling out a form to contact your sales team, signing up for a demo, or starting a free trial of your service. That’s what turns content consumers into actual sales leads.
For example, on any Nutshell blog page you’ll see a START FREE TRIAL button in the top right corner of the page, a “Ready to try Nutshell for free?” sidebar form that follows you on the right side of the page, and occasional CTAs within the article copy that ask you to download a relevant content offer or start a trial of our software
The point is, you have to make sure your visitors know that you offer something of value beyond just your content. No matter what page they land on, make sure the visit-to-lead path is clear and coherent.
Use Your Website Search Bar as a Research Tool
Include a search bar on your website and check the search terms in analytics regularly. Doing so will give you insights into what your customers are having a hard time finding on your site, and can give you a wealth of ideas for new content.
Chryssa Rich, Director of Marketing at Primary Health Medical Group
Update Your Blog Posts Consistently
A great way to drive more leads via SEO is to consistently update your blog posts. You can find out what customers are searching for via Google Search Console and then either update existing articles or create new ones around those queries. This can also help to draw more backlinks so your content will always be relevant.
Liam Quinn, Head of MarketingContinue reading