Search Engine Optimization, or SEO, is the unique mix of art and science with the ultimate goal to showcase your firm on Google’s first page when users query a term that your firm provides as an answer to that query. However, from a lead generation standpoint, the mechanisms of lead capture for SEO are different from pay per click. Here’s the difference:
Tactic – Promotional ads – SEO become leads
Theme – Get content now – Learn about us
Destination – Landing page/microsite – website
Key – Immediate leads – Find us first, let content persuade to become leads
Our philosophy is this with SEO: Rankings are important, but not as important as the ability of your website to capture and engage audiences by persuading them to contact you because your message as written can solve their business problems. #1 ranking means nothing if audiences bounce and don’t perform desired conversions.
To understand how people search for your solutions is critical as well to understand. There are two kinds of searchers:
- Early stage buying cycle: Looking for information; initial research on what firms or products are out there. Search query is general. Starts off with a short, broad query, scans 1st page, uses Google Instant (those search query suggestions) to dig deeper. Also considers social media searches as well.
- Later stage buying cycle: Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. Search queries are specific, longer phrases. Uses social media to further validate solutions.
Here’s an example; using “inventory software:” as a business need:
- Early stage queries: Inventory software, Inventory software firms, , inventory software for warehouses
- Later stage queries: Most efficient inventory software applications, inventory software reviews, warehouse inventory software comparisons, Company X software opinions
This is an interesting method we typically utilize for keyword research. We look at keywords that are most likely to show high page rank across various buying cycles. For example, if we find that indeed a software solution with the term “reviews” has high search volume and low competition, then we would recommend the word “reviews” be included within client’s website strategically.
Content strategy affects so much of SEO, and we understand the importance of words and messages to optimize rankings for clients. Here’s a list of major SEO tasks that affect content:
- Keyword research. By combining popular but less competitive search queries related to your business with your value proposition, we create compelling, powerful messages that are also Google searchable.
- Title tags. Page titles are not business names; they are key searchable phrases that describe the content of a specific page. Page titles are content.
- Meta page descriptions, headlines, sub-headlines, captions, and image tags. All need to be based on searchable keywords relevant to your business and your page content.
- Changing content. Search engines don’t like stale sites. Better rankings come with updated content on a regular basis (hello blog)
- PDFs are also indexed; a valuable way to get white papers to appear on search results if optimized properly.
In summary, content marketing and SEO work together. Our SEO assessment includes utilizing all the best SEO tools and a review of your current site structure and content so that we can make recommendations to perform or enhance your SEO efforts, all in the name of leads.
