How To Generate Leads With SEO - Hints From Semalt
By commissioning an SEO campaign, you expect that over time these activities will start to bring you customers and this should indeed be the goal of specialists' work. First, however, you will observe how the website's visibility for keywords that describe your business grows, then the website will occupy higher and higher positions in Google, and in the next stage, you will notice more inquiries or orders from customers. How should the campaign be conducted to bring about such an effect? How to generate leads with SEO? This will be the subject of our article today.
Lead generation: what is it?
Before we get into how to generate leads using SEO, let's determine what lead generation means.
Well, it is about activities aimed at increasing the interest in the offer, collecting contact data from potential customers, building their database, obtaining inquiries. A lead may be a person who is looking for a solution to a given problem, is interested in the service, which is expressed, for example, by filling out a contact form.
How to get leads? You can bet on a newsletter, social media application, landing pages, but also traffic from the Google search engine. Lead generation is the transfer of the standard communication and sales process to online activities. Of course, getting leads consists of many elements and it is a kind of process.
Lead generation: SEO
According to experts, more than 96% of users used the Google search engine, which means that they search for information, products and services.
The advantage of traffic sourced from Google is that your site is mainly visited by users who are looking for exactly what you offer them (whether it is a product, service or just wanted information), so there is a high probability that you will acquire customers thanks to this leads movement. Before that, however, you need to wait for your keywords to gain exposure.
In the case of such actions, the visibility of the page for phrases first increases - the site will appear on subsequent subpages of Google results for more and more keywords. In the next stage, the site will be in the TOP10 positions, visibility will start to translate into traffic. Expect that the investment will start to pay off after about a few months - then thanks to SEO you can get leads and ultimately customers.
However, the question is - what to do to actually translate the traffic from the search engine into generating leads? How to generate leads thanks to SEO? There are at least a few important points to keep in mind.
Be aware that, the dominant source of traffic in online stores is the Google search engine. Therefore, it is definitely worth investing in such activities.
How to generate leads with SEO?
Search engine traffic can be very effective, but if it is to actually translate into leads, you need to approach the steps appropriately. A well-executed campaign may generate inquiries from customers, but in some cases, it also happens that the traffic not obtained immediately will bring the expected results.
With SEO, however, you have data that you can analyze. You can see what queries generate traffic, how users behave on the website - then you can find the cause of the problem, which may lie in, for example, a complicated form, a website that is not adapted to the user, and more.
Choosing the right keywords
One of the important steps in SEO campaigns is, of course, page content optimization. It should include keywords that best describe your business, i.e. those that Google users can use to find your products or services. Tools such as the Dedicated SEO Dashboard will help you in your keyword research.
But how do you know that the phrases will actually generate leads? First of all, you should be aware of what search queries are typed by Google users who are looking for products like yours.
Suppose you run a website where you offer, among others, washing machines. The positioning of the name of this device is obviously a must. From these tools you will also learn that the volume of searching for the word "washing machine" is very large, so by winning a high position for this phrase, you can count on a large number of visits. Moreover, winning the TOP1 would be prestigious, but... is it really profitable?
First of all - it's a very competitive phrase that requires a lot of investment and a long wait for the result. Second - what does an internet user who enters such a query on Google mean? He/she wants to buy a washing machine, or maybe he/she is looking for spare parts for this device, information about its history, colouring books for a child with this equipment? Such queries can generate a lot of traffic, but not necessarily the most profitable or the best converters.
On the other hand, a user who enters the query "Amica MX567 washing machine" in Google is probably determined for a given model of the device and is looking for an attractive offer. If the Internet user gives the device model, he or she knows what he or she is looking for. Therefore, it is worth focusing primarily on phrases with a long tail, i.e. consisting of three or more words. Such inquiries are responsible for up to 70 percent of network traffic.
However, remember that when creating content, you should not write for the Google robot, but with the web user in mind. If you want to increase the number of leads, enter phrases in the content that convey the intentions of the Internet user.
Internal linking - cross-selling and up-selling
The appropriate structure of the website and linking of individual subpages, especially those that are most important to you - product pages or categories - is one of the ranking factors. Often, the internal linking itself is in the case of strong websites with a good link profile, sufficient for a given subpage to be visible in high positions in Google for many queries.
Internal linking elements also include cross-selling and up-selling. Cross-selling is about selling complementary products - the customer receives a proposal of solutions that other Internet users have chosen when buying this item. For example, in Media Expert, under the tablet's offer, you will find accessories that may be useful to the buyer.
Up-selling, on the other hand, is about offering the customer products with a higher class, greater possibilities, and at the same time at a higher price. The aforementioned Media Expert store compares a given product to others and shows what parameters these devices differ in. This is in many cases an effective way to convince the customer to choose a more expensive solution.
Thus, in practice, an element that is very important for SEO also translates into a greater number of leads in the store.
But how to do such linking so that it affects visibility?
The link must be at the anchor point, i.e. the text under which the link to the page is hidden. In the above case, it is the name of the tablet. However, don't just link a picture with the price, name and photo of the product. This also strengthens internal linking, but a better solution is to put a link below the text.
Page loading speed
One of the Google ranking factors is the page loading time. Currently, the focus is on sites that load quickly. The highest conversion rate depending on the type of device is different - on computers it is 1.8 seconds, and it is at this loading speed that the best results are achieved.
At the same time, speeding up the page is a factor that can translate into better visibility on Google.
Therefore, with one action, you achieve several benefits - the agency that will implement the SEO campaign will probably improve the page loading speed, which will increase the chance of leads - Internet users will not be discouraged by the long waiting time to get to know the website. At the same time, better visibility may translate into a greater number of visits, and this, in turn, may affect the increase in the number of leads.
Another way to increase the number of visitors to the website, and thus the number of leads, is to introduce the feedback module, i.e. offering users the option of adding content. Why should you do this? Visitors can generate a huge amount of information and use words in them that no tools can tell you.
The users of the product then describe in great detail how they use it, on what size it works, and more. These may be elements of a query by an Internet user who searches for such a product on Google. When, in addition, in the store, he or she sees a flattering opinion, added by the buyer of the given device, the probability of a lead is very high.
In addition, these are additional content that may positively affect the SEO of the website, including visibility for subsequent queries. So don't hesitate - user-generated content can be of great value.
Structured data in search results
Structured data is used to explain to Google robots what is on the page. In practice, these are descriptions that are the content of the website's HTML code. Thanks to these solutions, the average rating with the number of stars, the number of reviews added, the price of the product or the stock level may appear in the search results.
Thanks to structural data, additional information about the product and more may appear in the search results, which may translate into a higher CTR (click-through rate). Using them will make your SERP search result more attractive.
One of the Google search engine ranking factors is getting links on websites. What matters is their quality, not the number, while achieving high positions requires obtaining many such links from various sources.
Sponsored articles are currently very popular on websites. Not only do they affect the visibility of the website on Google, but they can also be a direct source of visits and translate into leads.
You can follow the obtained links leading to your website, e.g., with the Dedicated SEO Dashboard.
Most Internet users associate SEO primarily with general search results - they forget about Google Graphics, while many users start with these results when looking for clothing or footwear, for example.
In the case of some products, we are primarily interested in their appearance, and only then do we check, e.g., what they are made of. If you want your photos to be translated into leads, they should first of all be of very good quality. However, if you also care about high positions in Google Graphics, remember that images cannot load for a long time - you can use, for example, TinyPNG to reduce their size without losing quality.
Another important point - use the most important keyword that describes the item in the filename. If the phrase consists of several words, separate them with a hyphen, not an underscore. Also, be sure to use alternative text - fill in the alt tag. Add a description of what's in the photo and there, include keywords.
Remember that one of the elements that determine the effectiveness of generating leads is your website. The agency could have provided an excellent result in terms of organic traffic, but the lack of leads may have a completely different reason. Too high price? Insufficient product information? Inappropriate photos? Long delivery times?
There can be many reasons for the lack of leads, depending on the type of business you run. Remember that it is worth responding to agency suggestions regarding the website. Such companies have experience and, moreover, they want the client to achieve the assumed goals thanks to the campaign.