The war for dominance on search engine results pages (SERPs) is a nasty business with big players. Finding the right strategy to squeeze out competitors for top spots is possible and it starts with SEO lead generation tactics.
This article will teach small business owners the best techniques to generate SEO leads that directly impact their bottom line.
Why SEO is Important for Small Businesses
Most small businesses have limited marketing spend available and rely on making strategic moves that deliver big results. Search engine optimization has the potential to make a dramatic difference in organic traffic.
An SEO lead generation strategy enhances your website’s visibility on search engines, making it easier for potential customers to find your business when they search for relevant keywords. For small businesses, this means increased organic traffic, higher credibility, and a more cost-effective marketing strategy than paid advertising.
With the right SEO techniques, small businesses can compete with larger competitors and capture leads effectively.
Generate Leads With These Top Tips
SEO for lead generation can be incredibly complicated and this article is by no means the complete guidebook. However, these are some of the most impactful tips that can guide high-quality leads to convert.
For more insights and to really move the needle with SEO, contact Markitors today. Our experts are itching to boost your DA (domain authority) and ignite your website traffic.
1. Target Long-Tail Keywords with Purchase Intent
Long-tail keywords are specific phrases that potential customers use when they are close to making a purchase decision. Finding these keywords is an event in and of itself. You’ll need to use a SERP analyzing software like SEMrush or Ahrefs, along with in-depth knowledge of your competition and target audience.
Successfully targeting these keywords can attract highly qualified leads who are more likely to convert. These aren’t casual website visitors. These are ideal customers who are roaming the internet, primed to convert.
For example, instead of targeting a broad term like “waterproof shoes,” aim for a more specific phrase like “waterproof walking shoes for women.” The users behind this keyword have search intent, meaning they are looking for something specific to fill a present need.
Example Case
Using this example and at the time of this posting, “waterproof shoes” could be an excellent pillar keyword for a product page with over 33,000 monthly searches and a mildly competitive ranking difficulty of 34 (out of 100). However, “waterproof walking shoes for women” would be a fantastic long-tail keyword with over 1,600 monthly searches and a low-ranking difficulty of 19.
Sure, the search traffic for the long tail is less than the short keyword, but the user intent and ranking potential make the difference. Imagine what could happen if a small shoe retailer brought in even a 4th of that traffic from “waterproof walking shoes for women”. This could bring 400 more leads to the site every single month. Leads who are already searching for their exact product.
Imagine if this same small shoe retailer repeated this targeting across every product. The opportunity for success only expands exponentially.
2. Optimize Your Website/Page Speed
Page speed is a critical factor in user experience and SEO. A slow-loading website can frustrate visitors and lead to higher bounce rates, negatively impacting your rankings.
Use tools like Google PageSpeed Insights to identify and fix issues that are slowing down your site. You need to check that your website loads quickly on both desktop and mobile devices to keep potential leads engaged.
Fixing page load time isn’t an afternoon activity. Every time something is added or taken away from your website there is potential for an increased wait. Constantly check your load time and be prepared for monthly fixes, at minimum.
3. Implement Responsive Web Design
With the increasing use of mobile devices, having a responsive website design is essential. A responsive design ensures that your website adapts to various screen sizes and devices, providing a seamless user experience. This not only improves user satisfaction but also boosts your SEO, as search engines favor mobile-friendly sites.
Responsive design goes beyond the laptop and iPhone. Your site needs to look and perform flawlessly on an iPad, Nook, and smartwatch.
4. Create a Target Persona
Understanding your ideal customer is key to effective lead generation. Create detailed buyer personas that outline the characteristics, needs, and behaviors of your target audience. This will help you tailor your content and SEO strategies to address their specific needs and attract relevant leads.
We recommend identifying your most important customer types. Then, create a buyer funnel for each type. The standard marketing funnel is:
- Awareness
- Interest
- Desire
- Action
Different customer types may experience the funnel differently and having this laid out in front of you powers strategic decision making. For example, a professional pest service may get a majority of their business from local institutions and companies, but a strong majority may come from local homeowners. After a pest sighting, a homeowner may take to Reddit or Facebook for advice, while a university administrator may begin researching SERPs and mining through company reviews.
Thus, the customer types’ first touch points during the “Awareness” stage are vastly different and must be marketed differently.
5. Optimize Your Blog
A well-maintained blog can be a valuable asset for lead generation. Regularly publish high-quality, relevant content that addresses the pain points of your target audience.
You must use keyword research to optimize your blog posts for SEO, and include calls to action (CTAs) to encourage readers to take the next step, such as signing up for a newsletter or requesting more information. The art of a well-crafted blog is complicated and requires both an ear for strategy and an eye for syntax.
6. Create a Google Business Profile for Local Search
For small businesses with a physical location or service area, a Google Business Profile is essential. This free tool helps your business appear in local search results and Google Maps. Ensure that your profile is complete with accurate information, such as your business name, address, phone number, and hours of operation.
You can also make regular posts that are tied to your GBP. This platform will also give you data insights on calls, reviews, bookings, and more. It’s also free, which is an added perk for small businesses.
7. Develop a Link Building Strategy
Link building is the process of acquiring backlinks from other reputable websites. These links act as endorsements for your site, boosting your credibility and search engine rankings. Focus on earning high-quality links from relevant sources, such as industry blogs, local directories, and partnerships with other businesses.
Backlinks (aka links from other sites to your site) are the best way to build your DA (domain authority). Back in the day, website owners could hack the system and create random websites for the sole purpose of linking to their business. Nowadays, search algorithms are pretty good at penalizing acts like this.
This means that building a good DA requires a slower, more deliberate linking strategy.
8. Maintain Positive PR Strategies
Positive customer reviews can significantly influence potential leads. Around 9 in 10 consumers consider the reviews before purchasing. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and industry-specific sites.
Respond to reviews, both positive and negative, to show that you value customer feedback and are committed to improving your services. Reviews are also a great chance to offer more information about your products/services.
9. Use Social Media Strategies
Social media is a powerful tool for driving traffic to your website and generating leads. Share valuable content, engage with your audience, and use targeted ads to reach potential customers. Social media platforms also offer insights into customer preferences and behaviors, helping you refine your SEO and marketing strategies.
Creating a social media presence requires a solid brand, a professional social media coordinator, and a lot of time. Managing a social media calendar is time-consuming and the individual(s) responsible must be adaptive. Still, the possibilities for increased sales and brand recognition can be huge.
10. Create an Email Outreach Campaign
Email marketing remains one of the most effective lead-generation strategies. Build and maintain an email list by offering valuable content or incentives. Use personalized email campaigns to nurture leads, promote new offers, and keep your audience engaged with your business.
We recommend using a platform like Mailchimp to simplify this process and gather data to optimize campaigns.
11. Refresh Campaigns Periodically
SEO and lead generation are not one-time tasks but ongoing processes. You must regularly review and refresh your SEO campaigns to adapt to changing search algorithms and market trends.
Steps to Refresh Your SEO Campaigns
- Review and Analyze Performance Data: Regularly review the above metrics to assess the effectiveness of your current SEO strategies. Identify trends, successes, and areas that need improvement.
- Update Content: Refresh old content to keep it relevant and accurate. This might involve adding new information, optimizing for new keywords, or improving readability. Regularly updating your content can also positively impact your search rankings.
- Adjust Keywords: Based on your keyword ranking data, update your keyword strategy. Target new keywords that are gaining traction and refine or replace those that are no longer effective. Customer behavior is not static so neither are keywords.
- Monitor and Adapt: SEO trends and algorithms change frequently. Stay updated on the latest SEO developments and adapt your strategies to align with current best practices and search engine guidelines.
Get Started With Markitors
Our experts will help you apply these tips today to boost your lead generation efforts and attract more qualified prospects to your business. Contact us to learn more about our methods and wins.
