In the B2B digital marketing world, SEO at times can take a back seat to paid search in terms of lead generation. SEO flat out confuses and scares the heck out of people; so much that they are quick to give up on it. Here is a real-life example illustrating that if you stick with it, SEO lead generation can be a powerful B2B lead generation tactic.
What is SEO Lead Generation?
SEO lead generation is the use of organic search strategies to improve rankings and drive qualified traffic in order to increase conversions on your website. There are many types of conversions that can be tracked (i.e. form fills, blog/newsletter subscriptions, asset downloads, etc.) Calls-to-action and conversions should be aligned with customers’ needs and business goals.
Why It’s Still Relevant
Search engines have been around for a while now and though I’m not a fortune teller, I don’t see them going away anytime soon. According to InternetLiveStats.com, 3.5 billion searches are happening per day and 1.2 trillion searches per year worldwide on Google and that is only one search engine! You still have Yahoo and Bing to consider. Bottom line, that means there is a lot of people using search engines to research, find products and services your organization offers. But are those people finding you on them? Better yet, are they finding you organically?
Though SEO can be confusing and frustrating at times, it is proven to be a powerful channel to improve brand awareness and generate leads. Still don’t believe me? Check out the client example below to learn how we helped them transform their website into a SEO lead generation machine!
One of our clients is in the software and technology space and they came to us because they were in desperate need for SEO help as they were coming off a site migration in May 2016 and their organic traffic began to drop.
After we conducted a site audit, we began to see opportunities for improvement. With keyword research, competitor reviews and a content gap analysis, we found gaps which helped us create a comprehensive content strategy. After improving organic rankings with our SEO efforts, organic traffic has been steadily on the rise.
With organic rankings and traffic on the rise, leads from organic search began to follow suit increasing 178% YoY in 2017.
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