How to Generate Marketing Leads through a Website.
Search Engine Optimisation (SEO) is an extremely useful tool for lead generation, to understand why, this post will go on to explain a little about what it is and does.
1. What is a Search Engine?
Essentially they are special websites that have indexed billions of pages to make it easy for you to find a website or page in an instant. Popular search engines include Google, Yahoo!, Bing and Ask but the major one is Google.
2. What is Search Engine Optimisation?
The Search Engines use software to send out web crawlers to webpages everywhere, it then continuously indexes the information like a big world wide library. We have a page on SEO or check out this snippet from google itself:
"The web is like an ever-growing public library with billions of books and no central filing system. Google essentially gathers the pages during the crawl process and then creates an index, so we know exactly how to look things up. Much like the index in the back of a book, the Google index includes information about words and their locations. When you search, at the most basic level, our algorithms look up your search terms in the index to find the appropriate pages." Click here for the link to the full article.
So it is important to write and build your website in a way that is easy to understand for potential customers and ssearch engines.
3. Why Does my Business Website Need SEO?
It doesn't 'need' it, but if you would like to have the best chance to be found by your target audience it is a very good investment. If you are considering a rebuild then it is well worth optimising it for Search Engines. It isn't the dark magic it once seemed to be - it is common sense and more of a science. In the next sections I will take you through the basics needed to create good SEO.
Work from your company mission statement. Then compile a list of keywords that relate to that. Then think about what keywords your clients / potential customers would use. A good way to do this is get into the heads of your exisitng clients and how they found you / why they bought from you. Try and build a pyramid of key words from which you can optimise your website.
5. Longtail keywords and blogging
Never say never when your webdevelelopper asks if you want a blog. Take it, learn to write. I 've had to - that shows you how much it helps. I recently read that blogging improves your google searchability by 75%. That has to be worth 2 hours a week blog time. Use longtail descriptions in your blog titles. These are longer questions people would search on. They maybe be more niche but lend themselves to easier ranking and if one correctly better conversion rates.
6. Images and video
Everyone loves an image to accompany a written piece of work, search engines are no exception, as long as it is well alt tagged for the same keyword as the article piece.
7. The text
Well written text is so important - I recenlty downloaded the latest paper form Yoast which is well worth a download if you want to understand more.
"Search Engines like Google scroll text. They decide largely on basis of words whether or not your site will rank in their result pages. High quality text thus should be very important in your SEO strategy. Of course your website should be very nicely designed and the user interface should be amazing. And all the technical stuff that makes your site able to rank in Google should also be totally covered. But still, without text, ranking is impossible. It thus is very important to write quality content! In this book we will help you to optimize the content of your website for SEO purposes."
SEO is an incredibly useful tool to build leads for your company. Users these days do much of their searching online and so if you are found, they peruse your online shop without taking a minute of your time. If they like what they see and the call to action is clear and easy - your enquiry will require a lot less conversion than the traditional cold calling. What's not to like?
Mediaholix has been learning the science of SEO and generating leads from websites for a number of years now. Why not get in touch and see how we can help you or check out our free guide to myths of SEO.