SEO Tips for Lead Gen Companies

Paying for visibility in search results is fast and reliable, but costly enough to be untenable long-term. A better option is enhancing organic visibility using SEO for lead generation. You can boost your site’s ranking position in search results with improved content, better targeting, and analytics tracking to be more discoverable.

We’ll outline effective B2B SEO strategies to improve your organic visibility and generate cost-effective leads in this basic SEO guide. Learn the art of Lead Generation Mastery: Advanced SEO Strategies for B2B Websites with these proven guidelines for success.

What Is SEO?

SEO, or search engine optimization, is the practice of optimizing a website for maximum visibility and ranking position in search engine results pages (SERPs). When users search for keywords that your website’s content contains, and search engine crawlers recognize that you’re providing quality information on that topic, your website is displayed among the search results.

SEO is one of the top channels for organic lead generation. Once you establish an effective strategy, it continues to work for you and attract new leads to your site indefinitely without paying per click.

In this guide, we’ll focus on improving on-page SEO for enhanced visibility—specifically content, the most impactful component of this type of SEO for lead generation.

Why Businesses Should Care About SEO

Why should businesses care about SEO? It helps you get seen online at no cost—just the time and effort it takes to optimize your site. SEO is key to generating leads from non-branded searches that don’t include your company name. Prospects are usually looking for a product, not a specific company, and SEO ensures they can find you with a generic search.

Without prioritizing SEO for lead generation, your competitors will dominate non-branded search results. Let’s say you have a financial services CRM platform. A potential customer searches “financial services CRM” and sees every company that’s created landing pages optimized for those keywords. If you don’t have content featuring this keyword, you’ve lost the chance to capture and convert that lead.

What Good SEO Looks Like

What are the benefits of good SEO? Good SEO helps position your site closer to the top of SERPs, where it receives more impressions and clicks that may eventually turn into conversions. It also helps you generate more targeted leads when you optimize content for keywords your ideal clients are searching for.

Good SEO can look a bit different for each company, but the basic guidelines are the same:

• Title: Include target keywords in page titles to tell search engines a page is relevant enough to display.
• Headings: Use target keywords in headings (H1, H2, H3, etc.) to break up content and show search engines the topics and keywords your content covers.
• Images: Optimize images for search engines by including meta tags that describe the image and how it’s relevant to your page.
• Content: Write people-first content enriched with natural keyword usage. We’ll dive deeper into how you can use content to improve SEO next.

How SEO Improves Content

How can SEO enhance my content? By enhancing content through boosted impressions and clicks, encouraging you to create user-friendly content with clear headings and research, and generating valuable data you can track to measure your progress. Writing good, keyword-rich content is the best way to start increasing your website’s ranking position.

• Good content organically generates backlinks to boost rank in SERPs.
• Content can move leads through your sales funnel to drive conversions.
• SEO-friendly content increases your ranking potential for valuable keywords your target clients are using.

Keywords are a critical component of SEO lead generation. Research keywords to find what 

terms your ideal customers use to look for products like yours, then create content around them. Niche or long-tail keywords see lower search volumes but are easier to rank for and help you connect with highly targeted leads.

Don’t stuff keywords into your content dozens of times, which can penalize your rank. Use keywords naturally, limiting your use to 1-2% of the total page content, or once every 100–200 words.

How to Use SEO for Lead Generation

How does SEO affect lead generation? By increasing your visibility in SERPs, helping you to generate more leads and conversions. SEO for lead generation nets you:

• Higher click-through rates (CTRs): #1 search results average a 27.6% CTR, while #3 spots average 10.2%
• More leads: 57% of B2B marketers generate more leads with SEO than any other channel
• More conversions: Leads from SEO average a 14.6% conversion rate

Make organic lead generation with SEO more effective by creating content that answers common customer questions, improving on high-ranking competitor content for keywords you’re targeting, and A/B testing content variations and calls-to-action (CTAs) to find what converts best.

How To Measure SEO Success

Take a note from Peter Drucker, who said, “What gets measured gets improved.” Tracking analytics in your SEO journey helps you continually optimize and improve your efforts to turn your site into a well-oiled lead-generation machine.

Wondering how to measure SEO success? Your arsenal of tools could include Google Analytics, Google Search Console, and keyword and SEO tools like SEMrush or Ahrefs. Focus on metrics like:

• Keyword ranking positions
• Organic traffic and referral sources
• Bounce rates
• CTRs
• Conversion rates

Track rising and falling keyword positions. Note your top traffic and referral sources, then market through those sources to drive more traffic. Follow metrics like bounce rates and time spent on page to see where you can improve. CTRs and conversion rates tell you how well your landing pages are doing at enticing people to click and eventually convert, so both are crucial to track to increase your visibility and marketing success.

Increase Lead Generation With SEO

Leveraging the power of SEO is your ticket to organic lead generation, boosting brand awareness, and driving more high-converting traffic to your website. Learn more about SEO and how to use it to enhance your online visibility by talking with one of our experts today.