8 ways to multiply your B2B lead generation through SEO

In case you haven’t known by now, SEO stands for Search Engine Optimization. However, the most fundamental mistake that occurs during SEO optimization is that it is usually performed in a silo. If you would like your digital marketing efforts to be more effective and generate more leads you have to strategically integrate SEO with your other marketing efforts.

Indeed, SEO does play a leading role in your B2B lead generation framework but in order to maximize your lead generation results through SEO, learning the basics isn’t not enough. As such, we would recommend 8 ways for your lead generation engine:

1. Build an SEO Ecosystem

There are no shortcuts or magic formulas with SEO. It requires painstaking research, strategic thinking, rich content, links from highly credible sites, excellent engagement metrics and lastly a holistic approach to drive results.

Hence, you can’t just focus on technical SEO or on content generation alone.

Target specific topics and gradually build an ecosystem of content, links, and value aligned with searcher intent. Don’t fall into the fallacy that two or three blog posts about a certain topic is sufficient for strong rankings in Google. Instead, build a content calendar aligned with an amplification and PR plan, and demonstrate true authority and engagement on your target topics (speaking at industry events, etc.). Think of complementary components that compound your relevancy. Remember to spend as much time on branding, post-click, onsite experience and the pre-click ranking if you truly want leads from your SEO. Build a powerful ecosystem and you would eventually see more traffic from SEO as well as more leads from those efforts.

2. Conduct an analysis on how to get to Google Page 1

What does it take to rank higher in the SERPs? Conduct an analysis of each of the Page One listings for your highest priority keywords. This will give you a much more realistic view of what’s required to compete.

3. Target Keywords & Topics

Currently, too many brands are looking for SEO success at only one level of the funnel. To achieve a higher ROI from your SEO efforts, attract attention at the top of the funnel through writing and posting about broad or generic topics. Nurture your audience throughout their journey with relevant content that answers their questions and continually adds new value. And finally, close with branded and comparative terms.

4. Use Behavioral Analytics

You only win half the battle by attracting web traffic through SEO. The other half is dependent on what happens when they land on your website. To understand the onsite experience, behavioral analytics is needed to assess crucial data such as what they are looking at on the page, how far down they are scrolling, where they are hovering, and what they are clicking on. Utilise this data to adjust the web pages themselves in driving greater engagement and action. Several behavioral analytics software includes Mouseflow, Hotjar, and Fullstory.

5. Use IP Detection Software

Knowing precisely which companies are on your site is different from driving traffic to your site. Implement IP detection software on your website, so that you will be able to follow up with new visitors, understanding the precise keywords that brought them to the site and the precise content with which they interacted. This level of understanding of their intent and engagement will help you to turn more of your SEO traffic into real leads.

6. Transform Old Content into New Leads

This is an often overlooked strategy as there is the tendency to focus exclusively on new content. Evaluate the existing content that brings in the most site traffic. After that, transform the page into a leads driver. Ask yourself: What CTAs (Calls-To-Action) can you offer at the top of the page? Inline in the post itself? At the bottom of the post as a next step? Could you offer multiple CTAs and test to see which is of most interest? Also consider revamping the post and applying a current date if the post and content is outdated.  If you follow this strategy, you can expect to see lead generation results relatively quickly as the page has already been generating traffic for you.

7. Solve Customer Problems

Strive to solve your target audience’s main challenges through your content as much as possible so as to truly drive leads. Doing this would empower them and earn their trust. You can do this through various checklists, whitepapers, ebooks, tools, resources, or simply writing amazingly useful posts. To uncover customer problems effectively, you can reference macro data through keyword research tools and new question analysis tools such as the BuzzSumo Question Analyzer, or micro data through customer surveys, onsite polls, onsite chat, executive calls with customers, or conversational bots.

8. Add CTAs & content CTAs

Finally, the last strategy is to add CTAs to your pages to subscribe to your blog or newsletter. In addition, add CTAs to enhance the content on similar topics (e.g., offering a detailed checklist or whitepaper for the topic covered in a blog post, etc.) Ensure that you have the opportunity to continually provide them with your valuable insights, guidance, recommendations, and offers once you have them engaged.

Going beyond subscriptions, you could also use CTAs to drive more interest in your services. This is an often overlooked opportunity. By all means, avoid being too aggressive in your sales. But also remember to add a few CTAs offering a solution to your reader’s main challenges to improve your competitiveness.

If you would like to know more about SEO optimization & B2B lead generation, don’t forget to fill up that form for a free ebook on the subject. Also, don’t forget to share & like this post as well.