Whether you’re employing white label SEO services or utilizing your own talent, the effectiveness of an SEO investment boils down to one thing: how many leads and sales you generate. Getting more visitors to your site is nice, but that’s only a means to an end. The payoff comes when those visitors turn to leads, and the leads turn to sales.
You need SEO and content marketing to make that happen.
SEO is vital for any website that wants to succeed because SEO doesn’t require the user to see or click on advertisements. A great many Internet users outright ignore ads and use of ad-blockers is rapidly rising. Estimates are that by 2021, 27% of online users will never even see ads.
So, you have to grab these leads at the search engine, if there’s any hope of converting them. That’s why you need great SEO strategies to draw them in and push them down the conversion funnel.
Six Key Ingredients of a Great SEO Lead-Building Campaign
Target a niche based on core differentiators of your product
One of the biggest challenges to marketing strategies in recent years has been a growing realization that most brands cannot effectively target a wide audience any longer. A product trying to position itself as being “all things to all people” is very likely to instead end up appealing to nobody.
So, before even thinking about SEO or content marketing, take a real honest look at your product. Focus on 2-3 primary selling points that are differentiators. They might not even be the best features of your product, in your opinion – but they are what make your product different from the competition.
And then, based on those differentiators, determine a target market niche who would find those distinctions appealing. These will almost certainly be your best leads.
Target long-tailed keywords that match your niche
Continuing the basic idea of “target a small group, not a large one” you probably don’t want to spend much time chasing short keywords. Nearly all the short keywords are already tied up firmly by the largest brands in their field and would be very difficult to unseat.
Also, many users are already accustomed to typing (or saying) longer queries, specifically because they know they want detailed results. So, utilize keyword research tools and look for longer keywords which your target niche is likely to be searching for.
Just as one example: if you run a pet shop, you wouldn’t want to simply target “dog food.” However, you could do well targeting “organic dog food for Dachshund puppies.”
Create content with a range of lengths – but skew towards long-form
Variety is the spice of SEO, and it’s always a good idea to produce a wide variety of content, in different lengths and formats. That said, currently long-form content out-performs short content by a considerable margin. According to research, the average length of a first-page article on Google was nearly 1,900 words!
In particular, if you’re gunning to get a spot in one of Google’s “featured snippets” boxes above the search results, you absolutely want content that’s at least 1,000 words.
Just keep in mind, “long” does not necessarily mean “good.” The content still needs to be interesting, informative, compelling, engaging, and\or entertaining. You can’t pad out the word count, it needs to be genuine content.
Focus on mobile accessibility and great user experience (UX)
The design and ease-of-use of your site factor into your SERP rankings! Google is looking at the design of your site when determining search results and, in particular, will punish sites which aren’t mobile-accessible.
Remember: mobile browsing is now the most common way for people to search the web. The desktop no longer rules, and a website which only targets desktops will almost certainly suffer.
Also, look to improve your UX however you can. A clean, streamlined site which is easy to navigate will also gain more traction in Google. As a couple of suggestions:
- Mobile-friendly design means “adaptive design.” Your website should give a comparable experience regardless of whether someone’s on a 5-inch smartphone or a 50-inch SmartTV.
- Keep options to a minimum. More than around 6-8 clickable links on a page will create choice paralysis in users.
- Design around thumb-based browsing. Put clickables towards the center of the page and avoid putting anything important on the far left side. (Unless you happen to be targeting Lefties, in which case avoid the far right.)
Utilize marketing automation software
Marketing automation products are growing in functionality every year and can now be substantial time- and money-savers. At the bare minimum, you should be using scheduling software to automatically upload website content and social media posts according to a schedule, rather than manually uploading everyone.
More powerful tools are also excellent for lead conversion. Smart email automation, for example, can drip-feed pre-written content to leads on the mailing list, based on pre-determined frequencies of mailing. The most advanced systems can even take website content and repurpose it, such as building an email newsletter out of segments from your blog.
Automation software, of course, scales upwards in price as the feature list grows, but there are now options out there which can benefit companies of any size.
Audit, Analyze, and Adapt!
Finally: never rest on your laurels. SEO and content marketing are never finished. It’s never perfected. You should be constantly running audits of your materials, reports on their effectiveness, and analyses of the most effective lead-conversion paths throughout your various content outlets.
Do plenty of experimentation as well. Perform A-B tests where different content gets served to different visitors and measure the results. This is especially valuable in fine-tuning how to best reach your preferred audience.
A successful SEO campaign is one that adapts as conditions change from week to week and year to year.
Let DMB provide you with in-depth local SEO insight
Our white label SEO services can give you the tools you need to excel at the local level, as well as abroad. Call Digital Marketing Blueprint today at 1 (800) 430-0499 or fill out our online contact form to learn more about our affordable white label adaptive SEO, content marketing services, and branding solutions.