Many companies believe that the process of optimizing your website by adding keywords to the content, title, and Meta tags is the silver bullet to generating sales leads.
By itself, it isn’t. An effective search engine marketing strategy is only part of the process.
Driving prospects to a website is just the first step in a successful search engine optimization program. Unfortunately, 90 percent of businesses focus almost exclusively on this first step, while a successful online campaign actually has three critical components:
- Drive prospects to your website.
- Keep them there by creating a compelling benefit-based message.
- Generate sales leads, ensuring the site turns visitors into customers.
It’s a lot of work – why bother?
Search engines provide an opportunity to increase sales leads by 25%-50% in the first months provided your website follows site optimization and web usability best practices as outlined below:
Assess your audience and identify what actions lead to sales.
Success lies in understanding your customers. Whom are you trying to attract? What content would attract each of these key audiences? How can you encourage website visitors to interact with your company?
Assess your site
Identify the right keyword phrases.
- Brainstorm with existing customers.
- Analyze website statistical data.
- Review site search results.
- Research keywords with special tools and search engines. Explore competitors' websites.
- Test with a Pay-per-Click (PPC) campaign.
Optimize your site.
Track performance and re-evaluate.
- Number of unique or new visitors
- Increase in the rankings of your site for top keyword phrases
- Opt-in email sign-ups
- Information requests by phone or email enquiries
- Visitors taking online product tours or signing up for webinars.
Getting a prospect to click on your listing in a search engine is only the first step in an effective online lead generation program. What happens after they arrive on your website is just as important as how they get there.