Search engine optimisation (SEO) is a phrase many marketers will be accustomed to hearing, as it’s been the backbone of content strategies for the majority of businesses hoping to improve their visibility in search for more than a decade.
That said, while the term itself is now nearly ubiquitous, many organisations do not truly understand the impact a well-considered, optimised and, above all, targeted SEO strategy can have.
Generating leads for your business is not always easy, but with the correct plan in place, and with close attention paid to the finer detail, it’s something that every company can successfully achieve.
What are the fundamentals of lead generation through SEO?
In a sense, lead generation and SEO should be seen as highly complementary practices that are ultimately geared towards driving improved awareness and sales for your business.
On the one hand you have lead gen, which typically focuses on creating customer interest through activities like paid search or the use of CRM software. Meanwhile, SEO is generally a more organic approach to building brand awareness.
The main benefit of SEO is that it’s free, while at the same time helping to build trust in your brand by improving visibility in search. You should therefore be focused on optimising your content to perform well in organic search; however, this is easier said than done.
How does SEO copywriting work in practice?
There are a number of tips you should keep in mind in order to secure the best SEO performance for the content you’re creating and publishing:
- Use focused keywording (based on research of the terms your target audience is searching for) and place this high up in your content to demonstrate relevance.
- Add unique titles, descriptions and heading tags for all assets you produce (this includes image tags), as this helps search engines to better categorise your content and to assess if it is truly relevant to your key search terms.
- Organically include long-tail keywords via sub-headings in your copy to drive greater visibility in search results.
- Stay focused on your subject matter and keep the reader in mind at all times – search engines will penalise your content if it doesn’t add value to your audience.
- Avoid ‘black hat’ tactics – search algorithms have come a long way and activities like keyword stuffing or drafting poor-quality copy – which were common in the early days of content marketing – will nowadays lead to a dramatic drop-off in SEO performance as they are penalised heavily.
Above all, you need to ensure all the content you produce is creative, well written, informative and relevant to your target audience. Always remember that writing for the reader is your top priority and improvement in your SEO performance should come naturally.
You want people to view you as a trusted expert in your field if you’re to create more leads, so focus on delivering valuable content that builds your brand’s reputation and highlights why potential customers should come to you to meet their needs.
Need some more information on content marketing? Check out our content marketing page here for everything you need to know.
Contact our team of expert marketers at Axonn Media if you’d like to learn more.