One of the most sought-after forms of leadgen is through organic website traffic. If you get your website ranked well on Google for relevant keywords, and you have a website design that converts well, then you might get some good, free leads. So how do you do that?
How to Drive Organic Search Traffic
There are lots of articles about driving traffic and getting ranked on Google. It really comes down to three things:
- Technical SEO
You’re going to need lots of well-written, relevant content. Your articles should be designed to answer questions that people ask. Furthermore, you should produce content that’s better than everything else out there. Content creation is extremely difficult with major keywords, so find less competitive keywords instead. Think of the long-tail of search. So for example if you’re writing about widgets, narrow it down further. Are they blue widgets or yellow widgets? If they’re blue widgets, are they sky blue, or midnight blue widgets? The more specific you are with your keyword choices, the more likely you will be to rank for them.
In order for people to find your content, you need to do a bit of link-building. Start small, then build your way up. A good place to start is by offering to write free content for related, yet non-competitive websites in exchange for the privilege of including a link to your website in the content. You should also include some other relevant links in the article, to make it more authoritative. If you link to trustworthy sources on your topic, then your article will be more relevant.
This is where things get a bit hairy. Technical SEO is about organizing your web pages into logical categories. This is called the taxonomy of the website. Think about your categories, and subcategories, and how all of your pages will fit into them. If you group related pages together into categories, it will send a signal to Google about the subject of your website. You’re also going to want to mark up your content with the right HTML to tell Google what’s important on the page. The easiest way to do this is with a good CMS, or content management system, like WordPress. Just get yourself a shared web hosting account to start out, and install WordPress for free.
How to Convert Traffic to Leads
Once you’ve got the SEO game figured out, you’ll want to convert the traffic that comes to your website into qualified leads. So, craft your content around different web forms, and think in terms of the interests of your reader. If somebody lands on an article about sky blue widgets, then they likely have an interest in that subject. Give them great information on the page, and include a call-to-action for more related information at the cost of an email address.
Website Content and Leadgen is All About Relevancy
As you can see, relevant content helps with SEO, and it also helps with conversion. The more relevant your content, the more people will want to read and share it. The more that happens, the more likely it will draw links, and when that happens, you get traffic.
One more thing: when you do capture leads, give people things of value. A shareable PDF on a topic is a great way to capture a lead, and it’s a great piece of content that a person might want to email to a friend.