Top SEO Strategies for Lead Generation

By Harry Mackin

One of the most common arguments against investing in Search Engine Optimization is that the practice doesn’t impact the bottom line enough. And the truth is, it is difficult to get lead-gen content to rank for non-branded terms.

Fortunately, that’s far from the only way SEO can be useful for lead generation. In fact, SEO is indispensable to contemporary B2B lead generation, if you take the right approach.

By incorporating a few new strategies, your optimized SEO can attract the right audience, build the right awareness and brand memorability, guide prospects through the full funnel, and all-but gift wrap MQLs for your sales team to contact.

Target keywords with lower funnel intent

Not all keywords are created equal. Some keywords are informational, which means the users searching them are looking for the answer to a question. Other keywords are commercial or even transactional, which means users are looking for a product, service, or brand.

Conventional SEO wisdom suggests that informational keywords are upper funnel, commercial keywords are middle funnel, and transactional keywords are lower funnel. When it comes to specific products and audiences, however, that distinction isn’t always as cut and dry.

As our guide to Marketing with Intent demonstrates, you should consider the funnel stage of a keyword completely distinct from its intent. Finding and targeting the lower funnel keywords across all the different intents is an excellent way to set your SEO apart.

Long-tail keywords are one perfect example. According to backlinko, keywords between 10 to 15 words in length get x1.76 more clicks than single-word terms. Despite their value, however, keywords this long are still frequently ignored by SEO strategists. This happens for two reasons: first, because their monthly search volume tends to be much lower than shorter keywords. Second, because long-tail keywords are usually informational in intent and therefore seem high funnel. But that may not be the case.

Often, a long-tail keyword indicates a searcher with a deep knowledge into the subject they’re researching. For example, this blog is pursuing the long-tail keyword “seo lead generation strategies.” This keyword has less than 100 monthly searches and its intent is informational, but the users searching for it are looking for the kind of very specific, technical information that makes it the perfect topic for a blog.

Great SEO always comes back to knowing your audience, and great lead generation SEO is no exception. Take the time and effort to get to know what your audience is searching for at every stage of the funnel and why, then create content that can expertly speak to their lower funnel questions and concerns.