SEO Activities for Lead Generation
The focus of B2B marketing today is on the corporate website. To convert buyer attention on the product,
marketers need to show the way. This is where SEO (Search Engine Optimizations) comes in.
B2B marketers can assess SEO performance on various levels. Some of the questions that can be
addressed by calculating metrics include:
● How much traffic has been generated using direct links? This includes links that have been
bookmarked or email links that did not track visitor information.
● How much traffic has been generated using referral links? This includes links sent through email
for promotion or brand campaign activities.
● How much traffic (lead generation) has been generated using search engines? This includes
search engine queries that showed up the company links.
Assessing these questions on monthly or fortnightly basis can help to identify the utility of optimization,
the futility of ineffective marketing efforts and also, the percentage of traffic generated over that period of
Assessing search engine rankings help to compare performance of keywords as they may vary from one
search engine to another. If a particular set of links or keywords perform well in Yahoo! as opposed to in
Google, then marketers can identify areas to focus their efforts.
Apart from keywords, search phrases and queries that drive traffic need to be monitored. Analysis of
these may help to identify keyword trends and, help marketers drive more traffic. In fact marketers can
draw up performance charts for search referral counts in order to identify those that add value to lead
generation and lead nurturing efforts.
Another important metric that can be drawn is based on the number of pages visited from search engines.
This metric can provide insight on site design and architecture, content effectiveness and link
Search engines like Google, Yahoo! and Bing, provide their own analytics that can be combined with
marketer’s analytics to conclude about a website’s SEO performance.
Although SEO is the first activity in lead generation efforts, it remains active throughout the active life of a
marketing campaign. It requires marketing and sales teams to work cohesively so that the site links are
constantly on top of the charts. Search engines also have unique practice, that of crawling and indexing,
that may vary the results of ranks from time to time and, this should not deter the SEO activities and the
main goal of lead generation.
SEO can reap the full benefits only when it is actively done and monitored over a period of time. And, in
that period of time the site becomes known to researchers as a valuable resource. For this to materialize,
SEO activities must be inbuilt into content creation. Automating SEO efforts by using marketing
automation software can also accelerate the lead generation process.
Read on - lead management, marketing automation