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How Inbound Marketing Can Help Your Business Create SEO Leads

Jun 23, 2015
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SEO Leads Central FloridaAs an inbound marketing consultant in Central Florida, I believe one of the most important parts of my job is educating business leaders on how digital marketing can create a lead generation funnel that will help them reach their goals. One of the most misunderstood digital marketing solutions is search engine optimization.  Many companies here in my hometown of Melbourne FL, seem to believe SEO lead generation is a lot of smoke and mirrors. But the truth is SEO is a powerful tool that can attract targeted leads to your website.

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SEO leads have nearly a 13% higher close rate than those that come from outbound marketing methods, such as direct mail or print advertising. (To see more SEO Lead stats click here) The reason is SEO leads come from people looking for your solution to their problem. As an online marketing consultant since 2009 I have seen SEO lead generation evolve and as the online world gets saturated with more and more noise you have to think differently to be heard. Using the Inbound method as the foundation to your digital marketing process you can create a powerful lead generation stream.

Attract:

Search engine optimization is all about attracting visitors to your site. In theory, the higher you rank for certain keywords the more traffic your site will get. But SEO lead generation is more than just keyword rankings. It all starts with having quality content on a user-friendly website design. This includes having a mobile version of your website as well since more and more leads are being brought to your site via mobile. If you are a small to mid-size business, local SEO is a must! Showing up in maps and directory listings is a great way to get your message in front of more leads and even outrank large corporations in your local area.

Local SEO scanner - Local SEO agency Melbourne FL

Convert:

While SEO seems to “stop” at the attract phase for many, I believe we’re just getting started. Search engine optimization used to be all about optimizing your pages in hopes that you will be rewarded with a higher ranking by the search engines. As more and more algorithms are focusing on user experience, we have to think about the user first. This means creating optimized pages that help our users solve the problems they are in search of answers for.  This means creating engaging pages for our users, but that also allows us to nurture them. Digital marketing is all about walking with our visitors to nurture them into leads and hopefully delighted customers. We do this with CTA’s (Calls-to-Action) that direct them to optimized landing pages where we offer free solutions, if they disclose some information to us.

Close: 

The ultimate goal to any online marketing campaign is to close some of our leads into customers.  Using SEO best practices we can create compelling, personalized content that attracts visitors to our sites with the intent of solving a problem via our services or solutions.  Content that is personal converts over content that is stale. Not to mention the search engines look at how your visitors interact with your site and apply it to your rankings!

SEO lead generation is so much more than just ranking for keywords and building backlinks. To truly generate SEO leads that convert we have to think big picture and apply what we know about inbound marketing as a whole. My agency has had the privilege of helping a number of Central Florida businesses create leads using SEO. We also practice what we preach as it is the foundation of how we attract most of our leads.  Simply put, SEO works. 

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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