Ways to Convert Organic Traffic Into Qualified Leads
SEO professionals are optimizing content for search but your site visitors need to convert, so in order to achieve this goal you need to make sure that they’re landing on the right pages, getting the content they’re looking for, and can easily buy, subscribe, request a quote, or sign up.
Don’t forget that Organic leads are always valuable!
Let’s starting from content…
We assume that users know exactly what they want to do so first, it is necessary to understand how a user searches and of course the stage of their own “journey” until they satisfy their needs.
To be more specific we must learn how Search intent relates to the content we produce, and how search engines understand intent.
Moreover, we can determine the stage of the user’s journey through the search results that Google displays and by analyzing proprietary data from Google Search Console, Bing Webmaster Tools.
Also, you can track consumer search behavior with real-time search trends (i.e. Google Trends).
All the above, means that SEO needs a seat at the table before decisions are made on content.
Are you optimizing your content for Google and for conversions?
Here are a few basic ways you can turn organic traffic into qualified leads:
1) Do your keyword research and your search intent
2) Dig deeper into search queries to learn what your audience wants at different stages of the funnel
2)Define your KPIs and perform a SEO Audit Break down your content in parts, for example, the current pages and the content you schedule for the future.
3) Separate content items with content blocks. With these items, you can structure your content and build a page. A bit like you are building a page with pieces of LEGO.
4) Check in-depth your current pages. Do these pages rank for those queries serving up content that will drive your audience to convert? Is the content easy to read, with easily accessible calls-to-action?
If you are working in Hotel/Travel industry you could check for some more additional ideas here:
how can i increase my direct hotel bookings !!
5) Include content that speaks to your audience’s questions about the buying process itself. Answer all possible questions in their journey.
6) Help users who are requesting your content by name. Target and optimize for branded search terms.
7) Help Google understand your content better. You can add structured data to your content and for each block separately.
Structured data exists for many things (entities): products, but also blog posts, FAQs or How-to‘ s. You can find them all on www.schema.org
8) Encourage your customers to leave a review of your products and services after the purchase.
Except for content and SEO, the word-of-mouth marketing is an extremely effective way to convince potential customers to become recurring customers.
9) Build a quality link with guest blogging. Guest blogging is an effective way to gain potential leads.
10) An underrated way of getting qualified leads is utilizing quizzes and surveys. They are a fun and informative way of learning more about your leads.
11) Publish high-quality content on LinkedIn. According to Oktopost, LinkedIn is the #1 social media network for your B2B lead generation with 80% conversions.
12) Use the power of annotations to get leads on YouTube. Add YouTube cards and links in the descriptions!
13) Use lead magnets – A lead magnet is a valuable piece of content related to your target audience. Usually, you solve a user’s problem or help them take a decision in exchange of contact information.
14) Offer lead magnets with Facebook Ads. Promote your services with the appropriate Facebook advertising options and qualify leads via sign-up forms.
15) Create audience segments and target your email marketing campaigns with Double opt-ins.
Double opt-ins help keep your email database free of bots and bad actors.
16) Check out the call to action buttons. Try to test different phrases instead and different positions inside the post/page/product pages
17)Optimize the mobile version of your site.
18) analyze behavioral factors on your site using Google Analytics. For example go to the “Behavior” section and the “Behavior Flow” tab. You can see the user’s path to purchase and see where users go and where they turn off the desired path.
About the Author :
Giannis Kintzios is a Google Certified Professional and Performance, marketing expert.
He is a passionate digital marketing professional with years of experience in planning, managing and optimizing digital marketing programs for web and mobile for a variety of brands.