Join Dina Shapiro for an in-depth discussion in this video The role of SEO, part of Lead Generation Foundations.
- You've posted content on your website and in social media sites. But how do you get people to visit these sites? SEO, which is Search engine optimization, attracts organic, also called natural or earned traffic to your website. SEM, which is Search engine marketing, is when you buy traffic through paid tactics, such as paid search listings. In this video, we're going to focus on SEO, not SEM.
We all do lots and lots of searches everyday. Think about it, which search results do you click on? Probably, only the ones that rank high up on the first page. Most of the time, we don't even bother reading what's on the second or third page, right? So, its really important to optimize your search rankings so people will see your information right at the top of their search results page. Search engines display links that are relevant and credible. Which they measure by analyzing keywords.
And the number and quality of external links from other pages. A pretty common mistake people make is to spend all this time figuring out how a search engine works. But really, the most important thing is to think about your target audience, the visitors you want to attract to your sites. Let's talk about three best practices for using relevant keywords, well-constructed content, and external links. You need relevant keywords for your website page titles, URLs, and text.
This is the language that will appear front in center in search results. How do you make sure your keywords are relevant? Well, here are a few tips. For website page titles, use descriptive, concise, accurate keywords. Like, the name of your business, services or products, and location. Check your URLs to make sure they're clear, understandable, and accurately describe your business. Avoid random numbers or letters that have no meaning to search engines or the people making search queries.
Choose a primary keyword for each landing page and the optimize that whole page for that word. Use the primary keyword in your headline and sub-headline, which tend to be picked up by search engines. Once you've got your keywords, now you can write well constructed content. The right content will have the most positive effect on your search results. Let's review a few tips. Write clearly, concisely, and understandable language. Focus on quality over quantity.
Provide useful, not promotional, information. And the last step, is to promote your content through external links in social media sites, so people can write reviews and share in blogs or Twitter feeds. Remember, search engines look for natural links. So, the more informative and relevant your content, the more likely people will link to it naturally. You can learn more about SEO by watching SEO Fundamentals by David Booth right here on Lynda.com.
Or by visiting Google web master central's SEO resources and tools. Use relevant keywords, high value content, and shareable external links to get leads to your website and social media sites through higher search engine rankings.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results