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SEO basics for lead generation

Posted on September 4, 2013

The homepage of your B2B website page plays a major role in lead generation and positive return on marketing investment.

Your aim should be to drive the right visitors to the website and convert them to qualified leads by using internal links to lead them around the information on the site, a persuasive call-to-action and direct contact information. These conversions could then be nurtured with marketing automation or passed on to sales for further follow-up – ultimately leading to new customers.

Consider offers such as white papers or e-books, event registration, e-newsletters or requests for immediate contact are effective hooks for visitors to the B2B website home page.   To evaluate the effectiveness of your homepage review your web analytics on a regular basis. If most visitors do not stay on your site long or only view the home page, then you could presume that your home page is not working well as a lead generation tool and that content or layout changes should be considered.

Here are some tips to improve your B2B homepage and web pages for improved lead generation:

1. Keywords in Headlines

For your main article heading use H1 tags, and for the sub-headings use H2 and H3 tags rather than using images or straight text because the search engines rate H tag content as more important than other types of text.

2. Meta Title

This is the text that appears in the blue bar above a website’s URL in a browser. Many companies make the mistake of only having their name or tag line as the page title. For best organic results, the page title should not only contain the keywords that you want to be ranked for, but also be keywords that a visitor searching for your solution would actually use. However, don’t get carried away inputting a long list of keywords – you should use your most important, relevant keywords assembled as a sentence.

3. Meta Description

The text that appears below your website’s title on a search results page is an enticement for searchers and should be relevant and compelling. Check your competitors search descriptions and aim to be more competitive and enticing. Always include your primary keywords as they are highlighted in search results. The meta description as like free advertising on search engines and should be carefully considered.

Note: Images will also be read by search engines, so ensure you also complete meta information for your images using relevant keywords.

4. Above the Fold

Content such as the positioning statement, recent news and events and especially a call-to –action should be near the top of the page before  there is a need to scroll down – this is called ‘above the fold’. Many visitors do not scroll down the page unless they are interested enough from the information at the top.

Sometimes, it may not be obvious that there is more content below the fold, so check your website on a few different screen sizes, from the point of view of a first-time visitor. To increase the number of conversions, use persuasive language or your best offers next to the call to action near the top.

5.Fresh Content

A homepage that engages visitors and encourages them to return, requires regularly updated content. Search engines also love fresh content and are more likely to visit your site repeatedly and index it more often if you update the home page content regularly. A blog or Twitter feed work well here for updating of content and also give the site a sense of liveliness.

6.Inbound Links

The more inbound links you can get the better – not only to gain higher traffic to the site but also because this shows search engines that you are a trustworthy site. Look for websites that are relevant to your business and are better optimized than your website and see if you can get those companies to add a link to your site. Online directories like Yell.com and other local listings sites, especially those specific to your industry would be best for gaining inbound links. Your local Chamber of Commerce may also be able to put your link on the site if you are an active member. For best results, make sure the inbound link comes from a keyword rather than just your company’s name.

7. Cross Platform Viewing

Avoid Flash as search engines cannot read it and Apple devices do not support it. Java Script is the best to use for basic animated content as it works cross platform. Although it will not have an effect on SEO, it will ensure that visitors are able to view your content on any device. Ensure your website is mobile friendly or responsive to different screen sizes making it easy to view and navigate for any visitor using any device. You can use your analytics to see which type of device is most used to view your site and consider further display techniques for this audience.

8.Call to Action

Sign off all pages with a sentence that will encourage visitors to explore more information across your website or compell them to contact you. Once you have encouraged the visitor to enter into your sub-pages or contact you, you have a greater chance of converting that visitor into a qualified opportunity.

For help with your website’s communication and search engine optimisation, please contact info@reachdigital.co.uk

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