Being #1 on Google will not necessarily mean that your website is generating lots of business. That’s why we advise that your focus should be on generating high-quality leads from search engines that are likely to turn into customers. Being higher up the Google ranking for certain search terms can often lead to poor quality leads with many customers being concerned with getting the cheapest product. It’s frustrating for businesses to spend time on leads that are never going to convert to customers. Here are our top 5 ways to generate quality search engine leads:
- Analyse your Pay Per Click (PPC) campaigns.
Businesses can waste a great deal of time and money on PPC and see lots of leads but no conversions. Track how your PPC campaign is performing and establish whether it is actually generating any conversions to sales.
- Shift the focus on making your website better.
Rather than concerning yourself with your Google ranking, ensure that your website’s going to convert people when they get to it. Many businesses find that reducing the number of pages on their website can lead to higher quality traffic from Google and increased sales. You can read more here about how fewer web pages can lead to higher quality traffic.
- Focus your time and budget on leads that are more likely to say “yes” to your product or service.
Stop wasting time talking to everyone. Generate customer personas so that you can tailor your website to talk to those who are actually likely to buy from you. When you create a persona, look at real data, like demographics and behavioural patterns. You can find this information on Google Analytics and through your social media insights.
- Generate great content.
In order to boost SEO rankings and gain leads, you need to have great content on your blog or website. If you haven’t got a blog on your website, start one. Your content should appeal to your customers (see point 3 about your personas!), be original and ideally provide answers about the industry your business is in. Your blog should be thought-provoking and it’s even better if you can add images or video. Take time to update your blog on a regular basis.
- Know your keyword search terms.
A good Search Engine Optimisation (SEO) service should research the search terms that are being used to find your type of business. For example, a florist may be number 1 on Google for the search term ‘florist’ but the search that drives high-quality leads is ‘Mother’s Day Flower Bouquet’. It’s really important that you establish early on which search terms are going to get you high-quality leads, and longer search terms of around four words are likely to generate better leads.
If you would like to find out more about how we can help generate high quality leads to your website contact us.
