Webpage Optimization for Lead Generation
Today B2B enterprises no longer look at their corporate websites as mere online brochures. Instead, the B2B website is gaining importance as a powerful lead generation tool. The advent of marketing automation software and the provision to derive web analytics has enabled the tracking and analysis of website visitor activity, behavior and intent, resulting in better qualification of leads and better conversion rates. In such a scenario, it is critical that the website itself is optimized to drive a high volume and quality of traffic from search engines via organic search results.
Search Engine Optimization (SEO) is a powerful web marketing technique that helps search engines find and rank your website higher than thousands of other websites in response to a keyword search.
- It helps improve the visibility of a website or specific page in search engines through natural or organic search.
- As opposed to outbound marketing SEO is an inbound marketing technique that aids marketers to be found by prospects.
SEO is important because it addresses key areas that marketers need to focus on while selling their product or service and advertising online – create awareness, help acquire new customers, convert visitors to customers and optimize the marketing efforts to target buyers. Increased traffic to site guarantees increased sales.
Keywords are used to search for information on search engines like Google, Yahoo, and MSN etc. Targeting a single keyword for SEO will not be fruitful; hence marketers must target group of keywords. It is important to make sure that the right keyword density is used for the landing page. The rule of thumb is to achieve a keyword density of 5% of total copy per page.
Marketing automation software enabled web analytics and business intelligence technology enables site owners to measure their success and improve their sites’ conversion rates. Using such software marketing automation companies can enable their SEO teams to:
- Identify Search keywords – Helps to identify words used for searches or hovered upon.
- Create LPs – Helps to build high quality landing pages and content that attract and engage the visitor’s attention.
- Related Links – Helps to identify and associate with sources that bring in relevant and credible links, resulting in higher Page Rank.
- Deduce Intent – Helps to understand the ‘intent’ of the visitors based on their website activity and behavior, leading to better qualification and conversion rates.
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