Inbound leads—potential leads that come to your website as a result of search—are a great source of potential business. First of all, they are searching for a solution because they have a need, and are therefore, already further along in the buyer’s journey. Furthermore, they are probably the most inexpensive way to generate leads since you have no per lead cost.

Search Engine Optimization (SEO) is critical to quality lead development in that it:

Increases overall web traffic

Provides insight into which pages are the most important from a conversion point of view so you can optimize these pages

Help you identify which types of visitors are the most likely to convert

Enables you to spend your online advertising money optimally

SEO is Part of Your Digital Marketing and Selling Strategy

Search Engine Optimization (SEO) has historically been regarded as a qualitative process, where employees with web design backgrounds try to use their best judgement to understand a user’s flow through a website and see ways to maximize a website’s Key Performance Indicators (KPI). Additionally, SEO was always considered an afterthought, usually a process implemented after the full development of a website.

However, SEO is a deeply integrated process that needs to be proactively implemented to ensure a more efficient and quantitatively driven website development. With the advent of Google’s ever-changing Keyword Ranking algorithm, it is necessary that businesses that drive significant e-business growth continually review their SEO strategies and make necessary adjustments.

There are 3 key parts to a well-constructed SEO management:

  1. Identifying site bottlenecks (i.e. slow loading speeds, lack of site interconnectivity, overloaded backends, etc.) through extensive analysis
  2. Umplementing a round of changes/edits,
  3. Quantitatively measuring the change in user design & SEO and repeating the testing process to move towards higher and higher ranking.