Looking to bring in more visitors to your website?
Then you probably know about Search Engine Optimization (SEO) and how its goal is to rank your site higher in major search engines like Google and Yahoo.
But do you know the difference between on-site and off-site SEO?
On-site SEO is the process of using mechanisms on your website to try to bring in more internet users. Off-site, on the other hand, is attempting to do the same through tools not found right on your site.
Using both can lead to better SEO results and lead generation than you’ve ever experienced. Avoiding one or using them together poorly can derail your SEO efforts.
Here’s how to use both for lead generation.
Content is Key On-Site
When people talk about SEO, the conversation often centers on how to get people to your website. Sometimes, it’s easy to forget the importance of what’s already there.
If you have perfect SEO strategies without the content to back it up, people will leave your website as soon as they arrived. The truth is, it’s impossible to have perfect SEO without engaging and meaningful content on your website.
Think about someone coming to your website and enjoying what they see. They might come back or pass along the page that interests them–that’s potentially ten more page views from one person alone.
Plus, you need to shape your content around any SEO efforts you make. That starts with keywords.
For Keywords, Think like the Searcher
The concept of a keyword is simple: using words that are being searched for all over the internet. The internet user plugs in a term that’s heavily featured on your website, and voila! Your website pops up.
The truth is a bit stickier. Let’s say you run a fictional smoothie shop where the specialty is fresh-blueberry smoothies. You have a gut instinct that those smoothies will draw in more clients, so they should be a focus of your website.
So, you create content focused on “fresh-blueberry smoothies.” What are your prospects of drawing in a big audience of people searching that term?
Not great. It’s not that people don’t want fresh fruit smoothies. The issue is that you need to put yourself in the shoes of the searcher.
When we search term on Google, for example, we try to be as efficient as possible. “Fresh” in this example is a detail that’s great for your product, but not necessarily in the mind of someone who hasn’t yet tried your delicacy. It’s more likely someone might search “blueberry smoothie.”
Centering your SEO content around that term will likely bring better results. That’s why, when picking keywords, it’s important to meet your next customer somewhere between the most descriptive term possible and its most searched version.
Tag it Up
Tags are the goofy cousins of keywords, made famous by the hashtags of twitter. But despite how funny twitter can be, tags have an important and real impact on your on-site SEO.
Tags work in a way that’s similar to the function of keywords. By tagging a post with certain terms and phrases, you can cast a net on the internet fishing for searches interest in your content.
But there are a few caveats. Like keywords, you should try to think about what internet users are really interested in. If you can match your tag with a future client’s interests, you’ll start generating more leads in no time.
Be wary, though: if you start to add a huge number of tags to any post on your website, it’ll start to dominate your headspace and seem obnoxious to a reader. So, #trytobeefficient with your tags.
Now let’s move off-site.
For Off-Site SEO, Social Media is Key
There are well over a billion users on Facebook. When you take Instagram, Snapchat and Twitter into consideration, it’s pretty simple to assume that your page visitors are all over social media.
That’s why it’s important for you to have a presence on some of the various platforms. People will look to your page for general information and updates. Through your social media presence, you can constantly direct people back to your website.
That doesn’t mean you need to dedicate your whole work day to scrolling through boring Facebook posts. You just need to establish a presence for yourself to gain a bit more exposure.
Enter the World of Advertisement
Organic page visits are an important part of your off-site SEO. You want people to naturally end up coming across your website.
But lead generation through SEO can also happen in a more controlled way through online advertising. Pay per click advertising is one route that’s often beneficial for websites like yours.
In that context, your ads go up on another website, often in the sidebar. You’re not charged until someone clicks on that ad, which directs them to your website.
In that way, it’s a cost-effective twist in your off-site SEO strategy. It’s another muscle you can flex to help boost the number of eyeballs on your content.
Make Human Connections
Forget the numbers and tags and keywords for a second–you need to be a person. Even in the world of SEO, it’s important you know friends and peers.
Those contacts can be organic and powerful off-site leads back to your website. It’s like advertising, but better.
When respected people in your field write blog posts and link to your website, their audience will be drawn to your website. That means you are getting interested and informed people coming to your website–a more valuable client than just any other page view.
It’s the best kind of connection you can have.
It’s Time to Generate Leads
With this knowledge, you’re prepared to make a positive dent in the world of lead generation. If you dedicate real time and effort to on and off-site SEO, you’ll start to see the results, quickly. Plus, you’ll have time left to focus on your product or service or content.
There’s no reason to feel left out of the party now, even in a world of over a billion websites. Your website deserves a spot.
Looking for more ways to improve your rank? Reach out to our team for a free consultation.
What are you waiting for? Go for it!