• http://www.optify.net Uri@optify.net

    Great post Derek.

    I completely agree with the importance of aligning B2B SEO with Lead Management and as a B2B marketers also know how hard it can be.

    The big challenge, as you mentioned, is driving leads that will make it into the sales pipeline and become opportunities, and in order to do that you need to align your SEO strategy with your overall marketing strategy, something too many companies fail to understand or do.

    Before you even dive into the optimization of your current content and pages, you need to put together a keyword list that reflects the search behavior of your target audience. Only then you’ll be able to write content that aligns with your messaging and sales process and drive visitors and leads who will be interested in the content as well as your product.

    I can offer some basic steps for selecting the right keywords in a white paper we wrote on the topic (http://www.optify.net/whitepapers/7-steps-to-building-your-keyword-list). There’s also a great blog post on search persona posted on Search Engine Watch that talks about the basics of developing search personas as the first step of developing a SEO strategy that will drive qualified visitors and leads – http://searchenginewatch.com/article/2098165/5-Steps-to-Building-a-Search-Persona

    Thanks again for the post.
    Uri

  • http://www.aims.co.il S.I.

    Hi Derek,
    First of all I must compliment you on an outstanding article, well written and well documented. One way to increase leads and sales is to increase traffic. However there is an additional, overlooked method–Conversion Optimization. Increasing the number of sales on your site from 1% to 2% is equivalent to increasing traffic from 100,000 visitors to 200,000 visitors. Conversion rate optimization requires uncovering and describing the personas of the potential clients who visit the web and removing all obstacles to conversion using landing page testing, A/B testing and usability studies.