SEO for lead generation

SEO is one of the most powerful tools for attracting and converting quality leads. The goal of lead generation through SEO is not just to attract traffic to your website, but to convert that traffic into potential customers. By optimizing your website for relevant keywords and providing the right content, you can generate a steady stream of leads who are ready to do business with you. In this article, I share how to SEO effectively for lead generation and what the best strategies are to attract quality leads.

Why SEO for lead generation?

I always use my own website, ralfvanveen.com, as an example of why SEO is so interesting. Some of the reasons:

  1. I single-handedly form the marketing and sales team.
  2. I get great leads daily without having to do much work for them anymore (other than writing these articles).
  3. The leads that come are predictable. I know approximately how many leads I will get each month of the year (minimum).
  4. The leads are qualitative. A piece of lead qualification takes place on the website.
  5. I save myself the trouble of speaking at events, going to networking drinks and simply putting energy into leads that are not even valuable to me and chasing them down.
  6. Business is more fun with good SEO.

Quality leads without working hard (more) for them and without paying a lot for them. It simply makes business more fun. Do read more about this in my B2B SEO article.

Content creation aimed at attracting leads

A successful SEO strategy for lead generation starts with content. The type of content you create plays a crucial role in attracting the right audience and guiding them through the buying cycle.

  • Gated content: One of the most effective ways to generate leads is by offering gated content, such as white papers, e-books, or in-depth reports. Visitors can download this valuable content only after providing their contact information.
  • Blog posts and informative articles: Write blogs specifically aimed at answering questions your target audience has during their research phase. These can be in-depth articles on topics directly related to the services or products you offer. Think “How to choose the right CRM software?” or “10 ways to improve your online visibility.”
  • Case studies and success stories: Nothing convinces potential clients more than evidence of success. Case studies show how you helped other clients solve their problems.

In doing so, make sure you actually write a lot of content for search terms that have volume on them in Google. It is important that you still end up on top for the most desired keywords.

Keywords focused on intent and conversion

In SEO for lead generation, it is important to focus on keywords that not only attract traffic but also have a strong buying intent. This means optimizing for keywords that show the user is ready to take action.

  • Conversion-oriented keywords: Keywords such as “best software for X,” “cost of Y service,” or “request a quote for Z” indicate that the user is at a later stage of the buying process and ready to make a decision. By optimizing your content and landing pages for these types of search terms, you will attract traffic that is more likely to convert.
  • Long-tail keywords: Long-tail keywords are more specific search queries that usually have less competition but attract more targeted traffic. For lead generation, long-tail keywords are often more effective because they better match the searcher’s intentions, for example, “best SEO tools for small businesses” rather than just “SEO tools.”

To determine these search terms, I always look at what the results are from a Google Ads campaign (when they are there). Particularly important here is the keywords + conversion section per keyword. Which keywords result in which conversions. After this you can make a selection and invest in these keywords for SEO.

Optimizing landing pages for conversions

Attracting visitors is only the first step. To generate leads, you need to make sure your landing pages are optimized for conversions. This means that the pages visitors land on should guide them to a clear next step, such as filling out a form or requesting a quote.

  • Clear call-to-actions (CTAs): Make sure every landing page has clear CTAs. These CTAs should lead users directly to a next action, such as “Download our guide,” “Request a free consultation,” or “Sign up for a demo.” Make these CTAs visually appealing and place them in prominent places on your pages.
  • Short and simple form: Your form should be short and simple. Ask for only the most necessary information, such as name, e-mail and phone number. The simpler the form, the more likely visitors will actually fill it out. For complex services, you can optionally opt for slightly longer forms, but keep the balance between what you ask for and what you offer.
  • Build social proof and trust: Use customer reviews, testimonials and logos of known customers to build trust with visitors. People are more likely to provide their information if they see that other companies or customers have already had positive experiences with you.

Initially, I think it’s important here to keep it as low key as possible; getting conversions. Then you can get to work determining who your ICP is and what kind of leads you really want to get from the website.

If you have the capacity to do the lead qualification piece internally (not on the website), I prefer that. That way you make sure you get the maximum number of leads on the website.

Lead nurturing and remarketing through SEO

SEO does not stop at attracting leads; it can also be used to guide existing leads further through the funnel.

  • Lead nurturing content: Create content specifically aimed at nurturing leads. This could include email series that visitors receive after signing up for your newsletter or downloading a white paper. Keep your leads engaged by regularly sending them valuable content that helps them make a decision.
  • Remarketing based on search intent: Use Google Ads and social media remarketing to retarget visitors who have previously visited your site. By targeting specific keywords and interests, you can draw them back to your website and convince them to contact you again.

Technical SEO for lead generation

A well-functioning website is essential to ensure that visitors don’t drop out before they become a lead. Technical SEO ensures that your site loads quickly, is mobile-friendly, and easy to navigate.

  • Optimize loading speed: Nothing is worse than a slow website. If your site loads slowly, potential leads will quickly drop out. Optimize your images, use caching, and minimize heavy scripts to make sure your website loads as fast as possible.
  • Mobile-friendliness: Much of your traffic is likely to come from mobile devices. Make sure your website is fully responsive and that forms and CTAs work well on both mobile and desktop devices.
  • HTTPS and security: Trust is crucial in lead generation. Make sure your website is secured with an SSL certificate (HTTPS) so visitors know their data is safe.

Conclusion

SEO for lead generation is about more than just drawing traffic to your website. It’s about attracting the right visitors, providing them with valuable content, and ultimately converting them into qualified leads. By focusing on the right keywords, conversion-oriented landing pages, and creating useful content, you can generate a steady stream of quality leads for your business. Keep continually optimizing your SEO strategy and you will see your lead generation process become increasingly effective.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 78 reviews

I have been working for 12 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 21 August 2024. The last update of this article was on 14 January 2025. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.