How to reduce your cost per lead through better SEO

A lower cost per lead – this is the Holy Grail for marketers. So, how can you achieve it?

 

The key is to successfully leverage marketing channels which can return more quality leads for less. In our experience, when this is your goal, one channel becomes particularly critical – Search engine optimisation (SEO). The more quality leads your website attracts through organic search, the less you will pay per lead.

 

Laying down the groundwork for a higher ranking in Google search results is an investment that will attract more leads and reduce your costs for months and years to come. With the right SEO strategy in place, you can reduce your cost per lead and your overall marketing costs.

 

There are many moving parts to any successful SEO strategy, all of which require continuous monitoring and tweaking to drive continual success. There is no quick fix for optimising a website’s ranking in Google. In fact, many shortcuts can be detrimental to a website’s success, and can even harm a business’ reputation.

 

There are several ways to boost the quality of your leads and reduce costs through improved SEO, here are five tips to get you started.

 

Get to know your audience’s search behaviours

 

Knowing your target audience is the first step to any marketing strategy, including SEO. Understanding your audience demographics, interests and search behaviours will help you to choose the right keywords for your webpages and help you to tailor your website content. Every piece of content on your website should have a purpose and should be tailored to your specific objectives and your target audience.

 

Review your website’s navigation

 

The way your website’s pages navigate to one another is an important component of SEO. The more a page is linked to within your website, the higher it will rank in Google, therefore it’s important to consider which pages you would like your audience to visit and adjust your navigation and internal links accordingly. For example, if you would like to drive people to a page on your website which includes a download link, you may want to include this page link in your blog posts and on different pages throughout your website.

 

Earn quality backlinks

 

Earning quality backlinks will help your website’s ranking, resulting in more quality leads. Google looks favourably on websites which are informative and relevant and will therefore boost a website’s ranking if other websites on the internet are recommending it. The quality of a backlink can be determined by the host website’s reputation and of course whether or not your target audience sees the link. Google’s algorithm gives more weight to backlinks which come from a reputable website and can penalise and even disqualify websites for bad practice like purchasing bogus links.

 

Be authentic

 

Making sure your website’s content is authentic and original is vital to gaining quality leads. A big mistake that many businesses make is prioritising popular keywords over quality content. When writing content for your website, it’s important to know the specific purpose of each page in relation to your target audience and write quality content accordingly. Keywords will emerge once the content is created. Although it is important to consider popular keywords as a means of broadening your audience, it’s even more important to choose highly tailored keywords that are non-competitive. These are the types of keywords that will improve your search engine ranking and increase quality leads, in turn reducing your cost per lead. Adding too many keywords to one page can harm your SEO strategy as Google’s algorithm is able to detect overuse of the same keyword and may penalise your website as a result.

 

Get advice from experts

 

If you would like to rank well in Google and reduce your cost per lead, having a well designed SEO strategy is vital to success. All moving parts – including other marketing channels – need to be working together jointly to achieve the best results. Executing and monitoring a successful SEO strategy can be tricky and time consuming. Specialised experts, like the team at Flight Digital, can provide tailored solutions for your objectives and can lay down the foundations for ongoing success.
Want to reduce your cost per lead through better search engine optimisation? Get started with our free SEO audit.