Using SEO to Get New Sales Leads
Join us as we invite Ryan Howard with more than a decade of web marketing experience including doubling the size of what is now the top ranked SEO agency in his local Austin Texas market. Here is the audio from the interview with a section of the text transcribed below.
“SEO and web marketing tactics are highly effective methods to generate leads and revenue. Getting your website to come up at the top of the search results for keywords with commercial intent means you are placing your business in front of people when they have already entered the buying cycle. They are looking for what you have to sell and select from a few options that pop up at the top of Google or Bing.
Small businesses especially have limited marketing budgets, and therefore need to focus investment dollars on tactics that work. The very best way to know if a marketing program has the potential to ROI, if that program is new and yet unproven is to test it.
Google offers a free tool through their AdWords program that allows you to check the search volumes (how many searches per month) for any given keyword. It has check boxes for exact match keywords and for broader match, which gives the number of searches for your keyword plus highly relevant keywords. So “tennis shoes” might also include searches for “buy tennis shoes,” “running shoes,” “tennis sneakers,” and so on. Obviously exact match is more precise, but both aggregate measurements have an inherent value.
There are a number of ways to test niche marketing programs, but the two most important are keyword testing, and conversion rate testing. You can use a limited budget PPC (Google AdWords) campaign to test your keywords and see which convert the best. Just run maybe a $500 campaign, make sure that your ads have high enough bids that they are showing up, and the Google AdWords system will track everything for you.
Conversion testing is about the elements on a given page of your website. So you’re determining which layout, design elements, buy button, forms, messaging, and general look and feel work. It’s an entire subject matter of its own with a myriad of resources, books, and websites on the subject.”
For more on SEO and web marketing strategy, contact Ryan at Complete Web Resources.