B2B companies generate leads through organic search by using search engine optimization techniques to improve the visibility of their websites and content. By working around keywords relevant to the industry, companies can generate traffic from potential customers who are searching for information on that specific topic.
Today about 85% of B2B marketers term lead generation as their most important goal and it can be challenging if you aren’t aware where to begin with. To simply the process here are some steps you can consider.
Optimize Website for Conversions
Once your website is optimized, it's time to start driving conversions. The best way to do this is by focusing on the most common paths taken by your target audience.
You can find these conversion paths through heatmaps, and conversion funnels. Heatmaps show where users are clicking on your site while they're browsing it—they help you optimize the design so that visitors are more likely to click where you want them to. Conversion funnels help you see where users are dropping off during their journey through checkout; this information will help you make changes in order to improve conversions at each step of the funnel.
Conduct On-Site Content Audits
To get a better idea of what your customers are looking for, it is imperative that you conduct an on-site audit. This will help you identify any issues with the content on the site and determine whether or not it's being used by visitors. Using this data, you can make changes to ensure that the information being given to visitors is relevant and useful to them.
Improve Your Site’s Navigation
If you want to generate organic leads from your website, it's important to make sure that your site's navigation is effective. Poor navigation can lead to visitors getting lost on your site and leaving without taking any action. Good navigation provides a clear sitemap that shows all of the pages on your site, including subcategories, categories, and product pages.
Work on Your Overall Website Design and UX
If you want to generate organic leads from your website, it's important to focus on the overall design and UX. By making sure your website is easy to use and visually appealing, you'll be able to convert more visitors into leads.
Additionally, you should make sure your content is relevant to your target audience and that your CTA's are clear and concise. If you can do all of this effectively, you'll be able to generate a lot of organic leads from your website.
Make Sure Your Site Is Mobile-Friendly
As more people rely on smartphones as their primary source of internet access, having a mobile-friendly website becomes increasingly important--especially if you want any chance at being ranked highly in SERPs (search engine results pages). A recent study showed Google penalizes sites that aren't mobile-friendly by lowering their rankings in SERPs.
Learn from Competitors
B2B marketers should always be on the lookout for new ideas and strategies to generate leads. One way to come up with new lead generation ideas is to look at your competitors and see what they are doing that you are not. Doing this can help you find gaps in your current strategy that you can fill, and give new ideas for ways to generate leads.
To see how they are leveraging organic search, consider checking their website, is it well-optimized? Does it have relevant content? Is there any information missing from the site that could benefit users' searches?
Next, examine their content strategy by looking at some of their fresh articles (articles published within the last 30 days). What topics does this company cover? How does it go about covering those topics?
Consider Your User Experience
The overall design of your website should be clean and easy to navigate so that customers can easily find what they're looking for. When potential customers visit your site, it should be easy for them to read and understand what you have to offer--even if they don't know anything about you beforehand.
If their first impression is that the content on your page is cluttered or difficult to read, they may not stick around long enough for you to explain how awesome your company actually is.
B2B companies can generate leads through organic search by creating high-quality content, optimizing their website for search engines, and promoting their content through social media. Additionally, businesses should also use SEO techniques to improve their website's ranking. By following the above tips, companies can generate more leads and increase their sales.