How do you find a product or service these days if you don’t know where to go? You Google it. By searching for products and services online, you become an organic lead for that business. Organic leads are potential customers who find your company by searching for a product or service in a search engine (such as Google), rather than clicking on a paid ad for your company. Organic lead generation is valuable in helping your business grow online because it allows you to gain more traffic for your business that you can turn into conversions. In fact, the goal of organic leads is to understand your audience, grab their attention and help you convert them to lifelong advocates for your company or brand.
With an ever present digital market, consumers are looking to their mobile devices to find solutions to their problems, which is why optimizing your website in order to rank highest in search results is of utmost importance. The concept of organic leads is fairly simple to those with experience in digital marketing, but how do you rank at the top of search results and how do you get those organic leads to take action on your site? Here are 5 strategies to generate more organic leads on your website:
- Optimize Your Website and Content For Users
Time is of the essence to consumers these days and they want to find the content they’re looking for much faster. Whether they only have time to search for a particular service in the elevator up to work, or on their bathroom break, consumers are spending shorter amounts of time on their phones throughout the day. That’s why it is important to ensure that your navigation is doing the best job of giving your visitors what they want. This means having a clear menu structure and the ability to navigate between pages quickly and efficiently. On the other hand, poor navigation does more harm than good. It frustrates consumers because they can’t find what they are looking for, thus removing the possibility of conversion now and probably in the future too.
In order to avoid these frustrations, audit your website navigation and improve these 5 areas:
- Consistency is key: Don’t overcomplicate the categories, titles, sections, etc. Have a “less is more” attitude when it comes to navigation and keep a similar theme.
- Organize your content: Use organization to your advantage to help logically break up the information. Implement a system of H1s and H2s to help with the layout in order to visually define what information a customer can expect to learn on each page.
- Make it accurate: Now that you have your organization, you must make the titles and content reflect the information on that page in an accurate manner. If the title says “Termite Services” the consumer should expect to find specific solutions to their termite problems on your website page.
- Internally Link: Internally link, or intralink, to relevant content on your website. Provide your visitors with other information on your website that might be helpful or useful to them. This will not only help visitors but it helps Google crawl through your website as well.
- Audit your website: Take the time periodically to go through every navigation method in your website to make sure there are no broken links, incomplete content, and that it flows in a logical manner. It might be helpful to act out possible scenarios, pretending that you are a customer looking at the website for the first time.
- Create an SEO Optimized Website:
Just having a website with useful content isn’t enough for customers to find your business in Google. In order to bring in the most ROI, your website must be optimized for organic search terms in Google. For example, if you offer pest control services in Dallas, Texas, then your site should be optimized for “Pest Control Dallas”. By optimizing your website for your main keywords, you’re one step closer to ranking higher in Google and having potential customers find your business organically.
Be sure to refresh your content often and do not let the site go stale. More than likely, you started a business because you have a passion for it and thus you are an expert in your field. Utilize a blog, give advice to homeowners, industry tips, and other content ideas to become a great resource to potential customers. It doesn’t all have to be about selling. In the end it will help consumers build credibility and trust in your company. Don’t forget to include important keywords and tags in your content and titles to keep it SEO optimized.
We recommend auditing your website content periodically in order to optimize these 6 areas:
- Check traffic stats in Google Analytics and get rid of underperforming content
- Check your site indexing via Google Search Console
- Check for status code errors and correct them
- Fix any broken links
- Delete any duplicate title tags and meta descriptions
- Make sure that your website qualifies as being mobile-friendly
- Generate Reviews:
Did you know that having positive customer reviews can increase credibility for your business and build the flow of leads to your website? Positive reviews will attract customers, and chances are if they have read positive things they will use your products/services either now or in the future. But it doesn’t end there. Reviews also raise conversion rates because when new customers see that other people had a good experience with your company or service, they are more likely to trust you as the solution to their own problem.
So, how do you position your website to get these organic leads from reviews?
You can:
- Create different places for customers to leave reviews, whether it’s on your website, through a contact form, on an email, or through social media.
- Create incentives to encourage reviews i.e. discount, coupon, giveaway.
- Interact with good and bad reviews. Thank the customer for taking the time to leave one, or take the opportunity to apologize and right any wrongs in negative reviews in order to show that you value the customer’s feedback.
- Share reviews on your website and make it easy for customers to see what other people are saying about their experience with you.
- Optimize Your Google My Business Profile:
Google My Business (GMB) is a location-based strategic tool that helps business owners manage their online presence across the search engine. According to Google, local search results are based on relevance, distance, and prominence. Since most pest control companies are local, GMB is a great resource to implement and optimize for your business because it will help your company stand out, be present at the top of search results, and help your website rank highly.
Try these 4 tips to generate more organic leads through GMB:
- Make sure the information on your listings are detailed and accurate: Local search results favor the most relevant results for searches. When in doubt, ask yourself, what information would our consumer need to know from us?
- Keywords, Keywords, Keywords: Just like a website needs SEO optimization, so does your GMB listing. Add helpful keywords in the content and business description of each listing to see the most results on your organic lead performance.
- Add photos: As consumers, we are visual people. We want to not only read about your services, but see them in action too. Spend time gathering photos that accurately reflect your pest control business’ values, services, and products. According to Google, listings with pictures are more likely to get higher traffic.
- Be present: Your GMB profile should never be stagnant. Instead, you should treat it like a two way conversation with your customers, always responding to their inquiries, questions, and especially reviews. Interacting with customers via GMB shows that your business goes the extra mile to value its customers. From an SEO standpoint, interaction also boosts your business’ visibility in results.
- Ensure Your Business Has Accurate Local Citations:
A local citation is any online mention of the name, address, and phone number of a local business. Because local citations help users discover local business, it can help you rank on Google Maps, websites, apps, business directories, and social platforms.
Having the right citations can impact search engine rankings as well. The number of citations, the accuracy of the data, and the quality of the platforms that they exist on all affect the ranking. When search engines crawl their results, they want to encounter accurate, valid data. If your business has this kind of data, it has a better chance of ranking well. Conversely, if the data search engines encounter inconsistent data, the trust is broken and you will rank poorly. From a customer standpoint, accurate citations help funnel your organic leads into conversions more effectively because accurate citations can result in web, phone, and foot traffic. By actively managing your citations, you can positively impact your rankings, reputation, and revenue.
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