Last week Fire Enterprises (FEI) FEI Marketing Tribe Leader Marka introduced the concept of demand generation to the tribe and explained how these activities can help FEI capture, qualify, and convert new leads. This week, Marka continues demand generation discussions by showing the tribe how implementing SEO best practices can help FEI drive more targeted traffic to their Website, a crucial first step of demand generation efforts. Remember, fire = print.
After a short break, Marka, Zoot, Numo, and Org reconvened in the conference room to continue discussing demand generation.
“Demand generation will help FEI capture highly-targeted leads from our O-site and convert them into new customers,” Marka began. “Of course, we have to actually drive these prospects to our O-site first. That’s where search-engine optimization, the first step of demand generation, comes in. It’s well established that people today use O-line search engines as starting points for many purchases—including fire. Optimizing our O-site for search engines will help ensure we’re found in the right searches by the right people.”
“Where do we start?” Org asked.
“First, let’s identify a list of keywords and key phrases for which we want to be found and for which we think our prospects are likely searching,” Marka said. “Once we’ve compiled this list, we weave these words and phrases into our O-site copy as appropriate. Moderation is important here—repeating the same word or phrase 12 times on each page might win us points with search-engine bots, but it’ll annoy our human O-site visitors.”
“Three points about SEO-friendly O-site content I want to touch on briefly,” Marka said. She scribbled with a piece of coal on the whiteboard behind her:
Keep it fresh—
Let’s commit to publishing a blog and frequently updating our news section—weekly if possible, but at least biweekly. Search engines prioritize fresh content, and having a frequently updated blog filled with keyword-rich posts is a great, relatively easy way to win SEO points. Leverage multimedia—
Studies have shown that videos are 43
times more likely to show up on the first page of search engines. Search-engine bots value photos, graphics, etc. as well, so we should make sure to include lots of rich multimedia content in our blog and throughout our O-site.”Social media is key—
Let’s not forget that our social media properties also factor into our overall search engine presence. Frequently updating our social media accounts with relevant content will boost these accounts’ performances in searches, helping to grow our followers and, most importantly, drive more qualified leads to our O-site.”
“What else can we do to ensure our O-site is optimized to attract new visitors from search engines?” Zoot asked.
“That, Zoot ol’ buddy,” Marka said, “Is a question I’ll answer tomorrow.”Next week: Marka concludes the SEO best practices discussion. Today’s FIRE! Point
Implementing SEO best practices is the critical first step of your demand-generation efforts. SEO will help drive more qualified leads to your Website, which can then be captured and nurtured until they’re ready to buy.FIRE! In Action: Local-based SEO Strategy Grows Revenue for Medical Services Provider
The Hauser-Ross Eye Institute & Surgicenter used strategic keyword geotargeting to help grow their year-over-year revenue by an astonishing 333 percent!