Here are 5 steps to use SEO to improve your lead generation techniques:
Make a list of relevant keywords
If you’ve never done this before, you can use free tools like Google’s Keyword Planner, Google Trends, Moz, and Keyword Tool.io. You can also start with a list of your key products and services, and terms that are important to your industry.
Google them
You may want to use spreadsheets for this step to help keep everything organized. Google each of your keywords, and make a note about whether the search results primarily reflect an inform or purchase intent, and to what degree. Some will be heavily skewed, and others will be fairly balanced.
Organize the results along with your sales funnel
Keywords that generate a strong inform intent are most likely going to represent users at the top-of-the-funnel. Those that generate search results with a strong purchase intent are likely being used by people closer to the bottom-of-the-funnel.
Optimize existing content
Review and Make sure the site content you have already created. If some assets were developed specifically for one stage of the funnel, make sure it is using appropriate language. If a piece of content was created to target a specific keyword, make sure it is addressing the user intent behind that keyword.
Create content to fill everywhere
There will be gaps, and that is where you really get to work. If you have the wrong type of content for a particular keyword/user intent, you don’t necessarily need to remove it, but you do need to create additional content. For example, if an important keyword yields a strong inform intent in search results and all your website has is a product page for that term, you need to start building some informative content assets, such as blog posts, landing pages, Guest Post and ebooks.