Using Content & SEO Strategy To Turn Websites Into Lead Gen Machines

Effective SEO strategies hinge on a robust foundation of user-centric content — and when practitioners can create in-depth, informative pieces that address user needs, remove friction and demonstrate subject matter expertise, they can significantly boost search rankings. However, SEO is growing increasingly difficult due to low search volume for niche keywords, technical challenges and a competitive landscape.

At the 2024 B2B Marketing Exchange East, Laura Lee, Director of Audience Development at EVG Media, and Jessica Woodside, Director of Marketing at WIKA USA, will share the stage to walk through the changes they’ve seen in search strategies over their more than 10 years of partnership.

During “If You Build It, They Will Come: Using Content & SEO Strategy To Turn Your Website Into A Lead Gen Machine,” the duo will discuss what goes into a successful B2B content marketing strategy, unique challenges in this space and how to create a great partnership between a brand and agency. While you’ll have to wait until #B2BMX East — taking place from Oct. 1 to 3 in Alpharetta, Georgia — to unlock all their insights, Lee and Woodside sat down with the Demand Gen Report team to provide a sneak preview of their session.

DGR: What steps can marketers take to identify and remedy the gaps in their SEO strategies?

Lee & Woodside: Identifying gaps in your SEO strategy requires a comprehensive assessment of your current efforts and a comparison to industry benchmarks. A holistic approach should encompass paid, owned and earned media channels, but the specific tactics you implement will depend on your available resources and priorities.

By analyzing your competitors’ strategies, you can pinpoint areas where your business may be falling short. This could include social media engagement, advertising campaigns, content frequency, email marketing or other relevant channels. To uncover content gaps, utilize automated tools for a quick analysis. By comparing your domain with competitors’ domains, you can identify topics they are covering that you may be neglecting and potentially capitalize on those opportunities.

Finally, it’s essential to stay informed about industry trends and best practices. Following thought leaders in SEO and your specific industry can provide valuable insights and identify emerging opportunities.

DGR: How can marketers balance SEO-optimizing articles while still ensuring their readability?

Lee & Woodside: So, first of all, there is no magic formula for optimizing content. There’s not a specific number of times you should say a keyword or a certain phrase that will earn you a No. 1 spot — you should write for users first. Having said that, we all know we also must consider search engines and what they prioritize on pages (fast load times, intent of the user matching the page intent, etc.).

I would start by creating a brief for the content, which should include the topic and an overview of the purpose of the copy. What do you hope the user will gain from it?

Then, make notes about what subtopics should be included based on the purpose of the page and where it falls in the sales funnel. Is it primarily informational for someone in the discovery phase? Or is it meant to persuade the user to sign up for something? Many SEO and AI tools are helpful in deciding what subtopics should be included based on the audience type.

Once you have your brief, commission your content with the following checklist in mind:

• Ensure it answers all the potential questions of your user for your specific topic;
• Check that the title and headers (h tags) contain keywords that support the main idea;
• Link to other helpful pages on your website throughout the copy;
• Include unique images or videos if you have them;
• Write unique meta titles and descriptions for the page;
• Publish it; and
• Promote it across your channels.

DGR: Are SEO strategies more of blanket initiatives, or should they be tailored to each company?

Lee & Woodside: While certain SEO principles remain universal, a successful strategy must be tailored to the unique needs and goals of each individual business. While there are foundational guidelines, the specific execution of these tactics will vary based on factors such as industry, target audience and available resources.

Prioritizing SEO initiatives requires a strategic approach. For example, businesses seeking rapid results might focus on low-hanging fruit, such as optimizing existing content or leveraging paid advertising. Conversely, those with long-term objectives may prioritize building a robust content strategy and establishing a strong social media presence.

Ultimately, the most effective SEO strategy is one that aligns with a company’s specific needs and can be adapted as circumstances evolve.

DGR: How will the SEO landscape continue to evolve in the future?

Laura Lee & Jessica Woodside: It’s cliché to say, but the SEO landscape is constantly evolving, and recent trends have centered around the increasing prominence of AI-generated content summaries in search results and Google’s growing preference for forum-based content like Reddit. Staying abreast of these developments is crucial for maintaining a competitive edge.