Harnessing SEO for lead generation — Jon Lightfoot // Strategic SEO Solutions

Jon Lightfoot, Founder and CEO of Strategic SEO Solutions, discusses practical SEO tips. Typically, when considering lead generation, we focus on traffic volumes and keyword difficulty. However, integrating SEO into your lead generation efforts will deliver lasting results. Today, Jon demonstrates how you can harness SEO for lead generation.
About the speaker

Jon Lightfoot

Strategic SEO Solutions

is a little camera shy

Jon Lightfoot is the Founder & CEO of Strategic SEO Solutions (SSS). He has over 20 years of marketing experience in both brand-side and agency-side. Jon is an SEO expert with decades of experience in working with many SaaS brands, B2B enterprise firms, Fortune 500 and startups alike. He and his team are hands-on in managing their client’s on-site technical SEO, as well as offsite SEO, CRO, and overarching analytics. Additionally, Jon sits on the Customer Experience Advisory Board at the University of California Irvine.

Show Notes

  • 01:54
    Using SEO for lead generation
    This approach dials into intent and the overarching user journey. What it really boils down to is ranking for the right keywords.
  • 02:58
    Targeting keywords at the bottom of the funnel
    SEO for lead generation gets into action-oriented terms like long-tail search terms. Which means search terms with qualifiers that often outperform broad keywords.
  • 04:12
    Search term modifiers
    Depending on the product or service, there are different modifiers. When creating an SEO strategy, its best to focus on queries that solve very definitive customer pain points.
  • 05:51
    Keyword research
    Competitive analysis is a way to be very specific to your industry. Its about looking at the keywords driving volume to them and the intent behind those keywords.
  • 07:06
    Driving leads from search through the landing page experience
    Its about observing time on site metrics to gather the data necessary to inform your CRO efforts.
  • 09:00
    What consumers are responding to
    Pictures and videos. So make sure visual engagement is happening. An effective strategy connects those visuals with your value proposition.
  • 10:30
    Avoiding keyword competition
    It's important to have silos for your keywords. Keywords should support an overarching ecosystem and not hinder the performance of any pages.

Quotes

  • "When we talk about lead generation, it's not just about ranking or outranking. It's about ranking for the right keywords that dot back to the user journey." -Jon Lightfoot, Founder & CEO, SSS

  • "The right keyword query pulling up the organization within search is the first part. Second is when they click through and land on the page itself. That landing is dialed into the intent of the search." -Jon Lightfoot, Founder & CEO, SSS

  • "SEO for lead generation moves beyond the due diligence segmentation of the consumer journey and really gets into action-oriented search terms." -Jon Lightfoot, Founder & CEO, SSS

  • "Oftentimes what we're looking for when we're using SEO for lead generation are the queries that solve very definitive pain points." -Jon Lightfoot, Founder & CEO, SSS

  • "If we had somebody searching for a top 10 resource list, they may be higher funnel and just starting the journey. But when it's very action oriented, they're looking for a solution." -Jon Lightfoot, Founder & CEO, SSS

  • "Tying keyword research back to what's working for your competitors can really expedite your success metrics." -Jon Lightfoot, Founder & CEO, SSS

  • "Your competitor may rank for 10,000 keywords. However, 60 of them are actually driving the volume. Taking that and slicing it into the narrative crystallizes the keywords that are working for them." -Jon Lightfoot, Founder & CEO, SSS

  • "Competitive analysis is a way to be very specific to the industry and the vertical. It helps us learn from those that are already in the space." -Jon Lightfoot, Founder & CEO, SSS

  • "CRO can enhance SEO segmentation. SEO for lead generation begins with the query. But it's how that page is served through a CRO experience that helps to change visitors into conversions." -Jon Lightfoot, Founder & CEO, SSS

  • "Make sure that engagement is happening because we have something visual. That visual should link back the value proposition or the call to action that drove the click." -Jon Lightfoot, Founder & CEO, SSS

  • "It's very important to have siloed natures to your keywords and to ensure that the keywords are supporting an overarching ecosystem, while not hindering the performance of any one page." -Jon Lightfoot, Founder & CEO, SSS

About the speaker

Jon Lightfoot

Strategic SEO Solutions

is a little camera shy

Jon Lightfoot is the Founder & CEO of Strategic SEO Solutions (SSS). He has over 20 years of marketing experience in both brand-side and agency-side. Jon is an SEO expert with decades of experience in working with many SaaS brands, B2B enterprise firms, Fortune 500 and startups alike. He and his team are hands-on in managing their client’s on-site technical SEO, as well as offsite SEO, CRO, and overarching analytics. Additionally, Jon sits on the Customer Experience Advisory Board at the University of California Irvine.

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