Unlocking Your Lead Conversion Potential with SEO

Whether you work at an agency or you’re managing a marketing budget in-house, you’ve probably had the classic debate before: do you focus on organic lead cultivation through SEO or try to generate as many leads as possible with aggressive tactics right now?

I won’t pretend to be impartial: When you have the choice, favoring SEO is almost always the better investment. This isn’t an unfounded hunch, either: in our client programs here at TopRank Marketing, organic traffic consistently converts at a higher rate than overall traffic across a range of conversion types.

Marketers tend to argue that SEO is important because it’s essential for “long term” growth. The time’s come to reframe that argument: SEO is essential because it unlocks the true potential of a brand’s lead conversion.

Here are the big ways SEO unlocks that potential, with real-world examples from TopRank’s case studies.

Brand awareness generates more leads than demand generation over time

When the Institute of Practitioners in Advertising (IPA) noticed that brand marketing was “losing the budget war” to lead generation a number of years ago, they conducted a large-scale study to find out why.

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About the author

Harry is one of TopRank Marketing’s Content Strategists, and has been a professional digital content specialist since 2016. During this time, he has honed his content writing skills and worked closely with SEO and SEM experts to enhance his understanding of how to most effectively create high-quality content that performs well on both search engines and social media. Harry is passionate about creating content that represents the voice of his clients well and provides genuinely relevant, insightful information that his client’s customers will find helpful and entertaining to read. When Harry isn’t writing content, he’s usually reading it, or watching movies. He watches a lot of movies.