Want Better Sales? Combine SEO and Demand Generation Tactics

Do you want to improve lead generation and sales strategies in Nevada? Develop a comprehensive Las Vegas demand generation plan with search engine optimization (SEO) at its center.  This article discusses the following points:

• The reasons you should combine SEO and demand generation.
• A case study illustrating the benefits of optimization for demand and lead generation.
• Top content marketing tactics ideal for the top and middle stages of the sales funnel.

Let the right people know that your business exists. Read the article below to learn more. Let’s go! 

What Is the Connection Between SEO and Demand Generation?

Demand generation and lead generation are two different but interrelated marketing concepts. Lead generation is the process of identifying prospective customers. On the other hand, demand generation is a long-term strategy focusing on building and maintaining brand awareness and engagement. It is not concerned about generating sales. Instead, it educates or informs a wide but targeted audience for two reasons:

• You want the brand to be one of, if not the primary, solutions to their problems or challenges.
• Consistent education and engagement eventually push more qualified leads into later stages of the sales funnel, especially the decision stage, where the intent to buy is strongest.

This is where demand generation supports your lead generation plan. Those who move on to the consideration or evaluation phase are interested in your products and services and are willing to buy them. Because they are ripe for conversion, the sales cycle shortens, and returns come in fast.  However, to fulfill demand generation activities, you also need two elements:

• Helpful, well-written content that matches the user’s intent.
• Significant online visibility to attract a lot of traffic for every piece of content that you make.

You can use SEO to meet these criteria and provide more precise, targeted leads. It:

• Increases your chances of landing the most sought-after positions on the search result, such as the first page, first position, local map pack, or featured snippet.
• Targets keywords relevant to your brand, so those who visit your pages are more likely to be interested in offers.
• Delivers the right content based on search intent.
• Helps build a trustworthy brand.
• Showcases your expertise and experience, both of which enhance your industry leadership.

Because good SEO happens only with sound design, this tactic compels you to follow best practices. This helps when targeting prospects who are frequently on the go with their mobile devices and voice search. From a financial perspective, smart page optimization decreases the overall demand generation costs. As long as they comply with search engine and industry guidelines, they remain in the search results for years. They continue to be visible and convert leads long after you publish the content. 

     Demand Generation and SEO: A Case Study

To better understand the relationship between SEO and demand generation, here is a Digital Authority Partners (DAP) case study. It involves Cove Markets, a cryptocurrency trading platform that wants to attract more qualified traffic and boost signups.  DAP first audited the site to analyze its content, UX, and lead generation tactics. This process uncovered many gaps that the team could exploit. These included identifying high-value keywords and incorporating them in long-form blogs written mainly for their specific audience.  When paired with UX, the SEO plan increased the site’s traffic by almost 15 times in six months. Over 40 keywords ranked in the top three positions, including number one for “cryptocurrency day trading.”

SEO Strategies to Enhance Demand Generation

SEO is effective, whether in demand or lead generation. However, priorities shift depending on your focus. With demand generation, your objectives are to:

• Raise brand awareness.
• Teach or inform audiences. 
• Engage them over the long term.

With these in mind, here are the best SEO strategies for Las Vegas demand generation: 

• Keyword research. Focus on informational keywords that answer who, what, why, when, where, and how. If you are a Las Vegas hostel, your key terms could be “downtown Las Vegas hostel guide” or “best hostels near McCarran International Airport.” Then broaden the content with semantic keywords.
• On-Page optimization. Write compelling meta descriptions and titles that match the content. Use schema markups for articles, videos, and other types of content to help search engines better understand their relevance. 
• User experience. Run a technical SEO audit and fix issues that hurt crawlability and indexability. Improve page-load speed by compressing images or using browser caching. Optimize the content for mobile and voice search.
• Off-page optimization. Use topic clustering to pass link equity to less performing but essential pages, such as products. Collaborate with industry leaders and experts to enhance the content’s value and acquire more authoritative backlinks.  
• Analytics. Regularly review content performance. Are they hitting the metrics? What is your best-performing content? Are you attracting the right audience? 
• Other marketing strategies. Support SEO with pay-per-click, email marketing, and social media to maximize brand exposure and engagement. 

Consider these tips when making your content marketing strategy:

• Match the best content type to the user’s intent and audience. Using the hostel example, use short-form videos to introduce your business and gradually expose them to long-form ones as they engage with the brand. 
• Diversify your content. Write evergreen articles to continuously educate potential customers. However, mix interactive content, such as quizzes and surveys, to enhance UX and copies covering trending topics to be relevant. 
• Write for the local audience. This helps, especially if you operate in multiple locations. Integrate their language into the keywords and actual content. Use videos and images featuring their community. 
• Remember your E-E-A-T. Ensure that the article shows your experience, expertise, authoritativeness, and trustworthiness. Comply with the marketing guidelines of your industry, especially if you are in healthcare, legal, or insurance fields. 
• Update your content. Because information changes, revisit your best content and optimize it further with new data, visuals, keywords, and format. 

Summing Up

As outlined in this article, SEO is one of the foundations of any results-driven demand generation strategy. It displays your content to your target audience at the right time.  When demand generation is done right, lead generation becomes more cost-effective and efficient at generating returns. Sales teams can now work with prospects who are more likely to buy.  Do you want to learn more about using SEO to boost your revenues? Digital Authority Partners (DAP) is a Las Vegas demand generation agency that has helped 89% of its clients increase leads with a solid content marketing plan.  About 92% of our developed landing pages also landed in the top three search results, while 88% of mobile users visited the business within a week after reading our articles.  Contact us and talk to a DAP expert to learn how we can help.