SEO Strategy for Organic Lead Gen Growth
JACS Solutions is a smaller startup that lacks the brand awareness and recognition of some of its much larger competitors. Many of its visitors are sourced from direct traffic to find specific products or content through word-of-mouth, sales enablement materials, and partner referral. However, as it looked to increase its inbound lead generation in alignment with a new website and new content, a thoughtful, multi-faceted SEO strategy was needed.
Using my experience in SEO strategy and execution, I developed and implemented an approach across three categories:
- Technical: The new website had to be technically sound, load quickly, and remain trustworthy.
- Content: A keyword review, research, and targeting strategy had to be developed to guide content development.
- Link building: Grow outbound and inbound links by writing engaging articles and information to be shared with—and linked to—respected domains in the industry.
Prior to the website redesign, the domain had more than 600 critical errors in one-page SEO, performance, and crawling/indexing. Through the use of Hubspot SEO, Google Search Console (GSC), and Chrome Lighthouse, I was able to identify and eliminate all critical technical issues and make recommendations for website framework changes that increased readability and engagement.
Shifting to content strategy, I connected GSC to Data Studio to present existing keyword query impressions, clicks, and average position. This dashboard acted as the baseline for a better understanding of where we currently rank well—and places where we should be better positioned—to inform our website content. Armed with existing keyword knowledge, I turned to Moz, Google Ads Keyword Planner, and GSC to target optimal keywords to improve rankings and to inform future advertising campaigns.
Working closely with the marketing communications specialist, I developed an editorial calendar that identified research areas for technical blog posts, use cases, and white papers. These content pieces received extensive research linking to high-quality sources and were shared as part of a partner engagement campaign to be promoted on their sites.