address SEO – but ignore the bullshitEvery week I receive emails from shysters offering lead generation services. I also talk with clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the eighth of 10 THOUGHTS addressing strategies for maximising qualified enquiries […]

address SEO – but ignore the bullshitEvery week I receive emails from shysters offering lead generation services. I also talk with clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the eighth of 10 THOUGHTS addressing strategies for maximising qualified enquiries – or genuine prospects. I am defining a qualified enquiry – or genuine prospect – as one where there is a better than 50% likelihood of conversion. I recognise that there is usually a sales funnel and acknowledge the importance of minimising time wasted on unqualified enquiries in that funnel. Google receives more than 63,000 searches every second of every day. Some 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. Organic search now amounts to 95% of all web traffic. In some product categories, search precedes…