One of the most efficient ways to align your sales collateral with your marketing initiatives is to practice strategic internal linking, also known as internal navigation. In fact, there are numerous studies that demonstrate how the practice of internal linking plays a major role in the visibility of various pages. Consistent internal linking is one of the most overlooked SEO strategies, but combined with a solid content marketing strategy and compelling sales collateral it can make a big difference in how SEO drives additional revenue. When your most effective sales materials are easily accessed from your popular landing pages, it dramatically increases the chances that your SEO strategy will lead to more conversions.
There are several best practices that need to be considered when evaluating your internal links. First and foremost is the consideration of which pages to which you want to link. It’s generally considered less effective to provide several internal links to your homepage since it typically doesn’t need much help ranking highly. It also probably won’t come up often since your sales materials won’t be displayed on your homepage, but it’s worth remembering for optimal results. You ideally want your link structure to take your prospect deep into your website, and you should avoid links to high-level pages that are already easily accessible from a homepage menu.
At the same time, make sure your internal linking always comes across as natural for the intended audience; it has to fit into their overall journey throughout your site. For instance, you wouldn’t want to link to a breakdown of complex package details and pricing structures when the prospect is just beginning to research the basic information about your product. It’s no different from any other process in your organization: All linked content should provide relevant value to the customer, or else it doesn’t belong.
Create and take ownership of your own search terms
If you want to go even further in using your SEO to reliably drive sales activity, you have to get more creative. Even when practicing strong and consistent SEO principles, you’re going to have some intense competition at the top of the rankings. If, however, you take ownership of a search term and tie it directly to your organization before anyone else jumps on the bandwagon, you can have prospects who intend to purchase coming in droves to your landing pages.
By creating new search terms and building an educational library of content around them, you can position your company as the hub of information surrounding your chosen keywords. Spread awareness of your term through content marketing and, especially with the increased credibility available through earned media, you’ll have an audience that is already engaged with your brand and is ready to be persuaded by your sales process.
As an example, let’s say you run a software company that has created innovative code designed to identify and remove various types of bad data in a database. You could build your website content around the concept of “deviant data,” educating the public about the various types of bad data that can end up stored on servers and their dangers to a business. You could position your company and product as the ideal solution for protecting oneself against the dangers of “deviant data” so that searches for the term and links from shared content all direct back to your product. Your sales team can then control the narrative.
It requires patience and a dedication to your content marketing effort in order to succeed with this strategy. If you manage to do it right and perform the other SEO strategies discussed previously, you’ll see exactly how much innovative SEO practices can help you take your sales efforts to new heights.
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