Case Study: How to Capture Leads With SEO Informational Pages
December 15, 2017
When you have a niche piece of information you can create a piece of content around that will rank in organic searches. Here’s a case study on how it’s done.
Information gaps are valuable. When you fill them for your target audience, you can earn strong traffic that remains consistent for years. Sometimes an investment in just a single page can turn into your biggest SEO success.
We’ve noted this before in a law firm case study. This tactic works particularly well when leads need a lot of information related to your services and get it through online research.
Marketing 360® has a client that runs a school for autistic students in the Phoenix area. Parents of autistic children tend to be methodical researchers, always on the look out for anything that will help their kid succeed.
One trending search we discovered was phrases around “essential oils for autistic kids“. This search, it turns out, is mainly informational in intent. People want to know about the effects of essential oils for children with autism.
So we researched the topic and created an article that guides parents. With useful information, strong design, and an infographic, the page did better than rank #1. It got used as the featured snippet above the organic rankings that displays the infographic.
They stay on page one for other related search terms, including the most used “essentials oils for autism”. That term drives the second most organic clicks for the site, after the name of the of school.
It is their top organic landing page, with a 6.93% organic click through rate.
While the post was originally published in September of 2016, it didn’t get the featured snippet displayed top ranking until the NLA® team did a content update, including an image and infographic. It’s easy to see when the ranking and positive effect on conversions kicked in:
This single blog post gives the school national exposure, and they’ve begun to draw in students from outside their traditional service area. It also helps them rank better for searches like “autistic schools Phoenix”, which they are also on page one for at position #5.
Today, one of the best SEO tactics is to discover information your audience is hungry for. Then optimize a page with:
The most thorough information
Professional design
Videos
Infographics
Links to reputable resources
Use your target keyword naturally with the content, including meta data and header tags. Also, hyperlink to the page from elsewhere on your site, which gives it more authority.
It’s a win all around. You get higher ranking and qualified traffic. This results in free clicks into your site from a page that rank on page one indefinitely. The valuable content you provide builds trust with prospective clients, and traffic to page puts them into your retargeting.
With just occasional updates, this type of page can become one of your highest ROI pieces of marketing content.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.