One of the top goals for business owners in 2015 is to improve search engine optimization. In fact, the top three services that will be in demand this year are SEO, website development and social media (1). As a result, many businesses will turn to agencies for help with building their SEO strategies, especially since 36 percent of marketing budgets went toward SEO last year. However, the marketing spend for many companies is relatively limited. Budgets can range between $500 and $1,500 per month, meaning these organizations have to focus their efforts very carefully.
Even on a limited budget, companies can solidify their understanding and use of organic search to bolster their SEO strategies (2). For lead generation, search engines are very powerful resources that help buyers discover a brand, as well as its products and services, during the research phase of the sales cycle. In fact, organic search has been found to drive more than half of traffic for B2B marketers. With well-developed buyer personas, a company can more effectively match keyword intent to the kind of information that would be most relevant and beneficial. To do so, it's critical for a business to do sufficient research into their buyers to identify commonalities, which would enable a stronger keyword strategy.