How to Use a Chatbot For SEO to Drive Increased Qualified Leads
SEO without conversions is like sitting down at a restaurant and getting served a plate with no food.
It’s illogical.
An SEO chatbot is designed to do something extremely specific:
Turn traffic into leads.
This guide shares exactly how to leverage chatbots for SEO to increase leads and sales.
There Are Two Parts of The SEO Chatbot Equation
- SEO: designed to drive traffic from Google.
- Chatbot: designed to turn that traffic into leads.
Part 1: SEO drives engaged traffic from Google
There’s an incredibly important word in the header above.
The word is “engaged.”
Most folks get SEO very wrong.
They focus on driving traffic for traffic’s sake, targeting irrelevant low-difficulty keywords that have a 0.00001% chance of converting.
For example…
A roofing company may target the keyword “how to transition from shingle to flat roof” which has a keyword difficulty score of 0%. See below.
However, is someone searching for this keyword really in the market for a new roof? Probably not.
Important note:
Targeting these types of keywords above ⬆️is a relevant, valuable SEO strategy when paired with the strategy below ⬇️. Keep reading!
Where the SEO magic happens, for a roofer or any other home services business, is in the Google Local Pack (what I call beachfront real estate on the internet).
This type of result shows up for the following type of queries:
- [service] in [city]some text
- Such as roofer in Miami
- [service] near mesome text
- Such as deck contractor near me
When thinking about SEO for your business, make sure that you’re targeting bottom-of-funnel keywords that your target audience is searching for when they’re ready to make a purchasing decision.
Part 2: convert the traffic into a lead
While it might seem obvious, your goal as a business is to get new clients.
For most businesses, getting a new client starts with turning them from a website visitor → lead.
Now again, this might seem obvious. But we’ve seen some pretty interesting stuff.
- A roofing company had a website that did NOT have a form on it. The site had zero way of capturing leads.
- A remodeling contractor’s phone number listed on their website just… didn’t work. If you called it, it wouldn’t ring.
Since this part of the SEO journey is so critical, you need to spend time, energy, and focus toward optimizing it.
Math is Fun. Check Out This Simple SEO Chatbot Equation
Let’s say your website averages…
- 1,000 visitors per month from Google
- generates 15 qualified leads per month from Google
Okay, now let’s do some math!
That would be a conversion rate of 1.5%. Cool cool, math is fun.
Here’s where it gets really, really interesting.
Most folks reach out to us for SEO services and say something along the lines of…
“We want to get double the leads from Google. Can you help us get from 1,000 visitors per month from Google to 2,000 visitors per month from Google??”
Seems a little harsh, I know. But the thought process is frequently wrong!
Instead of doubling traffic from Google, why not focus on doubling conversions from Google?
That’s where the chatbot comes in. You can dramatically improve lead capture if done correctly.
Doesn’t Google’s Algorithm Hate Chatbots? Isn’t My Site Going to Get Penalized?
No, that’s not true!
Google has released clear documentation sharing what:
- Their algorithm likes
- What their algorithm doesn’t like
And while Google hasn’t spoken directly to chatbots, they do share information that I think you’ll find interesting. They say that…
“Our systems would look at page experience aspects…”
Google has further documentation that shares how page experience impacts SEO performance:
They say that…
“Having a great page experience can contribute to success in Search, in such cases.”
The big question… does a chatbot improve user experience?
- The good ones do, yes.
- The bad ones don’t.
Two of Google’s main factors when looking at page experience are:
- The amount of time the user spends on the website
- The amount of interactions (clicks) the user does on a website.
For example, if a user comes to your website and does nothing, that would be considered a bad user experience.
On the other hand, if a user comes to your website and interacts with a helpful chatbot, Google will likely consider your site to have a great user experience.
4 Reasons Why Alivo’s Chatbot is The Perfect Addition to Your SEO Strategy:
Reason 1: It Communicates With People Via Text
98% of texts are read within 2 minutes → see here.
Many other chatbots for SEO force the user to message back and forth on the website itself.
Which really isn’t conducive when someone is on the go, searching from their phone.
Many people are searching:
- While they wait for their kid’s sports practice to finish up
- While they’re watching Netflix on the couch
- While they’re at work (wait really!? People search on their phone while they’re supposed to be working!?)
The Meat And Potatoes Version: SMS gets the highest response rate. That’s why Alivo’s chatbot focuses on it.
Reason 2: It’s Built Using Advanced AI So The Conversation Aligns With Your Specific Brand
Intent is one of Google’s favorite words when it comes to explaining how its algorithm works.
What is the true intent of someone’s search so that Google can populate the results with content that is relevant to them?
Well, the same is true once people land on your website and begin interacting with you.
If they’re looking for a luxury home remodeling company and start conversing with a chatbot that is overly casual and immediately starts with “we can offer a 10% discount on granite countertops if you work with us before December 31st” then that looks REALLY bad.
The Meat And Potatoes Version: Alivo’s conversational style and knowledge base aligns with your brand so that you know it’s communicating the correct info in the optimal tone.
Reason 3: Oh, It Can Also Answer The Phone…
This is like an SEO chatbot on steroids.
If you’re a business that handles a lot of inbound phone calls (for example, a mobile car detailing company in Los Angeles), then automating your appointment booking via voice will change your business.
Remember how the SEO funnel works:
Someone searches on Google → they click on a website link that looks relevant → they navigate that website until they choose to take action → they convert
That final conversion stage actually depends on what the client prefers:
- Many younger folks prefer engaging via chatbot or email back-and-forth
- Many older folks prefer picking up the phone and calling
By having an SEO chatbot and a phone number (that is fully automated using AI), you can focus on operating your business while your back-end digital assets do all the booking.
Don’t believe that Alivo can successfully answer phone calls? Listen to a real call by clicking the link below.
https://www.alivo.ai/ai-voice-video
The Meat And Potatoes Version: Stop wasting your time answering the phone from leads that find you through SEO on Google. Let Alivo’s AI do it for you.
Reason 4: It Integrates With Your CRM And Other Critical Tools
Let’s rewind since I actually forgot an incredibly important step in the SEO inbound funnel:
Someone searches on Google → they click on a website link that looks relevant → they navigate that website until they choose to take action → they convert to a lead → they buy your services
Now, for a lead to buy your services, they have to follow your processes.
And most businesses already have clearly defined processes to convert a lead to an actual buyer. You may use tools like…
- JobNimus
- Service Titan
- Jobber
- Angi
- Thumbtack
- RingCentral
- Calendly
- HouseCall Pro
- And more
The thing with Alivo is that we integrate with every tool above (and more), allowing you to maintain your current sales processes to convert your qualified leads to real buyers.
The Meat And Potatoes Version: Alivo integrates with existing lead and sales tools so you can convert qualified leads to sales.
About the Author
Joey Randazzo owns SEO Growth Partners, a digital marketing agency in Portland that helps brands drive inbound traffic and conversions.
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