The Role of SEO & Keywords in Facebook Lead Generation

December 18, 2023

Elena Mazaheri

Facebook is more than a digital advertising wall. It helps brands get discovered through search and fosters a thriving business community. Also, it helps boost their organic search visibility and develop a robust identity. 

But what about leveraging Facebook for lead generation?

Facebook Ads help attract the attention of new audiences to your ads or posts. Still, most marketers still use run-of-the-mill strategies, leaving more room for out-of-the-box thinkers. A great example of an overlooked technique is leveraging search engine optimization for social media.

Nowadays, search engines like Google are indexing social media content. They focus on keyword-rich posts and relevant comments within social networks. Understanding this makes social media SEO a practical (and low-hanging) marketing strategy.

In this article, we’ll discuss how to create a balanced SEO strategy to boost your Facebook lead-generation efforts. 

The intersection of SEO and Facebook lead generation

Engaging with prospective consumers on social networks can improve a company’s reputation. It also strengthens the brand’s capacity to offer a more personalized user experience or customer service.

But does posting relevant and updated content on Facebook help your SEO rankings?

Although John Mueller, the Webmaster Trends Analyst at Google, has said social signals aren’t a direct ranking factor since 2015, it’s clear they do influence your overall SEO. 

Targeting keywords allows businesses to rank higher on the search engine results pages (SERPs) and strengthen their online presence. The same is true for social media. When done strategically, some social media content can rank in special sections of the SERPs like Google’s Carousel Feature, and Videos.

Google's Carousel SERP Feature

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This is a powerful link between two massive advertising platforms. So, concentrating on content optimization for search engines enables you to elevate your position in SERPs.

CognitiveSEO conducted another research that confirms this notion. They examined 23 million social media interactions and found a correlation between social signals and SEO performance. 

The study showed that search engines may use social media impressions as key indicators when ranking a brand’s website.

A guide to using SEO for Facebook lead generation

More engagement with your content could result in a higher search engine ranking. Algorithms see impressions and dwell time (time spent on your site) as indicators of content quality and relevance.

How do you level up your SEO content marketing on Facebook? 

Follow these simple steps:

Step 1: Topic and keyword research 

Did you know that about 90.63% of pages don’t attract organic traffic from Google searches?

Google organic traffic statistics

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The first thing is to have a strategy in place. You must clearly understand your audience’s pain points and interests. Then, you need to identify topics that resonate with them – either addressing those pain points or speaking to their interests. 

There are different approaches to topic research. Here are some favorites: 

  • Use platforms like Google Trends to identify what’s currently popular in your niche.
  • Ask your audience through surveys or social media polls to discover their interests.
  • Look at competitors’ blogs to see what topics resonate with their audience.

Next in line is running organic keyword research. Start by listing down broad topics relevant to your niche. Then, use keyword research tools to find related search terms. You’ll want to pick keywords with a high search volume but low to medium competition. 

But there are also exceptions. Add a few long-tail keywords for better specificity and ranking potential, and you’re all set. Find the top keyword tools you can use below.

  • Google Keyword Planner: Google’s tool for insights tied to its search engine.
  • SEMrush: A comprehensive tool that offers in-depth keyword and competitor analysis.
  • Ahrefs: It helps you find thousands of keyword ideas with detailed metrics.
  • Ubersuggest: Another budget option for keyword discovery and suggestions.

Step 2: Analyze your performance

It’s crucial to take a close look at how your SEO efforts are paying off. Keep an eye on your website analytics. These metrics give you insights into the content that your readers love the most.

Plus, they help you optimize your content strategy to meet your audience’s demands. When you analyze SEO data comprehensively, you can spot patterns. These trends reveal the topics that capture your visitors’ attention. This way, you can make them stay longer on your site and better engage with your content.

Incorporating lead capture mechanisms into your content strategy is crucial for maximizing the value of your website visitors and turning them into potential leads. By strategically placing lead capture forms, such as pop-ups, banners, or inline forms, throughout your site, you can effectively capture contact information from interested visitors.

Step 3: Long-format content and ebooks

Consider diving deeper into those topics. You can create informative content in a long format around your most popular articles or guides. These could be ebooks or whitepapers. Later, use them as lead magnets on your website, newsletter, or Facebook Ads. 

This strategy focuses on taking the core ideas from your popular articles. Then, you’ll expand on them and provide more comprehensive information. Yet, it’s important to maintain consistency with the keywords you’ve used. This consistency also supports your Facebook Ads. Especially since ‌text-based lead magnets have the highest conversion rates

Step 4: Send out lead magnets

So, we talked about using ebooks as lead magnets in your Facebook Lead Ads campaigns. Your ad copy should mention the valuable insights offered in your ebooks.

Promoting the lead magnet will motivate users to provide their contact details in exchange for the ebook download.

Lead Ads and how they function make them an excellent choice for lead generation on Facebook. When someone clicks on your ad, they’ll see a form pre-filled with their Facebook account information. Pre-filling forms for users reduces friction in the signup process while increasing the likelihood of conversions. 

Here’s an example of a lead magnet ad:

example of lead magnets in Facebook Lead Ads
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Lead magnets can be a valuable marketing tool. They help expand your contact list with interested prospects. Also, this strategy establishes your brand as an authority in your niche. 

How to use Facebook Ads to generate leads

Incoming leads are the driving force behind business growth. So, to keep your business alive, you must convert a larger segment of your leads into paying customers.

That’s why generating more leads is essential to fostering business growth. Facebook Advertising is an effective medium to create a consistent influx of leads. Let’s take a closer look at Lead Ads and how to set them up. Also, we’ll talk more about SEO strategies you can use for generating leads via Facebook.

Facebook Lead Ads

Facebook Lead Ads is a powerful tool for streamlining the lead generation process. They allow advertisers to collect valuable information from potential customers. The best part is that it all happens within the Facebook platform. 

These ads help encourage action with minimal effort. You can use them to run various campaigns. It could be signing up for more information or downloading resources like ebooks.

What sets them apart is that the forms within these ads are pre-populated with the user’s Facebook contact details. Users don’t have to type in their data manually, which increases conversion rates.

Meta Ads homepage

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How to set up a Facebook Lead Ads campaign

Here’s a quick walkthrough of how to set up a Facebook Lead Ad campaign:

  1. Create a new campaign: Begin by creating a new campaign in Facebook Ads Manager. And choose ‘Lead generation’ as your campaign objective.
  2. Define your audience, budget, and schedule: Specify your target audience (their demographics, interests, and behaviors). Next, set your budget and campaign schedule for your advertising goals.
  3. Design your ad: Create your ad using engaging visuals and compelling copy that conveys the value of what you’re offering.
  4. Customize your lead form: Tailor your lead form to capture the necessary information from potential leads. Make sure to keep it concise and relevant to encourage submissions.
  5. Track and optimize: Once your campaign is live, watch its performance. Analyze the data and make adjustments to optimize for better results over time.

Infusing SEO and keywords into your campaigns

You can boost your Facebook Lead Ad campaign by integrating SEO principles and keywords.

Here’s how to drive organic growth:

  1. Run keyword research to understand your target audience’s queries. These keywords are platform-specific and known as ‘Interests’ in the Meta Ad Manager. It’s vital to keep an eye on Ad Keyword Stats. You can even set up Keyword Alerts to maintain an up-to-date keyword strategy on Facebook.
 keyword research on semrush

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  1. Incorporate relevant keywords into your ad’s text and headlines. This way, the right audience sees your ad, and its relevance increases from Google’s perspective.
  1. If your ad promotes a lead magnet, optimize it for the chosen keywords. This consistency across your marketing channels strengthens your strategy.

It’s about aligning your Facebook Lead Ads with SEO and keywords. This practice helps improve ‌search visibility and relevance and can be a solid ground for lead-generation efforts.

Automation settings for Facebook ads campaigns

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Checklist of Facebook lead-generation ads best practices

Do you have everything in order? Here’s a quick index of Facebook lead generation ads’ best practices:

  1. Precise targeting

Make sure to get the most out of Facebook’s robust targeting options. Define your audience to optimize your ads to target the most relevant audience. This increases the chances of capturing high-quality leads.

  1. Engaging ad design

Create visually appealing and persuasive ads effortlessly with the help of an AI ad generator. Use high-quality images or videos, and craft compelling text that communicates the value of your lead magnet.

Also, add a clear call-to-action (CTA) that tells users exactly what comes next. Whether it’s ‘Download the Guide’ or ‘Sign Up for a Webinar,’ make sure it’s straightforward and enticing.

  1. Optimize lead forms

Keep your forms concise and straightforward to encourage completion. Ask only for necessary information, as too many form fields can deter potential leads.

  1. Test and optimize

Run randomized tests on various elements of your Lead Ads. These could include ad creative, form fields, and targeting criteria. Then, analyze the performance data to refine your approach.

  1.  Add automation to the mix

Implementing automation can improve your marketing strategy and optimize Facebook lead generation. By automating various tasks, you can save time, cut errors, and gain more effective control over your lead management.

Before automation became common practice, lead generation was often a labor-intensive task. Marketers must dedicate extensive hours to research, data input, and more follow-ups. 

Automation boosts the efficiency of the sales and marketing teams by taking over routine tasks. They then have more time to focus on more critical areas. After generating leads, the next step is to sort them into the right follow-up segments. 

Automating the process of downloading and organizing Facebook leads. And it can streamline your digital ad funnel. There are a variety of integrations that automate key aspects of your Facebook marketing.

Integrations for Lead Ads ensure that your Facebook leads go directly to your CRM or email marketing software. This real-time data processing is a must-have in your marketing strategy toolkit. It facilitates quick follow-ups and increases conversion rates by catching leads when their interest is highest.

You can use Meta’s partner services to make lead management seamless and more effective. Look for tools with a range of integrations and a free plan so you can try the service before committing to it. For instance, tools like LeadsBridge offer numerous Facebook-CRM integrations, which you can test for free

Three major benefits of Facebook Lead Ads

Increased relevance and lead quality

One of the key features of Facebook Lead Ads is precise audience targeting. You can reach users who have a genuine interest in your products or services. Campaigns with accurate targeting lead to high-quality leads and conversions.

Higher conversion rates through targeted content

You can use Facebook Lead Ads to deliver content to the right audience. Some features allow you to focus on particular audience segments during ad creation. 

It means using content that resonates with a demographic’s interests and needs. Conversion becomes much easier when your ad content aligns with your target audience.

Cost-effectiveness and better ROIs

When it comes to the main benefits of Facebook Lead Ads, budget comes to mind first. They are for any business with any initial funding. But the low entry fee isn’t the only economic aspect. 

Optimize Facebook Ads budget

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Factors like precise targeting and robust lead generation can reduce acquisition costs. This efficiency translates into a better return on investment (ROI).

Closing thoughts

We’re glad we could offer you helpful lead-generation ideas for Facebook today. Facebook is always changing. That’s why trying these strategies and seeing which ones click with your audience is a good idea. 

The more you test and adapt, the better you can navigate the dynamic landscape of social media marketing.

Elena Mazaheri
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Elena Mazaheri

Elena Mazaheri is a freelance writer and content marketer who specializes in serving SaaS, Education, and eCommerce brands. Her expertise lies in product-led storytelling and creating compelling content that elevates brands and connects with audiences.