🧪 Proving SEO as a Lead Gen Channel

The challenge:

Historically, “SEO content” and “demand generation content” were seen as two separate objectives. SEO content wasn’t being used as a pipeline-driving tool—just as a traffic play. I wanted to show how high-intent, helpful content could capture leads.

What I did:

Created content built to lead people down the funnel while educating and building trust

• I launched a 20-page content test focused on high-intent, actionable resources:

• Created templates, checklists, and how-to content with embedded CTAs

• Set up lead capture via blog pop-ups, inline forms, and gated downloads

• Collaborated with demand gen to track conversions and assign MQL/SQL status in Hubspot

The results:

• Averaged 40 initial visits that resulted in first paid publishes a month. SEO content is now seen as a viable pipeline channel (see graph below)

• With the 20-page popup test, at six months we saw:

  • 544 leads captured
    43 MQLs and 3 SQLs
    38% form conversion rate