5 ways to integrate SEO & CX
Understanding the Customer Experience is an important part of any Business and Marketing strategy and your approach to SEO should fall within that.Ultimately you need to ensure that you have an SEO strategy for every stage of the Customer Experience, where digital is a touchpoint.
It’s not just about keywords anymore, Google is now as interested in context and intent. So, not only what you are searching for but why.
Consideration for CX in your SEO strategy means that you're anticipating your customers' overarching goal.
Here are 5 ways to integrate your SEO and CX strategy:
1. Reflect Above-the-Line advertising
Is the creative that you’re using for TV reflected on your site? Keeping things consistent on and offline ensures that if a user searches for your brand after seeing the ad, they will know that they have landed in the right place.
Optimise your homepage/landing page description and body copy with a relevant paragraph, to ensure the search journey messaging is consistent.
2. Map the buying process
It's important to understand the process people are going through and where your content can interact with them. If sites other than yours are appearing in search results for specific phrases, then those are good sites to place content on. This isn't about getting links from those sites, it's about being visible in the user’s search journey, at the right time with the right content.
3. Post purchase
People don't stop searching once they have bought a product or used a service. There are likely to be support query searches post purchase. Engaging with these queries is an important step in creating brand advocates and encouraging repeat customers.
4. Use personas and tone of voice
We'd recommend using your personas to ensure that the right tone is used in content and, as importantly, that their possible frustrations and goals are in mind when copy is written.
Getting this wrong doesn't necessarily mean that your site won't convert but it does mean that you are adding friction that could be avoided.
5. Reflect your audiences marketing channels
If your audience is primarily B2C then they are likely to carry out most searches on their phone, and it’s therefore vital that you have your mobile strategy in place. If it's primarily B2B then the desktop version of the site may still be the most prevalent.
Do some testing – carry out some searches on mobile for your main key-phrases. Who comes up? Who are your competitors? Is it Google showing 'position 0' results? If it is then it might be worth including some of those phrases in PPC.
So, to recap. Your customer insights can, and should, be used in your SEO strategy and more broadly, your content and website strategy. This is what Google wants and it's the reason why 'Googles Micro Moments' looks like a traditional marketing buying process.
As always, if you want to talk about how we can help, please give us a shout.