Your customers will often turn to search engines to figure out how to use your products and solve product problems. By creating content that addresses such concerns, you can turn SEO into a powerful customer service tactic.
Consider mapping out the customer journey and identifying potential issues and concerns in each stage. Next, create relevant content for each stage focused on answering customer queries.
Discovery stage: Highlight product features, benefits, and case studies.
Consideration stage: Focus on product comparisons, in-depth whitepapers, product guides, and testimonials.
Decision stage: Focus on pricing pages, reviews, buying guides and deals.
Service stage: Highlight FAQs, support pages, user guides, etc.
By creating and optimizing content for each stage in the journey, you’ll vastly improve customer experience.
Internal link building remains a cornerstone of good on-page SEO. This involves building links to pages on your own site to help search engines prioritize and crawl your pages. Google considers pages with a lot of internal links as ‘more important’.
However, you can also use interlinking to help customers find your less popular content.
For example, a user reading a blog about “CRO tactics” on your page might not discover your page on “CRO copywriting” on her own.
But if you link to this page within your article, you directly help them find additional content which they may find useful (improve their experience).
Your site’s speed matters. Google has been using site speed as a ranking factor since 2010. As per a more recent update, Google will also start factoring in mobile site speed to determine mobile search rankings.
However, a faster site doesn’t only have SEO benefits; it also has a marked impact on CX, UX and engagement levels.
For instance, when redesigning their site, The Financial Times found that a 1-second delay led to a 5% drop in readership. Another Google survey found that slow loading websites are the leading cause of frustration amongst users online.
Which is to say: if you want to win at SEO, you have to improve site speed. And by improving site speed, you will also see better customer experience.
People are migrating away from desktop towards mobile at a record rate. This shift in behavior is changing how they interact with the web.
In 2016, more than half of all search queries handled by Google came from mobile devices. In November last year, mobile web usage officially eclipsed desktop web usage.
Google considers mobile traffic to be so important that it uses mobile-friendliness as a ranking factor. The recent “mobilegeddon” update specifically targeted sites that did not render well on mobile screens.
The data is clear: in 2017, good SEO equals mobile-friendliness.
A mobile-friendly site avoids minimal scrolling (especially horizontal), loads fast, and avoids flash elements (most mobile browsers don’t support it natively).
When combined, these factors play an important role in providing a stellar mobile-experience that positively impacts CX, especially on mobile devices. If users can’t navigate your site on tablets/mobiles, or have to scroll endlessly to find what they need, they will abandon it.
Courtesy of CustomerThink
