How SEO can improve Customer Experience

Optimize Customer Experiences Like a Pro with SEO Practices

Let’s start straight with the terms. What is SEO?

Search engine optimization, or SEO, is a set of processes aimed at increasing traffic to your website. It involves keyword research and usage in content, link building, technical factors, local approaches, and more.

SEO isn’t only good for search rankings. It can improve your сustomer experience by optimizing the website to the expectations of Internet users, as well as search engines.

In this article, we show you several ways to use search engine optimization to amp up your customer experience.

Improve load speed to create a positive user experience

Load speed does not only contribute to a positive user experience but is also a ranking factor for Google. Making your website fast and responsive should be one of your top priorities. Users won’t wait for a site to load for 10 seconds because there’s always a faster page, which could be one of your competitors.

Here’s what you can do:

  • Use PageSpeed Insights.
    The Google Dev’s service called PageSpeed Insights will show you how well a page performs according to Core Web Vitals, including the loading speed of your website.
  • Optimize for both desktop and mobile.
    All SEO is mobile SEO nowadays. Around 59% of global site traffic comes from mobile devices, not counting tablets. So, optimize site speed not only for desktop but for mobile as well. 
  • Adopt responsive design.
    Responsive design will adapt to the device and load all necessary media and text without failures. It’s a practical approach to personalizing and optimizing your customer experience.

To make your website appealing to visitors, you should work on user experience and maintain it. For that, you have to look after the health of the site. Check for broken pages, detect and remove unnecessary redirects, optimize images and scripts, and use caching for faster loading speeds.

You’ll need to audit the site regularly to understand if your efforts bring results and track more detailed potential issues on your pages. Broken links, speed issues, etc., can all undermine your success.

Use SE Ranking’s audit tool to find out if there are any issues with your site health and user experience efforts. Besides load speed and Сore Web Vitals, the tool checks redirects, images, usability, internal and external linking, meta tags and scripts that need to be optimized, etc.

Feature customer reviews to build customer trust

Customer reviews are crucial when it comes to boosting social proof. People don’t buy from businesses blindly like they used to. Much research goes into choosing the proper brand, and reading customer reviews is essential.

  • Build off-site SEO.
    Off-site SEO is just as important. You should collect reviews on relevant third-party platforms from spreading social proof. Also, it’s practical to build links on relevant sources by writing guest posts, creating infographics, claiming unlinked mentions, etc. This approach will help you gain more referral traffic that is, at least partially, your target audience.
  • Feature comments on landings.
    The most important landing pages need customer reviews to build the first impression of your business. Optimize customer experiences so customers don’t have to look for testimonials themselves. This neat addition to your pages will also help you rank higher in the search results.

  • Reply to reviews.
    Aside from showcasing customer reviews to build social proof, reply to them, especially concerning dissatisfied customers. It’s nearly impossible to guarantee perfect service for every human being. We sometimes get frustrated, and our moods and events in our lives influence how we perceive everything around us, including companies’ attempts to please us.
    Reply to reviews and try to resolve issues. This will show you care and will help you retain more buyers.
  • Use digital tools.
    Managing all feedback with one platform will make it more convenient for you. Digital tools like Feedier gather and analyze feedback data, converting it into professional actionable insights. This allows you to see the big picture of customer satisfaction and experience and improve where you have gaps, including customer service experience.

Communication is the driving force in every relationship, including your customers.

Establish your visitors’ search intent to satisfy customer needs

Along with finding out customers’ pain points, search intent will create the perfect combination for your content, giving Internet users the info they want and exactly when they want it. Besides, establishing search intent will help you personalize the customer experience, making you a more appealing business to buy from. A website that has the answers to important questions in the niche is one worth visiting.

First, research keywords’ search intent. Search intent is based on the keyword. Common types of search intent include informational, commercial, navigational, and transactional. User intent plays a huge role in customer experience. If the page matches the particular search query, the user will likely click on it, find the needed information, and stay longer on the site. If your page doesn’t satisfy search intent, Google will not be going to rank it high since it is not relevant enough. 

Align the search intent with your buyer journey, and you’ll quickly figure out what key phrases to use. Informational search intent helps those who try to find something (e.g., “beauty salon”). Then comes navigational intent when the user gains the basic information the tries to learn more about something (e.g., “beauty salon reviews”). Continue with transactional intent when the user wants to complete a specific action now (e.g., “make an appointment at nail salon”). Finally, commercial intent comes when the user wants to learn more before making a purchase later (e.g., “best beauty salons near me”).

Next, start optimizing content for long-tail keywords. To maximize customer experience, you must reach your audience with specific key phrases. Long-tail keywords use modifiers to narrow search intent. Go beyond regular keyword research by numbers and pay attention to semantics, intent, and pain points to give people the exact answers they were looking for.

Strategize the use of interlinks to retain traffic

Building links within your site will make people stay there for longer. Choosing the right places and anchors to spike curiosity will also promote less popular content, offering customers more knowledge from your blog, for example. 

This approach reduces bounce rates and even helps search engines crawl your site. The “spiders” will quickly see updated pages and evaluate their importance.

To boost SEO and customer experience, choose the proper context and insert links to relevant pages on your website. For example, if you have a more advanced blog post about CX, add a link to the beginner-friendly post on customer experience so newcomers can catch up. 

Create a content strategy to be on the same page with your customers

People engage with brands that are on the same page as them. In fact, 64% of consumers want brands to connect with them. To achieve this, you have to research the most relevant keywords to your niche and create content strategy that answers the questions of your TA (target audience), thus improving the SEO customer experience. Content marketing plays a huge role in reaching out to your buyers.

Before creating a content marketing strategy, define the target audience for your content, split the audience into groups by interests, and select the types of content they engage with the most. Every customer differs from each other, so you can’t produce one kind of content and hope everyone lives it. 

Mind the various types of customers you have within your brand’s audience and diversify your content. Don’t limit yourself to regular informative blog posts. Enable your readers to get everything they want niche-wise on your website and other channels. Include video content with tutorials and Q&As, write case studies to encourage people to buy from you, conduct research, publish statistics, visualize data in charts and graphs, create neat infographics, etc.

Additionally, conduct competitor research because they might already have some well-performing content strategy. Look into competitors’ strategies to discover what you may miss out on, find gaps, and define strengths and weaknesses. It can be anything from a fruitful keyword you missed or a new type of trendy content in your industry. However, we strongly recommend not copying the competitor’s strategy. If it worked with them, there’s no guarantee you’ll reach the same results. Moreover, you’ll need to have your own unique approach to make users distinguish your content from others and make it valuable.

This will give you an understanding of what your audience is interested in so you can win them over with diverse content that covers all their niche-specific needs, from statistics to entertainment.

Summary

How to improve the customer experience?

Use the best SEO practices to make it easier and more pleasant for people to browse your website. Post customer reviews to build social proof, optimize your content and monitor its quality, do site audits regularly, and always be consistent with your tone and information to create a wholesome experience.

Customers have become pickier nowadays, so standards are higher than ten years ago. Fortunately, digital tools and professional recommendations can help you catch up pretty quickly.

So, add smart interlinking, keyword and search intent research, content marketing, etc., to your customer service experience. Gather feedback and analyze it to see how satisfied customers are with your website, products, and services. Use this feedback along with competitor research to become better and beat the competition.

The standards rise yearly, but there are also more opportunities for growth!

Alina Tytarenko is part of the marketing team at SE Ranking and has worked in the SEO sphere for four years. She gladly shares her experience in marketing techniques, content marketing, and SEO with readers. In her free time, Alina likes watching Netflix and going on road trips.

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