Many people think of Search Engine Optimisation as being purely for improving their rankings in the search results and generating traffic. While this is the essence of SEO, organic search can have a profound effect on many aspects of your business.
In fact, it can become an integral part of your daily business dealings. If it’s done right, that is.
1. SEO and Reputation Management
When dealing with people you’ve never met (like readers and potential customers), every small detail can change the way they see you. Ideally your customers will always have positive things to say, but in the event that negative feedback shows up online, you want to be able to overcome that.
So, if you hope to overcome it, you’ll need to take some important steps:
1. Build your authority within your industry before something happens.
2. Deal with the situation in a positive and meaningful way – and ultimately, recover.
And to achieve all this, you’d better have your SEO strategy in place. It will help bury irrelevant or negative results, and help you control your presence in various search results.
2. SEO and Customer Service
While you may think of SEO as more a tool for getting new customers than providing service to existing ones, the terms and tactics you use in SEO can make amazing customer service even better. For example, by knowing what words customers use most often through search, you can see:
• What they have the most difficulties with
• What they’re using your products/services for
• What traits they see as most important
• Many more important bits of information you can use to make decisions and better serve your customers.
If common questions or concerns do come up, you can address them in your site content, which will serve more customers, while saving you time and money, since customers can simply read the answer.
In addition, you can make your various customer service methods more widely known by building them up in the search results. And remember: the easier it is for customers to voice their complaints and ask questions directly to you, the less likely they’ll be to voice things publicly.
3. SEO and Buyer Habits
Customers are fickle – everything from world events, new product releases, and simple changes in daily habits can change the way they buy and view the world around them. And you can’t just guess at these things. Target audiences don’t always do what you expect them to. If you want to identify changes in buyer habits, don’t just watch society. Watch your analytics, keywords, content, and traffic, too.
4. SEO and Product Development
As you make note of changes in traffic patterns and keywords, you’ll get a clear picture of how customers are using your products and services, what their needs are, and what they’re having difficulties with.
Once you have this information, you will have opened the door to a whole new set of products and services you can offer to increase your profits and better serve your customers. You’ll soon find yourself carving out a niche of your own and eliminating competition.
5. SEO and Your Offline Marketing Campaigns
While many businesses don’t think about it, keywords used in your SEO and SEM campaigns are the same words your ideal customers use and look for the most. So, to improve the relevancy of your offline marketing materials and customer service, use your keywords. You’ll improve your relationships and grab more attention from those most likely to buy from you.
6. SEO and Usability
SEO and customer service both require one important element – usability. Regardless of whether you’re dealing with potential, new, or existing customers, one of your main goals is to make it as easy as possible for site visitors to get what they’re looking for.
Think about it: site structure improves your SEO and makes it easier for visitors to find what they’re looking for. Descriptive URLs and title tags make it easier to identify a page and what’s on it. The list goes on. SEO is about more than marketing. It’s just good sense.
7. SEO and Social Media
The blend between search and social media has become unmistakable in recent years. Profiles, status updates, and likes and shares are showing up in the search results, but these interactions have also become part of the algorithms search engines use to rank their results. But this connection isn’t just one way.
Social networks have also developed search algorithms to organise the wealth of data users provide. This allows them to organise search results and make content suggestions to other users. If you keep this in mind and use SEO best practices with all of your content and profiles, you will increase the visibility of your social media profiles (because they will appear in the search results), your social content, and your website.