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A fully integrated SEO strategy will undoubtedly consist of a combination of on- and off-page tactics that will ultimately improve a given website’s page rank for a certain search term. While SEO is done primarily to benefit the website and business owner, it sometimes helps to shift the perspective to the prospects that are conducting the searches. By creating a content strategy based around the needs of your customers, you will be able to target the right keywords and attract traffic that’s more likely to convert into sales.

Going Beyond the Keywords

Of course, all content marketing done for SEO purposes is based on the idea of providing the content that the prospect is in fact looking for. However, creating content around the consumer’s needs rather than a generic search term implies a deeper level of customer satisfaction which is much more likely to result in a sale. For example: One company decides to target a specific keyword based on keyword research. To get more people to find their brand when people search for these keywords and phrases, heaps of (well optimized) content is created, all containing in some way the all-important keyword. Naturally, the surge of content and the matching keywords is likely to push your website up in the SERPs (search engine results pages), but what happens then? The alarming reality is that a lot of this hard-earned traffic often goes to waste as high bounce rates reflect that people are clicking on but not necessarily staying on your website. So what can be done to address this issue?

The only way to remedy high bounce rates is to take a careful look at the content part of your brand’s strategy. Content not only needs to be keyword-rich, but value-adding, relevant and entertaining to ensure the audience will linger longer on your site and maybe make the first moves toward conversion.

Providing Customer Solutions

If every search term typed into Google is a problem or a question that needs answering, think of it as your brand’s job to provide a solution to that problem, not to promote or make a sale – that comes after you have established a relationship through other channels such as e-mail database marketing. It is your job to see to it that the person conducting the search finds content that is relevant and helpful.

To create content that will not only get the clicks but also, eventually, conversions, it is important to do some research that goes beyond website analytics. While analytics tools are absolutely fundamental in creating SEO strategy, when it comes to the convergence of content and SEO, it makes sense to think in both human as well as search engine crawler terms. Conducting surveys via your brands consumer e-mail database or social media profile or even just regularly testing content strategies through your e-mail newsletter are excellent ways to gain more insight into customers’ needs as well as the search terms used by consumers.

By providing a solution as well as cool content, your brand can beat the bounce rates and see more consumers making a purchase.

Article by Inge Van Eetveldt. Social media is a rapidly growing phenomenon that has sparked interest from companies who wish to harness the power of this medium to drive their brands and businesses forward. Digital Fire knows and understands social media and we can help our clients achieve this goal. Contact us today for social media success

3 Responses to “Creating an SEO Strategy Around Customer Needs

    In my view, basic responsibility of an SEO is to focus on increasing conversions rather than just traffic.

    Traffic that do not add value in website’s authority or converts into the business is just waste of time & efforts.

    January 1, 2013

    Ok. I loved reading your post and honestly, I found it useful.

    I have a query. Mind me asking here? Here I go:

    I am working on a website of my web development company providing skilled and expert developers and programmers. The site, smartly describes the services it offers. Considering its promotion and SEO, I post articles and other quality content on other sites with backlink to my site. I post content about web apps development and services. And obviously, people who are just interested in knowing about development trends won’t be necessarily interested in hiring those services provided by the site. As such, people who come to my site through my posts on other site are sure to leave the site when they learn that the site is something not useful to them. Ultimately, bounce rates are sure to increase. As such, what would you suggest me to decrease bounce rates on my site?

    January 3, 2013

    SEO is a numbers game. This article is really just about conversion rate, which is a completely different ball game. But then you have more chance of converting if you have a higher FF (Foot Fall).

    In an ideal world with unlimited SEO, ROI, conversion rate budgets, you would attend to all at the same time with the same attention to detail. However the hard facts are usually that there is a limited budget and the best way forward to to make sure you have hundreds of visits per days to stand a better chance of a conversion.

    Just as traffic that does not convert is a waste of time, so is a great “deal-closing” website if nobody knows of its existence and it doesn’t show in the top 5 pages of a Google search result.

    If you need more help you can catch me here:

    January 3, 2013

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