The online marketing department is in charge of SEO activity which is both a technical and creative process done by SEO and content specialists. In order to build an effective user centric SEO strategy other departments, such as PR, sales and customer service should be involved in the discussion about digital marketing.
Why is this important?
User centricity culture lays at the core of all these departments: online marketing, PR, sales and customers service.
When it comes to building an SEO strategy, SEO specialists can create long-term value within the company especially when they become user centric. Once there is a strong link between the departments, the company can reach the right audience, win its trust and generate leads through efficient SEO strategy. This can be possible if departments are willing to share information and results and thus SEO specialists can come up with ideas for a greater functioning of SEO practice.
What is the essence of SEO?
In SEO is all about the user and its essence consists in activating the user’s desire to click on the descriptive title (anchor text) found in the search engine results pages (SERPs), on social media or other sites. Once visitors enter the site and stay on the page for a long time to get engaged with the content, a strong connection between audience and company’s product may occur.
The concept of the site must be for visitors as an inspirational journey that awakens interest to discover knowledge and tell the world about it using social media, for example. This implies developing a successful SEO plan to help the company reach the heart of its customers, keep their desire alive and gain brand reputation in the digital world.
When users access a site and search for a product, they feel the need to acquire a relationship. So, a company must take into account the needs of users and customers and develop brands with a strong emotional impact on their quality of life. Specifically, entrepreneurs and marketers must combine in an original and successful way digital ingredients to capture customers’ attention. And also it is important to get involved in maintaining this relationship naturally, and not forcefully imposed as it is commonly used by most companies today.
What is needed to create a user centric SEO strategy?
Companies build products to satisfy customers’ needs and wants and marketers are in charge of creating and maintaining brand’s image in the online and offline environments. Therefore, products have to be tailored depending on the market segments for which they are intended. If the company displays an image that does not reflect the reality and people’s feedback on forums and blogs confirms it, Google will not offer quality ranking to its website unless the contrary is proved.
To create a user centric SEO strategy, first a fair relationship with your users, potential clients and team is required. Have a look below and check 5 popular user centric SEO tips your digital marketing strategy shouldn’t miss:
- Authentic articles posted on the site and shared on different social media channels like Facebook, Google Plus, LinkedIn or Twitter – consider your target audience;
- Newsletter (Mailchimp) to keep users up to date with unique content, news, events, contests, etc. ;
- Brochures/presentations in PDF / PPT format or via a landing page that can be sent by mail or can be posted on social media;
- Podcasts uploaded to the site or YouTube where you speak about a topic of interest to your target audience. Potential customers can download and listen to it later on laptop/phone.
- Videos in which you as an entrepreneur, influencers or customers offer advice, solutions, ideas that can be applied by users to get out of difficult (business) situations, for instance.
By using the above five content types that are part of SEO practice, you gain reactions (comments, likes, shares, subscribers) from your audience which can be converted into new useful content. Feedback is an important tool to find out what consumers think about your brand and build content they are happy to read and use the advice provided in real life.
Thus, you find out what issues individuals want to resolve, what are their worries and concerns and offer products and services suitable for them.
Of course, all these 5 types of content written above, need to be optimized for the search engines. This article 9 Content marketing steps to optimize your article for top ranking teaches you how to optimize content on your site and landing pages.
A business cannot survive without a website, nor can a site survive without SEO implementation. Pages about products and services are indispensable for SEO activity because the better they are developed and optimized, the more traffic the site generates and users can be converted into clients. However, the more interactive and creative content is, the more users become determined to take action on your site.
Ad content does not receive as much attention as the educational content does because people tend to avoid ads through ad blockers. As long as there is authentic information on the site that the user needs, the interest grows and the time spent on the site increases.
Sites with educational content compared to advertising sites are more likely to be recommended by users because they bring benefits to people’s lives. They are seen by users as a source of information and knowledge.
In conclusion, online marketers together with the other departments need to use a user centric approach even when doing SEO. By optimizing the site properly, users decide whether to identify with the brand and see the site as a viable solution to their problems. Thus, your visitors will have high chances of becoming customers.
Now it is up to you as an entrepreneur how your business departments collaborate together to fill up the SEO gaps and if there is any dialogue about SEO established between them.
What place does SEO knowledge occupy in your business departments?
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