Every marketer knows how important SEO is. Top search results organically get more clicks and views. And if you need traffic (as if anyone doesn’t), you might want to make that search engine works for you, i.e. optimize your website to increase its visibility for search engines, which is not a one-time effort (we are talking monthly SEO).
The importance of SEO is undeniable. But have you ever thought about using SEO data for making business decisions? Or use SEO principles for purposes other than just boosting traffic?
Skills that you acquired while working on search engine optimization can provide a great deal of help in other areas of managing your business. Let’s have a look at how different elements of SEO can improve your business. These are the things that professional agencies that provide SEO services with results know very well, but even if you are working on your own, without that kind of help, you can get some use of them too.
Use data to improve customer’s journey with your website
Did you know that you can use traffic analytics to help you optimize your content to improve the customer’s journey? For example, if your analytics show that your main page gets a lot of views, but there are not many clicks on the products section, then maybe your content isn’t working to attract a customer and inspire them to continue interacting and having business with you.
Or if you see that your offer page has a lot of visitors, but not many make a purchase, then you may come to the conclusion that there is something with content that is not working while a customer is only considering using your services or purchasing your product. Maybe the experience that they have visiting the page isn’t doing much, it’s not effective.
So this way, you know that you need to work on that. Check the traffic of different pages, see what kind of content and topics attracts the most attention and actually inspire your customer to continue their journey.
Name and brand based on search volume
Search volume is basically how many times a thing, phrase, or word has been searched over a certain period of time. If you have problems finding the name for your new product or service and want to make sure that it will help on your way of building hype, try researching search volume data.
Check volume for keywords and phrases around your product or niche, to find what people are looking for most and how they name the type of product or services you offer. So you wouldn’t miss any potential conversions from search engines.
For example, let’s say you are running an online footwear shop. And you are working on optimization for a product that can be called both “sneakers” and “trainers”, or even “sport shoes”. Despite some visual distinguishing factors, you might also take into consideration the search volume for each term. Obviously, you might want to include the largest audience possible.
Learn from your competitors by using search rankings
Maybe your brand or products are attracting an audience without relying on search results. But you can still use organic search rankings to learn from competing companies and brands. Google the name for your product or service to see who your competition is and where they rank. Maybe they are doing something that you don’t and that clearly helps them to be on the top of the list.
You might want to have a quick look over their website, check out their content. How fast their website is? Do they use keywords in a somewhat better or smarter way?
Think about how you can make your content more effective in terms of your marketing campaign and relatable to your audience. Are you on the same wavelength as your customer?
Use different keywords for different stages of the customer
Let’s bring an example. If a person googles “what is chia”, they probably have almost no idea what it is, and they are at their early stage. However, if someone googles “organic chia seeds amazon”, they are at a completely different stage and very close to making a purchase. And they are searching for different things.
Obviously, you want to organize your content and keywords in the way that best correlate with their journey and use different strategies for different stages.
Find partnerships and organize co-marketing based on backlink data
Use backlinks to find other websites that cite you, and maybe start building partnerships. Write guest-posts and acquire new backlinks improving your visibility and bringing traffic to your website.
Guest posts in the areas where you are an expert are great for initiation collaborations. You can also ask for the help of other professionals on the market. SEO principles cannot run your business instead of you, but you can surely apply them to make rational decisions based on actual data. You can learn from the data you get in order to improve your interactions with your customers and their journey on your website. SEO analytics can help to make balanced decisions about naming and make customer service more personalized and differentiated on every stage.