Everyone talks about using Search Engine Optimization to get more website visitors, but few focus on the flip side of SEO: learning about your customers.
How SEO Drives Traffic to Your Site
Keyword research leads you to discover relevant search terms with high popularity and low competition, meaning terms for which you’re able to place well in search engines and attract a lot of visitors.
But is that all SEO can do?
I’m certainly not suggesting that driving traffic to your site isn’t important, but there’s another side to SEO that can provide incredible value for your business.
How SEO Provides Insights into Your Customers
Once you move beyond the tunnel vision of “driving visitors,” you start to see that SEO is really an art of listening and learning.
By examining the keywords people use to find your site, you gain an understanding of the language they use and the way they think about you and your products or services.
It’s far too easy to position your company online using your own internal dialogue, terminology, and jargon. But are you speaking in a way that will allow your customers to connect easily with your message?
You only have a few seconds to grab your visitor’s attention; if you use the term “doohickey” to describe your product, but your visitor thinks of it as a “thingamajig,” what are the chances that person will bounce from your site and end up with a company that speaks their language?
SEO + Analytics Puts You Inside Your Customer’s Mind
Review your Google Analytics program to get inside your visitor’s head. Listen to what they are telling you through their search terms and behavior. Look for disconnects between their language and your content, and see if high bounce rates are the result. If you track goal conversions (which you are…right?), see which search terms should convert well but aren’t.
Once you’re done reviewing, make some changes. Refocus a poor performing page to use popular keywords while, more importantly, taking the perspective of a person who would use those keywords. Think like them. Edit text based on that lexicon, that point of view. Wait a month or two and revisit the data for that page. Any change, positive or negative?
If it helped, transition the rest of your website content from insider-speak to customer-speak. That’s the secret strength of SEO; not just to get you more visitors, but to help you GET your visitors!