There is great value to improving your website’s SEO will bring giant offline benefits for your business. Additionally, you can also use the interactions you have with your customers offline to improve SEO.
Listed below are several offline opportunities to improve your website’s SEO.
Know the Customer!
Your offline interactions with your customers will help your SEO at step 1: building marketing personas.
Also sometimes called buyer personas or profiles, these personas represent a generic template of the people your business is trying to reach and help. Marketing personas help to define the customer.
✓Needs to be met
✓Challenges to overcome
✓Barriers to purchase
This persona information is often collected through websites either through an analytics provider (like Google Analytics) or a form during a sign-up process. But GA demographics and interests data has its limitations.
Instead, let your actual customers do the talking.
Especially if you’re a smaller local business, taking the time to talk to your customers in your store will give you insights into why they come to your store and how you can position your website to be relevant to those reasons.
If you’re a bigger business, ask to schedule face-to-face interviews with your customers. You might be surprised at how willing people are to talk with you.
Thanks to the Hummingbird update and advances in natural language processing, Google is transitioning (or has transitioned) into an “answer engine.” Meaning, people use Google not to find particular web pages as much as they are looking for information to answer questions or solve problems.
So the best way to improve your SEO?
Answer your customers’ questions about your business.
And your customers are the perfect resource for this.
Start with your customer service team. Have them keep a list of questions they field from customers, prospective customers, and people who just want to know more about you. Include the questions they ask, your answers and any follow-up questions or comments they have. Use these records to decide:
✓The best way to craft your keyword strategy
✓What information to include on About Us and/or product pages
✓Which features to showcase and concerns to address
✓You could just answer customer questions without incorporating it into your SEO strategy, but you should know that if someone ✓is calling you, they’ve absolutely looked for it online first.
So you’ll not only improve website and store traffic, you’ll improve your customers’ experience as well.
And happy customers buy more.
Positive Feedback Loop
Keep records of your offline interactions with customers. This will help you build a better product, store or customer service experience when you apply it offline. However, there’s no reason you can’t use it to build on and power your online presence through improved SEO.
Applying the insights you gain from learning about your customers and answering their questions and converting offline sales to your on-page SEO, keyword research, and content marketing, you’ll be able to build a positive feedback between your store and your website.