From the moment in which a potential customer searches for information on search engines about a particular product or service to the actual conversion, he follows a complex route. From awareness to action is a long way, but a very good SEO strategy will help the user to shorten this route and turn quickly into your customer.
[zozo_blockquote footer_text="" position="left" animation_type="none" animation_delay="500"]The key of a successful SEO campaign: Customer's satisfaction![/zozo_blockquote]In the last recent years, there have been many updates of Google’s algorithm, whose purpose was to improve the user’s experience. Hummingbird update wanted to better understand the users’ queries in order to return them more relevant results , while Panda and Penguin algorithms seeked to eliminate low quality content, which managed to position itself quite well in SERP.
In order for a website to achieve its purpose, it must occupy the top positions in search engines, on relevant keywords for the domain of its business. The user clicks the link, but it’s not enough to turn him into a customer. The pages of the website must be relevant to the stage of buying in which he finds himself, and the content must offer him a great experience. Relevant content that buyers can benefit most from, becomes the main objective of a SEO campaign and ensures the success of the website in search engines.
The user’s experience is crucial, determining the the target audience’s perception of your brand. Content made only by taking into account the search engines doesn’t bring results anymore, in exchange the content that improves the costumer’s experience is the one that matters the most. Therefore, the main objective when it comes to a SEO campaign, is to efficiently communicate with the target audience of your products and/or services.
If the customer comes first, you will have multiple benefits:
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The content will satisfy the needs of your visitors, which means that your website will meet the requirements of the Google’s algorithm updates.
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You will increase the involvement of actual visitors.
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You will create an improved customer experience, which means that you will multiply the number of your brand ambassadors and you will receive positive reviews that will increase the chances of acquisition with 58%, according to studies in this field.
Creating content that offers a better user experience, as a main element in a SEO campaign, means to meet your potential customer at his buying stage: Awareness / Interest /Wish /Action. In order for this to be possible, a SEO strategy is needed, which must take in consideration the way the costumers respond in front of the content your business offers them, both on-site and off-site.
[zozo_gridboxes container="no" container_class="" grid_bg_color="" grid_bg_hover_color="" icon_size="" icon_color="" icon_bg_color="" icon_bg_hover_color="" title_size="" title_color="" desc_color=""] [zozo_gridboxes_item column="3" title="Awareness" icon_align="center" icon="fa fa-long-arrow-right" description="This is the first step in the process of convincing a person to buy a product. In this stage, potential customers search for information about things that may help them in solving their needs. As an SEO expert, to address to costumer at this stage, you need to create a general content, and the keywords should be like “What is X?” or “X's definition”. The ones who search this are interested in reading the basic content about products." button="no" button_text="" button_link="" column_class="" animation_type="none" animation_delay="500"] [zozo_gridboxes_item column="3" title="Interest" icon_align="center" icon="fa fa-long-arrow-right" description="As users get more interested in your products, they move from purely informative searches to quest for differentiation. In this stage, the users do comparisons between your products and others. The keywords in this SEO campaign are: “What is the difference between X and Y?”, “Which is better?”, so you need to create content that will position your brand as a market leader, because it offers multiple benefits." button="no" button_text="" button_link="" column_class="" animation_type="none" animation_delay="500"] [zozo_gridboxes_item column="3" title="Desire" icon_align="center" icon="fa fa-long-arrow-right" description="After users study the market, they will figure out exactly what they are searching for, they will search other people's opinions about that product or service, to final their purchase decision. A SEO expert knows that now he must create content based on keywords such as: “X review”, “X demo” or “opinions about X”. These persons are interested about the finest details to convince them to buy the product most desirable and investigated." button="no" button_text="" button_link="" column_class="" animation_type="none" animation_delay="500"] [zozo_gridboxes_item column="3" title="Action" icon_align="center" icon="fa fa-long-arrow-right" description="Internet users that search for in searching engines (like Google), in the action phase, they know exactly what they want to find and intend to buy. Their searches have in the center of attention keywords such as: “X shop”, “product name + brand” or “X for sale”. An SEO specialist realizes that is required content that will bring the users directly in the acquisition of the product, where he will finish his adventure and turn himself into a client." button="no" button_text="" button_link="" column_class="" animation_type="none" animation_delay="500"] [/zozo_gridboxes]
In order for brands to succeed, it is important to implement and carefully monitor a strong SEO strategy. Creating content considering the customer's needs is the essential element of every campaign.
