Addressing the gaps between SEO and CX

As customers demand better customer experience from their brands, this deck explores what CX is, how SEO fits into it, what gaps exist and how SEO can help create better, and more profitable, experiences for both brand and customer.

Transcript

2. 5 Context Marketing Consultancy Marketing Consultancy specialising in Marketing Operations, Strategy and Customer Experience Helping organisations reach the right customers, with the right message, at the right time and place in their journeys Working on helping businesses know what it means to be customer-centric
3. Digital Marketer who has done in- house roles from SEO Executive to Global Director Talk a lot about marketing strategy and how marketing needs to be more valued Red wine drinking cat lady @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
4. Why did I want to talk to you about the gaps between CX and SEO? @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
5. 7 M c K i n s e y & C o m p a n y CX, or Customer Experience, encapsulates everything a business or organisations does to put customers first, managing their journeys and meeting their needs. @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
6. 7 The most highly satisfied customers are more likely to spend more, and buy more products and services from a business than least satisfied Institute of Customer Service Research @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
7. 7 Customer Experience is on the decline Institute of Customer Service Research @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
8. 7 h t t p s : / / n e s t c o m m e r c e . c o / r e s o u r c e s / t h e - r e a d o u t - a p r i l - 2 0 2 3 - e c o m - s t r a t e g i e s - b r a n d - m a r k e t i n g / In 2023, eCommerce brands were spending, on average, 80% of their marketing budget on acquistion campaigns. @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
9. 7 S a l e s f o r c e 63% of customers expect businesses to know and meet their unique needs​ @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
10. 7 Doing SEO just to drive web traffic means... You are missing huge opportunities @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
11. Most people think CX is covered by this SEO: Content for Search Terms High ranking Keywords Optimised Site Speed Technical Improvements Link Building Mobile First Content @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
12. 1 0 Keywords for different stages of a customer journey are deprioritised​ Not enough time & attention putting resources into 'supporting' content Vanity metrics are driving SEO strategy​ Search intent doesn't have context As a result - there are gaps... @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
13. Marketing still sees a customer journey as a funnel @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
14. @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
15. Start thinking of SEO as a cycle @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
16. 7 How can SEO fill the gaps in Customer Experience? @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
17. Build out the right content for the right product/service Get the right message to the right people Get the right message at the right time to customers Customers aren't channel specific – make SEO part of the wider journey Create content and experiences for every stage of the customer journey
18. 7 Where can SEO’s get extra insight for Customer Experience gaps? @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
19. 1 0 Email Content Engagement Customer Preferences A/B Test Results Customer Survey‘s 1. CRM & Email @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
20. 1 0 Google Reviews Trust Pilot/Trip Advisor Customer Service Teams Live Chat Transcriptions 2. Reviews & Feedback @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
21. 1 0 Engagement Statistics Community Management Competitor Analysis Content Variances 3. Social Media @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
22. 1 0 Buying trends Seasonality Industry Trends 4. Business Insight @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
23. 7 Why is this the responsibility of SEO’s? @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
24. 1 0 SEO is a foundational channel that drives traffic and engagement to all other channels SEO is evolving to mean Search and not just for the Search Engines @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
25. 7 1 . T a k e A c t i o n - t a l k t o y o u r c u s t o m e r s 2 . D o n ’ t l e t S E O w o r k i n a S i l o 3 . D o n ’ t p r i o r i t i s e t o p o f f u n n e l k e y w o r d s 4 . M o r e t o S E O t h a n S e a r c h I n t e n t Key Takeaway’s @colletteontour #brightonSEO https://www.slideshare.net/slideshow/brightonseo-addressing-seo-cx-cmdl-apr-24-pptx-92ab/267433209
26. 5 Connect with me on LinkedIn @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO