Listen to Your Customers. They Will Tell You All about SEO
Search engine optimization in the past was all about getting the highest ranking possible. Every business wanted their website to be the No. 1 ranking website. Things have changed over the years. It is no longer all about getting high ranking; it is also about ensuring that your customers have a good user experience when using your website.
Optimizing for human beings
SEO in the past focused on what search engines wanted. Websites would ensure that they had the right keywords and did all they could to get higher rankings on search engines.
All that has changed as search engines continue to focus on user experience. Search engines are making changes to their algorithms in order to improve user experience and as a website owner you should follow suit.
As more people turn to the Internet in search of information, more businesses are turning to the Internet to take advantage of this large market. Users therefore have many more options to choose from. Websites are finding that high ranking on search results pages don’t equal high conversion rates. Websites that are not optimized to provide a good user experience are losing their visitors quickly to their competition. This in turn results in their losing their high rankings on a search engine like Google.
What you can learn from your customers
Websites should aim to be engaging, compelling and easy to use. However, it can be a real challenge to develop a website that meets the needs of customers. The process of customer experience optimization can help you fine tune your website to meet the specific needs of your customers. This ongoing process is based on continuously improving the website so as to meet the evolving needs of your customers.
Optimizing your website to enhance customer experiences ought to be based on facts that are obtained through analytics. There are various tools you can use to gain this information including Google Analytics.
The key web metrics to keep an eye on are:
i. Abandonment rate
This is a term that is commonly associated with virtual shopping carts. Abandonment is quite a common feature in ecommerce websites where online shoppers will select items and include them in their shopping carts but will not go through to actually purchasing the items. The abandonment rate gives the number of shopping carts used within a specific period versus the completed sales made in that period. This information helps you understand the behavior of your website users.
ii. Conversion rate
This phrase refers to the number of visitors that actually make a purchase on a website versus the number of total visitors to the website within a specified period. A high conversion rate means that more of the visitors to the website are making purchases. Conversion rate tells you how efficient your website is at encouraging visitors to make an actual purchase.
iii. Time spent on page
This tells you the average time visitors spend on a website and which pages they spend most of their time on. This will tell you which pages on your website are effective in attracting and retaining visitors and which pages are not. This helps you make improvements where a deficiency is detected.
iv. Customer comments
One of the best ways to learn what your customers want is by reading the comments and complaints. It is important to address any issues that your customers raise and to do so in good time. This shows your customers that you care about their opinions and concerns. They are more likely to return to your website and make referrals to people in their networks.
Addressing customer complaints helps you improve your website as well as engage with customers.
As you can see listening to your customers and understanding what they want will help you improve your SEO campaigns’ conversion optimization rates.