In the dynamic world of digital marketing, search engine optimisation (SEO) remains a critical element for any business aiming to supercharge their brand’s online visibility. However, traditional SEO practices have evolved enormously, with a more apparent shift towards customer-centric approaches. According to Google, 15% of the 5.6+ billion searches it processes daily highlight the dynamic nature of user search behaviour. It means that an SEO strategy solely dependent on traditional keyword research can’t help much when it comes to driving traffic to websites.
You also need to consider your customer.
So, Search Engine Land has compiled the approach to help you curate a customer-centric SEO strategy.
Customer Insight: A Strategic Approach
Even though traditional keyword-based SEO strategy has been there for quite a long time now, it fails at both anticipating future search trends of the users and helping companies prioritise their customers. Relying solely on keyword-based content strategies is no longer enough to drive consequential organic traffic and create business value in the current organic search landscape. While keywords remain important, search engines have become more sophisticated, and user expectations have evolved.
According to Moz’s Google Algorithm Change History, Google makes hundreds of algorithm updates every year. And, major updates like BERT are specifically focused on understanding context and user intent.
In other words, engaging with the target customer is a must for a business looking to unveil more content ideas and one-up the competitors.
Implementing customer-centricity in SEO practices allows businesses to rank higher in SERPs (search engine results), ultimately increasing their visibility online.
Uploading high-end factual content in line with customer demand multiplies ensures your website evolves as an authoritative source, thus improving your topical authority.
Overhauling Your Content Planning Method
Taking a more customer-centric approach to content strategy ensures your business drives value for the long term. Again, search engines assess user engagement metrics such as bounce rates, click-through rates (CTR), and time spent on a page when indexing content. Creating content solely based on keywords fails to deliver value or improve engagement. As a result, it may suffer in rankings.
According to Backlinko’s analysis, based on 4 million Google search results, pages with high CTR tend to rank higher.
Let’s go through the methods that can help you broaden your content roadmap strategies.
Approach 1: Jobs-to-be-Done
Jobs-to-be-Done (JTBD) or Job Theory is a customer-first framework applied in SEO and content strategy. It helps businesses get better insight into the underlying motivations behind user searches and content consumption. In this process, the user doesn’t explicitly search for content about your or a competitor’s product, but they do need to accomplish something. So, JTBD focuses on the job or the core purpose a visitor is trying to address when turning to the search engine.
This approach includes pinpointing the intended jobs, thus helping businesses curate hyper-targeted content whilst also ensuring it’s easily discoverable.
For example, if someone’s JTBD is “how to do organic gardening,” implementing this method would help content strategists optimise their content to address this need. It leads to more user-centric, valuable content that not only ranks well but also effectively satisfies the target’s needs, ultimately improving engagement and conversions.
Approach 2: Product-Led SEO
Product-led SEO is the process of improving and optimising your service/product from a search engine’s perspective so that it can naturally attract organic traffic to your website. By creating or optimising a product, its features, and content according to user demand and search engine algorithm, you can organically rank higher in the SERP and pack your pipeline to the brim with the hottest leads. So, you will always be on the searchers’ radars!
Approach 3: Conduct Primary Research
Conducting primary research through surveying, interviewing customers, analysing customers’ demographics, and more helps you get an in-depth insight into your customers. Data-driven insight enables businesses to create personalised content, and fortify user engagement, thus leading to long-term SEO success.
In the evolving digital landscape, primary research empowers businesses to stand out and deliver what their audience truly seeks. In addition, research data can help you curate thought-out content marketing and promotion strategies. That, in turn, enables you to target the right audience base through the right channels at the right time.
Dominate Search with Customer-centric SEO
Valuing customer-centricity while strategising SEO tactics is imperative for businesses striving to dominate the search landscape. Beyond the confines of keywords, taking customer insights into account helps you gain a formidable edge.
Businesses looking to establish themselves as top authorities in their niches by ranking higher in search engines and building credibility should consult an expert SEO agency such as Geeky Tech. Such agencies can help develop customer-centric SEO strategies with their expertise and up-to-date knowledge of changing SEO trends and search engine algorithms.
Sohela is an electrical engineer and a self-professed writer with a keen interest in all things tech. When she’s not writing killer content pieces, you’ll find her enjoying tempting foods in her favourite restaurants.