Google has said it, and we’ve all seen evidence of it – Customer experience (CX) is the new prime directive. As a result of Google’s focus and the growth of the customer experience, discipline in digital the overlap between SEO and CX is greater than ever. Kristy Bolsinger and Laura Lippay talk about leveraging the vast data of a digital marketing world with the frameworks from customer experience to enable a powerful engine of customer centricity and excellence for business today.
Customer Experience & SEO
It’s really not the content you’re building; it’s about the people. Cater to what they want.
Google wants you to find quality, relevance, and happiness–not keywords.
Panda update: focused on quality, original content. Use bit.ly/google-quality to figure out how you can do this better.
What would you do to show that Orange is the New Black on Netflix is good or not?
Search queries: Orange is the New Black reviews, OITNB ratings, for example
Search queries: Why is crazy eyes in jail? Alex Vause’s makeup. Who is Piper Chapman in real life?
Balance: A/B test. Use a grid like this to come up with a hypothesis. If we do ___, then ___ will happen. Just use Google Docs! Then, test it for users.
- A/B testing tool: Optimizely, Distilled ODN, Google Analytics
- Search volume & ranking data: STAT, aHrefs, Google Webmaster
- On-site analytics: Google Analytics
- User testing: Usertesting.com, focus groups
Optional: simple search traffic projections
- Get search volumes
- Multiply by clickthrough rate (use bit.ly/industry-ctr)
User test for feedback. Do this especially if you thought something would turn out really well and then it didn’t. This way, you can find out why.
Use common sense. Great if new changes don’t completely trash the conversion rate. If the rate plummets, highly weigh any other expected benefit. Is it worth it?
Customer Experience & Search
The new power couple.
By the time a customer interacts with you through search, they’re already pretty far down the buying path. Content is important because that’s what customers are actually coming in on. If you can invest in a solid customer-driven content strategy, you’re going to see a massive increase in MQLs.
99 problems to solve, but what were they? Problems = opportunities
Don’t be siloed. Example: You need a connection from sales –> digital to get more connected, without the middleman. Just because you’ve always done it that way doesn’t mean you can’t change your process.
Time to change things up. Change means more than the funnel. It comes down to how you organize yourself.
What it looks like in practice: Discovery –> Conversion –> Purchase –> Advocacy
Guiding principles of the transformation:
- Connect brand promise & consumer needs
- Engage beyond “sell, sell, sell!”
- Seek to become an asset to our customers first
- Sale is the outcome–not the goal
- Relationship build on customers’ terms
The Solution: Custom Dimensions
What are custom dimensions? DIY Google Analytics Dimensions that allow you to pair non-analytics data with other bits of information.
- Primary Pillar: Business unit, type of business, core content type (ie for Zappos: flats, sneakers, boots)
- Secondary Pillar: Defines business rules for secondary pillar resulting in a much smaller subset of choices being used.
- Phase of the Journey: Awareness, consideration, research & education, justification & buying, convert, deployment, maintenance, advocacy
- Audience: Build your target personas
So what do you do with all this?
Assign a pillar to every page on your website. This can be daunting! Thank your platform team. And then you wait! (So make sure you get it right the first time.)
Making sense of custom dimensions:
Segments are an option, but your better option is likely custom reports. Evaluation by “Phase of Journey.”
The bottom line: Take the time to streamline your work and you’ll get a lot of nights and weekends back.
About the blogger: Tashia Davis is a content strategist & writer living in Bend, Oregon. tashiadavis.com