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BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
- 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 slideshare.net/ColletteMassodelLlan #brightonSEO
- 4. Why did I want to talk to you about the gaps between CX and SEO? @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 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 slideshare.net/ColletteMassodelLlan #brightonSEO
- 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 slideshare.net/ColletteMassodelLlan #brightonSEO
- 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 slideshare.net/ColletteMassodelLlan #brightonSEO
- 9. 7 S a l e s f o r c e 63% of customers expect businesses to know and meet their unique needs, and 59% of customers believe that companies need to provide cutting edge digital experiences to keep their business.. @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 10. 7 Doing SEO just to drive web traffic means... You are missing huge opportunities @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 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 slideshare.net/ColletteMassodelLlan #brightonSEO
- 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 slideshare.net/ColletteMassodelLlan #brightonSEO
- 13. Marketing still sees a customer journey as a funnel @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 15. Start thinking of SEO as a cycle @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 16. 7 What does SEO need to do better for Customer Experience? @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 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? Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Facilisis volutpat est velit egestas dui.
- 19. 1 0 Email Content Engagement Customer Preferences A/B Test Results Customer Survey‘s 1. CRM & Email Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
- 20. 1 0 Google Reviews Trust Pilot/Trip Advisor Customer Service Teams Live Chat Transcriptions 2. Reviews & Feedback Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
- 21. 1 0 Engagement Statistics Community Management Competitor Analysis Content Variances 3. Social Media Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
- 22. 1 0 Buying trends Seasonality Industry Trends 4. Business Insight Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
- 23. 7 Why is this the responsibility of SEO’s? Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Facilisis volutpat est velit egestas dui.
- 24. 1 0 SEO is a foundational channel that drives traffic and engagement to all other channels No access to data scientists or an in-house data team In-house teams often have limited capacity @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 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 slideshare.net/ColletteMassodelLlan #brightonSEO
- 26. 5 Connect with me on LinkedIn @colletteontour slideshare.net/ColletteMassodelLlan #brightonSEO
- 27. 7