Customer Expereince Management – Part IV: Search Engine Optimization and CXM
For years, search engine optimization (SEO) was the name of the game for online success. If you performed the right tasks you would have reaped the benefits of high volume traffic. Over the past several years, search engines have become more sophisticated.
SEO still has its place within these newer strategies that are based on content creation and communication over technical optimization. At the center of customer experience management (CXM) is an optimized website with a defined content architecture. The website serves as the center of knowledge for your company’s products and services. Here are a few ways you can make sure your site has the best SEO.
Keywords
Using the right keywords is important. Users search every day using specific keywords. Selecting the best keywords relating to your products and services is a key to SEO success. Keywords should be used in titles, descriptions, H1 tags and in the content of the site.
Titles
While on a site, the page title may not play a very important role. On Google, however, titles are the first thing listed on any search engine results page. For each search result listing, the first line is the page title. It is vital to validate that the listing is the one to click. Putting in the right keywords and anything else appropriate in the 65 characters allowed will help in getting the most traffic possible.
Descriptions
On-site meta descriptions are hidden from those visiting the site, thus search engine result page descriptions provide the most room to get your message out. Like titles, this is another place to use keywords and any other wording to promote what the page is about. This too helps in assuring the searcher of your site being the right one to select.
On Page Content
On page content can be symbolized by a cake. The majority of the content on the page is the sweet content of the inside of the cake. With a good message (or recipe) the cake will taste good on its own. The best cakes, though, have a coating of SEO frosting to make it all the more attractive. This frosting would include using keywords in the heading tags (H1, H2, etc.), keywords in Alt text to describe pictures, and keywords in the content where appropriate.
There are many other SEO techniques that can be used in attracting traffic to your company’s website as part of a customer experience management (CXM) strategy. Contact us online and we’ll be glad to discuss a strategy that can work for you.
