One of the challenges that comes with working in the marketing field is the reality that consumer behavior always changes. This is especially true during COVID-19. However, when you have a deep understanding of the field as well as the tools to track these changes, you’re in good shape and well-equipped to respond to these changes quickly and appropriately. A key component to responding and adapting to consumer changes online is keeping close tabs on the world of Search Engine Optimization (SEO).
User Experience is Critical to SEO: How Do You Fit In The Big Picture?
There’s a lot of moving parts to SEO that evolve alongside consumer trends, and these changes can have a big impact on the online – and in-person – the success of your business. For example, these days internet usage is surging for a range of uses, so businesses need to adapt and respond to these changes in how people search for services. It may seem simple and straightforward, but there are nuances that emerge which can make all the difference between where your business, or your competition, stands in the eyes of potential customers and clients. Here are some things to consider: if you sell a product, do people tend to search for it on Google first, or do they jump directly to sites like Amazon? That subtle difference of behavior can have a major impact on which products and services show up in their search queries. Another factor: how many searches do they make before they find what they’re looking for, and where does your businesses factor into those searches?
These are some of the thought exercises we often go through not only for SEO, but also in broader online advertising and branding. Our team treats this as a balance of both concrete, data-driven approaches as well as creative ones informed by psychology because we know people are more than statistics. When considering how to attract online traffic, we recommend you do the same. For example: we know that most consumers tend to not want to be bothered and do their best to avoid sales representatives. So it’s very important to factor this in when you consider how your business is set up in its online operations as potential customers and clients find their way to your website. We encourage you to take a fresh look at your website periodically and consider what your user experience is like from their eyes. Think about what brought you there (and where you fall on Google searches) and what you’re thinking as you navigate your way through your own homepage and tabs. While you do, make sure the experience does not turn them away and is set up for clarity in order to easily address what brought them there. It also wouldn’t hurt to ask friends who are unattached to your business to do the same. Bonus tip: as you reevaluate your website user experience and its language/phrasing through the eyes of your target audience, don’t stop there. What are people saying about your businesses, your competitors, and your field on social media? Remember that these days social media is a major arena that is part of search results. . .
We hope this helps get you thinking about all the ways you can gear yourself for the best possible online presence that attracts relevant traffic, and in turn results in future clients.
Stay tuned for more weekly Axel SEO Tips for learning the details of how SEO works – and what you can do to make it work for you.