Welcome back to Episode 123 of the Marketing Freaks Podcast. During this episode Jon and Abbey, Associate Director at Builtvisible explore the relationship UX & SEO in Digital Marketing. By delving into the strategies, examples, and insights shared by Abbey, we will gain a deeper understanding of how seamless UX & SEO converge to create impactful customer journeys, to ultimately drive conversions.
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Key Takeaways:
- The importance of the customer Journey: Gain a clear comprehension of what the customer journey entails and why it is a pivotal component of successful digital marketing efforts.
- Integration of UX & SEO: Understand how Digital Marketing, SEO and UX overlap, and how each aspect must intertwine for a successful online presence. The goal is to create content that not only ranks well but also provides a great user experience.
- Measuring Customer Journey Success: Practical methods for effectively measuring and assessing the success of customer journeys.
- Enhancing Conversion Rates: How improved UX directly influences the success of pay-per-click (PPC) advertising campaigns, showcasing the potential for higher conversion rates through strategic UX enhancements.
- Guidance for Businesses: Actionable advice and best practices for businesses seeking to elevate their customer journey and enhance their UX, contributing to improved brand perception and customer satisfaction.
Digital Marketing & UX: Enhancing Customer Journeys for Success with Builtvisible
In today’s fast-paced digital landscape, UX & SEO have become pivotal elements of a successful digital marketing strategy. SEO is no longer just about ranking higher on search engines (although still important), it’s about optimising your online presence, while delivering an exceptional user experience. It’s this synergy of creating the best possible piece of content and guiding it towards a particular set of commercially oriented keywords, that creates a win-win scenario: you satisfy both search engines and your consumers.
Within this blog, we breakdown the key takeaways that we learned from chatting with Abbey Grocott, Associate Director at Builtvisible:
A customer centric approach
The foundation of the relationship between UX & SEO in Digital Marketing is your customers. Your users are an invaluable source of information. Understanding their preferences and intent is the key to creating and optimising content that will generate a positive user experience. Ultimately leading to more conversions. One of your greatest assets when developing your UX strategy is your customer service team. They are the people who spend each day handling customer enquiries and know better than anyone else what their pain points, their grievances and their needs are; and if they are being met.
Measuring UX
There is no API plug in, or magic tool that you can purchase that is going to enable you to automatically track UX. Traditional metrics like bounce rate only scratch the surface. The key is to choose KPI’s that align with the various stages of the customer journey. The method of identifying these KPI’s is listening to customer feedback, your customer service team and highlighting common themes. For example, you may learn from your Customer Service team that the majority of enquiries they receive are around your returns policy. Therefore you optimise your content to include additional information regarding your returns policy. In time, you notice a reduction in the number of customer service enquiries regarding your returns policy.
Balancing acquisition & conversions
Whilst acquiring website traffic is a crucial aspect of digital marketing, a high volume of traffic is meaningless if it doesn’t lead to sales or enquiries. It’s equally important to make sure that you optimise your website for conversions.
Aligning your brand with your customers
Is your brand, website & content synonymous with your customer? To truly resonate with your audience, your website, content, and digital marketing strategies must align with your brand identity and audience expectations. If we created a user experience based on data rather than the qualitative insights gained from conversations with your customers, social listening tools and your customer service team, you’re going to create an experience just like your competitor. Staying true to your unique selling proposition (USP) is going to be your differentiator and will help you stand out in a competitive landscape.
There is immense potential in combining UX & SEO within Digital Marketing. When harnessed together, they can ultimately drive conversions by not just optimising content for better rankings on search engines, but a better user experience. The emergence of automation and advancements in technology mean that Digital Marketing has reverted back to traditional marketing, and it’s the brands and businesses that really listen to, and understand their customers that succeed.
To learn more about how Overdrive Digital can work with you and put your customer at the centre of your strategy, contact us today.
