4 Ways To Use Customer Data To Influence Your SEO Strategy

Intro

A search engine optimization (SEO) strategy is a plan created by a business or brand to optimize its website and its content so that it ranks higher on search engine results pages (SERPs) like Google or Yahoo.

On mobile, the average click-through rate (CTR) for the top search result is 22.4%, whilst the third result is just 10%. Therefore, marketers have focused on getting their websites as close to the top of the SERP as possible.

Better search engine visibility is a cost-effective way to attract more organic website traffic. Keyword research, link building, technical SEO, on-page optimization, and customer data can help optimize your SEO strategy.

This article will explore customer data and five ways to use it to influence your SEO strategy.

What Is Customer Data?

Businesses should collect valuable customer data - also known as consumer data - through email marketing campaigns, point-of-sale (POS) systems, feedback surveys, and more. The type of data includes:

• Demographic data. Age, sex, place of residence, and socioeconomic factors such as occupation, family status, and income.
• **Customer preferences.**Motivations, expectations, likes, dislikes, and inclinations that drive customers to make purchasing decisions.
• **Purchase history.**What your customers buy, how often, how much, and when.
• Browsing behavior. How customers search for products, navigate through online stores, their decision-making process, and their purchasing habits.
• **Behavioral data.**Website clicks, mobile app usage, online purchases, email engagement, and in-store foot traffic.

You can then opt to use a customer relationship management (CRM) system to store your customer data in one place. This helps sales and marketing teams better understand your existing and potential customers so they can improve future campaigns.

In addition, many customer data insights can improve future SEO strategies when used correctly.

4 Ways To Use Customer Data To Influence Your SEO Strategy

Personalized Content

Customer data is a key element to creating personalized content. By analyzing data, such as customer preferences, you can create personalized content relevant to your customers and their interests.

For example, customer data could show that a large majority of your customer base is adults that are interested in buying accessories for their pets. You can use this as a guideline to create more blog content about animals.

Personalized content is important for SEO because it improves the customer experience (CX) and makes them want to return to your site.

When visitors visit a website more often, key performance indicators (KPIs) such as session duration and bounce rate improve. These improved KPIs will result in your pages ranking higher in the SERPs.

Keyword Research

Keyword research is conducted to find out what terms and phrases your target audience are typing into search engines such as Google and Bing to find products and services similar to what you offer.

Businesses can use customer data to better understand which keywords and search terms their target audience use; then marketers can create keyword-rich content to ensure their pages rank at the top of the SERPs.

For example, suppose your keyword research shows the popularity of "customized collar" in search. Your marketers can use this knowledge to create product pages and blog posts using this keyword.

By doing this, your business can increase its visibility on SERPs and attract more prospects who closely match your target audience.

Tools like RankTracker allow you to see a list of relevant keywords by entering a word or phrase.

Link Building

Backlinks from authoritative websites help your business build credibility and authority, which results in higher SEO rankings.

You can use customer feedback, social media mentions, and online reviews to identify when customers have positively mentioned your brand or its products.

Your outreach marketers can then contact these customers and request they add a backlink to your website from their mention. This valuable link-building opportunity builds credibility and authority for your brand.

User Experience

A user's experience is a key ranking factor used by search engines, especially Google. This is because search engines aim to provide the best results for their users, so they take into account UX metrics such as:

• A user's experience with online forms;
• How users navigate the website;
• How much time is spent on each page.

Therefore, improving the user experience of your website is essential for your SEO strategy, especially if you want to rank higher on the most used web browser, Google.

Luckily, by analyzing customer data, your business can better understand how users interact with your site, their preferences, and their pain points.

For example, say you notice multiple complaints about slow page loading speeds in your customer feedback surveys; your team should find ways to improve load times, such as compressing image files or choosing a new hosting provider.

Conclusion

A robust SEO strategy can help your website and its content rank higher on SERPs, often leading to more organic traffic and an increase in conversions.

So, consider gathering customer data that can influence your content creation, keyword research, link building efforts, and enhance the user experience.