Building stronger customer relationships through SEO — Jonas Sickler // Terakeet
- Part 1Using search as an always-on focus group — Jonas Sickler // Terakeet
- Part 2 Building stronger customer relationships through SEO — Jonas Sickler // Terakeet
Show Notes
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03:13Building customer relationships through SEOBuilding customer relationships involves more than sporadic promotional emails; it requires consistent value delivery and trust-building efforts. Brands often focus on deals, whereas investing in customer appreciation and value provision year-round fosters trust and loyalty.
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04:51Reception marketing and brand opportunities within searchThroughout the customer journey, people use search to find answers to their questions. Brands have an opportunity to meet consumers in their moment of need through search and offer value by authentically addressing these inquiries, even if there's no immediate transaction.
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07:00Providing value to consumers beyond commercial intentUnderstanding the customer journey involves going beyond commercial intent to address a spectrum of topics, even those tangentially related to a product or service. By doing so, a brand can show up for more queries and get in front of more customers.
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10:57Optimizing the customer journey with intent based contentIts crucial to categorize search intent by the stages of the customer journey and address the questions within those segments. Understanding the various queries and intent in each segment helps us tailor content and strategies accordingly.
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13:14The trust building power of SEO contentSEO-focused content tailored to assist consumers in their decision-making process builds trust incrementally over time. Each piece of helpful content serves as a touchpoint that fulfills a consumer's need, eventually leading consumers to seek out the brand when ready to purchase.
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15:39Uncovering brand insights through search dataSearch data provides insights beyond brand comparisons, revealing the impact of campaigns on consumer behavior and customer sentiment. Moreover, search data can reveal the impact of offline brand initiatives, offering a valuable way for brands to evaluate performance holistically.
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17:08Google SERP changes and its impact on customer relationship building via SEOAs Google aims for more direct answers within SERPs, brands must align with Google's goals, addressing all search intents via topic clusters on their websites. Controlling messaging across online assets allows brands to positively influence Google's search results, ensuring favorable representations.
Quotes
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"If brands invest in earning consumer trust and providing value to show appreciation throughout the entire year, they dont need to send consumers a deal on Black Friday because customers will already be looking for them." - Jonas Sickler
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"Delivering value can come in the form of just answering questions authentically, whether or not there's a transaction attached to the end of it." - Jonas Sickler
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"If you publish content to help consumers make decisions and navigate their journey, each one of those is a touch point that builds trust. Because of that trust, they'll seek you out when they're ready to buy." - Jonas Sickler
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"No matter what changes Google introduces, Google knows it has to keep the three-dimensional scale in balance: consumer needs, brand needs, and Google needs." - Jonas Sickler
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"When brands control the messaging across all their owned online assets, then it's more likely that Google will return a favorable answer for consumers in search results." - Jonas Sickler
- Part 1Using search as an always-on focus group — Jonas Sickler // Terakeet
- Part 2 Building stronger customer relationships through SEO — Jonas Sickler // Terakeet
Up Next:
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Part 1Using search as an always-on focus group — Jonas Sickler // Terakeet
Jonas Sickler, Digital Marketing Analyst at Terakeet, delves into leveraging search and SEO for stronger customer relationships. Search queries act as real-time indicators of consumer intent, providing valuable information about how to reach consumers when they're most receptive. Yet, SEOs consistently prioritize traffic and conversions, ignoring the brand reputation side of SEO. Today, Jonas discusses using search as an always-on focus group.
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Part 2Building stronger customer relationships through SEO — Jonas Sickler // Terakeet
Jonas Sickler, Digital Marketing Analyst at Terakeet, delves into leveraging search and SEO for stronger customer relationships. Search data reveals many insights into consumer behavior and brand perception. However, it’s often overlooked by brands when they’re evaluating the impact of their online and offline initiatives on consumer behavior. Today, Jonas discusses building stronger customer relationships through SEO.
