Optimize for the Customer! Interactive Marketing Tips

Last week we attended a great CIMA dinner here in Chicago (fyi, CIMA = Chicago Interactive Marketing Association) with several speakers from large, nationwide brands like Kmart, Sears, etc. One comment stood out more than anything and it’s one we preach to our SEO team and clients alike that is very important – OPTIMIZE FOR THE CUSTOMER!

What exactly does this mean? Too many times when clients are incorporating search engine optimization (SEO) techniques into their website and marketing strategy, they focus more on what the search engines are reading on their site and less on what their own website visitors are reading. What the search engines can read is, of course, important, as ensuring they are able to find and index your site for relevant content. But you should always build and optimize your site for your visitors first, search engines second. Never sacrifice user experience for the search engines.

Here are some quick tips for doing just that:

1. Do keyword research prior to the restructure of your website and determine what keywords visitors are actually searching on in your industry. Phrases you may use to describe your business or product internally may be completely different than what your customers use to describe you. And don’t be afraid to poll your customers for ideas!

2. Plan out your site in a way that is easy for a visitor to flow from categories, clearly highlighting products or services. Don’t plan for whatever way is easier for your company to organize your data. If you think you have this issue with your current website, install heatmap software like ClickTale that will allow you to monitor visitor actions and engagement on your website. Then you can determine the best layout for your site from your visitor’s POV.

3. Create relevant, compelling content that is written for the visitor, not the search engines. Use the keywords you are optimizing that page for, and insert them throughout the copy. However, make sure copy flows properly and that the optimized term isn’t glaringly obvious and causing the reader to be confused or annoyed. For example, if you are trying to sell and optimize for ‘red shoes,’ don’t have that term obnoxiously repeated on one page in an effort to optimize. Also, create links back and forth between relevant pages that make it easier for the visitor to read and flow through the site.

Always keeping in mind your customer experience is crucial to having a great website that delivers compelling information. You want to enable your site visitors to find what they are looking for, provide ways to actively reach out and ultimately purchase your products or services. If you make your visitors happy, the search engines will follow!