Websites are created for a reason and for many websites they are created for commercial purposes. Whether it is direct sales through the website or attracting customers to a bricks and mortar outlet, the aim is the same. Attracting customers. Search engine optimization is designed to get your website rated highly within the search results so your customers can find you. It should also be considered a part of your customer service program.
We focus a lot on some of the off page requirements such as back links along with on page techniques like keywords and internal linking. What about your customers?
SEO for your customers starts with the search engine itself. We have in the past discussed the description component of your meta tags. This component is your first contact point with the potential customer. The description should accurately describe your site and not be misleading. Well written descriptions act as invitations to the searcher and invite them into your site.
Once a potential customer arrives on your site, it should be welcoming and continue the invitation first made in the description. Content is important to the visitor as well as the search engine. Carefully placed and relevant keywords can actually reinforce the feeling that they are in right place and should stay longer. Keywords are important part of SEO, they can also be important to your customers.
The third aspect of customer service is the way you organize your internal linking. Sales should be only a click away and well signposted. Internal linking has long been a part of a good SEM campaign. These internal links are also part of your customers navigation. Well planned research can take advantage of which anchor text is more likely to be followed. The reason it is followed? It is relevant to what your visitor is looking for.
Naturally, there are many other aspect of site design that should take your customers needs into account. However, don’t let your search engine optimization program be at the expense of your customers when the needs of both can achieved simultaneously with some careful planning.