You might be wondering just how SEO and loyalty campaigns could possibly go hand in hand. Many people will consider them to be two quite different things that are to be handled by different departments. However, they can work with each other a lot more closely than you might think. Indeed, they can complement each other in various ways that can have a considerable positive impact on your bottom line.
If you haven’t already, then you should really consider taking a closer look at both to see how they can work in tandem. Have a look to see how changing one can have a knock-on effect on the other, and you might be surprised with what you find. Here are just a few suggestions that can help you have SEO working closely with your loyalty campaigns to achieve impressive results.
Start Building Relationships Early
Some people will tell you that a customer loyalty program will begin the moment the customer buys something from you but this is not really the case. In reality, you should be working on your loyalty programs from the first point of contact with potential customers. Good SEO can be very effective to this end, helping to sow the seeds of a relationship that can last for many years.
Any reliable eCommerce SEO company can tell you that good SEO revolves largely around delivering good quality content that your customers find useful. Maintaining a policy of creating content that is beneficial to your readers will help your website rank highly in the search results, and it will also add value to your services. This added value can be very effective in getting your customers to develop an affinity to your brand, helping to develop customer loyalty as well.
Just because a customer is already aware you exist does not mean SEO is no longer useful where they are concerned. They may still find themselves going to Google to look for products and when they do, it’s a good idea that your store is listed. After all, it’s not uncommon for people to go looking for a product unaware that a store they recently bought from has the item in stock.
A survey showed that just over half of people consider themselves to be loyal customers after 4 purchases and SEO will help them reach that number and beyond. Bear in mind also that when your store does show for existing customers in the search results, you have an advantage over other stores that the customer has not yet bought from.
Learn More about Your Customers
Keyword research is a key aspect of any SEO campaign. It is essential to find the right words that will help get you noticed by the right people, while it’s also important to use keywords that don’t have you directly competing for the top spots with the big players. Not only can keyword research help you rank highly in search results but it can also help you learn about your clients. Considering more than half of customers stay loyal to brands that understand them, learning all about them can be very valuable.
Thorough keyword research doesn’t involve only looking up those keywords with high search volumes and low competition. It can also involve using those keywords to see what people are saying about you and/or your industry. This information can then be used to help make your loyalty schemes more in tune with your customers’ needs and wants, helping you form strong relationships in the long term.
Consider Your ROI on SEO
Good SEO does not come cheap. While you may not have to pay for ads directly like in Pay-Per-Click (PPC) marketing, you still have to pay for content. Even if you create the content yourself, this still means the time that could have been spent on something else. Plus there’s time working on planning and implementing the campaign itself and performing tasks like keyword research and onsite SEO. This means a lot of companies will hire an SEO company instead but, again, this means spending more money.
With this in mind, some businesses might ask whether or not SEO is even worth it. The answer to this question typically comes down to the potential return on investment (ROI). For a lot of companies, the ROI makes SEO essential. For others, it might be difficult to justify the investment. If you do have a good loyalty program that helps encourage more purchases then your ROI can make SEO a lot more appealing.
Customer loyalty programs will often use reviews. Reviews are a form of User Generated Content that can be very powerful when it comes to marketing. Indeed, around 84% of people will trust an online review and this can make all the difference to whether or not a prospect buys from you. This is not the only reason to use them, however.
Reviews will also help make your store and products more visible on the search engines. Keep in mind that only around 10% of people will leave a review but a good customer loyalty scheme can help increase this number. The improved visibility will help get you more traffic, while the power of reviews will also help generate more revenue.
Above are just a few examples of how SEO and customer loyalty can go hand in hand. Ideally, both should be integrated into the same department but if they are kept separate they should still try and work with each other. With SEO and customer loyalty campaigns working in synergy with each other, a company can see more traffic and better retention of customers. This means an increase in revenue in the short term and the long term.