Calming Digital Chaos for Marketing Managers 😌 | Founder & Team Guide at Glass Mountains 🌍| Offering Total Website Care Since 2001 | Making Tech Human-Friendly – From WordPress to Analytics | Hammock Fan & Dog Lover 🐶
I really enjoyed Collette Masso del Llano's talk at #BrightonSEO recently. Collette spoke about: "Addressing the Gaps Between SEO and CX." What I liked about this session was that Collette (who says she's not an out-and-out SEO specialist) spoke about how it’s easy to sometimes fixate too much on the wrong SEO targets. This can cause marketers to lose sight of their broader marketing goals. Some key takeaways from the talk: It seems there’s quite a big gap between customer experience and SEO in a lot of businesses. It’s important for marketers to remember to focus more across the whole of the customer journey. Lots of marketers are missing huge opportunities by just looking at that top-of-funnel search intent, where you find high volumes of visitors who are only in the early "awareness" stage of their customer journey with your brand. Colette advised you to try to put more effort into engaging your audience across all stages of their customer journey, guiding them further along that journey. A key quote I wanted to share was: “Vanity metrics are driving SEO strategy.” Collette suggested thinking beyond the constraints of a traditional marketing funnel, and seeing it as more of a cycle. I really like that idea. Your audience is always going round in cycles, of course, so you need to be continually engaging with them. A few more highlights: “Retention strategy needs to be built into an SEO strategy. Only 44% calculate their customer retention rate, according to Semrush.” Collette also mentioned that the death of cookies is going to make the CRM the all-powerful beating heart of an organisation’s marketing. This sounded fascinating. Do you agree with that? It will be interesting to see how this plays out in the next few years! I’d love to hear your thoughts on these points. Let me know in the comments.
