No one wants to start a business that consumers cannot find. With Yellow Pages long gone and most companies depending on Internet search engines; metatags; search engine optimization (SEO) titles, descriptions and keywords, the idea is to find ways to make a company accessible on the first search page results. However, after the consumer gets that ranking, there’s still the matter of earning a happy customer.
Here are four duties that SEO just cannot fix.
Create quality content
Copy editors are being laid off more often in newsrooms than any other industry. But the layoffs don’t just stop in the newsroom. The casual Internet user can see all kinds of industry sites with content that needs a good proofread and less short-hand discussion. While social media sites and text messages may be OK to skip Spellcheck, that shouldn’t be the case for a reputable business owner’s website.
Another gripe from consumers and readers is SEO content that doesn’t go to the type of content they want to read. While SEO can get certain articles or websites to the top of search engines, that doesn’t always mean that it’s the kind of content that fits the keyword. Sometimes posts will just use a word repeatedly to get past algorithm testing. Don’t be that company.
Lead to immediate sales
The only way to get a sale is for currency to transfer. No matter how many times a site is clicked on, that does not immediately mean products will go flying off the shelves. In an ideal world, that would be the case. However, a company should always make sure that they’re presenting quality products that can stand the test of time. Satisfied customers will come back regardless, and they will often tell a friend. Companies should also make sure the buying process is easy to do. For example, if the site constantly crashes, has error messages, doesn’t take common methods of payment or private information must be disclosed on a nonsecure site, that could also lead to lost customers.
Erase bad ratings
Just as satisfied customers may return for more products, unsatisfied customers will also make a point of speaking up. Social media and ratings sites (ex. Yelp) have become venting grounds that used to be controlled by the Better Business Bureau. Now more users who aren’t on BBB’s site can see complaints just by typing in the company name. Companies should not assume that since they have a high rating on BBB that consumers won’t pay attention to the amount of complaints mentioned, too. For example, Best Buy has an A+ rating on BBB, but there are over four thousand product complaints. While some complaints may be more justifiable than others, customer service representatives and management should take note of consistent complaints that need to be addressed to avoid future issues with the same products (or employees).
Increase user engagement
One way that companies are trying to connect with potential consumers more is to let them know that they have their attention. This is why a growing number of sites now have pop-ups to immediately complete online chats. Or, companies have social media accounts that tag users when complaints are aired out online. When consumers feel like they’re important to a customer, the customer may then make the company a priority, too.