Asking your customer services team for help with your SEO and content strategy seems counter intuitive. Why on Earth would you consult people who typically have no experience in marketing about anything to do with your digital marketing?
But ask UK based travel agency, HolidayGems.co.uk, about the value their customer service team is adding to their SEO strategy and you'll hear a different story.
In 2014, HolidayGems.co.uk launched an on site quiz designed to help people choose their next vacation destination. The quiz, very simply titled, "Where Should I Go On Holiday," remains one of the site's biggest SEO landing pages 2 years later.
And it all started with a conversation with one comment from the call center team about their role in inspiring customers:
"You wouldn't believe how many people call up with not even a clue about where they want to go."
This inspired some keyword research within Google. Looking at data, the SEO team working on the site established that several thousands people each month will consult Google about where they should go on vacation.
This became the basis for a piece of content. But then the question for the content creators were,
"How do we even know what things matter to people on vacation?"
Google data wasn't much help here. But consulting with the customer services people, who speak to customers and ask questions day in and day out, was incredibly helpful and formed the basis of the questions within the quiz.
Unlock Consideration Questions
If we're going to super simplify it, we can break the journey to a purchase down into three stages:
And it's at the consideration point that your customer service people may encounter potential buyers. These are the people asking the questions about your product or service, those people who are weighing up their options.
A huge piece of the puzzle for SEO is answering questions for people. Whenever someone types a query into Google, you want your page to be the best answer for that query. And that doesn't just include products.
A typically shorter term win than ranking a page for a product search is ranking a page for a longer query or research question. So supplementing your SEO strategy with these questions as targets is potentially profitable.
The Data Limitations
The Google Keyword Planner is poor for providing insight into low volume searches including things like product or service specific question. Third party tools like Answer the Public help to identify questions people ask about products, services or topics.
But not all questions are put to Google. Forums and other online communities are hotbeds for user questions or concerns too.
But these sources are all limited.
What Your Customer Service Team Can Give You
Your customer services team fields questions all day long. And when it's on the phone, they have real conversations and get to the root of the concerns.
So ask them for a list of every single question they are asked over a period of a few days. Look for trends and turn this information into landing pages for your website.
If someone will ask a human that question, someone else will ask a search engine. This gives you a perfect opportunity to win the researchers as organic visits on your website and retarget them to win their purchase.