The most successful businesses are those that listen to their customers. This has been true since well before the Internet even existed. And it remains true to this day.
That’s one of the core reasons why online reviews are so incredibly valuable where search engine optimization(SEO) is concerned. Not only do they have a direct impact on traffic and visibility, but how you respond to them can also influence how your audience feels about your business. Moreover, negative reviews can give you a solid idea of what your business is doing wrong and how you can improve.
Yet as critical as they are, reviews are only a single facet of user feedback. And just as you should pay attention to reviews, you should also listen to other communication mediums. This includes social channels, email, customer support, and comments on your blog.
From the perspective of SEO, examining the support tickets your customers submit can potentially make you aware of technical issues on your website. If, for instance, a single user is unable to access their account, the issue is probably on the client’s side. If, however, multiple people report login issues, then you likely have work to do.
Whenever you publish and share a blog post, pay close attention to what your audience has to say about it. Look at comments on your website and social media channels. This can enrich your content in several ways.
- New topic ideas. A user may suggest a follow-up to an existing piece, or even an entirely new topic based on something you’ve already published.
- Fact-checking. Everyone makes mistakes on occasion. If someone points out one of yours, thank them and correct it. This not only shows that you listen to your audience but also helps you ensure your content is as factually accurate as possible.
- Expanded content. Maybe one of your customers has an alternative technique for a how-to article or an idea for updating an old piece. Either way, this can help you enhance existing content and breathe new life into old content.
- Better targeting. While on-site metrics are certainly a valid way of determining whether or not your content resonates with your audience, user feedback is better. If your audience expresses consistently negative views about a particular subject, then it likely means there’s a disconnect in your content marketing.
The best businesses have always been those that listen carefully to their customers. This is as true today as it’s ever been. By incorporating user feedback into your marketing and SEO strategy, you can not only get a clearer picture of what you’re doing wrong but also forge a stronger, better connection with your audience.