Successful businesses understand the importance of a customer relationship management system to help with sales and lead generation and an SEO strategy for marketing purposes. Although distinctively different, one can help the other.
CRM data produces insights that can make your approach to search engine optimization a lot more informed. This, in turn, can lead to building better SEO strategies, getting more people in the sales funnel, and receiving more organic traffic.
In this article we will share seven key tips on using CRM software to improve your SEO strategy.
7 Ways to Improve Your SEO With CRM
A CRM SEO strategy focuses on three key areas: understanding your customers, creating content, and reputation management. Here are the seven tips that will help you excel in all of the key areas.
1. Define target audience
Every effective SEO strategy needs an understanding of who your target audience is. Defining the target audience can help your business create content that attracts potential customers and improves conversion rates.
Data sources like Google Analytics can show you the basic demographic information about customers like their age or the region they are from. Customer relationship management systems provide excellent data that is useful for SEO.
For instance, you can find data on what industry your customers work in and what positions they hold. Data from support tickets or sales and marketing teams interacting with clients can show you insights into what type of questions customers have about your product or industry.
You can use this data to create content ideas that resonate with potential customers better or update old content to meet customer expectations.
Using customer data to gain an understanding of what customers want from your content can contribute not only to traffic but also to conversion rates. You can address key pain points in the content to attract more of your ideal customers.
2. Definite Keyword Research
Another important insight that you can draw from your CRM system is what kind of keywords your customers use to find your business.
Keyword research is essential for all SEO efforts, as finding the right keywords and optimizing your website for them is crucial for receiving more organic traffic. If you've been doing SEO for some time, you will already have a list of keywords that you target, most likely keywords that represent your business or niche, like "sales software."
Customer data can help find more keywords and update this list. To do this, analyze the records of conversations with your customers and look for the keywords they use to describe your products or services.
You can also find ideas for informational keywords by looking through the commonly asked questions. Use these questions as the basis for keyword research for long informational keywords.
Run this list of keyword ideas through an SEO tool like SE Ranking to find whether the keywords have any search volume and check how competitive the SERP is. This tool will also provide you with similar and related queries to expand your list of target keywords.
CRM systems can create a more complete picture of search intent for new and existing keywords. You can do that by tracking customer behavior on the website and analyzing what type of content leads to more conversions down the line. It might be a sign that the search intent isn't purely informational, and you can update the page to get more sales.
3. Create Useful and Engegeful Content for your Customers
Customer data from a CRM system can be used to understand what your target audience wants to see in your SEO content. Aligning sales with marketing helps you to produce valuable content optimized for the right keywords to get more organic traffic and more leads.
Optimizing a piece of content for a specific keyword is only one part of SEO. If Google initially finds the article well-optimized, but users don't finish it and leave to find a better one, this page will eventually fall in rankings.
Gathering data from CRM systems can help paint a complete picture of customer pain points and what and the specific subjects they find interesting. With this you can ensure that your SEO content answers search intent perfectly and performs well.
You can further analyze content performance by combining CRM data and Google Analytics reports to see what content underperforms and needs an update.
4. Improve Online Visibility
Data analytics in CRM systems are crucial for audience segmentation. Applying this to SEO can improve your online visibility in the key areas and guide more qualified leads to your website.
To do this, you'll have to perform the previous two steps – keyword research and content creation – for every significant segment of your target audience. Having a well-researched ideal customer profile for each specific audience segment helps you tailor the SEO content to them specifically.
If you're targeting a keyword that only a segment of your audience is interested in, you might be passing on higher organic traffic numbers, but the traffic you do get with this content is going to be a lot more interested in your business.
5. More Guest Blogging Opportunities
So far, this guide has covered on-page SEO strategies, but search engine optimization has another aspect to it – off-page optimization. This requires you to earn mentions on other websites, these serve as votes of confidence for the search engines. Amassing multiple backlinks from authoritative websites can improve your site's standing with Google and increase the likelihood of your optimized pages ranking well.
One of the most straightforward strategies of doing this is running guest blogging marketing campaigns. With this SEO strategy, you find a list of websites that are willing to have guest authors and reach out to them with post ideas. These websites get a free high-quality article, and your business gets a backlink from it and a boost to your SEO.
A CRM system might come in handy in handling all of the communication associated with guest blogging. To scale this strategy, you need to reach out to dozens of websites a month, and managing all of that communication with just spreadsheets can be overwhelming.
Instead, you can use your CRM system to store information about your blogger outreach leads and record communications with them.
6. Build Stronger Backlinks Using CRM Relationships
CRM systems can help build links to your site in a number of ways. Dedicating your CRM to email marketing campaigns with broken link building, for instance, can result in building dozens of links with little effort from the marketing team. In this type of campaign, you search out pages that link to a broken page of your competitor and offer to replace it with a link to your site.
Broken link building with your CRM can provide a large number of links, but a CRM system can be used to boost your SEO effort with backlinks that your competitors can't get. The benefit of using CRMs is that all the interactions with your outreach leads are recorded, and you can start building long-term business relationships with other editors and webmasters.
7. Develop A Positive Online Reputation
So far, this guide has covered both on-page and off-page SEO efforts. Following these tips will ensure that your CRM system helps your website reach higher rankings and bring in quality organic traffic. But in SEO, it's not just your website that's important.
Googling the name of your business and finding several websites with negative reviews next to your website can be as damaging to your brand as getting no online visibility at all. Using a good CRM system can help you avoid that.
8% of consumers don’t read reviews before a purchase, so monitor customer feedback and analyze the negative interactions you've had with your customers. This type of customer data can help you fix or prevent problems that would result in negative reviews. Do your due diligence, and you'll be receiving more positive reviews on all platforms.
Conclusion
CRM systems and SEO efforts aren't often thought of together, but using your CRM the right way can improve the quality of your SEO.
Use the actionable data you have about your customers to understand what they need better and serve them better SEO content. Use the communication features of your CRM to build better links. Use the insights into customer feedback to improve the online reputation of your brand.
These three key areas will improve your SEO and bring better organic traffic to your website.
See how a CRM can boost your SEO strategy by trying Capsule CRM free for 14 days.
