SEO Aligned To Generate Actual Revenue
Customer-Led SEO Solutions
Driving customers and revenue. Not rankings and keywords.
SEO has changed. SEO is no longer a technical discipline, it’s a product function and a marketing function. And everything starts with the customer. Customer insights drive customer segmentation that creates personalized customer experiences.
Gone are the days of “SEO copy” and “SEO landing pages” – the most successful companies build websites structured around their customer segments with a content strategy that matches JTBD for their ideal customers.
That’s why we have developed a new approach to SEO called Customer-Led SEO.
Customer-Led SEO forgoes the funnel for a customer lifecycle approach designed to acquire, sell, and retain customers.
For too long SEO has focused on rankings and driving traffic. But B2B SaaS has moved on from traffic – we need qualified customers and revenue. We don’t need traffic, we need the right traffic.
SEO is a highly effective channel at driving the right traffic if you tailor your strategy to your customer segments. You need to create content and landing pages for the right people – creating customer journeys for each customer segment to acquire, sell and retain them.
Customer-Led SEO is about customer-centric content at scale.
"It's truly amazing what you can achieve when you look at SEO as a holistic strategy that goes beyond the search engine to actual account for what the customer is truly looking for."
Account Director, Directive
Principles Of Customer-Led SEO
Customer Insights Are The Best Data
Competitors, rankings, links, page speed, indexation. Big data, we got ’em all. But the most valuable data is insight from your customers. Customer interviews & customer research drives our approach to customer segments, keyword research, landing page creation and content strategy.
Content That Meets Customers' Jobs To Be Done
Forget about “SEO content” – we focus on customer’s JTBD to create content that meets them where they are, with the content they need. But we don’t stop there – by using content as a channel for education we can drive better qualified leads, and increase retention and product usage.
Scale To Meet Breadth Of Customer Needs
SEO only works when it scales. For every customer segment there’s a unique mix of intents, questions and jobs to be done. We deploy strategies like templates, guides, glossaries & education libraries that scale to meet your customers where they are at every step of the journey.
Iteration And Learning Powers Growth
Content briefs are not enough – you need to be constantly updating, iterating and improving your core landing pages to convert traffic into customers. Using customer insights to create pages that convert, testing our pages, and continually improving and expanding to create defensible growth.
Why Customer-Led SEO Works For B2B SaaS
B2B SaaS companies:
- Have very specific customer profiles, and
- Focus on acquiring AND retaining customers
The modern B2B SaaS marketing stack is oriented around customer success. Customers report that the experience is more important than the price, and SaaS companies that are growing are much more likely to be investing in customer success.
Customer-Led SEO creates customer experiences that are tailored to your customer segments and creates highly effective journeys that drive awareness, acquisition AND retention.
Scaled content through the JTBD framework creates touch-points tailored to your customer segments – from unique entry pages to “voice of the customer” copy to drive targeted leads and customers that fit your ICP.
Customer-Led SEO drives acquisition AND retention. Education, support content and product content appeals to your ICP pre and post conversion to drive better qualified leads and better informed customers.