SEO is no longer a technical discipline, it’s a product function and a marketing function.
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.
Old SEO Thinking vs.
For too long SEO has focused on rankings and driving traffic. Customer-Led SEO forgoes the funnel for a customer lifecycle approach designed to acquire, sell, and retain customers.
Analyzing Google SERPs for featuresUser testing SERPs to understand customer intent
Adding "SEO copy" to landing pagesUsing customer language to meet objections, clarify messaging, and drive conversions
"SEO content" based on keywords that do not drive leadsJTBD content mapped to the customer journey
Boring SEO audit documentsCustomer driven strategy & prioritization
Keyword reportingCustomer segment dashboards
Technical tweaksIterating, testing, & continuous growth
The Principles of
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
Your product is not for the masses. Our Customer-Led approach gives you the power to impact business KPIs such as: average contract value, trial conversion rate, lifetime value, customer acquisition cost, and more. By focusing on your most valuable customers, you truly are in control.
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.