SEO & The Complete Customer Experience - Kevin Getch

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This document discusses optimizing the customer experience for SEO. It recommends getting to know customers by creating customer personas and mapping their journeys. Understanding customers' feelings, thoughts and actions across channels can help create personalized, predictive and proactive experiences. Obsessing over customers, developing an effective marketing strategy and commitment to quality can lead to business success when measured by meaningful metrics.

SEO & THE COMPLETE
CUSTOMER EXPERIENCE
Kevin Getch
Founder + Director of Digital Strategy

“The aim of marketing is to
know and understand the
customer so well the
product or service fits him
and sells itself” - Peter
Drucker
@KevinGetch

@KevinGetch
A SIMPLE METHODOLOGY:
KNOW YOUR CUSTOMER
KNOW THEIR PATH

Super Secret Techniques
to Getting in the Mind
of Your Customer

U
D
F
D
ecision Making
esires
ncertainties
ears

Mine information,
keywords, topics &
opportunities with
CallRail Scribe &
Keyword Spotting
@KevinGetch

CUSTOMER JOURNEY
A visual representation of what a person is
feeling, thinking & doing as they interact
across multiple channels and move through
different stages of the customer experience.

Excitement, Fear,
Anxiety, Hope,
Confident, Unsure
Wants, Desires,
Goals, Analysis,
Expectations,
Questions
Actions,
Experience,
Platform,
Channel, Device
feeling
thinking doing
@KevinGetch

The Future of SEO &
The Customer Experience
@KevinGetch

Making visual content more useful in
search
@KevinGetch

@KevinGetch
P(3)
PERSONALIZED
PREDICTIVE
PROACTIVE

@KevinGetch
“Consumers habits will evolve along with technology. But the one
thing all searchers have in common is that they want assistance
every step of the way. Marketers who remember that will be
rewarded with growth.” Ken Wheaton, Editor Google

PROACTIVE ASSISTANCE
IS THE HOLY GRAIL
@KevinGetch

@KevinGetch BIOMETRIC FEEDBACK TO DETERMINE SATISFACTION

Customer Experience
is & will be
Your Best Marketing

Customer
Experience
Optimization
@KevinGetch

"When you obsess over
your customer
"When you obsess over
your customer, develop a
successful marketing
strategy
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics your
business will experience
incredible success and so
will your clients."
- Kevin Getch

Thank you for your time!
@KevinGetch | kevin@webfor.com
Webfor.com/sos

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SEO & The Complete Customer Experience - Kevin Getch

1. SEO & THE COMPLETE CUSTOMER EXPERIENCE Kevin Getch Founder + Director of Digital Strategy

3. Customer Experience @KevinGetch

4. “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” - Peter Drucker @KevinGetch

5. @KevinGetch A SIMPLE METHODOLOGY: KNOW YOUR CUSTOMER KNOW THEIR PATH

6. Anticipatory Retaliation

7. Super Secret Techniques to Getting in the Mind of Your Customer

8. PERSONA CUSTOMER JOURNEY &

9. U D F D ecision Making esires ncertainties ears

10. Talk to Sales & Customer Service

11. Mine information, keywords, topics & opportunities with CallRail Scribe & Keyword Spotting @KevinGetch

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14. @KevinGetch http://bit.ly/1RlOGtD

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17.

18. @KevinGetch

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20. Yes, Blunt is GOOD!

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22. CUSTOMER JOURNEY

23. CUSTOMER JOURNEY A visual representation of what a person is feeling, thinking & doing as they interact across multiple channels and move through different stages of the customer experience.

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29. @KevinGetch

30. @KevinGetch

31. @KevinGetch

32.

33. @KevinGetch

34.

35. Export Your Google Ads Search Terms

36. @KevinGetch

37. @KevinGetch

38. @KevinGetch

39. Webfor.com/sos @KevinGetch

40. The Future of SEO & The Customer Experience @KevinGetch

41. M O B I L E AIPC WEB @KevinGetch

42. @KevinGetch

43. Making visual content more useful in search @KevinGetch

44. @KevinGetch P(3) PERSONALIZED PREDICTIVE PROACTIVE

45. @KevinGetch

46. @KevinGetch

47. @KevinGetch

48. @KevinGetch

49. Personalized, Predictive & Proactive

50.

51. Conversational Search

52. @KevinGetch “Consumers habits will evolve along with technology. But the one thing all searchers have in common is that they want assistance every step of the way. Marketers who remember that will be rewarded with growth.” Ken Wheaton, Editor Google

53. PROACTIVE ASSISTANCE IS THE HOLY GRAIL @KevinGetch

54. @KevinGetch BIOMETRIC FEEDBACK TO DETERMINE SATISFACTION

55. Customer Experience is & will be Your Best Marketing

56. Customer Experience Optimization @KevinGetch

57. "When you obsess over your customer "When you obsess over your customer, develop a successful marketing strategy "When you obsess over your customer, develop a successful marketing strategy, execute it effectively "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry and you measure meaningful metrics "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry and you measure meaningful metrics your business will experience incredible success and so will your clients." - Kevin Getch

58. Thank you for your time! @KevinGetch | kevin@webfor.com Webfor.com/sos

SEO & The Complete Customer Experience - Kevin Getch

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