Most dealers are bewildered by the concept of search engine optimization, and it’s not hard to see why. SEO is a constantly changing landscape, and tactics that may have sat at the forefront long enough for them to learn about it are frequently relegated to the back bench no sooner than the dealers have gotten a full grasp of it. However, one thing about SEO has never been clearer:
Modern day SEO is all about user experience.
Carrie, our Director of Web Development and Optimization here at Strathcom, says it best with the simple statement that, “user experience is the only metric that matters.” When we send out an e-mail marketing campaign, we care about how many users open the e-mail or click on its contents. When we build landing pages for online advertising, we care about how straightforward and easy we have made it for the customer to take the action to contact us. When we post on Facebook, we care about how many people viewed the post, and how many of those people liked, commented or shared. With SEO, what we need to care about is whether or not the customer found what they were looking for (and whether or not we were the ones who delivered it to them).
If Google’s primary goal is to satisfy customer intent, ours should be too.
We’ve all been there before. You need something (a product, a service, to eat), and you’re looking for a business that can help you out with that, but when you search for them on Google, you’re not quite able to find when they’re open for business, whether or not they have the product or service you’re looking for, or how much anything costs. Sure, you could call, and if you’re desperate, you might, but more likely than not, you’re going to look for the next guy who actually wants to give you the information you’re looking for, quickly and easily. It makes perfect sense that you want to be the second business instead of the first, right?
Setting (and prioritizing) SEO goals is just as simple as deciding you want to help a customer get what they want, quickly and easily. Focus on taking on measurable tasks that help customers find you, and find the solution that you’re able to provide them with to give them what they need.