Quality content, audience and SEO objectives
The key point to get quality links is to create quality content for a certain type of audience, as we already mentioned in the linked post, it is the most important part of SEO. To create quality content it is necessary:
- Know what our objectives are.
- Know who our target audience is.
- Know how to interact with the target audience.
To know our objectives there is no secret formula, we will simply try to focus on what we like and what we are passionate about, this way the path will become more bearable.
To know our target audience, before anything else, it is necessary to know our objectives since, once we are clear about them, we will know who we are going to address. After that, we can carry out a more detailed analysis or market study to find out what their needs, concerns, habits, hobbies, etc are.
Finally, all that remains is to answer the question of how to interact with our audience, in relation to SEO Off Page, to get links. We can take the Customer Journey framework as a reference.
What is the customer journey?
As we have already mentioned, this framework will help us know how to interact with our audience and will not only provide us with the necessary steps to improve interaction with the client, it will also allow us to get more links and, therefore, improve our SEO.
In a very summary way we can define the customer journey in the following diagram:
Attract customer attention
The first step of the customer journey is to dream, that is, attract the attention of the target audience by making them dream, arousing their interest. To do this, it is first necessary, as we already mentioned, to know their concerns or hobbies and their objectives.
For example, on a page selling automobile parts we can attract the attention of our audience by making a video showing a very striking car on a circuit, highlighting the parts and qualities it has and describing each of them.
Help the customer
Then we have the planning phase, which consists of helping the customer to plan what they want to achieve, in other words, making their lives easier.
Following our example, we could help the client plan the customization of their car by making a list of the elements necessary for it as well as a list of video tutorials where we teach them how to assemble each of those pieces.
How to get purchases or conversions
Once we have sparked the public’s interest and helped them plan what they want to achieve, it is time to help them to buy what they need to achieve it.
In our example, for each tutorial video we make on how to install each of the pieces, we can insert a link to the item’s sale page on our website.
Enjoy and retain purchases
The process does not end once the customer has purchased. We can help customers to enjoy what they have purchased.
An example of this would be planning custom car rallies once a year for all our clients. With this we ensure that our audience enjoys their personalized car through the experience with other people.
Share to get more links for SEO
At the final point we have the key to getting links for SEO, we must develop a strategy to encourage the client to share their experience and, incidentally, our products and/or services.
In the example of cars, this would translate to, for example, creating a section on our website where clients can upload videos of their cars and the rallies held. In turn, these videos will be shared by clients on different social networks, providing us with the advertising and links that we want to obtain.
We could also encourage the public to share our articles, publications, videos… etc.
With this last step we not only manage to attract the attention of new clients who begin to dream and, therefore, repeat the cycle for them, we also get links, traffic and feedback that will help us improve the SEO of our website.
Like any framework, Customer Journey is flexible, that is, we must adapt it to our needs and structure. For this reason you will find multiple variations of it on the Internet.
An example of this is a blog of a person who dedicates himself to writing simply as a hobby without the intention of selling. In this case it would be enough to eliminate the purchase step and work on the rest.
As you can see, not everything focuses on the purchasing process, it is a very common error in SEO, it is necessary to do more work around this point.
