Use SEO for Social CRM to Deflect Questions and Calls
When you read about the importance of SEO (search engine optimization) and optimizing content for Social CRM, you aren’t likely to see much information about its impact on customer service. That’s mainly because it’s easy to understand how picking the right keywords will help customers find information about your products and services but not as easy to see how it affects customer service.
When it comes to SEO, most emphasis is placed on making sales. Managers are focused on meeting revenue projections. They aren’t generally concerned with eliminating tech support costs. This can be short-sighted. A reduction in tech support calls can have a substantial impact on the budget.
Although SEO techniques have been around a relatively long time (in Internet years), they aren’t well understood. For most managers, SEO is a necessary evil that’s handed off to someone who’s willing to do it. It doesn’t figure into their big-picture thinking about how to reach customers using social media.
But everything a customer does online to find information about a brand flows through the search process. Therefore, keywords play a critical role in the process.
To clarify how keywords and customer service work, the following example shows how customer support can be enhanced using keywords on a social platform like Twitter. On Twitter, your customer has at least the following two search choices to find support for a particular brand:
Your customer can run a search with the company name to find a Twitter account that offers support. When you do this search, you’ll find all the brand names that fit that search. To help customers with this type of search, make sure that your brand name accompanies any content that you create for customer support.
Your customer can search for the name of the product. When you do this, you’ll find all the tweets that contain that product name. Again, to help your customer find the answers they need, make sure that product keywords are included in all your support materials.
In addition, if your customers know that your product or company has breaking news as they search, they can look at the Trends list on the left side of the page. Notice that the trends are listed as keyword phrases. Your customer could also use those same terms to search directly on a search engine.
Okay, those are easy examples. It’s likely that whomever is doing your SEO work will use your brand and product names, but what about specific support topics? If your customer makes a search for some topic contained in your knowledge base, are they likely to find it?
If you take the time to place the very keyword phrases your customers use to search for your specific support information in your tweets, you could help them find answers to their product questions. This immediately increases customer satisfaction and cuts support costs.
You may think this too, is obvious, but think about it more carefully. If you have a Twitter account dedicated to customer service, do you also create informational tweets that contain keywords and links to support information? Probably not, but you should. So when your customer searches Twitter to find a specific topic that’s related to support, you have to hope that someone has already asked it.
Go to your support area now and see if the content is so clearly set forth in chunks with keywords that when it gets segmented in a search engine, the right keywords go with it. This can be a surprising exercise. You may find yourself revising your help and support areas to include the right keywords to ensure that your content is found on social platforms.