![\"CMO](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/CMO-directive-think-SEO-800x420-1.png\")
<\/p>\n
<\/a>SEO Takes Commitment<\/h2>\nCommitments cannot be half-hearted and succeed. With SEO, you\u2019re either all in or you\u2019re out. CMOs and other top decision-makers must understand that SEO is a key strategic initiative for any company today.<\/p>\n
Unfortunately, a 2019 Gartner study<\/a> found that in North America and the UK, less than 7 percent of the marketing budget is allocated to SEO<\/strong>. Yet most of the budget goes to the website. Notice a gap in thinking?<\/p>\n![\"Percentage](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/percentage-of-marketing-budget-graph.png\")
<\/p>\n
In fact, Gartner reports that \u201cnearly half of brands lack a discernible search strategy; only 10 percent are maximizing the opportunity search offers.<\/strong>\u201d<\/p>\nThis is a problem when organic traffic drives more than half of the traffic to a website and up to 60 percent of the revenue versus other channels (per BrightEdge research in 2019<\/a>).<\/p>\n![\"Pie](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/search-dominant-channel-share.png\")
<\/p>\n
<\/a>Obstacles to Thinking SEO<\/h2>\nOne issue that many forget is that SEO is a long-term strategy. So, they invest in other channels that offer quicker gratification.<\/p>\n
Balancing different marketing strategies is a CMO\u2019s job. But it\u2019s imperative not to sacrifice long-term sustained search traffic by focusing too much on alternatives.<\/p>\n
Another issue: siloed thinking. While silos in SEO are a good thing, they\u2019re not so great when it comes to organizational success. McKinsey reported<\/a> that cultural and behavioral challenges, which include functional or departmental silos, have the most impact on the ability to meet digital priorities.<\/p>\n![\"Chart](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/challenges-to-meeting-digital-priorities.png\")
<\/p>\n
In fact, in its research with executives, McKinsey found \u201csiloed thinking and behavior number one among obstacles to a healthy digital culture.\u201d And, as shown in the chart below, it can have a negative impact on the economic growth of a company.<\/p>\n
![\"Cultural](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/cultural-obstacles-correlation-with-economic-performance.png\")
<\/p>\n
Overcoming the Obstacles<\/h2>\n
The key to breaking down silos, according to McKinsey, is education and accountability. When staff understands the impact of an SEO initiative and is held accountable for their decisions (it\u2019s not just \u201csomeone else\u2019s job\u201d), you can begin to make great progress. This, by the way, is why we enroll clients in our SEO training course<\/a> at the start of their project.<\/p>\nAt the end of the day, an SEO strategy is not really just about \u201cdoing SEO.\u201d It\u2019s about driving growth and remaining competitive. And above all, it\u2019s about putting the user first. These are the ideas that need to be communicated and bought into for SEO to succeed.<\/p>\n
At its best, customer-centricity extends far beyond marketing and product design to become a unifying cultural element that drives all core decisions across all areas of the business.<\/em><\/p><\/blockquote>\n\u2013McKinsey & Company, “Culture for a Digital Age” report<\/em><\/p><\/blockquote>\nCompanies that make big bets on their digital strategies know what their competition is up to. As McKinsey points out, \u201cGoals should reflect the pace of disruption in a company\u2019s industry.\u201d<\/p>\n
This includes Nordstrom, which, in the face of Amazon, \u201ccommitted more than $1.4 billion in technology capital investments to enable rich cross-channel experiences,\u201d McKinsey reported.<\/p>\n
And this is exactly what our client did when they bought into SEO as a key strategic initiative for their company.<\/p>\n
If you\u2019re doing search engine optimization, with every decision, you need to ponder: How will this decision impact SEO\u2019s ability to put the user first and drive results?<\/strong><\/p>\n\n- Redesigning the website? Ask how SEO needs to be involved.<\/li>\n
- Writing content? Consider how it can be optimized to fit the SEO strategy.<\/li>\n
- Launching a new product? Involve SEO sooner in the planning.<\/li>\n<\/ul>\n
SEO needs to be a natural process throughout our businesses, not a seldom-remembered \u201cnice to have.\u201d One voice is not enough within the company.<\/p>\n
The CMO or the SEO cannot always be in the room, so in order to support SEO as the key strategic initiative that it is, we need others in the company to live and breathe SEO.<\/p>\n
United is how we win, so others in the company should get on the bandwagon … or get off.<\/p>\n
If you found this post helpful, please share it and subscribe to our blog<\/a>. To inquire about our SEO audits<\/a> or other services, contact us today<\/a>.<\/strong><\/em><\/p>\n<\/a>FAQ: Why is a customer-centric approach essential for SEO success?<\/h3>\nSearch engine optimization (SEO) is an essential tool businesses use to expand their online presence. While traditional keyword stuffing and link-building techniques may once have provided businesses a competitive edge in the online world, for SEO to truly work successfully, businesses must adopt customer-focused strategies instead.<\/p>\n
Understanding the Customer-Centric Approach<\/strong><\/p>\nA customer-centric approach in SEO revolves around putting your audience first. This approach emphasizes providing users with value and relevance rather than simply optimizing for search engine algorithms. Understanding their preferences will allow you to tailor content specifically to them and tailor websites as per user preferences.<\/p>\n
Building Trust and Credibility<\/strong><\/p>\nAdopting a customer-centric strategy is one way to build trust and credibility among your users, who will more likely engage with and return to your website when they find its content relevant and valuable. Search engines recognize this increased engagement from users as a sign that the site provides quality resources; rankings will eventually rise accordingly.<\/p>\n
Enhancing User Experience<\/strong><\/p>\nCustomer experience is an integral component of SEO success, so customer-centric approaches should ensure your site loads quickly and offer an uninterrupted browsing experience for users. These factors keep visitors on your site and reduce bounce rates, contributing positively to your SEO efforts.<\/p>\n
Long-Term Relationship Building<\/strong><\/p>\nLastly, a customer-centric approach fosters long-term relationships with your audience. You can transform one-time visitors into loyal customers by consistently delivering value and addressing their needs. Engaging customers are more likely to promote your brand and share its content, driving up SEO rankings.<\/p>\n
Customer-centricity isn’t just a buzzword – it’s an effective strategy that will lead to success. By prioritizing the needs and preferences of your target audience, prioritization helps build trust, enhance user experience, and forge lasting relationships – essential ingredients in reaching top SEO rankings.<\/p>\n
Step-by-Step Procedure: How to Implement a Customer-Centric Approach for SEO Success<\/strong><\/p>\n\n- Research Your Audience: Start by deeply understanding your target audience’s demographics, preferences, and pain points.<\/li>\n
- Keyword Research: Identify keywords that align with your audience’s interests and needs.<\/li>\n
- Create High-Quality Content: Develop informative, engaging content tailored to your audience’s interests.<\/li>\n
- User-Friendly Website: Ensure your website is easy to navigate, loads quickly, and is mobile-responsive.<\/li>\n
- Optimize for Mobile: Given the prevalence of mobile device usage, prioritize mobile optimization.<\/li>\n
- Prioritize Page Speed: Optimize your website’s loading speed for a better user experience.<\/li>\n
- Use Structured Data: Implement structured data markup to enhance search results and provide more information to users.<\/li>\n
- Quality Backlinks: Focus on acquiring quality backlinks from reputable websites in your industry.<\/li>\n
- Regularly Update Content: Keep your content fresh and relevant to maintain user engagement.<\/li>\n
- Engage on Social Media: Connect with your audience on social media platforms to foster relationships.<\/li>\n
- Collect User Feedback: Gather user feedback to improve your website and content continuously.<\/li>\n
- Local SEO: If applicable, optimize for local search to attract nearby customers.<\/li>\n
- Monitor Analytics: Regularly analyze website and SEO performance using tools like Google Analytics.<\/li>\n
- A\/B Testing: Experiment with strategies to determine what resonates most with your audience.<\/li>\n
- Adapt and Evolve: Be flexible in adapting your SEO strategy based on changing user behavior and search engine algorithms.<\/li>\n
- Build Online Communities: Foster online communities related to your niche to engage with your audience.<\/li>\n
- Leverage Social Proof: Showcase customer reviews and testimonials to build trust.<\/li>\n
- Educate and Inform: Provide informative resources that help users solve problems or make informed decisions.<\/li>\n
- Track Competitors: Keep an eye on what your competitors are doing regarding SEO and user engagement.<\/li>\n
- Stay Updated: Continuously educate yourself on the latest SEO trends and customer behavior to stay ahead in the digital landscape.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"
It was some years back when my team at Bruce Clay Inc. delivered a 100+ page SEO audit to one of the largest research and review sites in the automotive sector. We proposed a number of improvements including radical siloing of their massive website contents. We said that if they implemented every recommendation in our […]<\/p>\n","protected":false},"author":35,"featured_media":77918,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1803,1984,1232,1985,506,1986],"acf":[],"yoast_head":"
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From the CMO down, search engine optimization is best achieved when everyone is all in.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/cmo-directive-think-seo-or-work-somewhere-else\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-16T16:40:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-21T07:23:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/CMO-directive-think-SEO-1200px.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Bruce Clay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/CMO-directive-think-SEO-1024px.png\" \/>\n<meta name=\"twitter:creator\" content=\"@bruceclayinc\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bruce Clay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/cmo-directive-think-seo-or-work-somewhere-else\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/cmo-directive-think-seo-or-work-somewhere-else\/\",\"name\":\"CMO Directive: Think SEO or Work Somewhere Else\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2020-03-16T16:40:45+00:00\",\"dateModified\":\"2023-09-21T07:23:23+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/efe2253985cb608dfc329890aec6387b\"},\"description\":\"SEO needs to be a company-wide initiative. 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<\/p>\n
In fact, Gartner reports that \u201cnearly half of brands lack a discernible search strategy; only 10 percent are maximizing the opportunity search offers.<\/strong>\u201d<\/p>\n This is a problem when organic traffic drives more than half of the traffic to a website and up to 60 percent of the revenue versus other channels (per BrightEdge research in 2019<\/a>).<\/p>\n One issue that many forget is that SEO is a long-term strategy. So, they invest in other channels that offer quicker gratification.<\/p>\n Balancing different marketing strategies is a CMO\u2019s job. But it\u2019s imperative not to sacrifice long-term sustained search traffic by focusing too much on alternatives.<\/p>\n Another issue: siloed thinking. While silos in SEO are a good thing, they\u2019re not so great when it comes to organizational success. McKinsey reported<\/a> that cultural and behavioral challenges, which include functional or departmental silos, have the most impact on the ability to meet digital priorities.<\/p>\n In fact, in its research with executives, McKinsey found \u201csiloed thinking and behavior number one among obstacles to a healthy digital culture.\u201d And, as shown in the chart below, it can have a negative impact on the economic growth of a company.<\/p>\n The key to breaking down silos, according to McKinsey, is education and accountability. When staff understands the impact of an SEO initiative and is held accountable for their decisions (it\u2019s not just \u201csomeone else\u2019s job\u201d), you can begin to make great progress. This, by the way, is why we enroll clients in our SEO training course<\/a> at the start of their project.<\/p>\n At the end of the day, an SEO strategy is not really just about \u201cdoing SEO.\u201d It\u2019s about driving growth and remaining competitive. And above all, it\u2019s about putting the user first. These are the ideas that need to be communicated and bought into for SEO to succeed.<\/p>\n At its best, customer-centricity extends far beyond marketing and product design to become a unifying cultural element that drives all core decisions across all areas of the business.<\/em><\/p><\/blockquote>\n \u2013McKinsey & Company, “Culture for a Digital Age” report<\/em><\/p><\/blockquote>\n Companies that make big bets on their digital strategies know what their competition is up to. As McKinsey points out, \u201cGoals should reflect the pace of disruption in a company\u2019s industry.\u201d<\/p>\n This includes Nordstrom, which, in the face of Amazon, \u201ccommitted more than $1.4 billion in technology capital investments to enable rich cross-channel experiences,\u201d McKinsey reported.<\/p>\n And this is exactly what our client did when they bought into SEO as a key strategic initiative for their company.<\/p>\n If you\u2019re doing search engine optimization, with every decision, you need to ponder: How will this decision impact SEO\u2019s ability to put the user first and drive results?<\/strong><\/p>\n SEO needs to be a natural process throughout our businesses, not a seldom-remembered \u201cnice to have.\u201d One voice is not enough within the company.<\/p>\n The CMO or the SEO cannot always be in the room, so in order to support SEO as the key strategic initiative that it is, we need others in the company to live and breathe SEO.<\/p>\n United is how we win, so others in the company should get on the bandwagon … or get off.<\/p>\n If you found this post helpful, please share it and subscribe to our blog<\/a>. To inquire about our SEO audits<\/a> or other services, contact us today<\/a>.<\/strong><\/em><\/p>\n Search engine optimization (SEO) is an essential tool businesses use to expand their online presence. While traditional keyword stuffing and link-building techniques may once have provided businesses a competitive edge in the online world, for SEO to truly work successfully, businesses must adopt customer-focused strategies instead.<\/p>\n Understanding the Customer-Centric Approach<\/strong><\/p>\n A customer-centric approach in SEO revolves around putting your audience first. This approach emphasizes providing users with value and relevance rather than simply optimizing for search engine algorithms. Understanding their preferences will allow you to tailor content specifically to them and tailor websites as per user preferences.<\/p>\n Building Trust and Credibility<\/strong><\/p>\n Adopting a customer-centric strategy is one way to build trust and credibility among your users, who will more likely engage with and return to your website when they find its content relevant and valuable. Search engines recognize this increased engagement from users as a sign that the site provides quality resources; rankings will eventually rise accordingly.<\/p>\n Enhancing User Experience<\/strong><\/p>\n Customer experience is an integral component of SEO success, so customer-centric approaches should ensure your site loads quickly and offer an uninterrupted browsing experience for users. These factors keep visitors on your site and reduce bounce rates, contributing positively to your SEO efforts.<\/p>\n Long-Term Relationship Building<\/strong><\/p>\n Lastly, a customer-centric approach fosters long-term relationships with your audience. You can transform one-time visitors into loyal customers by consistently delivering value and addressing their needs. Engaging customers are more likely to promote your brand and share its content, driving up SEO rankings.<\/p>\n Customer-centricity isn’t just a buzzword – it’s an effective strategy that will lead to success. By prioritizing the needs and preferences of your target audience, prioritization helps build trust, enhance user experience, and forge lasting relationships – essential ingredients in reaching top SEO rankings.<\/p>\n Step-by-Step Procedure: How to Implement a Customer-Centric Approach for SEO Success<\/strong><\/p>\n It was some years back when my team at Bruce Clay Inc. delivered a 100+ page SEO audit to one of the largest research and review sites in the automotive sector. We proposed a number of improvements including radical siloing of their massive website contents. We said that if they implemented every recommendation in our […]<\/p>\n","protected":false},"author":35,"featured_media":77918,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1803,1984,1232,1985,506,1986],"acf":[],"yoast_head":"<\/p>\n<\/a>Obstacles to Thinking SEO<\/h2>\n
<\/p>\n<\/p>\nOvercoming the Obstacles<\/h2>\n
\n
<\/a>FAQ: Why is a customer-centric approach essential for SEO success?<\/h3>\n
\n