The way users search on Google has changed a lot over the years. Today, 15% of searches on Google are dynamic in natureThis causes keywords to give way to other aspects such as entities or “user centric” SEO, a type of SEO focused on the real needs of the customer.
Google searches are increasingly dynamic and SEO strategies must adapt to provide the right answers.
Keywords have been the mainstay of SEO strategies since the beginning, but new forms of search require new, more precise approachesto gain a deeper understanding of our customers and integrate this knowledge into content creation and website optimization.
What is customer-driven SEO
This approach is based on connecting and interacting with the customer to discover content and ideas that other competitors, whose strategies focus on keywords, may have overlooked. In this way, if you focus on customer needs and curiosities you can easily adapt to new searches by concepts or entities, ranking high on search results pages.
At the same time, offering contents that directly attack the most common customer needs and questions can become a competitive advantageIt also positions you as an opinion leader and authority on a topic.
You have many tools available to create this type of SEO strategy. As we have already said, focusing on optimizing content for entities, using user reviews and comments on social networks, using tangential SEO strategies or finding gaps in competitors’ content, allows you to create authority on a topic and position yourself.
How to create a customer-centric SEO strategy.
The first step is analyze and know what you need to do. Start by looking at how your customer is doing (what they need, what questions they frequently ask, what aspirations and problems they have, etc.) and also how your competitors are responding to those needs.
In this case, you have to go beyond keyword planning tools. The ideal in this case is to resort to reviews, blog comments and social networks, first-hand interviews with the customer, product and service data, as well as any information obtained through surveys.
With all this information, we can get a very clear idea of what content is missing, what content you can improve, and what content will really resonate with the customer.