How Your CRM Data Can Improve SEO

If you asked most people how search engine optimization and customer relationship management relate, they would likely say that SEO delivers leads to the sales process. However, far fewer people will think about how CRM can help improve SEO. By examining the data from your CRM tool, you can significantly improve your search marketing. Here are five ways it can help.

Know What Your Customers Are Interested In

SEO is all about knowing what people are interested in and searching for. So, one of the simplest ways to use your CRM data is to gather information about what your customers are interested in. As you build out your customer files, you will likely see input information about the preferences and interests of your customers. If you aren’t using this for your SEO purposes, you are missing a huge opportunity.

Ideally, you can break up those interests by groups. This can help you to understand potential search interests on a more personal and specific level. CRM data can be added to keyword and search term research for extra insights.

Learn Which Content Brings in Leads

Using the best CRM for small business, you can see where your leads originated from. In many cases, you are likely capturing your leads from search-optimized landing pages and content. For example, you may have a form that gives access to a whitepaper. By examining your CRM data, you can identify which of these lead-generation strategies is working well and which isn’t.

You may realize that your data-heavy report is less effective at bringing in leads than your introductory guide to the products in your category. Using this information, you can create more content like the latter.

Find Which Interests Have a High Conversion Rate

Of course, not all leads are created equal. Some are significantly more qualified than others. Take a look at your CRM data to see which lead sources are delivering high conversion rates.

Returning to the earlier example, the guide may be bringing in more leads. However, this doesn’t mean that it is bringing in more sales. It is possible that the report brings in half as many leads but twice as many sales. Looking at both types of data can help you to better understand how your SEO can be supporting your bottom-line results.

You can also examine which search terms lead to conversion. For example, searches for “kids’ bike” may convert less often than searches for “boy’s mountain bike blue.” Your CRM data is essential for gleaning these insights.

Organize SEO By Sales Funnel Stage

Your SEO efforts should support your sales process at different stages of the funnel. These include awareness, interest, consideration, intent, evaluation and purchase. Some organizations use different versions of the funnel. However, the basic model is always the same.

By mapping your specific SEO content against different stages of the funnel, you can optimize it for the audience depending on where they are in their sales decisions. For example, someone who is evaluating a possible purchase has different concerns than someone who has never even thought about the product. Good SEO should take those differences into account. Your CRM data can help support that mapping process.

Hyper-Focus SEO Efforts

Overall, the main benefit of using your CRM data is that you can hyper-focus your SEO. You don’t have to just optimize for the general audience. Instead, you can use your customer data to target groups of customers with highly relevant information.

By looking at your current customers, you can develop SEO that will be useful to potential customers that are similar to them. In doing so, you can create a lookalike audience through search engine marketing.

Get Started

Get the right customer relationship management tool and gather data on your sales process. By doing this, you can find insights and information that will help you to improve your search engine optimization channel.