Stop Targeting Keywords and Start Communicating With Your Customers

stop focusing on keywordsMost companies that are trying to gain online visibility place a focus on the keywords that they use on their website, in blog posts and on social media websites. While targeting keywords is a technique that provides some level of success, the fact is that focusing on customers is a more effective marketing technique.

The Problem With Focusing on Keywords

The biggest issue with focusing on keywords is that it takes time away from engaging customers. Customers in today’s business world are more interested in being heard by a company. A strong social media presence is one way that many companies have adjusted their online marketing techniques to comply with the changing needs of customers.

Targeting keywords is a technique that works by choosing keywords that have to do with the product or service being offered. These keywords are then used naturally within the website content in order to boost rankings when people run searches that contain these particular words.

Communicating with customers instead of targeting keywords approaches boosting rankings from a different angle. Instead of starting within the company and marketing outward, communicating with customers is a method of getting to know what the people who are going to buy products or services want and need from the business.

How Communication Boosts Rankings

Interacting with customers helps with the online marketing efforts of a company in two major ways. The first way is by engaging with customers to find out what they want to know about the brand. Comments and complaints can be addressed immediately when the focus is placed on open communication with customers. The information that is gathered from comments made on social media websites or blog posts can be used to create website content that is truly marketed toward customers.

Encourage Customers To Do The Marketing

The other major way in which communicating with customers helps to boost rankings is by encouraging customers to do the marketing. People who are engaged by a company are more likely to share information about the business on social media websites or in their personal blogs. Spreading the word about a company that is known for engaging its customers online leads to more followers, and more followers leads to a significant boost in online visibility.

review websitesToday’s consumer is more focused on reviews than ever before. The easy accessibility that the average person has to dozens of reviews online means that more people are sitting down to read this information before making a purchase decision. Forming a strong relationship with customers allows businesses to encourage positive reviews to be posted. Not only does communicating with customers form strong ties with current buyers, but forming this kind of relationship also helps to encourage new customers to try out products or services. More reviews means more visibility, and positive reviews mean more customers.

The Bottom Line

Marketers need to shift their focus from targeting keywords to building relationships with customers. It is already important to engage customers without the benefit of boosting website rankings. Devoting more time and resources to having employees engage customers by responding to emails, replying to comments on social media websites, sending thank you letters and making phone calls to show customers that they are appreciated is possible when these actions are part of a larger online marketing campaign.

Companies that are trying to make the most of a tight marketing budget benefit from essentially killing two birds with one stone when they opt to communicate with customers instead of targeting keywords. The image of the business in the eyes of the customer improves, and the fact that more people are positively talking about the company means that website traffic and rankings increase significantly.


Coastline Marketing Group specializes in internet marketing and website development. Please contact us for a free review of your current online presence and status.