By KEVIN GIBBONS at Search Engine Journal

The principles guiding search engine optimisation are sound business goals for all areas of a company, including customer service. From showing off how local you are, to putting quality of calls above quantity, here’s what your customer services team can learn from SEO…

Analytics

A good SEO campaign is informed by feedback from your web analytics – highlighting the most valuable keywords on your site and helping to identify any areas that may have been missed.

If your site has a Frequently Asked Questions page or a Knowledge Base, however, analytics can also help you to understand your customers’ most common problems. Are they searching for product manuals? Perhaps your documentation isn’t in plain enough English. Discounts and special offers? Maybe you need to advertise your deals more visibly.