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Your assist desk is a treasure trove of buyer insights that your advertising and marketing, gross sales, and customer support groups can all study from.
Depending on the scale of what you are promoting and the sophistication of your buyer, you seemingly have a group of instruments to permit clients to:
- Submit assist tickets, search your information base (assist articles).
- Live chat together with your staff (or bots).
- Give you the flexibility to survey your clients’ NPS.
Once your assist desk is correctly configured, listed here are seven SEO insights you’ll be able to mine out of your ticket log and assist desk analytics.
1. Keyword Research & Analytics
What are the most typical phrases that your clients are utilizing when submitting a assist ticket or looking out your information base?
Depending on the sophistication of your ticketing system, you’ll both be capable of see these insights throughout the app or you’ll be able to export all your tickets right into a CSV.
From right here, there are a bunch of textual content analyzer instruments that can assist you establish the most typical points or questions that clients are experiencing.
One different analytics perception you’ll be able to achieve out of your assist desk is figuring out how persons are discovering your assist documentation.
Are folks discovering your documentation by way of natural search or through your individual inner search performance?
If persons are primarily coming to your assist docs from Google, this might point out that:
- Either your assist docs’ search performance or structure isn’t assembly your clients’ wants and they’re looking out Google for one of the best documentation.
- Or you might be producing search visitors from non-customers.
Crawlable assist documentation can drive a considerable amount of long-tail search visitors.
If you drive non-customers to your assist desk documentation, this could possibly be a superb alternative to introduce these guests to your consciousness or consideration stage content material.
2. Content Ideation
Once your information base is clearly organized by class, you’ll be able to mine analytics knowledge to see what subjects folks spend essentially the most time studying.
Content groupings and/or customized stories in Google Analytics are your finest buddy that can assist you arrange your knowledge this fashion.
This reporting will inform you about what different documentation you need to create or improve by way of your customer support or advertising and marketing groups.
In many instances, you could have already got the written documentation however it is advisable spend extra time bettering it by way of video, in-app microcopy, or different content material codecs.
Lastly, don’t overlook to submit your assist documentation articles by way of Google Search Console. This will help you establish extra subjects that you just’re producing impressions for in search no matter whether or not you might be truly producing visitors by way of these pages.
three. Search Seasonality
Certain instances of the 12 months, folks ask sure questions greater than others.
Analyze buyer ticketing knowledge month over month or quarter over quarter to establish tendencies in your clients’ search conduct.
You’ll be capable of be a extra proactive marketer or buyer success supervisor in the event you’re capable of anticipate the rise in assist desk inquiries throughout sure instances of the 12 months.
This proactiveness will assist inform:
- How many assist desk brokers you want throughout sure instances of the day or week.
- What articles you wish to function round particular campaigns or product launches.
- Your potential to distinguish predictable seasonal churn versus a bigger extra systemic churn situation.
four. Identifying Topics to Attract Affiliates or Partners
If you might be rising a channel aspect of what you are promoting, ticketing knowledge will help you establish the particular subjects potential companions will probably be exploring as they contemplate participating in a extra formalized referral relationship.
Segment your current companions’ ticketing knowledge and mine it to establish subjects that your future companions might want to discover.
Don’t have companions but? Pull collectively an inventory of potential companions.
Use SEMrush or Moz to establish the forms of non-brand-based queries they rank for.
Use this knowledge in your prospecting/outreach campaigns to them so as to present your alignment with these companions and that your clients can profit one another by way of referrals due to your content material overlap by way of forms of subjects.
You may also use SEO knowledge to establish which companions to concentrate on from a co-marketing perspective.
If your potential companions have a big SEO “share of voice” for particular subjects you need to rank for, then these often is the companions you need to contemplate co-marketing with by way of a co-branded guide or webinar.
5. Product Roadmap Decisions
If you retain your knowledge-base articles ungated (and viewable to crawlers), pull Google Search Console knowledge for key phrase impression and click on knowledge.
Identify tendencies in function requests and integration queries that can assist you prioritize product growth choices.
Google Search Console permits you to create an account primarily based on a subdirectory or subdomain, so this can assist you to isolate the key phrase impression knowledge particular to your assist desk.
6. Usability by Device
How are folks coming to your assist desk?
Device-level knowledge from Google Analytics provides us perception into how (and in what conditions) persons are looking for buyer assist.
If you see extra assist desk queries coming from cellular units, this might point out that customers are operating into points when they aren’t sitting at their desks.
Next, pair device-level knowledge with warmth mapping and person recordings to rapidly establish the place customers are operating into roadblocks.
7. Localized Campaigns
How do your clients’ search behaviors range by geography?
Indexed assist desk knowledge can present the advantage of driving visitors from each clients and prospects.
Create customized Google Analytics stories figuring out the forms of subjects customers are coming to your web site to study.
These insights can empower buyer advertising and marketing and coaching departments.
For instance, in the event you see an uptick of assist desk search visitors coming from a selected area and from a selected buyer section, contemplate that includes their support-need subjects inside:
- Localized person teams.
- Customer training.
- Or product advertising and marketing campaigns.
Alternately, in the event you’re driving search visitors from non-customers to particular product assist documentation, this is usually a good alternative to transform these guests into leads by way of top-of-funnel calls to motion or chatbots.
Don’t assume the entire search visitors to your assist desk or knowledge-base articles are made up of simply your paying clients.
You can higher align your advertising and marketing, gross sales, and buyer success groups with:
- Some primary textual content evaluation of your customer support tickets.
- Knowledge-base search queries.
- GSC keyword-level impression knowledge.
With this knowledge, you too can be extra proactive in assembly your clients’ and prospects’ wants.