How to use Customer Relationship Management System for SEO

December 5, 2019 1:09 pm

Considering the rapidly changing global business environment, CRM, or Customer relationship management is regarded as a crucial component of business management. From identifying new leads and prospects to building relationships, analyzing the data, and acquiring and retaining all comes under the broad-spectrum approach of CRM.


Customer relationship management system is the data goldmine for any business. You have to think about all the information to be here in it and how it can be used to compile your sales and market efforts. Data could be from various sources including customers, sales calls, personal meetings, information through the mail, and other marketing data, which all comes into the pool through digital tracking from website, chats, social media, and other offline resources.

Even though the primary purpose of collection of consumer data is for marketing and sales, this can also be used as an invaluable input for your business search engine optimization strategy too. As we can see, both SEO and marketing could go hand in hand, and here, we will discuss some key factors as to how CRM work for SEO.

1. For brand and reputation management

The overall objective of CRM is to build customer relationships and manage them well. You have the information of primary leads, prospective leads, and the customers. Besides getting new customers into the pool, the major outcome of CRM comes through nurturing the relationships further and converts the customers into brand advocates through feedback and testimonials. You can take this on to the business review sites like Google or Yelp etc.

Online reviews could be vital in terms of SEO. These links and text contribute directly to the SEO rankings and also serve as external validation links for your brand. When the new users see that your customers are raving about the brand online, you become an instant choice for the new ones as well. So, by combining reputation management effectively with SEO, you get double the benefits from a CRM.

2. Guidance for content preparation

With SEO in mind, one major challenge for business marketers is to decide what type of content is the best. You should be original, easy to understand, and also the most relevant with your content. The best approach to this is to find out what your potential customers need and search for. CRM makes it much easier to understand.

Keep track of the business conversations with your prospective leads, and this data can tell you volumes about their interests. You may assess all types of data, including calls, emails, social media data, etc. You may also track information from the conversations through online articles and blog posts etc. By following these series of conversations through the customer journey, a business decision-maker can relate it with insightful content ideas for your next blog series, newsletter, or e-books.

3. Outreach of the bloggers

The scope of blogging is also increasing lately. Activities like guest blogging in which a piece of content by a third-person being posted on the page, are considered to be largely powerful in SEO. As an SEO experts do, initiating guest blogging will provide the brands with an opportunity to increase their web presence and get a new set of audiences. Guest blogging can also help establish brand authority. Having your content posted on anyone else’s site is also equivalent to getting an endorsement. Doing it well with established influencers is a win-win proposition.

To do this well, you have to first identify the top-quality bloggers and other relevant websites in your industry. Here, a good CRM can offer you many opportunities in identifying influencers and competitor information. Just go through the contact lists and find the individuals and businesses which can endorse you and provide some content to the website.

4. Optimization of keywords

Keywords are an essential consideration while people think about SEO. As the first step of your SEO activities, one should do thorough keyword research. The findings of this study lay the foundation of the on-page and off-page SEO strategies as well as the content development efforts. For doing keyword research, you need to have a good grasp of the search habits of the customers.

Again, a CRM can be your best friend in this effort to provide a better insight during keyword research. The topics, content, conversations, and questions on a typical CRM would tell you how your customers think and what they search for. These can act as an excellent source for keywords. If you play close attention to their choice of words in conversations and can then relate it with the keywords, you identify as relevant. You may use these keywords for your home page, landing pages for promotions, blog posts, as well as social media postings to drag in more visitors.

5. Social media marketing

As of late, social media is emerging as a highly relevant facet in SEO strategies. Effective usage of social media channels could be one of the most efficient ways to improve your overall brand performance online. Social media efforts can work in terms of building more audience through effective distribution of content. All SEO experts now endorse the need for social media marketing engagement as an indirect (but most relevant) SEO ranking factor. In the future, we can see how these social signals are becoming more relevant for SEO.

Your CRM can also help in nurturing and maintaining a bigger and relevant social media network, which will contribute towards your SEO efforts. By assessing the CRM data, you can identify your best social channels with the presence of potential customers and also get ways to reach to the prospective clients on the same channel. It is not just about following them on social media but put in intensive effort to convert your social media profiles your active interaction space with the prospects. You can get your conversations started on the social platforms, and further take it on to your website and then direct.

In all these ways, your CRM acts as a key initiator in terms of SEO efforts by collecting and maintaining the most valuable asset of your business, the data.