SEO Tools May Not Hold Your Answers, But People Might
When you’re working long enough in SEO, your first instinct when you’re tasked with optimizing a page or a site, might be for you to pop open your SEMrush, Ahrefs or a keyword forecasting tool and have it do all the heavy lifting.
However, you are missing a treasure trove of useful insights, quotes, comments and direction if you instead start a conversation with the following people:
- Your customer support team
- Your sales team or manager
- Your customer
- Your product manager (if you’re selling software)
Understand Painpoints & Sales Friction
You want to ask them about either the “pain point” that leads customers to get in touch, or the “friction” that stopped the person from becoming a customer without speaking to someone. Those two sets of data can help you revise, improve and update your product pages more
| Example Painpoints | Examples of “Friction” |
| I needed CRM software that could be licensed for a whole sales team | I didn’t understand your licenses |
| My toenails snag my socks | I couldn’t find directions to your nail salon |
| My website isn’t ranking online | I don’t understand how much you charge |
| I forgot my anniversary is tomorrow | You don’t have open hours on your site |
| My shoes are uncomfortable | You don’t have shoe sizing details on your product page. |