Thanks to their ability to streamline communication with customers and website visitors, chatbots are all the rage at the moment.
Their impact on customer experience and satisfaction is tremendous. The latest tech advancements such as AI, machine learning, and voice search, to name just a few, have brought about a change in your customers’ expectations and requirements. They won’t settle for anything less than personalized, natural, and real-time interactions with your brand.
Conversational chatbots can help with all this and ensure that your website visitors get all the information about your products or services in a timely manner.
But, did you know that these smart algorithms can help you improve your SEO strategy too?
Chatbots Can Boost Customer Engagement
Search engine optimization is a practice that will help you optimize your website for search engines and attract your target audience.
But, even after your visitors land on your website, you can’t be sure that you’ve grabbed their attention. As a matter of fact, if you don’t keep them engaged, they will quickly bounce off, and that’s bad for your rankings.
As your ultimate goal is to get these visitors to convert – subscribe to your newsletter, make a purchase, or take any action you want them to, it’s essential to streamline their interactions with your brand and eliminate friction.
Chatbots make this easier as they engage customers by helping them navigate your website, find answers to their questions, and complete the desired action.
DuoLingo is a popular language learning application, and it’s a great example of how to use chatbots to keep users engaged. As a matter of fact, chatbots are one of its most powerful features. Foreign language learners usually feel uncomfortable when they have to speak up in front of native speakers out of fear that they will make mistakes and embarrass themselves. This app creates a relaxed setting and allows learners to talk to chatbots naturally, thus eliminating the so-called second language anxiety.
Another exceptional use case of a chatbot used for keeping website visitors engaged is National Geographic’s Einstein bot. Its purpose was to promote the network’s show, Genius. However, its conversational nature managed to keep visitors engaged and entertained with funny responses.
Chatbots Can Increase Your Dwell Time
Dwell time is one of the most important SEO metrics as it refers to the length of time that a visitor spends on a particular page before returning to the search engine results page.
In other words, the longer they stick around, the better, as it signals to Google that your content on that page is relevant for the search and that visitors do find what they’re looking for. All this also contributes to the overall user experience, around which a great portion of SEO revolves.
This practically means that if your visitors stay on your web page long, your rankings will be better. Although dwell time isn’t a fully-fledged ranking factor, it still significantly impacts the way Google perceives and ranks your website.
Apart from having superb content, good site navigation, and a seamless user interface, you can increase dwell time through chatbot implementation.
For example, in order to subscribe to a newsletter or blog, your visitors need to fill in a form. And that’s where, in many cases, things start to go south. Namely, if the form is too complex or lengthy, your visitors will lose patience and abandon the process.
If this happens often, your rankings will suffer.
Chatbots are available 24/7 and ready to give your website visitors undivided attention and help them fill out forms, complete transactions, or solve product-related issues. This will significantly reduce your bounce rates, as visitors will get all the information they need quickly.
It’s essential to select the right kind of chatbot and properly implement it.
Chatbots Can Personalize User Experience
88% of online consumers are less likely to return to a website after a bad experience.
But this doesn’t refer only to website performance, its speed, navigation, or mobile-friendliness.
Thanks to an abundance of choice, the modern customer doesn’t want to settle for inferior, generic, and uniform experience. That’s why brands that offer unique and personalized user experiences generate more traffic and maintain great SEO rankings.
As chatbots are capable of collecting, processing, and interpreting large amounts of customer information, they can be used to personalize user experience and offer every visitor exactly what they’re looking for in a timely manner.
For example, Nike’s chatbot can help customers personalize their sneakers by picking different colors, fabrics, and styles.
Similarly, Levi’s Indigo chatbot allows customers who aren’t sure how to formulate what they need to type only keywords. Based on their requirements, the chatbot displays a carousel of different products that they can select, order, and purchase directly from the chat.
As these advanced chatbots can store customer information such as their preferences, previous purchases, or viewed products, they can later use this data to hyper personalize product recommendations.
Such personalized user experience can improve your SEO in a number of ways. One of them is that happy customers tend to leave positive reviews on the internet, share your content, and recommend your brand to their friends and family. User-generated content is something that Google favors, which is why it will boost your SEO efforts.
Another important thing is that personalized user experience helps you build loyalty with your customers, which means that they will come back and purchase even more from you.
Chatbots Can Improve Your Website Functionality and Performance
On-site optimization is a key factor in every effective SEO strategy.
This means that your website should be properly optimized from a tech perspective so that it’s user-friendly, intuitive, and has responsive design
Last but not least, it should be visually appealing because aesthetics plays an important role in whether visitors will perceive your website as trustworthy and credible. Surveys say that first impressions are 94% design-related, which means that if your website is unattractive, your visitors won’t think much of it.
As a result, they won’t feel comfortable sharing their sensitive information, such as credit card numbers, with you.
That’s why you should be very careful when it comes to your chatbot implementation – everything should work smoothly and be well-designed.
When it comes to how chatbots can improve your website functionality and performance, it’s worth mentioning that they can help your visitors find the information they need effortlessly and without clicking back and forth.
It’s much easier for your potential customers to talk to a chatbot than browse through a number of web pages, or click on different links when they want to, for example, make a purchase. Bear this in mind when you’re building your chatbot so that it can be multi-functional and easy-to-use.
Starbucks took simplicity, efficiency, and functionality to the next level. Their chatbot comes with both text-based and voice-activated functionality, meaning that their customers can order using either of these commands. Besides, the chatbot allows them to pay for their order and tells them when it will be ready.
Chatbots are the future of marketing and sales, and their potential for improving your SEO strategy is tremendous. By implementing one of these smart algorithms, you can facilitate the way your website visitors interact with your brand and significantly improve their user experience, and Google will reward you by improving your rankings.