Meeting your customer’s expectations online is increasingly difficult. That’s because your online support isn’t compared against the support of your competitors anymore. It’s measured against the experiences delivered by companies like Netflix, Amazon and Google.

With competition always a click away, a great customer experience cannot be a one time project that ends at “go-live”. It’s a process that requires continuous optimization, driven by data and customers’ feedback. Fixing the problem is what matters to your customers. Anything else will fuel their frustration and drive calls to your contact center instead of reducing them.

Ongoing SEO is key to findability

SEO is an enabler to your online support.

For a while now, Google is your first-line agent. However, if your support content isn’t among the top search results, your customers simply won’t find it. They will get an answer on some of the top-ranked community forums or even worse – on a competitor’s website.

That’s a missed opportunity to serve your customers and have a meaningful engagement with them. Especially in these “moments of truth” that ultimately define the relationship and customers’ loyalty.

Optimizing the search engine visibility of your content wouldn’t only enable you to control the narrative in these interactions. It will also help to improve ticket deflection and reduce support costs.

The challenge lies in the overwhelming 500-600 algorithm updates Google rolls out every year. Though most are minor, some can disturb your external findability. Online support, therefore, needs continuous attention and optimization to remain visible.  

Optimization tip: Prepare for voice search

Voice search in both marketing and customer support is moving towards mainstream. Yet, as Forrester confirms, there is little talk about the real impact voice search will have on businesses. Voice searches are increasing exponentially and the time to start preparing is now.

In traditional (text-based) SEO your best ranking is number one. With voice search, your only relevant position is ‘position zero’, also known as the featured snippet on the search page result.

Adapting to evolving customer expectations

Making your content easy to find is only half the battle. Ensuring that it’s actually useful and helps customers to solve their issues continue to be a challenge.

The problem is that many companies still treat online support as a one time “set it and forget it” type of project. This mindset has been long disregarded in marketing, but it’s still very much the case in the customer service field.

To deliver effective online support you need to measure the performance of your self-service content, gather customer feedback and adjust accordingly. Listening to your customer, making sure every click is usable, and creating support from an end-users perspective is already a great step towards better usability.

Consumers are being educated by technology leaders like Google or Amazon. They teach them what they should expect from all their digital interactions, with ultra-convenience as a keyword.

These leaders are setting the new standard for customer experience. The secret to their success is continuous experimentation and optimization. They run thousands of experimentations per year to optimize their customers’ experiences.


As customers’ expectations continue to rise, delivering effective, easy to find support is more important than ever. Put your experience next to those delivered by the digital leaders. Equip yourself with analytics and get ready to test and optimize. Use the data and customers’ feedback to reduce friction and deliver better experiences on an ongoing basis.