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How do ChatBots affect SEO?



How do ChatBots affect SEO?

If you’re reading this and are pretty well-versed in digital marketing then your first reaction to this question would probably be “of course not”, but in this blog post I am going to dig a little deeper into the different elements affecting SEO rankings to show you that ChatBots may be playing a bigger role than expected.

Let’s look at just a few of the different factors that come into play when deciding your domain authority (SEO ranking)

  • Quality Backlinks

  • Bounce Rate

  • User Experience

Before diving into everything, it’s important to understand that there are, roughly, 2349769 other things that affect your SEO ranking. These are just a few of the different elements that ChatBots can directly affect.

When somebody clicks onto your website, what currently happens? Are they told what to do, or do they get there and say “now what..?” Your website should always be developed in a way that improves the user’s experience, and there’s no better way to do that than to make sure your site visitors don’t feel “lost” when they click onto your page. Imagine showing up to your local supermarket looking to buy a loaf of bread, but you can’t find the bread aisle. Instead of searching down every aisle looking for bread, you’d more than likely search for the nearest store employee so they can steer you directly towards the appropriate aisle.

Now, people aren’t going to search through every “aisle” of your website to find the “bread” they are looking for.  They are more than likely going to click off your website and find another one that’s more user-friendly.  But, let’s say you had a “store employee” on your website that was able to direct your site visitors exactly to what they want. Not only would that improve your site’s overall experience, but it would also result in more sales.  Well, that’s exactly the power of ChatBots. You wouldn’t leave your brick & mortar location unstaffed during open hours, so why do that to your website? Let’s not forget, ChatBots like to work 24/7 for free and you won’t catch them giving your customers a bad attitude! Well, unless it’s programmed to…

“That’s great, Ryan, but what the hell is a bounce rate and how can a ChatBot bring my website more quality backlinks?” -You

I’m so glad you asked! Your domain’s bounce rate is concluded by how many people visit your web page and click off before actually interacting with the site. Therefore, a high bounce rate is bad and a low bounce rate is good. If your site visitors see a ChatBot pop up on their screen to assist them, the likelihood of them further interacting with your website is much higher. Part of this could be because of the single most powerful psychological tool that marketers have at their disposal, curiosity. ChatBots are a new technology and people are typically intrigued by new tech. Some people are just interested in testing the efficacy of these bots, but we are able to use this curiosity to our advantage.

Now that you’ve used the ChatBot to grab their attention, you can lead them directly down your desired path to make the sale. Kinda like having a salesperson permanently on your web page, one that has a pre-determined sales process that, if built properly, can increase your site conversion rate significantly. For this reason, it is important to pay attention to the CTR of your ChatBot. That way you can find out where your customers are falling off the sales process and optimize it accordingly.

So at this point, your ChatBot is not only lowering your bounce rate numbers but also increasing your customer’s overall experience on your website. But wait there’s more… Your Messenger ChatBot also collects information on everyone that talks to it so you can efficiently retarget them later.  Think about it as email marketing done right. Messenger allows you to retarget your audience with your content in a non-promotional way.  This way you can disseminate your content and get more eyes on it which, in turn, results in more sites linking back to your domain.  Messenger marketing typically has 3x better results than email marketing. This is just one of the many reasons why messenger marketing is better than email.

In conclusion, ChatBots are an incredibly powerful tool that marketers now have at their disposal. This blog barely scratched the surface of what ChatBots can do for a business, but with companies currently looking for any way possible to get ahead of their competitors in the never-ending war of SEO, it is safe to say that ChatBots will cement themselves as a MUST HAVE for every business site. The sooner your company implements a ChatBot onto its website, the sooner they can begin climbing up the SEO ladder.

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I've been in the digital marketing world for a few years now. I started off with running Facebook ads for my own fitness business and then realized I wanted to run ad campaigns for other businesses full time. Since then I have dove into the Messenger Markerting industry head first. I now develop ChatBots, create digital marketing campaigns, assist with brand strategy, and run social media advertisements for small to mid-sized businesses. It gives me great joy knowing that my line of work can impact other’s so greatly.