The SEO Trap for BPO

The SEO Trap for BPO

The SEO Trap for BPO

Too many sensible BPO managers fall for something which I would call the SEO trap'. Let me explain. Call center managers know that websites are real deal these days. They designated web designers and writers to get a cool website done. They get SEO experts to optimize the website into getting better SERP. When they get the listings that they were aiming for, they slip into complacency. They go smug, feeling that the websites will pull up their lead generation process considerably and their job was, for all practical purposes, done.

That is what I call the SEO trap. Once BPO managers get into this, they put too many apples into the SEO basket. Call center agents expect callers to fill up their phone lines. The outbound call center agents feel a spring in their feet because they have a spanking new website backing their vague mumbles. Even the lead generation team feels comfortable in its shoes. We take it that they get leads. Then what? Leads obtained will not be of any substantial use if you do not have the required back-up to convert these leads into sales. How often does your telemarketing team talk to the sales guys to check if the leads they are providing are actually making a mark? Feedback is blasphemously lacking.

Search engines are a fickle lot, unpredictable and unreliable. BPO planners have to understand this. Any planning on SEO has to be dynamic and well-propped up by contingency plans. Your SERP listings can fall any day. Your call center agents have to keep up their other telemarketing and lead generation processes to keep the project alive. Your clients will not excuse you because the search engines decided to slip your website down to the third page and you couldn't get those visitors.

Having high-ranking websites doesn't ensure good leads or revenue. You may have traffic coming to your website because you are listed right up there. However, when it comes to business, you are still fishing in shallow waters. BPO planners have a role here. Analyze. Check up Google Analytics or other tracking devices. Find out what makes the traffic come to your website. Was it a good blog post? Was it a user-friendly web design? Call center services are all about analyzing the results and building up the next frontier. Use your data to devise strategies. SEO works best when you have a plan.

Once you have traffic on your website, treat them well. They are guests. Make them friends. Only then do you have a chance to make customers out of them. For example, a lead generation form can be the reason people bounce out of your website! Ask for the essential details only. Remember that customers don't have much time to spend filling forms with inane details. Plan carefully with your call center agents on how they are going to call them back and not ask for the same information again! Focus on telemarketing to get the marketing mix right. SEO may not give you anything but it surely does give you an advantage. Make use of that!

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