SEO and Customer Success Are More Similar Than You Think


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A lot of people think that SEO lives in its own little world. A world run by linking schemes and keyword focused title tags. That it’s only used to drive leads to a business and nothing else.

I say those people are wrong—SEO doesn’t have to live in a bubble. It can affect many other parts of the business other than just marketing and growth.

In the end of the day, I think SEOs and customer success have very similar roles. They’re both there to help people answer their queries and solve their problems. Turns out we’re not so different after all. At Practice Ignition, we’ve found that they actually overlap quite a bit.

In this article I want to walk you through a couple examples of how SEO and customer success work hand in hand.

1. Resources can be leveraged for both SEO and customer success

One of the biggest problems with our product is that the customers don’t fully grasp the end result. They understand what the product does, but it’s hard to visualize how it’s going to help them in the end. This is a problem that customer success has to tackle.

So wouldn’t it be nice if we had a resource library that showed people exactly that?

Well we’ve decided to start building out a proposal template library. We plan to build out templates for every industry we service, from accountants to garbage disposal.

Now customer success can point them in that direction as they come on board and show them exactly what the client will see. This is a resource that the customer success team has been clamouring for.

On the SEO side, there are some high traffic keywords around these terms. ‘Proposal Template’ gets over 25,000 searches per month alone, which doesn’t consider the longer tail keywords like ‘IT Project Proposal Template’, etc.

In this situation, we’re both solving the user’s problem by building out this library. It’s a true win-win.

2. Education helps both SEO and customer success

One of the biggest issues that customer success has to face is educating the customer on the product and solving their issues.

Well, if your customers have this problem, chances are other people have the same problem.

A lot of the traffic to our website comes from help desk pages that our customer success team have made. They’ve been doing SEO without even knowing it!

This is around terms like “how to build a proposal” and “creating a contract”. The content not only solves our users problems, but drives potential new visitors to the website.

Don’t block off your customer success articles from being searched. This educational content might be useful for more than just customer success, it might be killer SEO content as well.

You could already have a lot of this educational content written that could be leveraged for SEO as well.


Don’t let your content and resource creation live in silos.

Have the SEO/marketing and customer success teams work together to see if they can build content in unison. If you get the combination right, you’ll start firing on all cylinders.

Christian Sculthorp
Christian Sculthorp is the head of growth at Practice Ignition, proposal software with built-in contract generation and client billing (including recurring). He's worked in SEO and growth for over 9 years and has been featured in Search Engine Land,, Business2Community and more.


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