Merry Christmas from Artemis Marketing


The team at Artemis would like to wish our clients, staff, and partners a very Merry Christmas for 2021!

2021 has been a very busy and challenging year, we would like to say a huge thank you to our clients who have continued to support us through the pandemic.

Over the course of the year, we have continued to work hard to deliver the best possible results for the businesses we work with.

There have been many changes through the year as Google shifts its algorithms and launches new aspects of search.

It is our focus to stay ahead of these changes and ensure positive outcomes for our clients. This is something we will continue in 2022.

The Artemis offices are closed for the festive season from 1pm on Thursday 23rd December. We open for business again on Tuesday 4th January 2022.

If you need urgent assistance before then please email which will be monitored daily by our emergency support team.

Once again from everyone at Artemis:

Merry Christmas and a Happy and Healthy New Year!

We look forward to a peaceful and prosperous 2022.

What Does the Change to Google Business Profile Mean For You?

GMB profileGoogle has chosen to make changes to its local listing platform. Previously known as Google My Business, or commonly by the acronym GMB, the service is now called Google Business Profile.

GMB has always been seen as a key part of effective local SEO – and that seems to be set to continue under its new name and a redesigned layout.

Here we take a look at the key features of this change to establish what the move to Google Business Profile means for you and your business.

A simpler system

One major aspect of the redesign has been a focus on simplifying the platform so that businesses can claim and verify their Business Profile via other Google products that they use.

Rather than exclusively using the Google My Business app, business owners will be able to manage their profile via Google Search, Google Maps, and their respective apps.

According to Kara Jancourtz, Community Manager at Google: “It is now easier to complete verification or resolve other issues with your Business Profile. Just search for the name of your business on Google or go to your profile directly in the Google Maps app and you’ll see an option to verify the profile or resolve other issues, like profile suspension.”

It seems that Google does have plans to completely retire the Google My Business app at some point in 2022.

Google Business Profile Manager

A big part of the change will focus on simplifying the setup for larger businesses that have more than one location.

The current Google My Business web experience will be transformed into Google Business Profile Manager. This should make things much easier from the perspective of managing multiple different profiles for a single business.

There will, however, be more ways to manage your Google Business Profile through products such as Google Search and Google Maps.

How will this affect your business?

The local listing platform is a key part of optimising for local search. At Artemis, we have always encouraged a strong Google My Business profile for our clients.

And while this platform might be making some changes, we tend to think that a business’ attitude towards it should stay the same. Google Business Profile will continue to be an absolutely essential part of local SEO.

Currently, the interface for using the platform won’t actually change a great deal beyond the branding. And while this will mean some upheaval for the local listings, this change should occur gradually.

Businesses will have the opportunity to more easily claim, access and edit their local listing – and that can only be a positive.

Artemis has years of experience managing Google’s local listings platform and conducting the highest quality local SEO for clients. If you are interested in having us do the same for you, please contact us today by calling 01444 645018 or emailing and we will get back to you as soon as possible.

On-Page and Off-Page SEO: What’s the Difference?

On-Page and Off-Page SEO: What’s the Difference?

On-Page and Off-Page SEO: What’s the Difference?Your SEO strategy is fundamental to attracting customers and turning them into conversions and sales. A high-quality SEO strategy should always include a mix of both on-page and off-page SEO techniques and tactics – there is no point in doing one without the other.

But the difference between on-page and off-page SEO might not immediately be clear – and it is always important to understand your SEO strategy, even if you have an agency doing the work for you.

So, here we present our guide to on-page SEO and off-page SEO, and discuss how the two come together to be effective in a quality campaign.

What’s the difference?

In basic terms, the distinction is simple and obvious: on-page SEO refers to anything that is done on your website to help you rise in search engine rankings. Off-page SEO is what occurs away from your website.

However, there are complexities in both, and it is important to understand the strategies for each and how they complement each other.

On-page SEO

You are in full control of your on-page SEO. This work includes everything that you do for your own website to boost yourself in the rankings. It can include everything from content creation and internal linking, through to more technical work such as URL structure and page loading speed.

When a search engine views your site, it takes into account a range of on-page signals, and these play a major role in how you rank for specific search terms.

Examples of important on-page SEO work

There are actually many different examples of on-page SEO and it is important to include all of them in your overarching SEO strategy. Some of the most important include:

  • Quality content – the old SEO adage ‘content is king’ still certainly applies. Having great content on your website shows search engines that you can provide visitors with what they are looking for. There should be a real focus on quality – all content that you put on your site should be well-researched, relevant, exceptionally written and, most importantly, unique.
  • Content structure – just as the quality of your content is vital, so is its structure. This refers to using the kind of signals that search engines like to see on a page to help them understand its intent. This means utilising headings tags correctly, and skilfully incorporating the keywords that you want to rank for.
  • Linking (internal and external) – we’re not talking about incoming links here (we’ll get to that in a moment). On-page linking refers to links within the content on your site and where they point. Linking internally to other pages on your site is a vital element of good SEO, and it helps search engine crawlers to find their way around your site as easily as possible. It also makes navigation potentially easier for users. On the other hand, linking externally to high quality websites and trusted resources actually shows to search engines that your website is similar to theirs. External linking can also help you win backlinks.
  • URL structure – sometimes overlooked, your URL structure has a big impact on your SEO. Well-formatted web addresses help search engines to understand the hierarchy of the site, and is another feature in easiest possible navigation for crawlers.
  • Page loading speed – an increasingly crucial ranking factor, the speed a page loads is considered by search engines to be an indicator of its quality. Search engines want to present users with the page that they are looking for as quickly as possible. If sites are slow to load, users may click away.
  • Meta title and description – the title of the page and the meta description are always the first thing a searcher sees when they find you in the listings. Using search-optimised phrases in title is an important signifier to search engines. Meta descriptions don’t actually affect your ranking, but failing to write one can lead to search engines automatically generating one.

Off-page SEO

Off-page SEO work refers to anything that affects how you rank that isn’t done on your website. Search engines don’t only consider your site when they rank you – they also consider how you are perceived by other sites. Do quality sites link to you? Do you have good ratings on independent review sites?

The stronger your off-site SEO, the better you will rank.

Examples of important off-page SEO work

There are many off-page factors that influence your SEO. Some important ones include:

  • Google My Business (GMB) – GMB is a free tool Google offers to business owners to allow them to appear in different location in organic search listings and Google Maps. The large bar appears in the right-hand side of the search results, making a striking visual impression. A well-optimised GMB profile can be a big boost for your local SEO.
  • Reviews – your ratings on independent review sites such as Trustpilot, Facebook, Feefo, and especially Google Reviews are a crucial ranking factor. Getting good reviews indicates that your site is trusted.
  • Link building – incoming links remain one of the most elements in search engines determining your perception online. Earning links on high quality sites shows Google that your website is trusted. It’s vital you avoid low quality links, as they can have a negative effect. Your focus should be on getting the best possible links you can.

At Artemis, we experts in all aspects of SEO. Our team can manage all elements of both on-page and off-page SEO. If you are interested in learning more, get in contact with our experienced team today.


Why you should invest in high quality content for your site

Great content can be a huge advantage for your site, impressing visitors, increasing conversions, and boosting sales.

Producing the kind of high-quality content needed to make an impact requires investing in experienced writers who understand marketing and how to promote your business.

Of course, whenever you make a business investment in anything, you need to feel confident that you will see a return on your investment. The same goes for content for your site.

Thankfully, content actually has a direct effect on the success of your website in a number of ways. Perhaps the most immediately visible outcome is the effect on your search rankings.

It will increase your rankings

Google and other search engines consider high-quality content to be an important ranking factor in their algorithms. They want to see that sites are providing useful and valuable information to visitors to ensure they are providing searchers with what they are looking for.

Consistently producing extremely high-quality content that is SEO-friendly as well as user-friendly will encourage Google to place you higher for key search terms.

It will help you make sales

On the subject of return on investment, great content can also help you to make more conversions and sales of your products and services. The ultimate of everything you do on your website should always be to increase your ability to generate revenue – content can help with this.

Great content should be optimised with calls-to-action (CTAs) and persuasive language that convinces a visitor that now is the right time to make a purchase.

It can be difficult to show a correlation between content quality and sales, but it speaks volumes that many marketing professionals consider content and content marketing to be an extremely effective tool in encouraging sales.

It benefits at different stages of the customer journey

Yes, content can contribute to sales and conversions – but not all of the positives are quite this direct. While content that has a focus on conversion rate optimisation (CRO) can promote sales, a much larger amount is directed at different times in the customer journey.

Not every visitor to the site is ready to make a purchase. Some are still gathering information, some are visiting various sites to consider the options available, others are scouting for the best prices; great content can be beneficial at all stages of the customer journey.

A good portion of the content that you create should not be aimed at sales at all – simply at providing the things that customers are interested in before they make a purchase. Impress them with your content, and they are much more likely to come back when they are ready to buy.

It showcases the expertise and builds trust

High-quality content showcases your business as an expert in your industry. If visitors come to you as a resource when they need to find something out, it showcases your knowledge.

This relates to the fact that customers can come across your site at different times in their journey. Customers who are still at the stage where they want to learn more about the kind of products and services you offer, see a website that provides that information in a more positive light.

Showing that you have this kind of expertise also helps to build trust with customers, as they see you as more than just a company selling something, but an expert in the field.

It will help you stand out from your competitors

It is important to differentiate your site from your competitors, and quality content is one of the best ways to do this.

When potential customers are interested in making a purchase or completing a conversion, it is unlikely that they will only look at one site before buying. They will shop around and find something that appeals to them most.

Sites with great, helpful content are more memorable and definitively preferred to those that lack it.

It is a great way to retain customers

In a similar vein, retaining customers is easier when they feel an affinity with your site and feel that they want to come back to it. Much of this is down to your content.

Customer retention and repeat business are a vital part of a good marketing strategy for the majority of businesses – so anything you can do to maximise this situation is better. If customers need aftercare or additional help, being able to come to you for assistance is a huge benefit to your brand.

It helps with other marketing strategies

Having great content on your website goes a long way to making your other marketing activities easier. We’ve already talked about the benefits of content for its direct effect on rankings – but it also helps SEO in general in a variety of ways.

Filling up your site with great content makes it more likely that users will see it as a useful resource, and that will encourage external sites to link to it naturally. Clearly, genuinely informative content is also helpful when managing a link-building campaign.

And with almost any kind of digital marketing you can name – email marketing, social media marketing, PPC – it is beneficial to be able to push customers to a site that is actually what the user wants to see.

Artemis has a team of highly experienced content writers who can create everything from captivating product copy to in-depth guides and ‘how to’ articles. If you are interested in using great content to your advantage, get in contact with the team at Artemis today.


The Three Pillars to a Successful Google My Business Profile

When looking to improve their SEO, many businesses focus solely on optimising their website. Whilst this is hugely important, it is far from the only way that businesses can improve their search rankings. There are other extremely valuable opportunities to rank locally, namely by optimising your Google My Business (GMB) profile.

GMB is Google’s business directory, containing information about businesses ranging from their address and contact details to specifics about how they operate and the products or services they offer.

Creating and maintaining a strong GMB profile is a sure-fire way to increase your online local visibility.  Many factors impact how successful your Google My Business profile is, but we’ve narrowed it down to three: Proximity, Relevance, and Trustworthiness.

Here we take a look at the three pillars of a successful GMB profile and what you can do to maximise your business’ profile.

  1. Proximity

GMB is most important as a function of local search. Customers are more likely to use businesses in their vicinity – so it is vital that your GMB profile is centred around your physical location.

There are a variety of ways to focus on proximity within your GMB profile – of course, a huge part of this is ensuring that you have the correct address and postcode in your GMB listing. It might seem obvious, but inconsistencies here can create problems, not to mention confusion for your customers.

Now it goes without saying that you can’t pick up and move your storefront, but companies that offer a service frequently operate in a wider geographical area than what is listed as their core address. By specifying this radius in the service area section, businesses can improve their chances of ranking for prospective clients further afield.

  1. Relevance

Your GMB profile must show good relevance to the search topic – if you are offering hairdressing services, you don’t want to be ranking as a local restaurant. To increase relevance, optimising your GMB profile is key.

It is important to consider the most suitable categories that define your business – take the time to go through the available categories to make sure that you are using the right ones. It is also worth adding products if you are an eCommerce business, or services if not.

You can also show your relevance to the specific search queries via writing a high-quality company description that really sets out the niche of the market you operate within, as well as the industry as a whole.

  1. Trustworthiness

Unsurprisingly, the more positive reviews a business has, the more they will develop trust with potential customers. And this has a snowball effect. According to Brightlocal, 87% of customers now read reviews on local businesses. This indicates that they are a significant factor in the consumer decision-making process – and should therefore be a vital part of your GMB profile.

Another way to develop trust is by adding personal images to your GMB profile. Are you a local restaurant? Add images of your seating area and the food you serve. Are you a construction firm? Add images of your team along with before and after images of projects you have carried out.

According to Google, listings with photos receive 35% more clicks through to their website than those who don’t. So whatever it is that makes your business unique, showcase it through your images.

Our seasoned SEO professionals are leveraging GMB for our clients. To get the most out of your Google My Business profile, get in touch today.

The Continued Importance of Link Building

The Continued Importance of Link Building

The Continued Importance of Link Building

If you want your site to rank well on Google, you need a strong backlink profile. Getting natural links on the basis of the quality of your product and services is an important part of this – but you can make your SEO strategy even more effective with a link-building campaign.

Link building isn’t easy; to build links in 2021 you need a combination of carefully considered research and planning, note-perfect content creation, and the ability to build rapport with a wide network of high-quality sites. But the fantastic results can make it worth it. Here we take a look at how link building works, and why it is still hugely valuable to your site.

Why is link building important?

The main reason that link building is important in 2021 is simple: it works. Inbound links remain one of Google’s most important ranking factors. Receiving a link from a strong site is considered to be an endorsement of your site.

Getting a number of strong links over time builds up a fantastic backlink profile, and this is crucial in improving your rankings for specific terms.

But getting high-quality links for your site is easier said than done – it takes a great deal of work at all stages of the process. So, let’s look at some of the factors involved in link building.

Creating the highest quality content

The practice is known by the name ‘link building’, but today getting the top-quality links needed to boost a website’s search engine rankings is only possible by earning those links with exceptionally high-quality content.

Creating content for link building takes a huge amount of planning and research – not to mention the time needed to craft the piece and get it ready for publication. But it is important to remember that this is only one step in the process. Strong link building takes the work of skilled writers, but a huge part of it comes down to the outreach process.

Building a connection

Outreach involves the process of finding and contacting sites to establish whether they are interested in linking back to your site by posting a blog or article. The most basic version of link building involves writing a great blog or article that links back to your site and then offering that article around to a number of sites to see if any are interested in posting it.

However, this method rarely achieves the results you are looking for. Increasingly, outreach and content creation are intrinsically linked. Before any content is written, it is wise to build a connection with other sites and then establish the kind of content they are looking for. This helps to ensure that you can then create content that will definitely be published by a specific, powerful site.

Avoiding bad practice

Perhaps unsurprisingly, there is a lot of bad practice in terms of link building – and this can sometimes give the concept a bad name. We have already talked about the mistake of not targeting specific sites for link building, but there are actually a number of far more fundamental issues that can go wrong.

In the past, it was common to see link builders stuffing articles with a large number of links or, worse, publishing articles in great numbers on very low-quality sites. Google and other search engines are now far more sophisticated, and can easily understand when a site is receiving a high number of bogus, low-quality links.

In the best-case scenario, these links will simply be ignored by the search engine’s algorithm resulting in significant wasted effort. But is also possible that sites with a high number of poor-quality links will be penalised and negatively affected in their search rankings. This is why it is always wise to let link-building professionals and SEO specialists manage this work for you.

Choosing the right sites

We have established that publishing on the wrong sites can be a real negative from a link-building perspective; so, how do we go about picking the right sites? Firstly, it should be pointed out that low-quality sites are often obvious: excessive advertising, low-value content, and poor web design are all alarm bells when assessing a site for suitability. That’s before you start looking at the numbers.

Domain authority remains a very important metric in establishing whether a site is valuable to get a link from. Additionally, it is worth looking at secondary metrics – for example, do they have active social media profiles that receive regular interaction?

It is also important to think about relevance. If your site sells comic books, and the one linking to you focuses on reviews of washing machines, it’s not hard for Google to notice the relevance disconnect.

Selecting relevant directories

Another important aspect of link building comes in the form of directories. It was once the case that businesses would have themselves included on any directory site – a site that functions as a directory of businesses and sites to help customers find the services and products that they need. Unfortunately, as with many SEO tactics, this was overused and Google began to recognise and place less importance on low-quality directory links.

Today, directory links still have a place, but only when directories are carefully selected and chosen for their strength and relevance. Working to a specific criterion, it is possible to get genuinely high-quality links simply through submissions to directories.

At Artemis, our content and digital PR team specialise in high-quality link building – getting powerful links to help your site rank higher on Google. If you are interested in learning more, please get in touch with our experienced team today.

Artemis Goes Green

Artemis Goes Green With the Electric Car Scheme

Artemis Goes GreenAs a part of our ongoing commitment to improving our corporate social responsibility, Artemis is taking part in the Electric Car Scheme.

Artemis has been taking steps to become a more environmentally conscious company, and this is something we are taking very seriously. The Electric Car Scheme offers a fantastic opportunity for us to encourage staff to move to more environmentally-friendly electric cars.

Going green

At Artemis, we recognise the impact that we, as a business, have on the environment. We believe it is the responsibility of companies to do as much as they can to reduce their carbon footprint and make environmentally conscious choices.

We have made a number of changes to do our part. These have included opting for Fairtrade and environmentally-friendly cleaning products for our office, using recycling schemes, going virtually paper-free and more.

Offering our staff electric car leasing as a part of the Electric Car Scheme is the latest step in our efforts to go green. Switching to an electric vehicle saves five tonnes of carbon per year.

How does the Electric Car Scheme work?

The Electric Car Scheme is a salary sacrifice scheme that allows employees to lease any electric car of their choice. The key feature is that fixed monthly payments are taken from the salary before any tax or National Insurance is paid.

This means that the savings on the car can be significant – between 32 and 62% cheaper than a standard electric car lease.

Functionally, the scheme then operates the same as a standard car lease, so the concept is familiar and easy to manage. It is also significant that while this is a company scheme, the vehicle is not considered a company car, and the car can be used for personal or business use.

Next steps

We are always looking for more that we can do more for the environment, and will continue to explore ways that we can make our working environment greener.

Artemis is an SEO and digital marketing agency with years of experience and expertise. If you are interested in learning more about what we can do for you, please get in contact with our knowledgeable team today.

5 Ways to Give Your Branding a Spring clean

Five Ways to Give Your Branding a Spring Clean

It’s no exaggeration to say that the Covid-19 pandemic and resulting lockdowns have been extremely tough on businesses in all industries. Those that have managed to keep their head above water have almost certainly lived through an extremely volatile marketplace and faced challenges that they never expected.

However, there is hope on the horizon. Restrictions are being lifted, and the rollout of the vaccine has been speedy. This has given businesses the opportunity to plan towards a successful year. To do this, you need to start to think about what you are going to need; and it is really worth considering the benefits of great business branding.

Branding evolves naturally over time, but if you don’t take the time to think about it and refine it, the essence can be lost.

So, now is the perfect time to give your branding a good spring cleaning. Freshen it up for the year ahead and enjoy a more prosperous 2021. Here are five ways that you can refresh your branding this spring.

5 Ways to Give Your Branding a Spring clean
  1. Consider your target audience

Your brand tells your audience the kind of business you are, but that works in reverse too; the wrong branding can put people off your products and services. This is unfortunately sometimes the case for organisations, as the audience can change over time, while the branding stays the same.

When you come to freshen up your branding, it’s worth really thinking first about who your target audience is. There have been big changes to many marketplaces over the Covid-19 pandemic – you need to be sure that your position in the market is still reflected in your branding.

  1. Formulate your brand guidelines

Your branded materials can get diluted over time. If you have different people working on graphic design, social media, web design, email marketing and all the other various channels, it can be natural that each person will put their own spin on the best way to market the company. That’s why you need to clearly set out your brand guidelines.

Consistency is vital in branding. Create a document that clearly sets out guidelines on the fonts, brand colours, logos, and use of imagery. This allows all elements of your marketing – whether in-house or external – to be consistent.

  1. Update your logo

Your logo is important. You might have had your logo for a long time, and may feel that it has some level of brand recognition. But it is also worth noting that if all of your competitors have stylish, modern logos, it can leave your company looking out of place and behind the field.

If now is the time to have your logo redesigned, you can incorporate elements of the previous iteration, whilst refreshing the look of your business. This can double as an excellent time to rethink or just tweak your brand colours.

  1. Get your branding work done professionally

Any branded work looks best when it is done professionally. Just because you have used Photoshop a couple of times doesn’t mean that you are ready to make high-quality branded materials used for your marketing work.

If you don’t have the tools in-house to have graphic design work or other specific branded work carried out, it’s definitely worth outsourcing.

  1. Rethink what you offer

Your products and services are a big part of your branding too. With such big changes occurring due to the pandemic, it’s only natural that you might to consider rethinking some of the things that your business offers.

This is because it ensures your company still occupies the same area of the market that it did before – you have to evolve with the times. For example, marketing agencies need to be aware of the massive upsurge in interest in eCommerce platforms. Failing to offer eCommerce expertise as a digital marketing business could now leave your brand looking outdated.

 At Artemis, we offer a full range of branding services, from logo design and professional photography to customised web design incorporating all of your brand guidelines. If you would like to learn more about how we could freshen up your brand, contact our experienced team today.

Why Does Page Speed Matter?

Why Does Page Speed Matter?

What’s a simple way to rank higher on Google, get more people onto your site, increase conversions, and improve user experience? Increasing your page speed.

Yes, it’s not hard to understand why page speed has become a really significant factor for websites in recent years. It is championed as vital by SEOs, web designers, UX specialists and virtually everyone who knows anything about digital marketing.

And if you’re not impressed by opinions, the numbers don’t lie: around 53% of customers will abandon a page if it takes more than three seconds to load up.

If you’re not making page speed a significant priority in your website, you need to start now.

Typing on Laptop

Great for Google, better for customers

It has been well-known for long time that the rate at which a page loads is a ranking factor with Google. That means if your page loads faster than your competitors, it is more likely to rank above them in the results.

These days it isn’t easy to find quick wins to boost your ranking in a short space of time – but making your pages load faster is definitely a simple and effective way to do it.

Even better is the fact that it has a huge impact on visitors to your site too. We spoke above about the 53% of customers who will abandon a page entirely if it takes longer than three seconds to load up (more than likely resulting in them heading for one of your competitors).

So, if you can reduce your page loading speed to under three seconds, you can effectively get access to over twice as many visitors as you did before. There aren’t many simple changes that can offer that kind of value.

It’s about to get even more important

If that wasn’t enough to make page loading speed matter, Google recently released news that will make it even more important.

The search giant took the unusual step of announcing its plans for an upcoming update to its ranking factors. A brand new factor was unveiled, and it is known as Core Web Vitals. It is due May 2021.

Core Web Vital takes the concept of the page loading speed ranking factor and broadens it out across three separate aspects. These look at:

  • How long it takes for the page to load
  • How long it takes for user to be able interact with the page
  • How long it takes for the page to become stable

They are broken down into quite technical sounding titles: largest contentful paint (LCP), first input delay (FID), and cumulative layout shift (CLS).

Fast Page Loading Speeds

Largest contentful paint

This refers quite simply to how long takes for the page to load. Specifically, Google is looking at the largest element on the page and how fast it loads up. We’ve already spoken about how visitors get very frustrated by long load times, so it is not surprising that this will remain an important ranking factor.

According to the update, Google considers an LCP of under 2.5 seconds to be good, and anything over 4 seconds to be bad.

First input delay

The FID section of the Core Web Vitals looks at how long it takes for you to be able to interact with a page. This could include anything from clicking a link or button, or clicking to enter text into a search bar.

In this case the ideal time Google is looking for is under 100ms – while over 300ms is considered to be bad.

Cumulative layout shift

We’ve all had that most frustrating experience: a page loads up and you immediately see the link or content that you want to click. But just as you attempt to click it, the page shifts slightly, which inevitably means you click something different and maybe end up leaving the page. This is a poor user experience and it is something Google is attempting to address with the CLS aspect of the Core Web Vitals update.

Issues like animations and images that have been incorrectly formatted can have a big impact on CLS. Here, the score that Google considers to be good is 0.1, while a score of higher than 0.25 is bad.

Final thoughts

We’ll soon be releasing a blog on the things that you can do to increase your page loading speed and bring your website in line with Google’s Core Web Vitals in time for the May 2021 rollout.

If you are interested in getting this done as quickly as possible, get in touch with the team at Artemis. We are experienced SEO professionals with years of expertise improving websites. We would be happy to help you reduce your page load time.

UX and CX Difference

User Experience and Customer Experience: What’s the Difference?

While user experience and customer experience may sound like different terms for the same thing, nothing could be further from the truth. There’s a distinct difference that marketers and businesses should be aware of when targeting audiences, particularly where web design is concerned.

A good web designer knows how to bring in the wider context of the customer journey into their work, considering each stage from research through to purchasing a product or service. But they’ll also need to incorporate features that enhance the user experience as well. Here are the key differences between user experience and customer experience.

What is User Experience?

User experience focuses on the overall experience that someone has with a product, whether it’s a website, an app or something else entirely. For someone designing a product, this means looking at the visual impact of it as well as how easy it is to navigate and use. It also encompasses factors such as page loading speed and interactivity.

These vital signs form part of the page experience ranking signal that has an impact on search engine rankings. The overarching goal of user experience is to ensure that the user has a positive journey from start to finish.

What is Customer Experience

The scope of customer experience is much broader than user experience, as it extends beyond just using the specific product. It encompasses all channels and touchpoints that the customer has with a brand, from customer service to the sales process, advertisements, product delivery and more. In order to influence a positive customer experience, all facets of a brand’s strategy need to be aligned.

How UX and CX Work Together

A great example of seeing how UX and CX work in conjunction is an online retailer that sells spectacles. The user experience side of this process would involve the potential customer creating an online account – the navigation and visual layout of the site impacts how easily they can do this and whether they are able to fulfil their objective.

But perhaps the user finds the process of inputting their prescription and size details confusing and complex. This is where customer experience comes into play.

The user then speaks to a customer service assistant who can tend to their issues quickly and provide a positive experience through explaining the process, even offering a discount for their next purchase.

This is an example of negative UX but positive CX, but of course, the situation can easily work the other way around as well. For any business, consistency is key and it’s important that both UX and CX are carefully considered for a positive brand reputation.

5 Star Review

How Can UX Be Used to Improve CX?

User experience has enormous influence over customer experience and there are strategies that brands can employ that will help them ensure that all customers have a positive user and customer experience when dealing with the business.

Firstly, it’s important to ensure that users have easy access to contact details. This includes plenty of clear and visible calls to action, easy contact forms that are quick to complete and live chat options, as well as prominent contact details so people can get in touch.

It’s also vital that users have a quick route to purchase and a streamlined journey that makes it as simple as possible to research the product or service they need and checkout.

From an online perspective, quick page loading speeds, visual stability in the form of consistent page features and mobile-friendly websites all contribute towards a positive user and customer experience.

You want to ensure that customers are able to interact with your brand as easily as possible, not just online but also in person as well, so that they have a stress-free interaction without any frustrations.

Final Thoughts

It’s important to balance both user experience and customer experience in all areas of your business. Not only does this help influence your brand’s reputation with audiences but it’s also important to SEO and page rankings as well. Having a combined knowledge of SEO, UX and CX makes a massive difference to the success of any marketing strategy, so it’s well worth investing time into.

At Artemis, we are specialists in both customer experience and user experience and we would be happy to help you optimise your site for both. Get in contact with us today to learn more.