How SEOs Can Work With Customer (and Other) Teams

In the latest episode of SEOs Getting Coffee, SEO strategist Kavi Kardos discussed with Emina Demiri-Watson, the importance of alignment and cooperation between SEO teams and customer service departments and how this can drive successful SEO strategies. 

Read on to uncover practical advice from Kavi Kardos on fostering seamless cross-departmental alignment whether you’re in-house or at an agency and discover how this collaborative approach can be mutually beneficial for SEO and customer service teams.

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SEOs Getting Coffee - Episode #19: How SEOs Can Work With Customer (and Other) Teams

The Power of Integration Across Departments

Emina and Kavi discussed how, in the modern digital environment, where there are several touchpoints, integrating SEO with departments like customer service and sales offers a holistic approach to digital strategies. They shared some of the insightful tips of how SEO teams, if deeply associated with the customer services, can directly learn about customer queries and hence better plan and effectuate content strategies. Likewise, working in tandem with the sales team will help an SEO professional understand better the process of customer conversion and, as such, be able to devise content that attracts and converts.

Customer Service as a Catalyst for SEO Content

Customer service interactions are a goldmine for SEO. Every query from a customer gives the opportunity to get real-time qualitative data concerning the concern of either present or potential customers. This is the kind of insight that helps refurbish the content on your website to address concerns directly. This proactive approach enhances user satisfaction and reduces the workload of your customer service team in responding to repeat queries.

Leveraging Sales Insights for Competitive SEO Advantage

As discussed by Emina and Kavi, sales teams are on the frontline, interacting with prospects and understanding their hesitations and requirements. Their insights are crucial for creating SEO content that effectively targets specific segments. For example, if a sales team frequently encounters comparisons between your product and a competitor’s, SEO can use this information to craft detailed comparison content or case studies that highlight your strengths. This not only improves content relevance but also supports the sales team by providing them with material that can help close deals.

Understanding Modern SEO Practices

The conversation touched on how modern SEO transcends traditional practices; it’s about understanding user intent and providing solutions to their problems. By focusing on the tasks users are trying to accomplish, SEO efforts can be directed towards creating content that directly addresses these needs. This approach ensures that SEO strategies are aligned not just with search engines but with providing value to users, enhancing both visibility and user engagement.

Overcoming Agency Challenges Through Early Engagement

Kavi shared insights on the necessity for agencies to initiate early and clear communication channels with clients. She stressed that from the outset of your relationship, it should be made clear that your SEO strategy involves liaising with multiple departments. This sets expectations, fosters a cooperative environment, and deeply integrates SEO into business processes.

Educational Initiatives to Foster SEO Integration

Both speakers agreed that education is a powerful tool in bridging the gap between SEO and other departments. Conducting workshops and training sessions that demonstrate the impact of SEO on different aspects of the business can cultivate a broader understanding and appreciation of SEO’s role. This, in turn, encourages other departments to actively contribute to the SEO process, creating a feedback loop that continually improves and refines strategies.

The Role of AI and Automation in SEO

The integration of AI and automation into SEO and customer service opens up new avenues for efficiency. Emina discussed how AI-powered chatbots can handle routine customer queries and gather data on common issues, which SEO can use to optimise content. However, it’s important to balance automation with human insight to ensure complex customer needs are met with understanding and empathy.


In conclusion, the conversation in SEOs Getting Coffee underscores that SEO today is more than just optimising for keywords or following the latest Google algorithm updates. It’s about creating a cohesive strategy that includes input from across your organisation. By fostering strong collaborations between SEO and other departments, your digital marketing agency can offer more comprehensive, customer-centric solutions that drive not only traffic but also engagement and conversions. For a deeper dive into these insights, watch the full episode here.

For more insights and in-depth conversations on the latest in SEO and digital marketing strategies, stay stuned for upcoming episodes of “SEOs Getting Coffee.” Subscribe to our channel for regular updates and expert opinions.

Connect with Kavi Kardos

Kavi Kardos

Director of Organic Growth | SEO strategist & digital marketing professional 

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