If you want to improve your products or services, then a feedback loop is an effective solution for accomplishing this, as it enables you to gather customer feedback and apply that information to your line of products and services and increase customer satisfaction.
A feedback loop is also useful for improving your search engine optimization (SEO) efforts, as it makes it possible to create a more positive user experience and more value-based content. Understanding the different types of feedback loops and how you can use them to improve SEO can help you utilize feedback loops effectively in your own company.
In this article, we discuss what a feedback loop is, the different states of the feedback loop, how you can differentiate between positive and negative feedback loops and how you can use them to improve your SEO.
What is a feedback loop?
A feedback loop is a process where some or all of a system's output is used as input. Within business, a feedback loop typically refers to the process of using employee or customer feedback about an organization's products or services to create a happier workplace or a better product.
Related: What Is a Negative Feedback Loop?
Feedback loop stages
Regardless of whether you are using a positive or negative feedback loop, every feedback loop has a minimum of four stages:
- Input is created.
- Input gathered and stored.
- Input is evaluated and analyzed.
- Conclusion is drawn and used to make decisions.
How to identify a feedback loop
There are two different types of feedback loops: negative and positive. A negative feedback loop is where a business listens to their customer's complaints and then uses the feedback to design better products or improve their customer service.
In this situation, the customer feedback, "the output," is then used as input to improve processes or products. A negative feedback loop is beneficial to both the business and the customer, as the customer feels that the business values their feedback and the business can improve their product and increase their overall customer satisfaction.
A positive feedback loop is a process of listening to employee grievances—the output—and then using the feedback as input to improve the company's internal structure and satisfaction within the workplace. When a business improves morale and job satisfaction, it is often able to increase productivity and ultimately profitability.
How to use a feedback loop to improve SEO
You can use a feedback loop to benefit your company's content marketing and SEO efforts. Here are some steps you can take to accomplish just that:
Related: Definitive Guide To SEO Marketing
1. React quickly
Feedback from customers should be directed to the appropriate department as quickly as possible. Once it is directed to the right team, they can then evaluate the complaint to determine whether it is legitimate, whether other customers face similar issues and whether there is a solution in place to prevent customers from experiencing the same or a similar problem in the future.
2. Address concerns on the same channels
It's important to address any customer concerns of complaints on the same channel through which they are given. For example, if the customer expresses their frustration on social media, then the company should acknowledge the complaint through the same social media platform. After the problem is resolved and an agreeable solution is found, the marketing department can use that information to create content or even an entire campaign.
3. Improve your website's user experience
You can use the negative feedback loop to gain insights on your website for your design team. For example, if users express frustration over poor navigation features or a lack of a search tool, your development team can utilize this feedback to create a more positive experience for your customers.
Even if you can only offer a short-term solution to the problem, such as adding categories while you work on developing a search feature, you should also introduce the features that you plan to add at a later time. This will reassure users that you take their feedback seriously and are working on a long-term solution.
Another way you can gather feedback on your website is by implementing surveys. This can help you understand what type of experience users are having when they use your website. Whether you are using surveys or implementing changes based on customer complaints, anytime you improve the user experience you typically increase the time that users spend on your website. This ultimately signals to the search engines that you have good content and that your site should rank well in the search engines.
5. Improve your content
Your marketing team can use the negative feedback loop to gain a more clear understanding of the challenges customers are experiencing related to your products or services. They can also learn more about the challenges people are having in your industry in general.
Once they gather this information, they can use this information to create problem-solving content answering questions your customers may have been asking. Creating valuable content for customers can have a big impact on the search engines and help your content and ultimately your website rank better.
6. Consider a marketing feedback loop campaign
If you are successfully making changes within your business based on customer feedback, then you may want to consider developing a marketing campaign around those initiatives and the success you are achieving. This can help attract more customers since it demonstrates that your brand listens. The additional website traffic that a campaign like this can generate can have a long-term impact on your business's ranking in the search engines and improve your SEO.