When I first started writing, I focused heavily on SEO tactics—things like adding keywords, backlinks, and metadata. But Google’s algorithm has evolved, and so has what ranks well. Today, it’s not just about optimizing for search engines. It’s about solving customer pain points.
If you want to rank higher and retain visitors, you need to understand and address your customers’ biggest pain issues. This article breaks down what customer pain points are, how they impact SEO, and how you can use them to build a smarter content strategy for your small business.
What are customer pain points?
A customer pain point is anything that frustrates, slows down, or deters your audience. It could be a missing product link, unclear pricing, or a confusing checkout process.
For example, the other day, I went to a website looking for a specific product the company advertised. I was very interested in it but I couldn’t find it on their site. That is just one pain point that a customer can experience.
There are four main categories of pain points you’ll want to pay attention to:
1. Financial Pain Points
Products are too expensive, low-value, or require hidden fees.
2. Productivity pain points
Tasks take too long, are repetitive, or add unnecessary steps.
3. Process pain points
Your systems create friction. Maybe your onboarding is hard to follow or your help desk is hard to reach. It may not be with everyone, but some customers won’t be happy.
4. Support pain points
From broken knowledge base links to unhelpful chatbots, bad support experiences drive customers away.
Common support frustrations can include:
- Can’t find or access support – Missing help links or confusing navigation
- Unhelpful agents or chatbots – Generic or irrelevant responses frustrate users
- Limited communication options – Customers may prefer email, chat, or even SMS—but can’t get through
- No self-service available – An outdated or incomplete knowledge base leaves users stranded
Customers across every industry experience these pain points.
Why Solving Customer Pain Points Boosts Your SEO
Google’s Helpful Content Update (HCU) prioritizes websites that consistently deliver high-quality, user-first content across all pages and not just isolated posts.
That means your content needs to be consistently clear, current, and useful. It also needs to reflect E-E-A-T: Experience, Expertise, Authoritativeness, and Trust.
Here’s how solving customer pain points helps your content stand out in search results:
- User alignment: When content matches a visitor’s true intent, they stay longer and are more likely to engage.
- Trust and satisfaction: Helpful content builds credibility and keeps users coming back for answers.
- Credibility and reputation: When you provide accurate, easy-to-navigate solutions, you reinforce brand strength.
- Stronger user experience: Clear structure and helpful resources reduce frustration, which leads to lower bounce rates and better rankings.
➡️ Case in point: Rue21 used Voice of the Customer (VoC) data to identify pain points and saw a boost in both Net Promoter Score and sales.
How to Identify Your Customers’ Pain Points
You can’t fix what you don’t understand. Here are three solid methods for uncovering what’s bothering your audience:
- Customer research: Use reviews, surveys, forums, social media, and even chat logs to gather valuable insights.
- Competitor analysis: A fundamental way to identify your customers and their pain points is through a competitive analysis.
- Keyword tools: Answer the Public is one of my favorite tools. It pulls real questions people ask in search, which makes it a great starting point for content that connects.
Creating Content to Solve Customer Pain Points
Now that we’ve looked at how to identify your customers’ pain points, you are ready to create content that solves their pain points. But how do you accomplish that?
Great formats include:
- How-to posts: A blog post that answers how to do something is an effective way to provide great SEO pain point solutions.
- Comparison pages: Help users decide between two products (especially yours vs. competitors).
- Alternative pages: Suggest alternatives to popular tools—positioning your offer as the ideal choice.
🎯 Don’t forget:
- Use emotional language to show empathy.
- Make your solution clear and actionable.
- Keep SEO in mind, but always prioritize the human reader.
How to Integrate Pain Points into Your SEO Strategy
The best way to integrate pain points into your SEO content strategy is to talk to your customers. it’s not just about identifying their pain points; it’s about knowing your audience from the start.Your goal should be to pinpoint their pain points—and then solve them.
Now, let’s integrate those pain points and others you uncover into your SEO strategy. You will be able to use this as a checklist.
- Once you have collated the pain points, take the time to create your content and offer solutions.
- Do additional research on those pain points so you thoroughly understand them.
- Write high-quality, relevant, and unique content that speaks to your customer’s concerns.
- Use emotional triggers. Using emotional triggers like fear, happiness, anger, or frustration show your customer that you get them and understand what they’re experiencing.
- Test your content thoroughly and make edits. Make sure your links work properly.
- Constantly review your SEO strategy to uncover gaps, technical issues, or potential opportunities that may arise.
- Whenever possible, include FAQs, guides, and case studies to further customer pain solutions.
- Collect and organize real customer feedback regularly
Conclusion
Solving customer pain points isn’t just a good idea—it’s the smartest SEO strategy for SMBs in 2025.
When your content answers real questions and removes frustration, both Google and your audience will reward you for it. SEO isn’t just about search engines anymore. It’s about people. And the better you serve them, the faster you will lessen their pain.
Pam Lokker, founder of Borlok Virtual Assistants, LLC, is a seasoned SEO content specialist with a passion for SEO, AI, IT, and cybersecurity. She blends cutting-edge technology with compelling storytelling to help small businesses and startups boost visibility, build trust, and connect with their audiences.
Updated 6/9/2025
