3 ways the customer journey can guide SEO

Understanding how your customers interact along with your model is significant to delivering an excellent customer expertise.  

This is why you shouldn’t overlook the customer journey. It means that you can form your web site’s consumer expertise (UX) and content material methods based mostly on the individuals who matter – your prospects.

Let’s discover how the customer journey can assist guide your SEO program.

Customer journey and SEO

A well-mapped customer journey can significantly profit SEO. 

Because SEO is a broad self-discipline, it’s simple to scatter your efforts. Some individuals get too immersed in perfecting one side – both technical, on-page or exterior. 

Putting a premium on the customer journey helps align your SEO program and focus your efforts on what’s priceless. 

Whether you have a look at the customer journey as a linear or multi-touch path, four-level funnel, or a flywheel, you have to implement an total technique. 

Within that technique and even tactical actions and plans advantages from aligning with the customer journey.

Here are a number of areas the place the customer journey can guide your SEO efforts.

1. Mapping key phrases and subjects to the journey

Are you scuffling with an in depth key phrase listing? Do you wish to optimize for all the phrases that you realize are related however discover it difficult?

Using your customer journey maps, you can get your content material proper total and leverage the readability for SEO. 

For occasion, the finest time to coach prospects is once they’re nonetheless in the analysis and exploratory section. 

When somebody is simply gaining consciousness of your model, it’s best to intention to develop into their trusted useful resource. Help them perceive their drawback and determine doable options. Avoid the urge to promote.

This technique usually works for B2B, but it surely can play out even in ecommerce and B2C. 

Let’s say you’re promoting groomsmen presents. You can plan on making a complete guide for the whole lot an engaged couple must know when planning for his or her marriage ceremony. 

Doing so will enable you to get discovered as an excellent useful resource – even earlier than they notice they want particular groomsmen presents.

Building consciousness and model affinity early in the journey will assist prospects hold participating with you till they’re prepared to purchase.

At that preliminary consciousness stage, take the phrases that you realize aren’t prone to convert however are essential. Then, strategically plan your content material and optimization so that you can be discovered at this stage in the customer journey.

The similar is true for phrases the place you realize the intent is to transform. Terms that present buy intent – like a seek for a particular product’s half quantity or action-oriented lead era phrases (e.g., “dentist close to me”) – are additional in the customer journey. 

(*3*) to this stage is crucial too. At this level, we wish to get them near a purchase order, contact kind or one other approach to interact with us.

Don’t bury the name to motion. Avoid hitting them with thought management or normal consciousness content material.

Based in your customer journey mapping, additionally, you will discover quite a lot of in-between queries and subjects to tie your content material to. Use your understanding of the journey to categorize key phrases and subjects and map them to the proper content material in your website.

Hopefully, by categorizing your key phrases this manner and taking a look at content material wants by means of this lens, you can achieve some refreshing focus and readability in your content material plans and funding.

2. Conversion fee optimization objectives and aims

So you’ve invested quite a lot of time in mapping key phrases and subjects to respective phases of the customer journey and developed the content material to fill any gaps. Unfortunately, there’s no assure that the whole lot will work completely as meant.

Regardless of how goal and particular you’re, there’ll at all times be one thing to check, optimize, and construct upon.

In some circumstances, you may discover out new issues about what the customer journey appears like.

In others, you’ll get the impressions and site visitors you need however gained’t see the consumer transfer to the subsequent step you anticipate in the journey.

This is the place conversion fee optimization (CRO) is available in. 

Go again to your historic information and your projected information. 

  • What proportion of customers sometimes do what subsequent? 
  • What do you anticipate them to do?
  • Do they return to the website three days in a while a extra particular web page? 
  • Do they often go to sure pages or take particular actions?

Dig deeper. See what different key phrases you could possibly be optimizing for. 

Understand once they bounce again to Google and the way they may refine searches. Leverage information from different channels.

Getting granular with Google Analytics, warmth mapping and CRO instruments, and your customer relationship administration (CRM) platform will assist. 

Leverage them to study the place the journey is correct, whereas the UX or content material wants enchancment. Find areas the place you can optimize the assumed or deliberate journey.

SEO components should be included right here to incorporate technical components (website pace, Core Web Vitals, indexing), on-page, content material technique and calls to motion.

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3. Measurement and attribution

I may have listed this primary as it’s woven by means of my have a look at how the customer journey and SEO converge. 

I assume you will have a well-defined journey. However, as I famous above, utilizing CRO and different ways to optimize the journey and web site total, you will want to measure what is occurring to make knowledgeable selections totally.

Are the key phrases you’re targeted on at every stage driving site visitors to your meant pages? 

Are the customers doing what you need them to do and going deeper in the journey?

You’ll discover weaknesses in your analytics setup and the way you have a look at SEO and total internet analytics whenever you put it to the take a look at. That’s factor.

Find new ways to view and measure the customer journey. Also, align your measurement of SEO components and efficiency towards that journey. 

This will enable you to focus your efforts and never broadly bucket world stats like rankings, impressions, site visitors, and conversions.

Getting this deep, you can see what you’re leaving on the desk. Perhaps you’re focusing too closely on consciousness key phrases (and never getting conversions). Or you may be fixated on simply motion/”convert now” phrases with out fostering “unaware” customers by means of the journey.


Focus and goal steerage is important for SEO. Any prioritization and alignment with internet and broader methods can assist, whether or not you will have in depth assets to take a position or can solely undertake a lean strategy.

Through leveraging a mapped-out customer journey, you can outline wants, methods, ways, and objectives for content material. At the similar time, you can handle expectations and investments.

SEO shouldn’t be completed on an island. It’s finest applied as a part of the entire. Customer journey considering brings you nearer to the total advertising and marketing plan and technique. Leverage it as a possibility.

Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Staff authors are listed here.

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About The Author

Corey Morris is a talented advertising and marketing skilled with 15+ years of expertise growing award-winning, ROI-generating digital methods for native and nationwide manufacturers. He was not too long ago honored as the recipient of the KCDMA 2019 Marketer of the Year award.
Corey serves as the chief technique officer at Voltage – a advertising and marketing agency based mostly in Kansas City, MO. Previously, he based the KC Search Marketing Conference to assist construct a area people for search entrepreneurs for profession progress. He was acknowledged for his involvement in the convention and invited to affix the world board of SEMPO (now a part of DAA) as the VP of Cities.

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