How A Well-Mapped Customer Journey Can Guide SEO Strategy
Updated on: 31 August 2022
Providing a good customer experience depends on knowing how your consumers interact with your business, and the customer journey shouldn’t be disregarded because of this. It enables you to customise your website’s user experience (UX) and content strategy for your consumers – aligning your SEO efforts with consumer behaviour and patterns.
How they are related
SEO normally focuses on things like keyword density to rank page content – it is key, but insufficient in providing an engaging content experience for consumers. Furthermore, with SEO being the broad discipline that it is, it can be easy to lose sight of what is important and overly focus on one aspect – be it on-page, external, or technical SEO.
In today’s context, SEO is not just about optimising content for search engines. It is about optimising content for varying consumer intents, bridging the gaps in user experience, and providing value.
That is why having a well-mapped customer journey is essential to today’s SEO strategy. Here are a few ways to align your SEO strategies with the customer journey.
Mapping keywords and topics to match customer journey
It is common for companies to struggle with an extensive keyword list and optimise them even though the keywords are relevant to the business. That is where the customer journey comes in. By optimising your content for SEO using your customer journey maps, it is possible to create content that is relevant, engaging, and authentic overall.
When your prospects are still doing their research and exploring their options, that is the best moment to engage them. You should strive to establish yourself as a go-to source for people who are just becoming aware of your brand. Educate them on the issue that they are facing and suggest potential fixes. At this stage, you should not be trying to sell.
Early brand affinity and brand awareness will encourage clients to connect with you until they are ready to make a purchase. Plan your content and SEO wisely so your brand can be found at this point in the client journey.
The same holds for keywords when conversion is the intended goal. The customer journey gets farther along when keywords that indicate purchase intent are used, such as searching for a specific product’s serial number or action-oriented lead generating keywords, for example, “cafe near me”. It is crucial to map the appropriate keywords to this step. We want to move the consumer toward a purchase, a contact form, or some other method of interacting with us at this point. Keep the call to action prominent while avoiding general awareness or thought leadership content.
You will also discover various inquiries and subjects to connect your content based on your client journey mapping. Utilise your knowledge and understanding of the customer journey to categorise keywords and topics, linking them to the appropriate material on your website.
Using conversion rate optimisation
Even with targeted keywords and well-developed content to bridge the gaps in the customer journey, there will always be something to optimise and develop. For instance, you could learn something novel about how the consumer journey unfolds, or you could receive the impressions and traffic you need but not see the user go to the next stage of the customer journey as anticipated. That’s when you need to consider conversion rate optimisation.
Review your predicted and historical data once again. Look deeper. Find out what additional keywords you might want to optimise for. Recognise why your users return to Google and how they refine their searches. Utilise information from various channels such as Google Analytics to find the areas that need optimisation.
Most importantly, technical SEO aspects (site performance, Core Web Vitals, indexing), on-page, content strategy, and calls to action are among the SEO components that must be included at this stage.
Measuring the customer journey and SEO factors
Lastly, to truly make informed decisions for your business, you must measure the customer journey against the SEO factors. It would help if you were looking at things like whether your targeted keywords are driving traffic to the correct pages and whether users are behaving as you anticipated and moving deeper into the customer journey.
To better understand and evaluate the consumer journey, fresh perspectives about how it can converge with SEO may help. Doing so will uncover flaws in how you view SEO and overall web analytics. Align your evaluation of SEO elements and results with the customer journey. This will assist in concentrating your efforts rather than putting rankings, impressions, traffic, and conversions in one broad basket.
For SEO, clarity and unbiased advice are crucial. Whether you can commit significant resources or can only take a lean approach – any prioritising and alignment with web and larger strategies might be helpful. You may cover all aspects – needs, strategies, tactics, and objectives for content by leveraging a well-mapped customer journey. Managing expectations and investments at the same time are possible.
Remember that SEO works best when included in the overall strategy. You may better understand the whole marketing plan and strategy by considering the customer journey. Be sure to use the opportunities it presents – get the best of both worlds when your business is smooth-sailing while delivering a great customer experience.