What Is a Customer Journey & Why Does It Matter for SEO?
“The Customer Journey” is a term used frequently in marketing to describe how a customer interacts with your brand. These touchpoints will influence how they learn about your products and services, how they make decisions, and whether or not they become a loyal customer.
Offline & Online
We miss out on valuable data about our market because we focus on traffic coming to our sites as digital marketers. Offline interactions, which can range from hearing about a brand to purchasing an item, can influence a user’s likelihood to search for that brand in the future.
Consider the first time you heard about your car’s manufacturer; every interaction you’ve had with them will have influenced your overall perception of their vehicles.
Organic search touchpoints happen all the time during the purchase funnel, as a consumer becomes aware of your product or service, considers their options, and eventually purchases, and each step of this funnel could have a search associated with it.
Organic is often a brand’s first online touchpoint; a searcher might have heard a rumor about your brand and want to see if it’s true; as marketers, we need to be aware of any negative sentiment about our brand that exists online.
During the consideration stage of a customer’s conversion journey, it’s critical for content to address concerns or barriers to conversion. Content on your site that addresses your brand’s benefits, pricing, and customer service can answer those comparison searches.
A disgruntled customer can have an impact on future sales by leaving negative reviews on Google My Business. Reviews on Google My Business can give your brand the opportunity to correct misunderstandings and demonstrate your efforts to rectify problems. SEO is a common touchpoint for consumers looking for follow-up support from their brand.
Work With Other Departments
The UX, CRO, and SEO teams must collaborate to understand how a user might navigate through a website once they’ve arrived.
Use Your Tracking Data
You can identify which touchpoints are contributing the most to conversions by using reports like Google Analytics’ “Top Conversion Paths.” This data is invaluable in understanding how search engine insights are affecting the consumer journey on your site, and it can help you more effectively follow up from the initial interaction with the site.
Spend Time Where Your Audience Is Talking
Knowing what your target audience is talking about can be extremely beneficial; an industry forum can provide you with insight into what they’re interested in, which you can use in your long-tail keyword research to meet their needs. The search engine SERPs for your brand search terms.
Don’t Forget Your Internal Site Search
The same practices that make us effective at SEO on Google can be used in our site’s internal search functionality to improve user discovery of content. Site-level analysis can help you understand what your audience is searching for and what they are looking for.
SEO can influence a consumer’s experience with your brand, but it can also benefit from a better understanding of the other touchpoints they’ll come across; remember, SEO can only be successful if every aspect of a user’s interaction with your brand is positive.
Where does SEO sit on the customer journey?
SEO, on the other hand, is only a piece of the puzzle that makes up a successful journey. This should go without saying, but your product or service should be truly valuable and good. There’s no point in getting people to try a subpar product.
How do you identify customer journey?
How to Make an In-Depth Customer Journey Map
- Understanding who your customers are is the first step in creating a journey map.
- Understand your buyer’s goals.
- Map out buyer touchpoints.
- Identify customer pain points.
- Prioritize and Fix Roadblocks.
- Update and Improve.
What are the 7 steps to map the customer journey?
In 7 Easy Steps, Create A Customer Journey Map
- Step 1: Determine your goals.
- Step 2: Develop buyer personas.
- Step 3: Determine motivations and pain points.
- Step 4: Create a buyer’s journey map.
- Step 5: Maximize your touchpoints.
- Step 6: Identify your Moments of Truth.
- Step 7: Revise.
How do I track a customer journey on my website?
Here are seven steps to follow when creating a customer journey map.
- Identify your buyer personas.
- Understand your customer’s goals.
- Map out your buyer touchpoints.
- Fix roadblocks.
- Improve your customer journey map.
- Visualize your journey map.
What is the role of SEO in customer journey?
After a product is purchased, a consumer may have follow-up questions, and SEO will be a common touchpoint for consumers seeking follow-up support from their brand.
What are customer journey maps?
A customer journey map is a simple concept: it’s a diagram that depicts the steps your customers take when they interact with your company, whether it’s through a product, an online experience, a retail experience, a service, or any combination of these.
What are the stages of customer journey?
The five phases of the customer journey are Awareness, Consideration, Purchase, Retention, and Advocacy, and your potential customer should be guided through them in order to be introduced to and u201cbuy intou201d your product.
What is a touchpoint in customer journey?
From start to finish, customer touchpoints are your brand’s points of contact with customers. Touchpoint definition: A touchpoint is any time a potential customer or customer interacts with your brandu2013before, during, or after they buy something from you.
What are the steps in the customer journey?
Define the steps. Create a sequence of major steps the customer takes from awareness to post-purchase. The steps are more finely grained segments to describe the sequences through the journey.
How do I capture a user journey?
The user journey mapping process is broken down into eight steps.
- Create a user persona.
- Define scenario and user expectations.
- Create a list of touchpoints.
- Take user intention into account.
- Sketch the journey.
- Consider a user’s emotional state during each step of interaction.
How do you write a customer journey map?
What Is a Customer Journey Map and How Do I Make One?
- Set clear map objectives.
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List all the touchpoints.
- Identify the elements you want your map to show.
What makes a good customer journey map?
Journey maps must be based on data-driven research and visually represent the different phases customers experience based on a variety of dimensions, such as customer sentiment, goals, and touch points, in order to create effective visual maps that reflect customers’ journeys through these channels.
How do I track a customer journey in Google Analytics?
Go to Acquisition All Traffic Source/Medium in Google Analytics to access this report, which shows you the goals you’ve set up and the results you’re bringing in by traffic source.
How do you optimize customer journey?
Let’s get started.
- Gather customer feedback.
- Focus on customer engagement and experience.
- Track everything you can.
- Invest in your employees.
- Map and review the customer journey. The first thing you’ll need to know is where you are now and what improvements need to be made to get you where you want to go.
What are customer journey Analytics?
Customer Journey Analytics is an Adobe Experience Platform service that allows you to combine data from all channels into a single interface for real-time, omnichannel analysis and visualization, allowing you to make better decisions with a holistic view of your business and the context behind every transaction.