Customer Journey-Based SEO Strategy

Steps To Launch a Journey-Focused SEO Strategy

Are you ready to start developing an organic search strategy but don’t know where to start? Don’t let the SERP landscape or your competitors’ share of voice scare you. Consider SEO as a journey in which you must commit time, resources, and attention.

Consider how search fits into your whole purchasing route. This is a technique that can help you get your SEO programme off the groundi. You may more readily integrate SEO into your regular job streams in IT, marketing, and customer experience if you think of search as a facilitator of the buyer journey.

How Do I Launch a Journey-Focused SEO Strategy?

To begin, make sure your products or services are aligned with the problems they solve for your clients. That involves thinking beyond who buys from you and instead focusing on the queries customers have about your product or service.

Consider EVERY web page as the first point of entry from organic search. This is one of the best, most basic pieces of advice I can give. To put it another way, because people conduct a variety of searches, each of your pages must be search-engine optimized. You want to make it as easy as possible for customers to find your product.

The typical perception of internet user behavior is that it follows a straight line. Visitors arrive on the home page, click a link, navigate to another page, and eventually “convert” by completing a form or making a purchase. However, if you perform SEO correctly, each of your pages can rank first on Google and drive traffic (and conversions) for the terms they represent.

The idea is to consider how each of your pages addresses user intent. When visitors come to your website, they are at various phases of the buying process. Some people may already know what they want (i.e., they are in the “purchase” stage of the buyer journey). Some may be attempting to determine the finest market alternative (during the “consideration” phase). Others may be learning about your product or service and how it can help them solve their problem (the “awareness” phase). You’ll need pages for each of these personas, along with the terms they’d use in a web search.

You may begin mapping a search strategy to your customer journey now that you understand this notion. The goal is to put yourself in your consumers’ shoes at every stage of the buying process.

How to Map a Search Strategy to Customer Journey

  1. Identify your products or services.
  2. Define if it is a single persona or different personas who buy what you’re selling.
  3. Take a product line and start defining major topical questions or use cases above and below your product terms.
  4. Overlay different points of view:
  • Customer needs
  • Product benefits
  • Funnel stage
  • Branded terms
  1. To undertake keyword research for each of your topical areas, use a programme like SEMrush.
  2. Keep the mapping in the grouping when you download all of the keyword data because it will be nested into groups. Arrange these groupings in a funnel from top to bottom.
  3. You have a strong concept of what the landscape involves now that the trip has been outlined with all of the categories across the full funnel. You can do the following with this:
  • Forecast modeled traffic and revenue
  • Create a content gap analysis
  • Create a content development plan
  • Develop a site architecture plan
  • Conduct a competitive share-of-voice analysis
  • Track performance (conversion, traffic, and revenue) at a theme and funnel state level
  • Create a targeted outreach and social plan to support your targeted themes

You’ll group categories into key themes and sub-themes from an overall core vertical as you map your path. Then, at each sub-theme level, you’ll have supporting articles. Let’s take a look at a financial-services example:

Maintaining this approach will enable you to create content that fits each of these categories, as well as the user goal of each journey stage. As you create content, you’ll be able to better match what your audience is looking for, thereby meeting their needs.

How a Journey-Matched Search Strategy Adds Value

Google strives to give people the most relevant replies to their questions. When you type a keyword into Google, you’ll notice that it almost always “gets it correctly.” Essentially, Google deduces what you’re looking for based on the keyword you’re typing and returns results that answer your question.

You won’t be able to capture the intent of most customers’ search queries if all you offer in the market for your products is individual product pages. And your competitors are likely to pick up the slack.

The basic truth is that no single page can possibly contain every possible question’s intent. The approach is to have many pages of engaging information that caters to the needs of the users.

When you align your search strategy to your client journey, you’ll see two major effects:

  1. First is a better user experience. Your users will find the information they are looking for, no matter what the stage of the buying process they are in.
  2. Secondly, as these pages begin to rank, you will also drive more volume and traffic to your website through all the new rankings.

Although SEO is a continuous activity, putting your customers first aligns you with Google’s mission statement. If you integrate search into your organization’s typical work streams, you’ll see an increase in visitors and conversions.

Need help with getting your business found online? Stridec is a top SEO agency in Singapore that can help you achieve your objectives with a structured and effective SEO programme that will get your more customers and sales. Contact us for a discussion now.