How to Integrate Your Customer Journey Strategy and SEO Strategy


Customer journeys have inevitably changed due to search engines and digital marketing. Customers touch the base with search engines at multiple points on the way down your sales funnel. This makes SEO vital to make your brand more visible, so that customers can find out where they are looking for the products or services you offer.

Unless your SEO strategy is integrated with your customer travel strategy, your potential customers will not be able to find you, but SEO strategies are not usually keyword focused and customer focused. This is a mistake.

In this blog post, we look at how you can combine the two strategies to make them more effective.

What is a customer journey?

A customer’s journey is the sum of the potential experiences they go through when searching for a product or service. This is a potential customer every interaction with your brand, whether they are patrons or not.

The digital landscape has made the journey of the customer nonlinear and complex. It usually consists of the following steps:

Awareness -> Consideration -> Transformation -> Subsequent Transformation

At the awareness level, you introduce your brand to someone who is looking for a solution to their needs. Customers then move on to consideration or research, where they examine competitors, read reviews, and consult with family and friends. Then comes the conversion i.e. the point where they trust you enough to make a purchase. The next step in the transition depends on your customer service management.

There are multiple points of interaction throughout the entire customer journey where you can provide the necessary information to potential customers. What matters is how you push your influence from one stage to another.

Understanding the customer journey can help you develop effective marketing campaigns. When you know which path your customers take, you can understand their motivation, anticipate their needs, and help them achieve their goals.

The buyer's journey

(Photo source: https://blog.hubspot.com/marketing/content-for-every-funnel-stage)

How does SEO integrate with customer journey strategies?

Search engines are the first place where your target consumers will go if they need to. In a survey, 48% of the more than 14,000 online shoppers said they started their shopping on search engines.

Search engines help customers find you, but unfortunately, they also help them find your competitors. The one who comes at the top of the search rankings will be the best SEO strategy.

Strong SEO can be your most powerful asset, turning curious prospects into paying customers. The right strategy will be designed when the customer wants to keep the desired “Buy” button on the road. From the first discovery to the after-purchase, your SEO prospects should be helped when they go down the sales funnel.

Imagine you are a business communications provider, and your most popular products are VoIP (Voice over Internet Protocol) and a multi-line phone system for small businesses. Your target customers are companies with call centers.

You need to strategically build your keyword strategy and create backlinks to your content. In an effective SEO space, you can also target prospects who are further down the marketing funnel.

With the example of a communication system provider, you can create videos or infographics that give customers more information about your product and how it will solve their problems. You need more than luck to succeed in affiliate business.

Your SEO-driven landing page should contain VoIP-related keywords for the call center.

Content should tell them the value of your business and how VoIP can change the game for them.

Search engines have become more intelligent and want to answer people’s questions with high quality content Gone are the days of keyword stuffing and backlink strategies. Search engines prefer query answering machines and websites that have results relevant to the user’s query.

The following points of your customer journey may involve an online search. There may be more, but these are the most common touchpoints:

  • Product research
  • Rival analysis
  • Price test
  • Opportunity to supply
  • Customer service

Let’s discuss in detail how you can incorporate SEO into the four steps of customer journey:

Awareness

At the awareness level, you are marketing your brand. As part of your SaaS marketing plan (if we stick to the business communications provider example above), SEO can have a huge impact on potential customers.

Chances are you’ve heard from a friend or social media. You should try to appear in search results when they use Google VoIP or multi-line phone system.

Re-apply your content according to your keyword research so that you appear at the top of the targeted search results. Optimize your website for search engines and find out what your prospects are looking for through effective keyword (and long-tail keyword) research. Consistent with your SEO efforts to expand and improve search rankings.

SEO white hat diagram

(Image source: https://pixabay.com/vectors/seo-online-analysis-1327870/)

Consideration

At this stage, customers are looking for specific ways to solve the problem. Your FAQs page is an important tool here. You need to answer questions that may cause your customers to believe in your content.

With a FAQ page, you can include other inspirational content in the form of blogs and articles that show how your product is better than its competitors. All of this should be part of your broader SEO strategy.

For a possibility that’s further down the funnel and to compare your offers with a competitor, use relevant keywords that purposefully explain why you’re good.

It is wise to take advantage of SEO on digital platforms such as directories or listed sites. If your customers give reviews on Google My Business and Yelp, they will rank higher in search results and give potential social evidence that they need to trust you.

Google reviews influence SEO rankings and have a huge impact on the conversion of potential customers. You can push for conversions by using videos for testimonials, case studies, and product demos and helping your website’s UI and UX customers navigate through it.

E-commerce personalization can also help your SEO strategy so that you can provide a personalized experience and engage customers by showing content based on past activity, browsing behavior, purchase history and population.

Change

Your prospect has acknowledged their problem and now they need help fixing it. They are on the verge of making a decision and you have to take them into it.

At this point, you need to capture specific searches for the purpose of purchase. For example, your product is displayed in a specific area of ​​delivery or your service is available in a specific city. Price-related keyword searches – such as “lowest price [insert your product/service]Your content should also be part of the strategy if it is general and applicable to your product / service.

Providing the right content at the right time on your web pages can help educate the customer and have a big impact on the buying decision. Use videos and infographics to further the customer learning process and nurture your lead for purchase.

Post-conversion

Your customer has made a purchase, and now you need to make sure you retain their custom. You need to continue to offer quality content and help them get the most out of your products and services for follow-up support.

Your existing customers may search for you repeatedly, so keep content relevant to relevant customers at this stage. SEO can help keep your customers loyal in the long run.

You need to request reviews which will loop back the consideration stage and strengthen your SEO. These are also important for improvement and customer service.

Always respond to reviews, especially negative ones. Testimonials from your social media and review websites are another topic that can drive traffic.

SEO keyword image

(Image source: https://pixabay.com/illustrations/seo-google-search-engine-896175/)

How do you know your customer journey SEO strategy is working?

SEO is an integral part of any digital marketing strategy, and there are many ways to monitor your SEO performance. Mapping customer journeys and creating content and keywords around them will bring consistent results for your business. You should monitor and track your performance using analytics tools provided by search engines.

Customer travel structure plays a big role in understanding your target market. Its mapping provides an illustration of how people are searching at each stage. It helps you create content that depends on the individual needs of the customer and where they are on their journey. This type of personalized, targeted content can help you rank higher on search engine results pages.

Your entire team needs to be focused and committed to building strong SEO throughout the customer journey. Not only will this help your site rank better, but it will also allow you to create content that addresses your audience’s questions and concerns in a variety of meaningful touchpoints across your sales funnel.

Looking for some tips on how to improve your SEO strategy? Then get in touch! Our Digital Strategy Group experts will be happy to help!

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