3 ways the customer journey can guide SEO - Search Engine Land

Understanding how your users engage with your brand is vital to delivering a great customer experience.

This is why you shouldn’t overlook the customer journey. It allows you to shape your website’s user experience (UX) and content strategies based on the people who matter – your customers.

Let’s explore how the customer journey can help guide your SEO program.

Customer journey and SEO

A well-mapped customer journey can greatly benefit SEO.

Because SEO is a broad discipline, it is easy to scatter your efforts. Some people get too immersed in perfecting one aspect – either technical, on-page or external.

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

Whether you look at the customer journey as a linear or multi-touch path, four-level funnel, or a flywheel, you must implement an overall strategy.

Within that strategy and even tactical activities and plans benefits from aligning with the customer journey.

Here are a few areas where the customer journey can guide your SEO efforts.

1. Mapping keywords and topics to the journey

Are you struggling with an extensive keyword list? Do you want to optimize for all the terms that you know are relevant but find it challenging?

Using your customer journey maps, you can get your content right overall and leverage the clarity for SEO.

For instance, the best time to educate prospects is when they’re still in the research and exploratory phase.

When someone is just gaining...

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