What Is The User Journey in SEO?
It’s likely that you may have heard of the user journey in SEO before. As this is becoming a regular term in search engine optimization practices, you may be wondering how you could work on your own user journey and what this term entails for your website. A user journey for your website basically consists of all of the steps involved for reaching a goal on your site. Whether you would like your customers to buy something or you’d like them to subscribe to a newsletter, understanding your user objectives will make sure that you can emphasize the journey for your users.
Your User Journey And The Steps Involved
The concept of the journey on your website means making the message instantly clear for your customers. If you’re trying to influence visitors to purchase something, it would serve you well to lead most links on pages to sales pages. If your goal is to persuade a purchase decision you will also need to include points of research, blogs, demonstrations of your products and more that could influence consumers to buy and lead to increased sales.
From the moment that your customer realizes that they are looking for a product like yours, their journey will begin. You may not be able to force a user to choose your product when compared to the competition but you can influence their journey to make sure that visiting your page is part of their process.
A user may take hours or even months to make a purchase decision, but if you can produce a straight line to your website, you can make sure that the purchase decision is expedited.
Marketing To Find Users Willing To Take The Journey
When most people visit a website it’s usually with a goal in mind of what they want from it. You might want people to subscribe to your content or purchase your product. Mapping the user journey and checking into the number of users that are actually following through with your objectives can be important.
One of the best ways that you can improve your conversion rates is to find users that are already on the path and looking for your content or looking for the product that you sell. Thinking about expediting the journey for a customer means finding a classic marketing funnel. Getting the attention of a potential customer, holding that attention to build interest, persuading a customer to make a purchase decision and then converting based on your goals is the important part of the process. This marketing strategy is called AIDA and it is widely employed in many user journeys within SEO.
Mapping Out Your Journey Can Improve The Process
Consider all of the steps involved for a customer that has decided to purchase a product like yours. Mapping the journey from the moment a customer has a need for your product will help to determine how easy it would be for a customer to end with a sale on your page specifically.
Create a map for a returning customer as well as for a brand-new customer. Consider the entry points that someone would have for your page and if you have the right content to influence the decision. Mapping the complete story of a typical sale for your page will help you to determine whether the goal for your page is a streamlined process or not.
Mapping a Journey From The Customer’s Mindset
When you start to map out the journey of a typical customer it’s important to consider the mindset of your customer. Think about where they’re going to be accessing your page from, if they will get a referral from social media, find it on a search engine or if they are getting referred to your page from a friend or family member. Monitor your analytics and talk to your customers, see how they are finding your page and how they find the journey through your page.
The Scope of Your Journey
In order to appropriately complete a user journey in SEO, you need to have a full scope for your product. Consider the overall mission of your product, who you are, the services that you provide, the way your product solves problems, who your audience is and more. If you don’t know yourself before you start diving into this research, you could be presenting the wrong image to your clients.
In considering the way that a user will behave through their journey with your product, you also need to stick to clearly defining your product, your page and the objectives that your users should have in accessing your page.
Mapping the journey is the first step that you can take so that no assumptions will be made in the process of capturing leads and converting them.
If you have never considered your user journey in SEO, this can be an extremely valuable task to take on for maximizing the effectiveness of conversions and the goals of your page. Contact us today for more information on how SEO gets you more visible on Google (and thus more traffic and conversions!)