Mapping keywords to guide the customer journey

Mapping keywords to guide the customer journey

Search Engine Optimization (SEO) means different things to different people. To some who are just starting to optimize a website, it can be a daunting and complicated task. To others who are leading the pack in digital marketing, SEO is their secret sauce. Regardless of where you are in your optimization efforts, SEO can guide viewers as they embark on their journey to becoming a loyal customer. 

Start getting better results from your website by mapping your keywords for the customer journey. Reach out to potential buyers on multiple channels at every stage of the game, whether they are still exploring what the market has to offer or when they're ready to make a return visit. 

Clear the way for customer awareness

When customers first begin their hunt for their desired product, they may not know exactly what they are looking for. Before they can develop awareness about a product or brand, they have to start with broad concepts. This translates directly to their online searches, where customers will often search for broad terms first, such as lights or running shoes. As they learn more about a product or company, they will narrow down their search terms into more specific words or phrases, even brand names. 

Use those broad search terms to attract potential customers to the overview and introduction pages about your products. You can sprinkle in more specific keywords, as they move deeper into the website. This will draw customers who are considering your products to the webpages where they can get the information they need to make a purchasing decision. 

Develop exciting ideas to retain customers

Once a potential buyer moves through the stages of awareness and consideration, they are that much closer to building a relationship with your brand. Ensure the right information and search words are posted on purchasing webpages, and provide additional insight such as ratings and customer reviews. This will give the customer focus and direction on their journey.  Consider using designated landing pages specifically for these "purchase focused" keywords.

When keywords appear multiple times on your webpage, even in the case of the customer reviews, these webpages will perform better in search engines. Be sure to keep the SEO relevant to the products and services you actually offer, so it’s not misleading to those who click through to visit your site. You can also provide information about related products or similar purchases made on your website, in order to introduce new buyers to your entire product line. 

Transform retention into customer loyalty

Above all, optimize your website with customer satisfaction in mind. The more you can demonstrate to a customer that they are making the right choice, the happier they will be with their purchase, and that’s the exciting part. Once you have satisfied customers, you can use your website and re-marketing efforts to keep them coming back for new products and services. If the process instills your customers with confidence, you’ll not only retain those customers, but also watch them become advocates for your brand. 

These positive experiences may take shape as glowing reviews on platforms like Facebook and Yelp. Customer loyalty can also be a powerful force on social media, creating a crowd of brand ambassadors who are so happy they found your product, they will share the journey online. Remember to tend to these platforms too, as you develop strong keywords. Sometimes, these social networking platforms are the first websites that come up in popular search engines, like Google or Bing.

When the stories of these customer journeys are shared enthusiastically on the web, you’ll see that the Search Engine Optimization efforts were worth your time.