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Setting Up SEO for the Customer Journey

Posted by Eric H. on April 8, 2018

The first step in aligning your SEO with the customer journey is to organize keywords according to each stage.

The four stages of the customer journey are:

  • Awareness
  • Consideration
  • Conversion
  • Retention

Once you've grouped keywords according to each stage, identify and organize content assets and optimize the landing pages according to each stage. If you are already using Google Analytics on your website, you can take a data-driven approach and identify the assets that drive conversions.

SEO for the Awareness Stage

Otherwise known as the discovery stage, customer searches are associated with informational or educational searches (non-transactional). The keywords in this stage often drive high traffic numbers but low conversion rates.

Typical content formats that appeal to buyers in the awareness stage are:

The calls-to-action in the awareness stage don't lead directly to a sale, but instead invite the visitor to take action and move into the next stage of the journey. They often invite visitors to download a white paper or an eBook, sign up for a webinar or subscribe to a newsletter.

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The Consideration Stage

In the consideration stage, prospects compare products and services and review options. Content that appeals to prospects in the consideration stage are:

  • FAQ pages
  • Podcasts
  • Sign-ups for deals and special offers

If your keyword research does not return many terms used during the consideration stage, talk to your sales team as they should have some recommendations.

The Conversion Stage

While conversion keywords are the easiest to identify and categorize, they're also the most competitive and difficult to gain rankings. In order to capitalize on SEO for the conversion stage and make progress in climbing to page one of the SERP, SEMrush recommends, "Scale SEO by identifying the best page type to scale, figure out user intent, create a small set of test pages and measure their performance, refine them and then scale up."

The Retention Stage

This stage sounds more difficult than it is; simply identify content topics (and keywords) that resonate with repeat website visitors and design landing pages just for them. Not sure what type of content will work in the retention stage? Try a few of these:

shopping-online-repeat-visitor-cut

  • Industry and product news
  • Free training for product or service purchases
  • Free trials for new products or add-ons
  • Case studies that demonstrate lesser-known product or service benefits

Building your SEO strategy around the customer journey will help you incorporate the three pillars of performance marketing: increasing traffic, increasing conversions and increasing lifetime value.

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The foundation of Onestop Internet's performance marketing strategy for our partners will be our analysis, identification, and targeting of online customer segments. Our ecommerce experts can tailor your offering to the shoppers who are most likely to engage immediately with your brand. We use cutting edge consumer research to build descriptive audience profiles that inform creative design, merchandising and promotions.

Topics: Content marketing, Ecommerce, infographic, keywords, SEO, Digital marketing, Blogs, customer experience

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