Mapping your key phrases to the shopper journey


This text builds on my earlier one, emphasizing the significance of aligning SEO with the customer journey, particularly for firms that present software program as a service (SaaS) that market to different companies (B2B). 

Crafting related content material via a deep understanding of the shopper expertise is significant for enhancing SEO and fostering model loyalty. Using the shopper journey map, which supplies insights into person feelings and motivations, is a vital instrument on this course of. 

Harmonizing search engine optimization with the shopper journey map and optimizing it throughout six key levels empowers customers to make well-informed buy selections.

This text will focus extra on advertising and marketing for every stage and the step-by-step strategy of aligning search engine optimization with the shopper journey. 

Understanding search engine optimization and content material for a clean buyer journey

1. Consciousness of want 

Clients turn into conscious of a urgent subject that requires decision within the preliminary stage. They assess the severity of the issue, permitting manufacturers to seize their curiosity. 

Advertising and marketing methods ought to incorporate problem-related key phrases, informative weblog articles, participating social media narratives, and educational movies. 

Moreover, occasions could be a highly effective instrument to deepen the viewers’s understanding of the problem, showcasing the model’s viable options.

  • Use social media posts and public relations for model and product consciousness, linking to the web site for search engine optimization hyperlink constructing.
  • Make use of conventional offline advertising and marketing strategies, together with occasion cubicles, networking occasions, tv, radio, and print advertisements.
  • Implement content material advertising and marketing via weblog posts specializing in search engine optimization for broad phrases and questions.
  • Use visitor articles/posts that embrace hyperlinks to the positioning for search engine optimization hyperlink constructing.
  • Create whitepapers and buyer tales to attach with prospects dealing with the issue.
  • The purpose is to draw customers unaware of their wants, using the content material they devour for retargeting within the subsequent stage. Maintain advertising and marketing messaging mild and non-invasive, permitting prospects to come back to you with out pushing for gross sales.

2. Examine choices 

Throughout this part, customers conduct broad searches to collect data, learn opinions, and outline standards for potential options. They define outcomes, stakeholders, metrics, budgets, and extra. 

To help customers of their analysis, entrepreneurs ought to optimize weblog posts, create informative web site pages, share empathetic social media posts addressing ache factors, and produce movies guiding customers in selecting the right services or products.

  • Make use of search engine optimization, SEM, and paid social media advertising and marketing to draw potential prospects and solidify your model or product of their minds.
  • Leverage tags from the earlier stage’s content material for retargeting with resonant messaging.
  • Collaborate with companions and influencers to function your model or product on “Finest options for…” lists.
  • Create movies addressing ache factors and explaining why your model/product is the perfect resolution.
  • Messaging must be customer-centric, specializing in fixing their issues with out pushing for gross sales.

3. Committing to alter 

On this stage, customers decide to their targets, slim their selections, and dive deeper into analysis. Gross sales engagements turn into extra distinguished, and stakeholders take part within the decision-making course of. 

Advertising and marketing methods ought to give attention to content material that addresses doubts or objections, similar to comparability pages that validate the corporate’s credibility. Influencers, e mail campaigns, and retargeting efforts can reinforce the dedication made by customers.

  • Deal with web site pages, particularly product pages, as a digital brochure with search engine optimization and SEM concentrating on model and product key phrases.
  • Launch e mail and social media retargeting campaigns that hyperlink to buyer testimonials or downloadable PDFs.
  • Use messaging that appeals to varied stakeholders and challenges objections.
  • Provide alternatives for potential prospects to have interaction with gross sales, similar to scheduling conferences or initiating chat conversations.

4. Answer choice 

As customers search buy-in from decision-makers, they require content material that justifies their expenditure, typically emphasizing pricing, ROI, and total worth. 

B2B advertising and marketing ought to converse the language of the C-suite, highlighting ROI and effectivity enhancements. For ecommerce, testimonials and opinions play a vital position in influencing choice.

  • Create content material concentrating on the C-suite, together with the COO, CFO, and CEO.
  • Optimize resolution pages and pricing pages with search engine optimization for model and cost-related key phrases.
  • Develop an ROI calculator with search engine optimization concentrating on finance-related phrases.
  • Produce PDF downloads with buyer tales centered on messaging for these govt roles.
  • Make the most of e mail invitations from the gross sales staff to schedule conferences.
  • Messaging ought to give attention to ROI, effectivity enhancements, and value financial savings.

5. Validate alternative 

Customers validate their alternative on this stage by looking for administration help and evaluating implementation logistics, prices, and ongoing help. 

Manufacturers ought to optimize for brand-related searches, leverage testimonials and opinions to showcase profitable experiences and spotlight distinctive customer support.

  • Create content material within the type of function pages with search engine optimization concentrating on brand-related phrases.
  • Use emails and social media to incorporate testimonials from glad prospects.
  • Handle implementation logistics and spotlight ongoing help.

6. Buy 

After a radical evaluation, prospects are on the verge of constructing their closing buying resolution. Discussions concerning pricing, phrases, and implementation particulars might happen. 

To facilitate this part, manufacturers can make use of search engine optimization and e mail advertising and marketing methods, providing assets like person guides, setup manuals, and solutions to regularly requested questions. 

Leveraging influencers to create participating unboxing movies can vividly illustrate the services or products.

  • Present content material within the type of buyer help, “Assist,” and “FAQ” subjects with search engine optimization concentrating on key phrases associated to onboarding and getting began.
  • Use influencer advertising and marketing to create unboxing movies and articles that reassure prospects through the buy stage.
  • Provide assets like person guides and FAQs to help prospects throughout shopping for.

7. Publish-purchase 

On this stage, it’s important to maintain prospects engaged and glad. Content material advertising and marketing and informative emails will make their on a regular basis work simpler. Moreover, make the most of search engine optimization to seize rivals’ prospects looking for post-purchase assist subjects. 

Content material ought to embrace weblog posts and assist subjects in your web site with search engine optimization for related post-purchase key phrases. Emails and social media retargeting can give attention to serving to prospects discover customer support or solutions to regularly requested questions to take care of their satisfaction and doubtlessly appeal to rivals’ prospects looking for help.

Get the each day publication search entrepreneurs depend on.

Connecting search engine optimization to the shopper journey

The key phrase evaluation

You need to use Google’s Key phrase Planner to collect as many phrases and phrases as potential that searchers use to seek out what they want on engines like google. 

  • Select Uncover new phrases within the Key phrase Planner instrument in Google Adverts in order for you key phrase solutions.
  • Enter as much as 10 phrases associated to what your customers may be looking for.
  • Click on Get outcomes to view knowledge for the desired key phrases and an inventory of prompt key phrases.
  • You may obtain your key phrase concepts as a spreadsheet. On this instance, we use Google Sheets.

From right here, you’ll wish to clear up the info right into a spreadsheet that’s simple to work with. I often take away the forex, bid, competitors, and forecasting columns (as described within the doc), leaving simply the key phrases and search quantity. 

You too can pull in knowledge from Google Search Console, Keylime, or Moz to get present impressions, clicks, and common place so you’ll be able to calculate the place your gaps are. 

Subsequent, we’ll do key phrase tagging, which is the place aligning search engine optimization together with your buyer journey will come into play. 

Tagging key phrases with the shopper journey

You’ll wish to absolutely grasp your buyer’s journey and get inside their head as you tag your key phrases. 

For this step-by-step information on tagging your key phrases, I’ll use Excel as my instrument, although you should utilize Google Sheets or every other spreadsheet program. 

Your spreadsheet ought to look one thing like this:

Supply chain software keywords

The ‘Stage’ tab and knowledge validation

From right here, I add a tab that holds my information for the levels of the shopper journey and use that information as an information validation drop-down to pick out from. 

That is particularly helpful if you happen to’re working with different groups throughout the group in order that they will see the method and steerage for every stage. 

Journey stages

Utilizing the “Levels” tab as an information validation dropdown in your spreadsheet makes for every tagging. 

Keyword tagging

Tagging your key phrases

Now that you simply’re all arrange, it’s time to start out tagging your key phrases. This will appear to be it’s a frightening process, particularly when you’ve 1000’s of key phrases to work with, however it could possibly go shortly as you begin to acknowledge phrases in phrases that fall underneath particular levels.

As an illustration, when choosing key phrases for an organization providing provide chain software program, warehouse administration software program, and a digital logistics platform, phrases like “software program,” “instrument,” or “system” within the key phrase phrase belong to the “Committing to alter” stage since they’ve already recognized the issue, contemplating choices for the answer and are actually committing to alter. 

Arrange a “Filter” in your spreadsheet program, and begin sorting.

Filter spreadsheet

Filter by “Comprises” and sort the frequent phrase (on this case “software program”).

Filter by keyword

Tag all the key phrases with the stage (on this case, “Committing to alter”).

Tagging keywords per stage

Figuring out the unknown

If you’re nonetheless figuring out a stage, you’ll be able to all the time seek for the key phrase in Google and see what kind of outcomes are displayed. 

For these “provide chain” key phrases, envision we’re choosing phrases for an organization offering SaaS options like provide chain software program and warehouse administration software program; a broad key phrase like “invoice of lading” might be complicated. 

Broad phrases will typically present outcomes as if the person is asking what it’s since Google doesn’t know the person’s intent to look such a broad time period. So, Google shows the definition, a snippet of the Wikipedia clarification, and Folks Additionally Ask ends in their information graph. 

This content material is clearly on the “Consciousness of Want” stage as a person doesn’t know the issue or might not fairly determine an issue, and there might be an answer.

Bill of lading Google SERPs

Eliminating the irrelevant key phrases

There might be instances that the key phrases you’ve exported from Google’s Key phrase Planner. You need to use this chance to cull out any irrelevant key phrases. 

For “provide chain” key phrases, think about choosing phrases for an organization offering SaaS options. A phrase like “monitor my container” will not be related for the reason that particular person utilizing this phrase is extra prone to be a shipper’s buyer, and we’d wish to give attention to the shipper offering the service to that buyer. 

Merely spotlight your entire row and delete the key phrase out of your record.

Eliminating the irrelevant keywords

Slim down your viewers with extra tagging

You may tag your key phrases with extra choices as you undergo this train. I often like to incorporate “Content material Sort” and tag it with: 

  • “Weblog Publish” 
  • “Product Web page”
  • “Options Web page”
  • “Dwelling Web page”
  • “Buyer Story”
  • “FAQ – Assist”
  • And extra.

As well as, tagging with the lead kind similar to “Influencer,” “Resolution Maker,” or “Neigh Sayer” and even trade, firm dimension, or different focuses will assist you to preserve your search engine optimization and your content material centered.

Utilizing the info out of your stage tagging

If you end tagging all your key phrases, your “Stage” column must be void of any clean cells and a mixture of all the levels you’ve recognized. 

Using the data from your stage tagging

You need to use a easy pivot desk to determine the place essentially the most estimated month-to-month searches fall.

On this context, choosing key phrases for an organization that gives Software program as a Service (SaaS) and never together with any model product, resolution, or function key phrases that may be related to a particular firm, we will see that the majority searches fall within the “Examine Choices.” 

On the similar time, “Consciousness of Want” is second, and “Committing to Change” is third. We don’t see lots of searches within the larger intent searches like “Answer Choice” or “Validate Selection” and no searches within the “Buy” stage. 

Avg monthly searches for keywords per stage

A whole evaluation of a particular firm, together with its model or product, resolution, and/or function phrases, would must be accomplished to see if these numbers change. 

Defining your technique

Utilizing your knowledge, now you can outline a high-level technique and record priorities primarily based on the extent of effort to affect. The affect is the estimated month-to-month searches or the gaps you discovered when pulling in your present search impressions, clicks, and positions for these key phrases. 

Within the context of those “provide chain” key phrases, let’s think about that is for an organization providing Software program as a Service (SaaS) options, together with provide chain software program, warehouse administration software program, and a digital logistics platform. I might suggest that the corporate embrace the next pages:

  • Dwelling Web page
  • Provide Chain Software program (Product Web page)
  • Warehouse Administration Software program (Product Web page)
  • Digital logistics platform (Product Web page)
  • Weblog
  • Buyer Tales
  • Useful Sources (FAQs)
    • Pages for frequent questions

As the corporate works on weblog submit subjects, product pages, and supporting content material (buyer tales and useful assets), the key phrase evaluation with tagging ought to information the key phrases to optimize for and the place that content material lies throughout the buyer journey. 

Advertising and marketing methods round these subjects align with the place these prospects may be reached and the messaging in that content material. 

I hope this helps firms perceive the very important synergy between search engine optimization and the shopper journey for B2B SaaS firms. You may create a roadmap to optimize the person expertise by mapping and tagging key phrases to their respective levels. 

This meticulous course of will empower firms to affect their viewers strategically, making certain their digital presence resonates throughout every journey stage. This strategy enhances model loyalty and makes knowledgeable, impactful buy selections.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Workers authors are listed here.

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