What Is a Customer Journey & Why Does It Matter for SEO? via @HelenPollitt1
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What Is a Customer Journey & Why Does It Matter for SEO?
"The Customer Journey" is a phrase you'll hear often in marketing.
It is used to describe how a consumer becomes aware of your brand and interacts with it during the purchase funnel.
In essence, it is the summation of the touchpoints your customers have with your company.
The term "customer journey" is a bit of a misnomer, it suggests that we should only pay attention to people who have bought our product or service.
The journey we should be tracking starts way in advance of that final step.
It also doesn't necessarily end in the coveted sale or conversion.
Every interaction a person has with your brand, whether a customer or not, is of importance.
These touchpoints will influence their discovery of your products and services.
They will impact decision making and ultimately, they will affect whether they become a loyal customer.
Offline & Online
Something that might be hard to link is the impact of these interactions with SEO.
As digital marketers, our focus tends to be on traffic coming to our sites or digital properties.
By ignoring other channels, or offline relationships, we are missing out on valuable data about our market.
A customer might first come across a brand through a billboard advertisement.
They may have heard about it from a friend.
These early stages of awareness will impact how the brand is perceived.
In turn, they may have an effect on the likelihood of an organic search later on.
Offline interactions range from hearing about the brand in passing all the way through to purchasing an item in a physical store.
These moments will influence a user's likelihood to search for that brand or service in the future.
Time
Customer journeys might not be linear, or quick.
Think about the first time you heard