How you can Win Potential Customers with Buyer Journey Mapping on Google

In case your web site is like most others, there’s seemingly a mismatch between the content material you present, and what your potential clients seek for on Google.

This text is about understanding your potential clients and their dialog with Google through the use of the buyer journey mapping methodology to offer them with the most effective content material. The concept got here to me when watching inner consumer expertise groups at our company, and I hope it’ll encourage you as an Search engine optimization to depart your spreadsheets for a second and begin working with sticky notes (yeah, sticky notes).

Later within the article, for example of the tactic, I’ll present you the way a Danish insurance coverage agency managed to come back out of nowhere and dominate the dialog for a strategically essential insurance coverage product.

I’ve constructed +100 buyer journey maps during the last 12 months, so I’m excited to share my information with you.

I’ll come again to this later, however let’s get a number of definitions in place first:

What’s a buyer journey?

The client journey is a mannequin, which describes the phases a potential buyer goes via with a purpose to convert to your resolution. It’s a method for us as entrepreneurs to grasp what challenges a consumer confronts throughout their journey. Once we perceive it, we all know how our advertising and marketing efforts ought to present up at each stage.

There are a lot of completely different buyer journey fashions, however I desire the traditional AIDA mannequin, including the Loyalty stage on the finish.

Here’s a description of the 5 phases with examples of typical Google queries:

Consciousness: The prospects notice that they’ve an issue or need and actively begin looking out on Google. For instance, they could suppose, “Hey, I am coughing. How do I eliminate it?” and seek for “How you can cease coughing?” (40K month-to-month queries within the US).

Curiosity: The prospects begin looking out for easy resolution queries. An instance is “cough medication” (59K month-to-month queries). On this stage, they can even search for substitutes (e.g. “honey ginger tea”).

Need: The prospects turn into extra educated and refine their search to seek out the suitable resolution for them. They seek for completely different attributes of the product akin to segments (“toddler cough medication”) and kinds (“non drowsy cough medication”). That is additionally the shopper journey stage the place customers subsequently get into the shopping for mode with finest/least expensive/low cost queries (e.g. “finest coughing medication for dry cough”). Additionally they start to seek for manufacturers. Typical queries on Google may very well be “Delsym cough medication” (5.2K month-to-month queries) and comparability queries, like “Delsym vs Robitussin” (1.6K month-to-month queries).

Motion: The prospects have made their selection and are able to take motion. A typical search can be “Delsym close to me” (90 month-to-month queries).

Loyalty: The prospects have changed into purchasers and will have questions in regards to the newly bought product. A typical instance may very well be “Delsym unwanted side effects”.

What’s buyer journey mapping on Google?

Buyer journey mapping is a conventional train when working with consumer expertise (UX), making an attempt to visualise the everyday touchpoints for a consumer and thereby perceive the right way to create a frictionless expertise.

As I discussed within the intro, I had a lightweight bulb second watching our UX groups. Why couldn’t SEOs undertake this apply and map up the shopper journey with Google information? The place UX groups use qualitative interviews, eye monitoring, shopper suggestions and intestine feeling, Google information is the onerous information that’s lacking.

The concept of doing buyer journey mapping on Google was born.

Now we have the information proper at our toes. With Google’s personal information sources (e.g. Google Search Console) and third social gathering instruments (e.g. Moz Keyword Explorer), SEOs can map out a big a part of the shopper journey.

Simply take a look at your consumer information in Google Analytics, and you will note how dominant Google is. Based on a study by GrowthBadger, throughout industries 50-90% of all visitors got here from Google. Whereas social media is a good activation channel in 2022, prospects nonetheless go to Google when they should educate themselves earlier than they contact you.

By mapping all the buyer journey on Google we perceive:

1. What are the foremost subjects that potential purchasers are querying on Google?

2. What’s the search intent behind the dialog potential purchasers are having with Google, that may match our USPs?

3. The place are the “peak ends”, which means crucial dialog touchpoints on Google, that may win or lose a future buyer?

4. What’s the timeline of search intent, so we perceive the right way to prioritize content material growth?

Why it’s best to use buyer journey mapping on Google

There are three foremost arguments for why it’s best to use buyer journey mapping.

1) Focusing on particular key phrases is outdated. We have to concentrate on proudly owning consumer intent as a substitute.

Particularly with Google’s introduction of BERT in September 2019, they perceive searches higher than ever. And with their MUM replace, the search expertise will turn into much more spectacular. This additionally signifies that we, the SEOs, need to adapt to those advances, focus much less on focusing on particular key phrases, and as a substitute focus on the user intent.

To offer an instance, all of the key phrases beneath have the identical intent and needs to be seen as one:

The whole month-to-month search quantity for this search intent is 4,000 month-to-month queries within the US, so it is a large touchpoint to miss in your content material, should you promote sleeping baggage.

2) We have to share Search engine optimization information insights with advertising and marketing groups – and do it quick.

It needs to be our purpose to interrupt out of the Search engine optimization silo and be sure that Search engine optimization helps advertising and marketing methods and actions.

Folks in your advertising and marketing division could not even know that Google Search Console exists, and even fewer could have entry, so SEOs must share the insights from this goldmine of information.

Search engine optimization silo evaluation can take weeks, however when aligning with the remainder of the corporate, pace is essential. Choices in advertising and marketing are made every day, so SEOs want to have the ability to present information shortly. A buyer journey map will be created inside a number of hours, and is an effective way to visualise information in ways in which any non-Search engine optimization can perceive.

3) Subject clustering doesn’t provide the full image.

Are you already working with matter clustering and suppose that buyer journey mapping seems like the identical? It’s not.

A standard matter cluster solely covers the Curiosity/Need phases within the buyer journey. A subject cluster consists of the primary web page (the cash web page), which ranks for crucial key phrase (e.g. “automobile insurance coverage”) and numerous supporting pages (pillar pages), which is able to rank for secondary key phrases (e.g. “automobile insurance coverage for teenagers” and “automobile insurance coverage calculator”).

Buyer journey mapping covers the total buyer journey together with the early a part of the funnel and the post-sales stage. These two phases are essential to concentrate to, with a purpose to be seen as a topical authority by Google, and naturally to assist your potential client alongside their total journey.

Early-funnel

Studies have shown that serving to a consumer early within the course of will make them bear in mind you afterward. At an early stage of the journey, the prospect just isn’t but conscious of the answer, so they’ll do symptom queries. This kind of question isn’t really easy to determine, however this additionally signifies that your rivals are in all probability lacking out on them. This could be a nice alternative for additional visitors.

To analysis symptom queries you want to suppose like your prospect. What would they seek for once they aren’t positive what they’re searching for? A strategy to validate if the symptom queries are related for you, test in “Associated searches” on the backside of web page one on Google, if any resolution queries are listed. It’s an indicator, if it’s a related question or not.

One other essential facet is to teach the prospect so that they gained’t select the mistaken resolution. In my final Moz Weblog submit on SEO sprints, I confirmed an instance of prospects looking for yellow-tinted glasses for driving at night time. That is the mistaken resolution, as a result of opposing vehicles have blue lights. That is essential content material to offer your viewers, with a purpose to lead prospects in the suitable route. What’s a false impression in your trade?

Put up-sale

The post-sale queries are very invaluable, as a result of these are queries achieved by precise purchasers. This isn’t solely about serving to them out with their precise drawback, however it is usually an essential touchpoint to heat them up for his or her subsequent conversion.

If you wish to determine post-sale queries shortly, then use this regex system in your Google Search Console:

b(clear|damaged|wash off|shattered|polish|drawback|deal with|doesn’t work|exchange|doesn’t begin|scratch|restore|handbook|repair|defend|renew|protection|guarantee)[” “]

If you don’t rank nicely for the queries that present up, then you probably have a content material hole.

Not all your content material will convert immediately. Some content material is extra apt for micro conversions (see a video, learn one other piece of content material, obtain pdf). With buyer journey mapping, you’re compelled to put the search intent so as of look. This can provide help to perceive the right way to construction your content material and what a bit of content material ought to do.

How you can construct a buyer journey map utilizing Google information

Let me stroll you thru the method.

Step 1 : Outline your persona and your goal

What will we need to receive, and who’s our persona/s? This essential first step ensures that we create the scope for the mapping.

Step 2 : Get the information and map out the intents

Subsequent up is to map out the consumer intent. I’ll initially use the shopper’s Google Search Console.

I’ll filter 12 months of information for a particular key phrase. I’ll then undergo my key phrase listing. On this instance I’m doing a map for “Pure playgrounds”. One intent is “pure playground tools”. I’ve marked three queries beneath, which have the identical intent: Pure playground tools, Nature playground tools and Nature play tools.

That is one intent recognized. Often, I write the intent on a sticky word with the search quantity and the typical rating. Right here is an instance beneath from a session.

When I’m not capable of finding extra intents in Google Search Console I’ll add information from third social gathering instruments akin to Moz Explorer. Right here I’ve inserted the key phrase “Pure playground” within the suggestion field, and an inventory of related key phrases seem.

Step 3 : Map the post-its in a funnel

I then draw up a gross sales funnel on a whiteboard, the place I place the sticky notes. I’ll transfer them round and cluster them, the place it is smart. I’ll finally revisit my instruments to get extra information, if I see gaps within the funnel. This needs to be a fast course of. That is how my whiteboard finally ends up wanting:

When I’ve accomplished this train I’ve an important understanding of the prospects’ dialog with Google. The subsequent step is to insert the intents in PowerPoint, so it may be introduced to the shopper. Right here is an instance. The visitors lights present how the location performs (Inexperienced = Rank 1-3 in Google. Yellow = Remainder of web page 1. Crimson = Web page 2 or worse.). The dimensions of the bubbles characterize the search quantity.

When a map like that is introduced, it’ll naturally kick-start a concentrate on how we are able to convert all of the intents to inexperienced.

How a Danish insurance coverage agency gained prospects with buyer journey mapping

Købstædernes Forsikring is among the oldest insurance coverage corporations in Denmark, established in 1731. Traditionally, they haven’t centered on Search engine optimization, so after I began serving to them, they’d little or no non-branded presence on Google.

Step 1 – We need to personal the dialog on Google for “wage insurance coverage”

“Wage insurance coverage” is a product supplied by all of the insurance coverage trade gamers. When you lose your job, then with this insurance coverage, you’ll be able to cowl 90% of your wage. This can be a strategically essential product for Købstædernes, and Google is a giant touchpoint of their prospects’ buyer journey.

Step 2 – Let’s get the information for “wage insurance coverage” and create a buyer journey map

To get an understanding of potential buyer search intent, we created the next buyer journey map. Every bubble represents a search intent. The dimensions of the bubble reveals the relative search quantity and the colour represents their common rating. I exploit visitors gentle colours to visualise this (Inexperienced: ranks in high 3, Yellow: Rank 4-10, Crimson: Exterior web page 1 on Google).

To map out the dialog with Google, I used their Google Search Console information, supported with third social gathering instruments akin to Moz Key phrase Explorer. Moreover, I held an interview with the product staff to grasp the potential shopper profiles higher, so I might determine the preliminary symptom searches.

For the reason that advertising and marketing staff at Købstædernes will not be Search engine optimization savvy, then a buyer journey map was an effective way to elucidate that we weren’t a part of the dialog in any respect. They instantly grasped our start line, and will assist by figuring out the fascinating conversations we needs to be a part of. Moreover, they might take the dialog insights and use them in the remainder of their advertising and marketing combine.

Step 3 – Executing on the insights from the shopper journey map

When the advertising and marketing staff signed off on the journey map, we moved on to the second half, which was to grasp what content material to construct, repurpose, and optimize. To have the ability to match subjects between prospects’ dialog with Google and the content material on the web site, we would have liked to optimize 10 pages and create 5 new pages.

As with most organizations, Købstædernes doesn’t have limitless sources. Thus, the shopper journey map was an important asset to grasp the right way to prioritize their efforts. Content material within the decrease funnel needs to be produced first.

Over a interval of two months, my small staff managed to carry out these duties. Whereas it’s not the subject of this text I wish to point out {that a} venture administration software akin to Asana, Monday.com, Trello or different is critical to make sure an environment friendly course of. When you use a spreadsheet (Excel, Google Sheets or different) concentrate on duties can simply be forgotten. With a venture administration software you’ll be able to assign duties, set deadlines, describe duties and sub duties, insert tags and so forth. I see it time and time once more that when key staff depart a Search engine optimization venture is placed on maintain. I’d subsequently strongly urge you to make use of one among these instruments to keep away from mind drain and focus.

The outcomes after 10 months

Right here is the event after 10 months. As you’ll be able to see, we’ve managed to personal a giant chunk of the dialog:

Site visitors has step by step elevated, with 100% development for the final three months in comparison with the prior interval.

In abstract

Google is by far the largest touchpoint in most buyer journeys throughout industries, so it’s apparent that onerous information from Google Search Console and third-party instruments akin to Moz Key phrase Explorer might help us perceive consumer intent. Buyer journey mapping on Google is a mannequin to allow the information by visualizing it, guaranteeing that the total advertising and marketing staff understands the prospects’ dialog with Google.

On the identical time, it provides a transparent overview of content material prioritization, which is a vital level, since most groups have restricted sources.

Let me finish with a number of recommendations on buyer journey maps:

1. Be sure to have a transparent purpose together with your buyer journey. If there’s a couple of purpose, break the shopper journey into a number of completely different buyer journey maps.

2. Perceive your USPs to concentrate on the related search intent. If essential, break down the broader consumer intents into smaller ones on underlying buyer journey maps, to get a greater overview.

I hope this weblog submit about buyer journey mapping has impressed you to consider how one can perceive your prospects’ dialog with Google in a brand new method. Blissful mapping!