Tips on how to Win Potential Customers with Buyer Journey Mapping on Google

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The writer’s views are solely his or her personal (excluding the unlikely occasion of hypnosis) and should not all the time replicate the views of Moz.

In case your web site is like most others, there may be doubtless a mismatch between the content material you present, and what your potential prospects seek for on Google.

This text is about understanding your potential prospects and their dialog with Google through the use of the buyer journey mapping technique to offer them with the very best content material. The concept got here to me when watching inside consumer expertise groups at our company, and I hope it would encourage you as an Web optimization to depart your spreadsheets for a second and begin working with sticky notes (yeah, sticky notes).

Later within the article, for instance of the strategy, 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 necessary insurance coverage product.

I’ve constructed +100 buyer journey maps over the past 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 shopper journey is a mannequin, which describes the levels a potential buyer goes by so as to convert to your answer. It’s a manner for us as entrepreneurs to know what challenges a consumer confronts throughout their journey. Once we perceive it, we all know how our advertising efforts ought to present up at each stage.

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

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

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

Curiosity: The prospects begin looking for easy answer queries. An instance is “cough drugs” (59K month-to-month queries). On this stage, they may also search for substitutes (e.g. “honey ginger tea”).

Want: The prospects change into extra educated and refine their search to search out the fitting answer for them. They seek for completely different attributes of the product akin to segments (“toddler cough drugs”) and kinds (“non drowsy cough drugs”). 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 drugs for dry cough”). In addition they start to seek for manufacturers. Typical queries on Google may very well be “Delsym cough drugs” (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 alternative 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 negative 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 standard 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 observe and map up the shopper journey with Google knowledge? The place UX groups use qualitative interviews, eye monitoring, shopper suggestions and intestine feeling, Google knowledge is the onerous knowledge that’s lacking.

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

Now we have the info proper at our toes. With Google’s personal knowledge sources (e.g. Google Search Console) and third get together instruments (e.g. Moz Key phrase Explorer), SEOs can map out a big a part of the shopper journey.

Simply take a look at your consumer knowledge in Google Analytics, and you will notice how dominant Google is. In keeping with a examine 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 your complete buyer journey on Google we perceive:

  1. What are the most important matters that potential purchasers are querying on Google?

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

  3. The place are the “peak ends”, which means a very powerful 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 you need to use buyer journey mapping on Google

There are three predominant arguments for why you need 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 change into much more spectacular. This additionally implies that we, the SEOs, should adapt to those advances, focus much less on focusing on particular key phrases, and as a substitute concentrate on the consumer intent.

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

The overall 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, in case you promote sleeping baggage.

2) We have to share Web optimization knowledge insights with advertising groups – and do it quick.

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

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

Web optimization silo evaluation can take weeks, however when aligning with the remainder of the corporate, velocity is essential. Selections in advertising are made every day, so SEOs want to have the ability to present knowledge shortly. A buyer journey map may be created inside a number of hours, and is a good way to visualise knowledge in ways in which any non-Web optimization can perceive.

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

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

A standard matter cluster solely covers the Curiosity/Want levels within the buyer journey. A subject cluster consists of the primary web page (the cash web page), which ranks for a very powerful key phrase (e.g. “automotive insurance coverage”) and numerous supporting pages (pillar pages), which can rank for secondary key phrases (e.g. “automotive insurance coverage for teenagers” and “automotive insurance coverage calculator”).

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

Early-funnel

Research have proven that serving to a consumer early within the course of will make them keep in mind you afterward. At an early stage of the journey, the prospect will not be but conscious of the answer, so they may do symptom queries. This kind of question isn’t really easy to establish, however this additionally implies that your rivals are most likely lacking out on them. This could be a nice alternative for additional visitors.

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

One other necessary facet is to coach the prospect in order that they gained’t select the flawed answer. In my final Moz Weblog submit on Web optimization sprints, I confirmed an instance of prospects trying to find yellow-tinted glasses for driving at night time. That is the flawed answer, as a result of opposing automobiles have blue lights. That is necessary content material to offer your viewers, so as to lead prospects in the fitting course. What’s a false impression in your trade?

Submit-sale

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

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

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

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

Not your whole content material will convert straight. 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 pressured to position the search intent so as of look. This may enable you to perceive the right way to construction your content material and what a bit of content material ought to do.

Tips on how to construct a buyer journey map utilizing Google knowledge

Let me stroll you thru the method.

Step 1 : Outline your persona and your goal

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

Step 2 : Get the info 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 selected key phrase. I’ll then undergo my key phrase checklist. On this instance I’m doing a map for “Pure playgrounds”. One intent is “pure playground gear”. I’ve marked three queries beneath, which have the identical intent: Pure playground gear, Nature playground gear and Nature play gear.

That is one intent recognized. Normally, I write the intent on a sticky observe with the search quantity and the common 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 knowledge from third get together instruments akin to Moz Explorer. Right here I’ve inserted the key phrase “Pure playground” within the suggestion field, and a listing 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 sensible. I’ll finally revisit my instruments to get extra knowledge, if I see gaps within the funnel. This needs to be a fast course of. That is how my whiteboard finally ends up trying:

When I’ve accomplished this train I’ve a fantastic understanding of the prospects’ dialog with Google. The following 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. Pink = Web page 2 or worse.). The scale of the bubbles symbolize the search quantity.

When a map like that is introduced, it would 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 likely one of the oldest insurance coverage corporations in Denmark, established in 1731. Traditionally, they haven’t targeted on Web optimization, so once I began serving to them, they’d little or no non-branded presence on Google.

Step 1 – We wish 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 may cowl 90% of your wage. This can be a strategically necessary product for Købstædernes, and Google is an enormous touchpoint of their prospects’ buyer journey.

Step 2 – Let’s get the info 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 scale of the bubble reveals the relative search quantity and the colour represents their common rating. I exploit visitors mild colours to visualise this (Inexperienced: ranks in prime 3, Yellow: Rank 4-10, Pink: Outdoors web page 1 on Google).

To map out the dialog with Google, I used their Google Search Console knowledge, supported with third get together instruments akin to Moz Key phrase Explorer. Moreover, I held an interview with the product staff to know the potential shopper profiles higher, so I may establish the preliminary symptom searches.

For the reason that advertising staff at Købstædernes are usually not Web optimization savvy, then a buyer journey map was a good way to clarify 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 attention-grabbing conversations we needs to be a part of. Moreover, they may take the dialog insights and use them in the remainder of their advertising combine.

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

When the advertising staff signed off on the journey map, we moved on to the second half, which was to know what content material to construct, repurpose, and optimize. To have the ability to match matters between prospects’ dialog with Google and the content material on the web site, we wanted 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 a fantastic asset to know 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 isn’t the subject of this text I want to point out {that a} undertaking administration instrument 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 undertaking administration instrument you may assign duties, set deadlines, describe duties and sub duties, insert tags and many others. I see it time and time once more that when key staff depart a Web optimization undertaking is placed on maintain. I might subsequently strongly urge you to make use of one in all 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 may see, we’ve got managed to personal an enormous chunk of the dialog:

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 most important touchpoint in most buyer journeys throughout industries, so it’s apparent that arduous knowledge from Google Search Console and third-party instruments akin to Moz Key phrase Explorer may also help us perceive consumer intent. Buyer journey mapping on Google is a mannequin to allow the info by visualizing it, guaranteeing that the complete advertising staff understands the prospects’ dialog with Google.

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

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

  1. Be sure to have a transparent purpose along with your buyer journey. If there may be multiple 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 needed, 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 manner. Completely happy mapping!

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