Buyer's Journey Headquarters
The "update" to SEO that works "FAST!"
The Buyer's Journey SEO: A Simple Guide
Initially, you may ask, what in the world do sales and the buyer's journey have to do with getting my Web site pages into a page 1 position?!
The short answer: a LOT!
Google has mandated that you combine the "Buyer's Journey SEO" pages (Google calls them "supporting pages") with your other Web site pages, or you can forget about ever attaining a good Search Engine Results Position (SERP).
There are 3 stages of the Buyer's Journey - Awareness; Consideration; Decision.
Imagine a customer walking through a store. They might:
Notice something new (Awareness): This is like seeing a product for the first time and wondering what it does (light bulb moment!). SEO helps you get noticed by using terms people search for when they're first aware of a problem they need to solve.
Consider different options (Consideration): Now they're comparing brands and features (like comparing different products on a shelf). SEO helps you provide content that shows why your product is the best choice (like a product description highlighting its benefits).
Make a purchase (Decision): Finally, they decide to buy your product! SEO helps you stand out from competitors at the final stage (like a special offer grabbing their attention).
However, it's important to note that:
- Some models include additional stages: Certain frameworks add stages like loyalty or advocacy after the purchase to emphasize the continuous nature of the customer relationship.
- The journey isn't always linear: Buyers might move back and forth between stages, revisiting considerations or even returning to the awareness stage if new information emerges.
- Complexity varies: The number of stages can depend on the product, industry, and buyer's decision-making process. Simpler purchases might have fewer stages, while complex B2B purchases might involve more research and evaluation.
Therefore, while the three-stage model provides a solid foundation, remember that the buyer's journey can be nuanced and adaptable. Understanding your specific audience and their buying habits is crucial for tailoring your marketing and sales efforts to each stage effectively. And, after all, you are "advertising" your business products and / or services...
Here's how SEO helps at each stage:
Awareness: Use keywords related to problems your product solves.
Consideration: Create informative content like blog posts and guides to showcase your expertise.
Decision: Optimize your website for purchase-related searches, including pricing and reviews.
By understanding the buyer's journey, you can create SEO strategies that target people at every step, leading them to your product.
Have Visitors? Turn Them into Customers with the Buyer's Journey
Ever wondered why some websites seem to effortlessly convert visitors into sales, while others struggle to get a single click? The answer might lie in understanding the Buyer's Journey.
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- Written by: Thomas Garrison
- Category: Articles