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!shocked woman2

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:

Confused ShopperNotice 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).Woman Making a Decision on What to Purchase

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:confused

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.

Imagine your website as a stage where visitors embark on a journey towards becoming a customer. The buyer's journey maps out the different stages of this journey, typically consisting of three key phases:

  • Awareness: Visitors realize they have a problem or need. Your website content should answer their initial questions and establish you as a trusted resource.
  • Consideration: Visitors research potential solutions and compare options. Offer informative content showcasing your expertise and the value you provide.
  • Decision: Visitors are ready to buy and choose the best solution. Make it easy for them to convert with clear calls to action and a user-friendly purchase process.

So, how can you use the Buyer's Journey on your website?

  • Tailored Content: Create content that speaks to each stage. Awareness content might be blog posts or infographics, while consideration content could be in-depth guides or case studies. Decisions might be supported by product demos or free trials.
  • Targeted Calls to Action: Craft calls to action that match the visitor's stage. In the awareness stage, encourage them to subscribe to your newsletter for more information. In the decision stage, a call to action might be "Buy Now" or "Schedule a Consultation."
  • Improved User Experience: Make it easy for visitors to navigate your website and find the information they need at each stage.

By understanding and applying the buyer's journey, you can transform your website from a passive brochure into a powerful tool that guides visitors towards becoming loyal customers.