3 reasons for a Customer Journey Map with Google
Google is the most popular search engine in the world. And as such, with tools like Google Search Console, it is the ideal database to map a large part of the customer journey.
By mapping the entire customer journey on Google, we understand:
The main topics that potential customers search for on Google.
Search intentions, which are among the company’s USPs.
The “peak ends,” or key conversation touchpoints on Google that can win or lose a prospective customer.
The search intent schedule to understand how to properly prioritize content.
There are three main reasons why you should use customer journey mapping with the help of Google:
1. user intent instead of keyword targeting
Targeting specific keywords has worked well for a long time. But with the algorithms Google uses today, keyword targeting is outdated. With Google’s introductions like BERT or the MUM update, the search engine is learning to understand its users’ searches better and better and to optimize the search result. User intent is moving more and more into focus – and it should in search engine optimization.
In practice, this means that keywords that have the same intent should be considered as one user intent. Keywords like
- Bicycle repair
- Bikes repair
- Bicycle repair
- How to repair my bike
For this user intent, there are a total of approximately 1800 monthly searches. So it makes sense to include it in the Customer Journey Map as an intent. To match user intent on this topic, you could create content with repair tips or even offer a repair service.
2. collaboration between SEOs and marketing teams
SEO is a subfield of online marketing. That’s why SEOs should not optimize on their own, but run in line with a company’s marketing strategy and activities.
With the help of a customer journey map, SEOs and marketers can work together optimally and have the same data basis from Google Search Console. In doing so, SEOs in particular should provide data quickly. Because while an SEO case analysis can often take weeks, marketing decisions are made daily. The Customer Journey Map also helps here, as it quickly visualizes the important data in a simple way.
3. topic clustering does not give a complete picture
Even if it seems like it: Topic clustering and customer journey mapping are not the same thing.
- Covers only interest and desire phase
- is divided into a main page, which ranks for the most important keyword, and several secondary pages, which serve the secondary keywords.
Customer Journey Mapping
- Covers the entire customer journey
- also covers early funnel and post-sale phase, which are important to be considered as a current authority by Google.
What are Early Funnel and Post Sale Phase?
Helping users early in the search process keeps them top of mind. The user subconsciously builds trust and usually comes back to this company later in the search. This is the early funnel.
The problem with getting into this early funnel of a search query is that the user’s search is still very vague. During this time, he symptomatically searches for the terms that come to mind. This makes it difficult for a company to offer the user the right solution.
On the other hand, it also means that if you manage to serve these symptom queries, you are a good deal ahead of your competition. They gain trust and authority.
To identify relevant symptom queries, proceed as users do: research as your potential customers do. Sticking with our “buy a bike” example, take a look at the results Google returns under “similar searches”. Results such as “Buy a bike near (XY)” often appear there.
So, with the help of Google, you can identify another search query from your potential customers in your customer journey map.
The post-sale phase is so important because it gives you data from users who are already customers of yours – who have already had a positive customer experience. It is an important touchpoint in the customer journey to prepare the customer for another purchase.
To identify your customers’ post-sale requests, you can use Google Search Console with the following RegEx formula:
\b(clean|broken|wash|shattered|polish|problem|treat|doesn’t|function|replace|will not|start|scratch|manual|repair|protect|renew|cover|warranty)[” “]
If you don’t rank well for the search queries that follow, you now know where you have content gaps and can fill them accordingly.
Keep in mind that not all of your content will convert directly. Some content is more suitable for micro conversions (watching video, reading other content, downloading PDF). Customer journey mapping requires you to place search intent in the order in which it appears. Then you can structure your content and define what a content should do.