A Guide to Enhancing SEO and Customer Engagement

A Guide to Enhancing SEO and Customer Engagement

In today’s digital world, understanding the e-commerce customer journey is crucial for success.

This journey begins when customers realize they need something. The journey continues even after they make a purchase.

In this article, let's take a look at this journey. We will cover:

  • Basics of the e-commerce customer journey
  • Customer journey map for e-commerce
  • SEO in the e-commerce funnel
  • Keyword tagging
  • Tips for each stage of the journey

Continue reading to learn more!

From B2B to E-Commerce: Understanding the Customer Journey

The customer journey begins when someone realizes they need something. For example, an item they're missing, a lifestyle improvement, or a fix for a work-related issue.

E-commerce follows a similar path, especially for big-ticket items like furniture or home decor.

The customer journey covers the whole experience from the first visit to a brand's online store to the final purchase.

It's important to grasp the five stages of the customer journey:

  • Awareness
  • Consideration
  • Conversion
  • Solution Selection
  • Retention

This shows that the journey extends beyond buying, with service and loyalty as key parts.

Understanding the Customer Journey Map for E-Commerce

A customer journey map for e-commerce is a visual tool that outlines a customer's complete experience with an online store. This starts from the initial interaction to the final purchase and beyond.

It allows businesses to identify and enhance the various touchpoints throughout the customer's purchasing process.

Developing this map offers valuable insights into customer behaviors, preferences, and obstacles. These insights help businesses tailor their marketing strategies, products, and customer support to improve customer experience.

The 5 Stages of SEO in E-Commerce Funnel

Understanding the buyer's journey is crucial in e-commerce, and SEO is key at every stage of the conversion funnel.

Here's how SEO aligns with the five stages to improve the online shopping experience and increase sales:

1. Awareness of Need

The funnel begins at the awareness stage, where potential customers learn about your brand or products. SEO techniques help grab their attention.

These methods boost visibility on search engines, social media, and through referrals.

2. Consideration

During the consideration stage, SEO becomes critical as consumers research and compare different products or services.

Make sure to optimize product pages and improve the user experience to engage potential buyers.

3. Conversion

The conversion stage is vital in the funnel, where a visitor purchases.

Streamlined checkout processes and compelling product descriptions play roles in ensuring successful conversions.

4. Solution Selection

At this stage, users often seek validation for their choices. They look for content that justifies their spending by emphasizing pricing and value.

Decision-making can be quick, but high prices or unclear product details may slow it down.

Your content acts like a reassuring friend, like someone complimenting, “That dress looks great on you,” during shopping.

User reviews, expert reports, or influencer videos are this friend’s feedback and help in the decision process.

5. Retention

After a purchase, the focus turns to keeping the customer. This ensures long-term success and brand loyalty.

Strategies to follow during this state include communication and providing outstanding customer service. You can also offer incentives for repeat purchases. These efforts can strengthen the relationship between the customer and the brand. It encourages loyalty and ongoing engagement.

Bonus: Advocacy

In the advocacy stage, happy customers become brand advocates. Leverage their positive experiences by encouraging reviews, testimonials, and word-of-mouth referrals.

This tactic helps attract new customers and spur the growth of your e-commerce business.

Tagging Keywords in the E-Commerce Customer Journey

Tagging Keywords in the E-Commerce Customer Journey

Understanding your customer's journey is key as you start tagging keywords for your e-commerce platform.

Here’s a step-by-step guide on how to tag your keywords for an e-commerce site that sells sneakers using Google Sheets:

1. Product Keywords

First, focus on identifying the main product keywords relevant to your inventory.

2. Creating a ‘Journey Stages’ Tab with Data Validation

Set up a tab named ‘Journey Stages’ in your spreadsheet. Use this tab to create a data validation drop-down list, making selecting and assigning stages to each keyword easier.

This helps maintain clarity and consistency across different teams. It ensures everyone understands the tagging process and the relevance of each stage.

3. Customer Journey Stages

Use the ‘Stages’ tab to categorize keywords according to parts of the customer journey. For an e-commerce site selling sneakers, focus on these stages leading up to the purchase decision:

  • Awareness of Need
  • Consideration
  • Solution Selection
  • Conversion

Keyword Tagging for E-commerce

Set up a spreadsheet for keyword tagging. This can streamline the process of keyword mapping for your e-commerce store.

Here's a guide to help you tag keywords that align with the different stages of the customer journey:

Start Tagging

Begin by identifying keywords that align with specific stages of the customer journey. For instance, terms like “best” or “reviews” typically belong to the “Consideration” stage, while keywords combining brand names with product names often indicate a readiness to purchase.

Setting Up Your Spreadsheet

Ensure you have a 'Stages' tab and a column next to 'Volume' to start tagging your keywords.

Using Formulas to Speed Up Tagging

Add a "Filter" in your spreadsheet to sort by common words and tag keywords accordingly.

For instance, you might use a formula to count the number of words in a keyword

Applying Conditional Formulas

Use an “IF” formula to assign stages based on word count and specific keyword attributes:

  • One-word keywords generally indicate broader, "Awareness of Need" stage searches.
  • Two-word keywords could be tagged as "Consideration".
  • Brand/product-specific keywords suggest a "Conversion" stage.

Here’s an example of a formula that might look like this:

=IF(ARRAYFORMULA(PROPER(IFNA(REGEXEXTRACT(LOWER(A4), LOWER(TEXTJOIN("|", 1, Brands))))))<>"",Stage!$A$5,IF(D4=1,Stage!$A$2,IF(D4=2,Stage!$A$3,Stage!$A$4)))

This formula checks if the keyword contains any brand names listed in a "Brands" array. If it does, it tags the keyword as "Conversion".

If not, it assigns "Awareness of Need", "Consideration", or "Solution Selection" based on the number of words in the keyword.

Once you understand the keywords and their stages, you can use this data to make smart marketing decisions and create content that resonates with your audience.

Understanding E-commerce vs. B2B Buyer's Journey

In e-commerce, users rely more on website support than on a sales team, unlike in B2B.

This requires more careful consideration of content for e-commerce.

Actionable Tips for Each Stage of the E-commerce Customer Journey

Mastering the Journey

The journey includes touchpoints like social media ads and website interactions. Content must guide customers and prove your site's trustworthiness.

Improve Customer Delight

Delighted customers boost website engagement, important for SEO. Offer unique rewards and create memorable experiences.

Create FOMO

Use urgency to increase click-through rates and site engagement. Highlight limited products and use timers for sales.

Conduct Surveys

Surveys tailor content to user preferences, possibly increasing traffic. Use feedback for site improvements.

Raise Social Proof

Display testimonials and encourage user content to boost reputation. Reputation affects search engine rankings.

Personalize Every Touchpoint

Personalization improves user experience and SEO metrics. Tailor content and interactions based on customer data.

Final Thoughts: Optimizing the E-commerce Experience

Applying these strategies allows you to optimize each stage of the e-commerce customer journey. This will help ensure that your website attracts and retains customers. Ultimately, this will lead to higher conversions and customer loyalty.

Enhance your content marketing strategy with Bliss Drive's expert services. Let us help you boost your online presence and drive more engagement today!

Richard Fong is a highly experienced and successful internet marketer, known for founding Bliss Drive. With over 20 years of online experience, he has earned a prestigious black belt in internet marketing. Richard leads a dedicated team of professionals and prioritizes personalized service, delivering on his promises and providing efficient and affordable solutions to his clients.
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