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User Journey Mapping_Grace_Frohlich_ BrightonSEO.pdf
- 1. Pirates should use maps: How to build a user journey map for search Grace Frohlich Brainlabs Speakerdeck.com/username https://www.linkedin.com/in/grace-frohlich/
- 2. #brightonseo
- 3. #brightonseo
- 4. #brightonseo
- 5. #brightonseo
- 6. #brightonseo
- 7. #brightonseo
- 11. #brightonseo We can learn a lot from pirates
- 12. #brightonseo Our goal is to get as much quality traffic as possible to our website
- 14. #brightonseo What are our challenges?
- 18. #brightonseo We can build a map… for SEARCH
- 19. #brightonseo Build a User journey map
- 20. #brightonseo Get stakeholders on board with the strategy. Create a strategy that is efficient and informative. Align with user search intent so we show up in the right places.
- 23. #brightonseo How to build a user journey map
- 24. #brightonseo What is user journey mapping?
- 25. #brightonseo User journey map is a model that illustrates the stages a customer goes through during their search process.
- 27. #brightonseo Lay a foundation and set your objectives. Create user persona to build a user journey with AI. Categorise and map keywords to your user journey. Step 1 Step 2 Step 3
- 28. #brightonseo Step 1 Lay a foundation and set your objectives
- 29. #brightonseo What is the aim? Step 1
- 30. #brightonseo Gather keyword data that is relevant for your customer Step 1
- 31. #brightonseo Funnel Journey Stage Milestone Keywords Topic The Map
- 34. #brightonseo Keywords that already ranks Keywords that you want to rank Step 1
- 35. #brightonseo Decide on data dimensions Step 1
- 36. #brightonseo Funnel stage Search intent Topic groups Step 1
- 37. #brightonseo Funnel stage Search intent Topic groups Journey stage Milestone Step 1
- 38. #brightonseo Create user persona to build a user journey Step 2
- 40. #brightonseo Get into the mindset of the user Step 2
- 41. #brightonseo Motivations for searching Pain points while searching Step 2
- 42. #brightonseo Motivations → Journey Stage Step 2 Pain points → Milestones
- 43. #brightonseo You need customer insights Step 2
- 44. #brightonseo You can use ChatGPT. Step 2
- 45. #brightonseo You need a good GPT prompt Step 2
- 46. #brightonseo Motivations → Journey Stage Step 2
- 48. #brightonseo “I own a boating business and I have a website. The main products we offer are sailing lessons, boat and equipment rentals, boating group trips and cruises. I want to understand how potential customers search for my services. List the most common customer motivations when they search for sailing lessons.”
- 49. #brightonseo
- 50. #brightonseo Funnel Journey Stage Milestone Learning to sail The Map
- 51. #brightonseo Step 2 Motivations → Journey Stage Pain points → Milestones
- 52. #brightonseo “I want to learn more about customers who want to learn how to sail. What are the most common pain points for people who are learning to sail for the first time?”
- 53. #brightonseo
- 54. #brightonseo Funnel Journey Stage Milestone Description Awareness Learning to sail Navigational Anxiety Beginners can feel overwhelmed by the various aspects of navigation, including reading charts, understanding wind direction, and using navigation instruments. Navigating unfamiliar waters can be intimidating. Boat Handling Maneuvering a sailboat requires coordination and skill. Novices may struggle with controlling the boat's movements, tacking, jibing, and docking, leading to frustration and anxiety. Wind Awareness Understanding how to use the wind effectively for propulsion can be difficult for beginners. Learning to position the sails correctly and adjust them according to changing wind conditions can be a challenge. Safety Concerns Safety is paramount when on the water. New sailors may be anxious about capsizing, getting stranded, or dealing with unexpected weather changes. Knots and Rigging Knot tying and rigging the sails are fundamental skills, but they can be confusing for newcomers. Mastering these skills is essential for safe sailing. The Map
- 55. #brightonseo Funnel Stage Milestone Awareness Learning to sail Understanding sailing and boating terminology Awareness Learning to sail Understanding how to handle a sailboat equipment Awareness Learning to sail Learning sailing navigation and weather conditions Awareness Learning to sail Learning boating safety The Map
- 56. #brightonseo Funnel Stage Milestone Awareness Learning to sail Understanding sailing and boating terminology Awareness Learning to sail Understanding how to handle a sailboat equipment Awareness Learning to sail Learning sailing navigation and weather conditions Awareness Learning to sail Learning boating safety Consideration Gaining sailing experience Looking for locations to sail Consideration Gaining sailing experience Finding a boat to hire Consideration Becoming certified Getting a certification Conversion Becoming certified Searching for certification locations Conversion Becoming competent sailor Looking for a yacht to charter The Map
- 57. #brightonseo Step 3 Categorise and map keywords to your user journey.
- 58. #brightonseo Assign each keyword to the most relevant milestone in the user journey. Step 3
- 59. #brightonseo Validate user journey with keyword data Step 3
- 60. #brightonseo Categorise manually OR with the help of GPT Step 3
- 62. #brightonseo Considerations: 1. You have to train the tool 2. Not 100% accurate 3. Not a free tool
- 63. #brightonseo Funnel Stage Milestone Keywords Awareness Learning to sail Understanding sailing and boating terminology nautical terms and phrases Awareness Learning to sail Understanding how to handle a sailboat equipment sailboat rigging diagram Awareness Learning to sail Learning sailing navigation and weather conditions rya navigation course Awareness Learning to sail Learning boating safety boating safety The Map Step 3
- 64. #brightonseo Funnel Stage Milestone Keywords Awareness Learning to sail Understanding sailing and boating terminology nautical terms and phrases Awareness Learning to sail Understanding sailing and boating terminology naval flags alphabet Awareness Learning to sail Understanding sailing and boating terminology marine alphabet Awareness Learning to sail Understanding sailing and boating terminology sailing terminology The Map Step 3
- 65. #brightonseo Use The Map to navigate
- 66. #brightonseo Align with user search intent so we show up in the right places.
- 67. #brightonseo Check The Map for pages that meet search intent
- 68. #brightonseo Funnel Stage Milestone Topic Do we have a page? Awareness Learning to sail Understanding sailing and boating terminology sailing terminology No Awareness Learning to sail Understanding how to handle a sailboat equipment handling a sailboat Yes Awareness Learning to sail Learning sailing navigation and weather conditions sailing navigation Yes Awareness Learning to sail Learning boating safety boating safety No The Map
- 69. #brightonseo Create a strategy that is efficient and informative. Align with user search intent so we show up in the right places.
- 70. #brightonseo Use The Map to visualise the data and uncover opportunities
- 71. #brightonseo
- 72. #brightonseo
- 73. #brightonseo Get stakeholders on board with the strategy. Create a strategy that is efficient and informative. Align with user search intent so we show up in the right places.
- 74. #brightonseo Use The Map to prioritise time and resources
- 75. #brightonseo
- 76. #brightonseo
- 77. #brightonseo We got our treasure!!
- 78. #brightonseo
- 79. #brightonseo It’s about the (user) journey.