Talk given on SEO day 2022 on August 17th 2022. In this talk Ulrika shows how she is combining a classic customer journey with search intents, to map out and understand what it is the customers are after when searching, and then what type of content to serve them. Ulrika calls this framework the Search Customer Journey.

1. @UlrikaViberg
Wine, kittens & other dangerous
fruits - Using search intent to
understand your customer’s
demand
Ulrika Viberg | Unikorn
www.slideshare.net/ulrikaviberg
@ulrikaviberg

2. @UlrikaViberg
★ Owner of the Sweden based
digital agency Unikorn
★ 15 years in search (organic and paid)
★ Public Speaker
★ ex-eBay, ex-Rocket Internet

3. @UlrikaViberg
Let’s talk
keyword
research

4. @UlrikaViberg
Not
everything
that glitter is
gold

5. @UlrikaViberg
The government-
owned chain of
liquor stores in
Sweden.

6. @UlrikaViberg
Systembolaget
used a phrase
with a higher
search volume

7. @UlrikaViberg

8. @UlrikaViberg
Chasing low hanging
fruit, means optimizing
for search volume
before search intent

9. @UlrikaViberg
So, you get a lot of
impressions & clicks, but
also lots of BOUNCES

10. @UlrikaViberg
Let’s up the game!

11. @UlrikaViberg
Start with a strategy!

12. @UlrikaViberg
Search
Customer
Journey
@UlrikaViberg

13. @UlrikaViberg
A model made of
three layers

14. @UlrikaViberg
Layer 1 –
Customer Journey

15. @UlrikaViberg
!!!
INTEREST
AWARENESS
CONSIDERATION
EVALUATION
PURCHASE

16. @UlrikaViberg
Layer 2 –
Search Intents

17. @UlrikaViberg
Help with planning, explaining,
inspiration etc.
Searching for information
Informational

18. @UlrikaViberg
Brand and site searches
Searches with the intent to find a
specific page on a site.
Navigational

19. @UlrikaViberg
Products or services
Searching with the purpose to buy
something. Looking for best deals.
Transactional

20. @UlrikaViberg
Products or services
Searcher has decided what to buy, now
deciding for best op=ons. Looking for
reviews and comparisons.
Commercial

21. @UlrikaViberg
Layer 3 –
Touch Points

22. @UlrikaViberg Image cred: https://www.instagram.com/70jeppe/

23. @UlrikaViberg
!!!
Informational Transactional
Commercial
Search Customer Journey
Navigational

24. @UlrikaViberg

25. @UlrikaViberg
Your user is thinking
“I did not know you
existed!? But it feels like you
get me!”

26. @UlrikaViberg
They searching for
Users have searched for
something else

27. @UlrikaViberg
Touchpoint
Users find your inspirational
content pages in the search
result or on social media.

28. @UlrikaViberg
Goal
Make the users feel seen and
understood by connecBng to
them and their personas.

29. @UlrikaViberg

30. @UlrikaViberg
Your user is thinking
“I might need something like
your services”
!!!

31. @UlrikaViberg
They search for
Generic keywords and broader
searches, Questions
(What…When…Who…), Topics
!!!

32. @UlrikaViberg
Touchpoint
User finds your pages with
solution-oriented content
!!!

33. @UlrikaViberg
Goal
Make the user become more
interested in you and your
services.
!!!

34. @UlrikaViberg

35. @UlrikaViberg
Your user is thinking
“Do you offer a solution to
my specific problem?”

36. @UlrikaViberg
They search for
Long-tail searches, Product
searches, Specific questions

37. @UlrikaViberg
Touchpoint
Users find your solution-
oriented pages with a value
proposition.

38. @UlrikaViberg
Goal
Make the users consider
your brand/product/service
when the need arises.

39. @UlrikaViberg

40. @UlrikaViberg
Your user is thinking
“I want to know what
solution is best for my
problem”

41. @UlrikaViberg
They searching for
Detailed product searches,
Reviews, Testimonials, other
Providers etc.

42. @UlrikaViberg
Touchpoint
Users find your conversion
optimized pages with
information about secure
shopping etc.

43. @UlrikaViberg
Goal
Make the users feel secure
enough to choose your brand,
before the competitors.

44. @UlrikaViberg
PURRRCHASE

45. @UlrikaViberg
Your user is thinking
“I want the brand to hand me the
solu6ons for my specific problem,
and I don’t want any hassle!”

46. @UlrikaViberg
They search for
Price, Delivery options, Discounts
& Coupons, Payment methods

47. @UlrikaViberg
Touchpoint
User finds your CRO pages with
all the price, coupon, payment
and delivery content.

48. @UlrikaViberg
Goal
Make the user stay and go
trough with the conversion,
without any distractions.

49. @UlrikaViberg
!!!
Informational 🔍 Transactional 🔍
Commercial 🔍
“Something else”
“What is…?”
“Why…?”
“When…?”
“How-to…?”
“Product for X situation”
“Product X”
“Product X Elite”
“Product X resellers”
“Best Product X”
“Reviews”
“TesCmonials”
“Discounts”
Inspirational
content
Situational &
informational
USPs & value
proposi6ons Reviews & Cases
CRO & Secure
purchasing

50. @UlrikaViberg
What happens when you
focus on the user intent to
optimize for your
customers demand?

51. @UlrikaViberg
More relevant
content structure

52. @UlrikaViberg
Which gives
happier users

53. @UlrikaViberg
Happy users
usually mean
Happy Search Engine

54. @UlrikaViberg
Happy search
engine means
happy business

55. @UlrikaViberg
www.unikorn.se
www.linkedin.com/in/ulrikaviberg/
twitter.com/UlrikaViberg
ulrika@unikorn.se
Ulrika Viberg
Thank You!