Customer Journey

The customer journey is the complete, multi-stage psychological and behavioral process a buyer goes through, from initially realizing they have a problem (Awareness), to researching potential solutions (Consideration), to finally making a purchase (Decision), and eventually becoming a loyal advocate (Retention). In SEO, mapping content to the customer journey is mandatory. You must create top, of-funnel informational content to capture awareness queries, middle, of-funnel comparison content to capture consideration queries, and bottom, of-funnel transactional pages to capture the final sale. Failing to map keywords to the correct stage of the journey results in high traffic but zero conversions.

Customer Journey Simplified

The customer journey is the path someone takes from first realizing they need help to actually buying your product. You have to write different articles for every step of that path: beginner articles to get their attention, comparison articles to show you are the best, and a pricing page to close the deal.