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Understanding Google’s digital consumer journey – a similar concept to the customer journey or buyer’s journey – is pivotal for crafting effective online marketing strategies. Google delineates this journey as the digital customer’s experience and interaction with a website, highlighting the critical touch points a customer encounters with a business online. This journey comprises five stages: Discovery, Consideration, Purchase (or Action), Retention, and Advocacy – each playing a vital role in enhancing customer engagement and conversion rates.
This article delves into aligning your website with both the digital consumer journey and Google’s E-E-A-T standards. Aiming to not only boost search engine rankings, but also secure a high-converting user experience that resonates with the stages of Google’s digital consumer journey.
Discovery Stage: Maximizing Blog Posts and Landing Pages
The journey begins at the Discovery stage, where potential customers seek information. Blogs and landing pages, especially those not directly linked from the main navigation, are crucial here. These resources should be designed to address common questions and deliver valuable insights, adhering to Google’s latest standards for helpful content. By focusing on providing genuinely useful content, your blog posts are more likely to gain favor with Google, driving significant organic traffic to your site.
Targeting search terms relevant to your local or business-specific goals is essential. Regular blogging on topics pertinent to your business and location enhances your site’s authority, attracting more visitors at this initial journey stage.
This combination of helpful content, topic authority, and crafting quality content that shares your personal experiences while showcasing your specific expertise aligns with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) optimization. It is how Google interprets your website and content. In light of the helpful content algorithm focus Google now has, E-E-A-T is very important to rank well on Google and be found by more users in the Discovery stage.
Consideration Stage: Showcasing Value and Generating Leads
After providing valuable helpful content through SEO-targeted blog posts or landing pages, the next step is to guide organic search visitors towards your service or pillar pages. The Consideration stage is where you differentiate your business with in-depth information on your Service pages or primary pillar pages. Incorporating free consultations, lead magnets, small favor marketing offers, or special promotions is crucial for lead generation, moving visitors towards a decision. Ideally by navigating them into the action page of your website or capturing lead information.
Captured leads can be integrated into marketing campaigns, such as email marketing, to drive them towards your Action or Purchase pages as well. All Consideration stage efforts should be ideally continuing the journey to Action / Purchase seamlessly.
Purchase or Action Stage: Securing the Commitment
The Purchase or Action stage is the decision-making point – whether it involves making a purchase, signing up, or booking an appointment. Creating a smooth transition from Consideration to Action is essential, achieved through strategic linking and facilitating the decision-making process. Effective follow-up methods like email marketing, social media posts, and targeted advertising are key in driving consumers to take the desired action of your business.
A digital consumer who has moved easily through the Discovery and Consideration stages is far more likely to take the desired action of your business! A well designed website and strategically planned consumer journey will lead to your desired business goals.
Retention Stage: Cultivating Lasting Relationships
Focusing on customer retention involves maintaining and enhancing existing relationships through quality support and effective communication. High-quality Support or Customer Service pages, along with user-friendly communication tools (such as contact forms, Google Business Messages, chatbots), play a significant role in optimizing customer satisfaction and support, laying the foundation for lasting customer loyalty.
Ultimately, providing quality products or services and building a great business is most important to gain customers and keep them happy!
Advocacy Stage: Building Your Reputation
Successful retention leads to the Advocacy stage, where satisfied customers begin advocating for your business. This advocacy, manifesting as testimonials, reviews, and referrals, is crucial for business growth. Showcasing these positive experiences on your website and managing your Google Business Profile effectively are key strategies to maximize the Advocacy stage’s benefits.
The more Advocacy Google sees happening for your business, the more it is going to trust it can recommend your website and content on search engine results pages. Showcasing how all 5 steps of the consumer journey are connected in the success of your online presence on Google.
Adhering to Google’s digital consumer journey standards is vital for a website to not only rank well on search engine results pages, but also to enhance customer conversion and retention. For further insights, Google’s Think with Google blog offers extensive resources on the consumer journey.
Embracing the Google principles for E-E-A-T and the digital consumer journey fosters a trusted, authoritative online presence, that is also conversion focused. These strategies will significantly contribute to your business website’s growth and success!
