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Content mapping for search engine optimization

by Daniel Chen - March 30, 2016

Every business should optimize its online content to properly match up to each stage of the buyer’s journey. Merely generating high-quality content and rolling it out as it is created will not suffice. The most successful businesses generate the right type of content at the appropriate times to maximize conversions.

The Importance of Content Mapping in the Context of Search Engine Optimization (SEO)

Web surfers tend to enjoy their experience on company websites when they can easily find the information they desire in a timely manner. Anyone who owns or manages a business should take a long hard look at the company website to determine if it is properly organized. Each section of the site should contain material that is relevant to the page’s title. This way, if a prospective customer conducts an online search for words or phrases that bring up a page of the company website, the page’s content will actually reflect those search terms. In a nutshell, content mapping is all about enhancing the user’s experience. Businesses must make it as easy as possible for a prospective customer to find exactly what he wants on the website. The bottom line is that each section of the website plays a role in the customer conversion process.

Business owners and managers should view their visitors as more than merely numbers. Those who find the company website by way of an online search are real people with legitimate needs and desires. Each and every visitor to the website has the potential to become a loyal customer across posterity. This is precisely why those who are charged with creating a business’s website content should squarely focus on building highly organized pages that contain material that is relevant to the terms searched by the web surfer.

Content Mapping and Ideal Customer Personas

Content mapping that creates a memorable user experience requires extensive customer analysis. Each business should study its customer base to identify ideal personas. it will be much easier to build high-quality web pages once you understand which types of people should be targeted with your company’s online content and the type of material they desire to see. Analyze your customers in an effort to divide them into a handful of main personas. Take a close look at the average customer’s budget, defining characteristics, pain points, responsibilities, needs and desires. With this material in hand, your team can proceed to map the buyer journey for each type of persona. Write out exactly what your team believes each type of customer is looking for during each stage. Also, be sure to pinpoint keywords that these ideal personas are likely to use when conducting online searches. If you can figure out the types of words, phrases and other information that your prospective customers search for, you can input this material across each section of the company website. The result will be greatly enhanced SEO and highly satisfied customers.

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