User journey mapping is the process of visually documenting the various steps, touchpoints, and emotions a customer experiences from their first interaction with a business through to conversion and beyond, helping identify friction points and opportunities for improvement.
For SEO purposes, user journey mapping helps ensure content and pages exist to support every meaningful stage of that journey, rather than focusing disproportionately on a single stage like initial awareness or final purchase.
A well-constructed user journey map often reveals content gaps or confusing transitions between pages that wouldn’t be obvious when looking at individual pages or metrics in isolation.
User journey mapping informs our SEO Content Strategy service.