Step 4.1: User Journey
Advanced SEO Concepts
We’ve already discussed the importance of the ‘user experience’ or UX for your site. In this step we are not covering UX perse, whether we are aiming to introduce the concept of a user journey and the components of that you should expect to find.
What is the User Journey?
The user journey is a story or narrative describing the user’s path to something. Whether that’s information like a recipe or a purchase, we want to understand their physical journey to their destination.
This is certainly in the more creative end of the SEO spectrum and is often overlooked or not considered to be a part of SEO. Although this is more in the purview of UX than SEO, it’s good to have a basic understanding of this quite advanced concept.
There are really two ways to look at this journey:
This looks at the user journey in which your site is piece of that journey. In this we would look at their behaviours and searches, touch points like Meta data to their experience on your site.
Understanding the wider context of a user journey enables us to meet the needs of the user more effectively. The conversion funnel can assist in analysing the user journey, the difference being that one is more conceptual (conversion funnel) and the other is more often (or more heavily) derived from data.
This looks at just the part of the journey experienced on your site. Here look at a range of metrics and data or use tracking techniques to analyse what’s happening.
Some of the metrics and data we look at are things like how many pages users visit on average in conjunction with how long they spend on those pages. High number of page visits with a short average time on each page suggest users are not finding what they want easily.
How to Track It?
One thing we can do is setup things called ‘funnels’, which are a string of pages, to analyse where people fall out or come into those funnels. This can provide insights into what the user journey looks like.
There are many techniques or technologies that we can use to collect data about the user journey and analyse that data.