Search with Candour - SEO podcast
Mapping user journeys with Grace Frohlich
Apr 7, 2025
Grace Frohlich, SEO Senior Manager at Brainlabs, dives into the intricacies of user journey mapping. She discusses leveraging AI to create detailed user personas and understanding customer motivations. The conversation emphasizes the importance of personalized, non-linear journeys in search marketing and the need for strategic tracking of user behavior. Grace also shares practical tips for organizing search data and the evolving nature of SEO, urging marketers to regularly reassess customer journeys to stay ahead in the digital landscape.
57:53
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Quick takeaways
- Mapping user journeys requires understanding non-linear customer paths and emphasizing the importance of search intent for effective marketing strategies.
- Creating bespoke user personas should involve analyzing specific search behaviors and motivations rather than relying solely on demographic characteristics.
Deep dives
Understanding User Journeys
Creating user journeys tailored to specific audiences is crucial for effective marketing. Unlike traditional linear models, user journeys today are often non-linear and can vary greatly across different customers. Emphasizing the importance of understanding search intent helps marketers align their strategies with what customers are genuinely seeking during their searches. This approach ensures that businesses meet their customers where they are in their journey, enhancing engagement and satisfaction.
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