Mapping user journeys with Grace Frohlich

Jack Chambers-Ward is joined by guest Grace Frohlich, SEO Senior Manager at Brainlabs, to explore how to map user journeys and understand customer paths in search. 

Grace also shares insights into using AI to create detailed user personas and map motivations behind searches and practical steps for tracking user journeys and keyword tagging to enhance search strategies.

Follow Grace

• Brainlabs: https://www.brainlabsdigital.com/ 
• Follow Grace on LinkedIn: https://www.linkedin.com/in/grace-frohlich/
• Grace's article on Wix: https://www.wix.com/seo/learn/resource/user-journey-map-for-seo
• Grace's Whiteboard Friday: https://moz.com/blog/chatgpt-customer-journey-whiteboard-friday
• Grace's talk at BrightonSEO: https://www.youtube.com/watch?v=a4_9Yj9yDUg

Chapters

00:00 Introduction to User Journeys

01:56 Sponsored by AlsoAsked

03:21 Introducing Grace Frohlich

04:31 Understanding User Journeys

07:16 The Importance of Search Intent

15:03 Creating Bespoke User Personas

20:16 Motivations and Non-Linear Journeys

25:49 Search Intent and Motivations

30:08 The Evolution of Search in 2025

30:22 Personalised and Conversational Search

32:33 Integrating Social Platforms into Customer Journeys

36:42 Milestones and Pain Points in User Journeys

46:32 Tracking and Organizing Search Data

54:34 Final Thoughts and Future Episodes