Local SEO | Content Marketing
By Alex Birkett
Let’s get real for a second: local searchers don’t just buy from businesses with the best products—they buy from businesses that offer the best buying experience. It’s not just about what you sell; it’s how you make your customers feel throughout their journey. In fact, 80% of customers say the experience a business provides is just as important as its products or services, according to Salesforce's State of the Connected Customer report.
Understanding the customer journey is like having a cheat code for boosting your local business. By mapping out each stage—from awareness to referral—you can predict what your potential customers are thinking, feeling, and needing at every step. And once you know that, optimizing your client’s local SEO and overall digital presence becomes a whole lot easier.
What Is the Customer Journey and Why Does It Matter?
The customer journey is the process a buyer goes through, from first discovering a product or service to making a purchase—and ideally, becoming a loyal customer. For local businesses, nailing this journey is crucial. With the right strategy, you can turn online searches into foot traffic, phone calls, and ultimately, sales.
As Tim Brown, CEO and founder of Hook Agency, puts it, “If we don’t really examine how our best customers buy, we miss giant opportunities.”
He’s right. You can’t just assume that potential customers know everything about your business when they land on your website. Instead, you need to guide them, answer their questions, and build trust along the way.
Breaking Down the Customer Journey
1. Awareness: “I Want to Know” and “I Want to Do” Moments
This is where it all begins. A potential customer realizes they have a need or problem, and they start searching for solutions. Your job? Be the answer they find.
To win at this stage, you need content that ranks well in search engines and matches the searcher’s intent. Amanda Jordan, Local SEO Director at RicketyRoo Inc., emphasizes the importance of understanding customer intent: “Don’t make potential customers search for answers. One of the most important parts of local SEO content is to understand the intent of the customer at each stage and to adequately fulfill it.”
This is where content variety comes into play. Whether it’s a blog post, a video, or an infographic, you need to provide the information your potential customers are looking for, in the format they prefer.
2. Evaluation and Decision: “I Want to Go” and “I Want to Buy” Moments
Now that your potential customer is aware of your business, they start comparing you with the competition. This is the make-or-break stage where your content needs to shine.
According to Tim Brown, avoiding the tough topics like pricing is a mistake: “Price is the number one objection in the sales process, but we think avoiding it will help us get MORE customers. We need to talk about the things that affect price and why we’re more expensive—or why we’re worth it.”
At this stage, your content should be focused on high-intent keywords and providing clear reasons why your client’s business is the best choice. Think customer reviews, detailed product comparisons, and transparent pricing information.
3. Loyalty and Referral: The Final Frontier
Once the customer has made a purchase, your work isn’t done. In fact, this is where you build long-term relationships that lead to repeat business and referrals.
Great customer service is key here. Make sure your client’s contact information is accurate and easily accessible, and encourage customers to leave reviews. As Tim notes, “98% of potential customers read reviews for local businesses, meaning that what other customers say about your business has a huge impact on conversion rates.”
Optimize the Customer Journey—Today
Understanding and optimizing your client’s customer journey isn’t just a nice-to-have—it’s a must-have. From creating the right content for each stage to ensuring a seamless buying experience, every detail counts.
Ready to take action? Start by mapping out the customer journey for your client’s business and identifying key opportunities for improvement. And if you need a little help along the way, sign up for BrightLocal’s 14-day trial. With a suite of local SEO tools designed for agencies, BrightLocal can help you track your client’s local rankings and inform your next steps.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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