{"id":8665,"date":"2020-09-08T10:39:23","date_gmt":"2020-09-08T08:39:23","guid":{"rendered":"https:\/\/estrategiamarketing.digital\/semantic-content-and-customer-journey\/"},"modified":"2025-04-30T10:43:45","modified_gmt":"2025-04-30T08:43:45","slug":"semantic-content-and-customer-journey","status":"publish","type":"post","link":"https:\/\/estrategiamarketing.digital\/en\/semantic-content-and-customer-journey\/","title":{"rendered":"Semantic Content and Customer Journey"},"content":{"rendered":"\n

The implementation of Semantic Analysis in the SEO strategy<\/a> allows to develop, plan and execute a semantic content<\/strong> plan adapted to each stage and channel of the Customer Journey<\/strong>. This implementation must follow a precise methodology<\/a> to be effective. <\/p>\n\n

Thanks to the previous study and audit, we will be able to perfectly understand what the user is looking for and what he needs<\/strong>. In this way, we will be able to create the expected content<\/strong> and “send” it in different formats to guide them<\/strong> through the purchasing process. <\/p>\n\n

To achieve this precision in responding to the user at the right time with the right content, it is crucial to understand the Customer Journey<\/a> and its different stages.<\/p>\n\n

What is Customer Journey?<\/strong><\/h2>\n\n

The “customer journey” or “buying process” is the journey<\/strong> that people make from the moment they identify <\/strong>a need for a product or service until it is satisfied.<\/strong> <\/p>\n\n

There are several stages in this journey and each one has different needs.<\/p>\n\n

Generically, the stages are as follows: <\/p>\n\n

  1. Discovery<\/li>
  2. Consideration and research<\/li>
  3. Purchasing and loyalty<\/li><\/ol>\n\n

    For each stage we must identify the touch points between a person and the company<\/strong> and create content that corresponds to what the user expects.<\/p>\n\n

    Stages and objectives of the Customer Journey<\/strong><\/h3>\n\n

    Below is a breakdown of the different stages of the Customer Journey and the objectives <\/strong>we should set for each one. The digital marketing strategy will have to be defined according to these objectives. <\/p>\n\n

    \"Customer<\/figure><\/div>\n\n

    Recognition of a need<\/strong><\/h4>\n\n

    This first stage is crucial to create or capture consumer desire and need<\/strong>, present in a multitude of online channels.<\/p>\n\n

    At the moment they encounter your brand (point of contact), the goal is to build trust and position your company <\/strong>as a credible source of information. At this point the user does not have a clear intention to buy<\/strong>, so we must avoid aggressive messages and position ourselves as a source of valuable information and inspiration, with a lot of added value. <\/p>\n\n

    It is at this stage that the construction of the brand image begins, from a qualitative point of view.<\/p>\n\n

    Purchase consideration<\/strong><\/h4>\n\n

    In this phase of the journey, users start to compare between different companies that they have detected<\/strong> can satisfy their needs. There is an evolution from desire to a possible purchase intention. <\/p>\n\n

    It is at this moment when you have to position yourself as the company, the specialist or the product that the user really needs<\/strong> above the rest.<\/p>\n\n

    To achieve this positioning, content must be created with the objective of contributing, helping, being useful and being a reference<\/strong> for the user. Only in this way will we begin to influence their decision. <\/p>\n\n

    Purchase decision<\/strong><\/h4>\n\n

    The moment arrives when the user is ready to select a professional, product or service<\/strong> and make the purchase.<\/p>\n\n

    Impacting the user on<\/strong> the most advanced features of your product or service and advising them<\/strong> will definitely influence their decision and subsequent evaluation of what they have purchased.<\/p>\n\n

    The sale does not end the user’s relationship with your brand or company. In fact, this last part is not, because it has only just begun. The goal is not only to make the sale but also to build loyalty and convince the user<\/strong> in the long term. <\/p>\n\n

    This loyalty will make the user become a promoter of your company and\/or services and attract other users.<\/strong> In addition, an already convinced\/loyal user will be interested in your brand or business again. <\/p>\n\n

    Semantic Content Creation<\/strong><\/h2>\n\n

    Thanks to our previous work of semantic analysis of keywords, search intentions and SERP results, we will be able to generate content that will help the user to move forward in their own journey.<\/p>\n\n

    Semantic analysis in content creation<\/strong><\/h3>\n\n

    As we told you in our previous article, in recent years Google’ <\/a>s algorithm has set itself the goal of understanding us better in order to offer us better results.<\/p>\n\n

    Specifically, it studies the relationship between individual words in a search query to create meaning or <\/strong> context.<\/strong> That is, through concept matching<\/strong>, synonyms<\/strong> and natural language algorithms<\/strong>, Google understands language as a human would<\/strong>.<\/p>\n\n

    Semantic analysis aims to improve the accuracy of search results by understanding<\/strong> the user’s intent<\/strong> through the contextual meaning of their search. This will help us create content that gives the right answer to what the user is looking for. <\/p>\n\n

    Content Types<\/strong><\/h2>\n\n

    As we have just seen, we will have to generate specific content for the user<\/strong> depending on whether they are in a moment of discovery or at a more advanced stage and closer to the final purchase.<\/p>\n\n

    These contents must reach the user in different formats and platforms<\/strong>, but… Which is the most appropriate for each moment? <\/p>\n\n

    \"Semantic<\/figure><\/div>\n\n

    Contents in “Discovery” phase<\/strong><\/h3>\n\n

    At this stage of the buying process, the user has just met us and does not have much information about our product or service. However, he\/she intuits or knows that he\/she may need us. <\/p>\n\n

    It is at this point that we have to offer generic information about us and what we can offer<\/strong>. We have to approach and start aligning the user to our value proposition. <\/p>\n\n

    For this purpose, content such as:<\/p>\n\n