24. This story proves a few things…
Customers’ ways are often inscrutable
A savvy salesman will stand by his customer and stay alert for
motivations and objections
Customers’ purchase decisions are driven by users’ motivations
Customers’ purchase decisions are often stopped or delayed by
potential objections
There is a certain level of information that customers require
before they feel confident enough to make their purchase
decisions
To get to the final conversion, sometimes we have to follow a step-
by-step approach
37. @fernandomacia @humanlevel
Hundreds or even thousands of Web pages compete for the
most popular and next-to-conversion keywords
“cheap hotel benidorm”
“buy women shoes”
“galaxy note offer”
“cheap flights to majorca”
“penthouse in madrid”...
40. @fernandomacia @humanlevel
… or appear so low in the page that the CTR decreases
dramatically…
First organic
result
Knowledge
graph
Wikipedia
Google Shopping
41. @fernandomacia @humanlevel
To make things worse, local, mobile and personalized results
push organic results to even lower positions
Local results
Google AdWords
42. @fernandomacia @humanlevel
And a few domains with high authority monopolize most SERPs
https://www.sistrix.es/blog/indexwatch-2015-los-dominios-ganadores-en-
google-durante-el-2015/
46. We focus on positioning for the most competitive and obvious
keyword…
@fernandomacia @humanlevel@theinbounder
PrescriptionActionConsiderationResearchAwarenessAudience
disneyland hotel
offers
51. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
disneyland hotel
offers
52. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
disneyland hotel
offers
53. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
disneyland hotel
offers
54. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
disneyland hotel
offers
55. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
disneyland hotel
offers
56. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
disneyland hotel
offers
57. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers
58. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers
59. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers
cheap flight
madrid-paris
60. PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers
cheap flight
madrid-paris
disneyland
paris
comments
74. PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
toyota prius
users comments
toyota prius offer
alicante dealers
fuel efficiency
comparison prius vs.
peugeot 308
75. PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
toyota prius
users comments
toyota prius offer
alicante dealers
alicante toyota
dealer users
comments
fuel efficiency
comparison prius vs.
peugeot 308
76. PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
toyota prius
users comments
toyota prius offer
alicante dealers
opiniones sobre
concesionario
toyota alicante
happy with
my new toyota
prius
fuel efficiency
comparison prius vs.
peugeot 308
79. @fernandomacia @humanlevel
Search scenario for a professional purchase
professional purchase
volume rebates
discount for professionals
delayed payment
OBJECTIONS
INFORMATION
MOTIVATIONS
COSTS
delivery time
lack of experience
past experience with similar supliers
certifications
regulatory compliance
specifications
technical advice
attractive prices
product range
reliable supplier
proximity
80. @fernandomacia @humanlevel
Search scenario for eye surgery
clinic for eye surgery
does it hurt?
what are the risks?
who is the best doctor?
OBJECTIONS
RISKS
MOTIVATIONS
COSTS
does the NSS pay for it?
how much does it cost?
is it included in my private insurance?
will I have to use glasses after the surgery?
how long to recover from eye surgery?
what if I can’t see any better? no more glasses
comfort
long term savings
81. @fernandomacia @humanlevel
Search scenario for a restaurant
italian restaurant
users comments
italian restaurants
valencia
open times
reservations
is the price high
do they serve gluten-free food
positive votes
restaurants near me
home-made dishes
do they accept credit card
how to get there
italian restaurants
(from mobile)
LOCATION
INFORMATION
MOTIVATION
RISKS
82. @fernandomacia @humanlevel
Search scenario for electronic gadgets
home cinema set
INSPIRATION
MOTIVATIONS
INFORMATION
RISKS
known brand
reduced size
nice design
competitive price
limited offer
when will I receive it
is it safe to pay online here
is this web site reliable?
can I return it
do you offer guarantee
sound quality
compatibility with actual components
opinions
other options
functionalitieshome cinema comparisons
how to choose the right home cinema
how to watch video games better
what is surround sound
5.1 vs 7.1 systems
86. @fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
flowers
delivery
online
Bunches of
roses
tulips
white roses
arrangements
red roses
wreaths
of flowers
floral
centers
87. @fernandomacia @humanlevel
Building our IA from top to the bottom the traditional way
flowers
delivery
online
Bunches of
roses
tulips
white roses
red roses
bouquets
wreaths
of flowers
floral
arangements
Buy
flowers
online
Bunches
of flowers
Bridal
flowers
Bunches
of roses
Bunchesof
tulips
Bunchesof
gardenias
Centers
of flowers
Wreaths
of flowers
Arrangements
of flowers
88. @fernandomacia @humanlevel
Building our IA from top to the bottom the traditional way
Buy
flowers
online
Centers
of flowers
Bunches
of flowers
Wreaths
of flowers
Bridal
bouquets
Bunches
of roses
Bunchesde
tulips
Bunchesde
gardenias
original
bridal
bouquets
Cheap
bridal
bouquets
Bridal
bouquets
Arrangements
of flowers
90. @fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Payup
frontor
finance
Hybrid
vs.
diesel
Insurance
costnew
car
Best
timeto
replace
acar
insurancecost
newcar
91. @fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Payup
frontor
finance
Hybrid
vs.
diesel
Insurance
costnew
car
Best
timeto
replace
acar
Hybridvs.diesel
92. Building our IA from bottom to the top: search oriented
Hybridvs.diesel
@fernandomacia @humanlevel
Conversion
Hybrid
vs.
diesel
Payup
frontor
finance
Insurance
costnew
car
Best
timeto
replace
acar
plugin
benefits
93. Building our IA from bottom to the top: search orientedkeyword
researchfromcustomer
journeyanalysis
@fernandomacia @humanlevel
Conversion
Hybrid
vs.
diesel
Payup
frontor
finance
Insurance
costnew
car
Best
timeto
replace
acar
costand
lifespan
of
batteries
plugin
benefits
leasing
vs.
renting
toyota
vs.lexus
insurance
rates
most
reliable
cars
best
timeto
buynew
car
94. @fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identifytheoptimalsearchintentand
optimizeto:
positionintopplacesatSERPs
forthetargetkeyword
gethighCTRattheSERPs
getmaximumconversion
includeUSPconnectedto
customermotivations
Includeargumentstofightback
hisgenericobjections
KEYWORD
97. @fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identifyallthe
possibleexitpaths.
Whyarethey
leaving?
Whatadditional
informationdothey
needatthispoint?
Takethecontext
intoaccount
99. @fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Hybrid
vs.
diesel
Payup
frontor
finance
Insurance
costnew
car
Best
timeto
replace
acar
costand
lifespan
of
batteries
plugin
benefits
leasing
vs.
renting
toyota
vs.lexus
insurance
rates
most
reliable
cars
best
timeto
buynew
car
prius
users
comments
toyota
lexus
compari
son
prius
videos
mazda3
vs.prius
reviews
toyota
renting
plan
keyword
researchfromcustomer
journeyanalysis
101. @fernandomacia @humanlevel
Justify their purchase decision
Influencers supporting the
decision
Positive comparisons
Testimonials
Positive users opinions
Positive reviews and comments
from experts
102. @fernandomacia @humanlevel
Confirm their purchase decision
Social contacts reaffirming
their decision
Support to the decision from
forum users
Discover critical opinions
about other options
103. @fernandomacia @humanlevel
Share their purchase decision
Social media
Redes sociales
Web 2.0 (comments, votes,
opinions, users help)
Recommending and guiding
other users