5 Uses of Search Journeys for E-commerce Sites [Including Research]

So What Exactly Is a User Search Journey?

Good question! A user’s search journey covers the steps they take while searching for information or solutions using online search engines. It starts with their initial query on a particular topic and continues with subsequent searches to gather more information.

Take a look at the example below: This webpage has clearly been optimized for “baby gifts” but it also provides content that anticipates the user’s next queries, such as “baby gifts for newborns” or “budget-friendly baby gifts.” 

The page also addresses searches a user might input before purchasing a baby gift, such as “baby registry ideas.” As you can see, this page is finely tuned to cater to the entire user search journey rather than just one specific search term.

By harnessing the power of clickstream datasets and generative AI, Search Journeys goes beyond the basics of keyword research. It’s your key to understanding the full scope of your audience’s search journey, both before and after they enter their search query.

To unlock this treasure trove of insights that will elevate your content strategy, it’s as simple as clicking “explore with Sia” next to the search bar.

5 Applications of the Entire User Search Journey for E-commerce Sites

Now, let’s dive into the many different ways a full understanding of your users’ search journeys can enhance your digital marketing efforts.

1. Predicting the Needs of Users and Increasing Engagement

By understanding user searches and content preferences, digital marketers gain insights that let them offer content users might not even know they’re looking for.

Being proactive in providing relevant content at different stages of the customer journey does more than just keep users engaged – it builds trust, extends their stay on your site, and often leads to conversions and repeat business.

Here’s an example: Someone starts with a search for “home maintenance” and looks further into “best tools for homeowners” and then “home improvement tools” or “hand tools.” By anticipating these user needs, users won’t have to leave your site to find the information they require.

Interested in more cases that specifically relate to your niche? Drop your email, and we’ll create a tailored Search Journey for your site.

2. Building Topic Authority and Showcasing Expertise

In the quest to become a trusted expert in your niche, Search Journeys serves as your guiding compass. By dissecting the search patterns of your audience before and after they land on your content, you’re effectively peering into their minds to anticipate their needs based on the keyword that drew them to your site.

Below, we explore examples that highlight additional topics to address as a means to enhance your credibility as a go-to source on your chosen search terms.

Want to see a Search Journey for the keyword you’re currently targeting? Share your email, and we’ll craft a Search Journey personalized just for you.

3. Optimizing Site Maps and Improving the Architecture of Your Website

Search Journeys also provides valuable insight into the most logical way to organize site maps and enhance the architecture of your website.

When you grasp the patterns of user searches, you can organize your site’s categories and sections to match their journey. This makes it easier for users to explore your website.

Let’s dive into three user queries to see how Search Journeys helps guide you in setting up a logical site structure that aligns with the typical user path. For example, a site selling construction equipment may have a page on skid steers which leads to a page on skid steer attachments that ultimately guides the user to a page on skid steer brush cutter attachments.

Want to see examples that align better with your site? Send us your email, and we’ll develop a custom Search Journey to match your needs.

4. Crafting Content Strategies for Local and Regional SEO

Search Journeys also help guide local and regional content strategies that cater to specific user interests, enhance relevance, and improve the chances of ranking well in location-based search results. How? By revealing user interests and search patterns related to location-specific keywords.

Let’s check out a few examples that showcase how search journeys can be your compass when crafting content for specific locations.

Seeking examples that better suit your site? Coming right up! Share your email, and we’ll send you a personalized Search Journey within 24 hours.

5. Developing Macro-level Content Strategies

Search Journeys also allows users to create higher-level content strategies.

Examining broader searches like “agricultural machinery” through Search Journeys offers insights into more general themes and the related information that users seek before and after starting their search.

If these instances don’t quite fit your site, provide your email, and we’ll generate a Search Journey around your target keyword!

Conclusion

With Search Journeys in Topic Explorer, SEO experts gain essential insights into user behavior, enabling strategic content planning, content gap identification, increased site authority, and an enhanced user experience.

This data-driven strategy empowers professionals to craft highly relevant and captivating content, catering to users throughout their search journey stages and ultimately driving improved business results.

To delve deeper into the world of Search Journeys and explore its wide range of benefits, don’t hesitate to schedule your complimentary demo today.