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 GraceBrainlabs: 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 Chapters00:00 Introduction to User Journeys01:56 Sponsored by AlsoAsked03:21 Introducing Grace Frohlich04:31 Understanding User Journeys07:16 The Importance of Search Intent15:03 Creating Bespoke User Personas20:16 Motivations and Non-Linear Journeys25:49 Search Intent and Motivations30:08 The Evolution of Search in 202530:22 Personalised and Conversational Search32:33 Integrating Social Platforms into Customer Journeys36:42 Milestones and Pain Points in User Journeys46:32 Tracking and Organizing Search Data54:34 Final Thoughts and Future Episodes