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Transcript of Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de...
![Page 1: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/1.jpg)
@fernandomacia
Customer journey analysis and search scenariosFERNANDO MACIÁ DOMENE
#theinbounder Presentación en inglés – Póngase los
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Fernando Maciá Domene @fernandomacia CEO Human Level Communications
@fernandomacia @humanlevel
#theinbounder
@theinbounder
![Page 3: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/3.jpg)
a little bit of storytelling ;)
![Page 4: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/4.jpg)
a little bit of storytelling ;)
![Page 5: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/5.jpg)
a little bit of storytelling ;)
![Page 6: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/6.jpg)
a little bit of storytelling ;)
![Page 7: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/7.jpg)
a little bit of storytelling ;)
![Page 8: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/8.jpg)
a little bit of storytelling ;)
![Page 9: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/9.jpg)
a little bit of storytelling ;)
![Page 10: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/10.jpg)
a little bit of storytelling ;)
![Page 11: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/11.jpg)
a little bit of storytelling ;)
![Page 12: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/12.jpg)
a little bit of storytelling ;)
![Page 13: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/13.jpg)
a little bit of storytelling ;)
![Page 14: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/14.jpg)
a little bit of storytelling ;)
![Page 15: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/15.jpg)
a little bit of storytelling ;)
![Page 16: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/16.jpg)
a little bit of storytelling ;)
![Page 17: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/17.jpg)
a little bit of storytelling ;)
![Page 18: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/18.jpg)
a little bit of storytelling ;)
![Page 19: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/19.jpg)
a little bit of storytelling ;)
![Page 20: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/20.jpg)
a little bit of storytelling ;)
![Page 21: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/21.jpg)
a little bit of storytelling ;)
![Page 22: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/22.jpg)
a little bit of storytelling ;)
![Page 23: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/23.jpg)
a little bit of storytelling ;)
![Page 24: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/24.jpg)
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
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On the Internet there are no salesmen
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On the Internet there are no salesmen
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@fernandomacia @humanlevel
From the conversion funnel to the customer journey
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@fernandomacia @humanlevel
Search-behaviour along the purchase decision process
awareness
research
consideration
conversion
advocacy
blogs, forums, articles, offline information, social media, anticipative and necessity-connected searches
generic searches, vertical search engines, product reviews, social prescriptions....
semi-generic searches, product listing pages, comparisons, users comments...
long tail searches, product pages, motivations...
users opinions, mentions on social media sites, product evaluation, satisfaction surveys...
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@fernandomacia @humanlevel
Impulsive vs. reflexive purchase
Time
Cost
Risk
Impulsive purchase
Reflexive purchase
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@fernandomacia @humanlevel
Search behaviour along the purchase decision process
awareness
research
consideration
conversion
advocacy
YouTube: “mountain bike videos”
Google: “resistant cameras”, “sport cameras”, “action cameras”
Mountain bike forums, Facebook groups, Twitter contacts, opinions on Amazon
Google: “GoPro Hero 3 offer”, Amazon: “GoPro Hero 3”
Google: “GoPro Hero 3 opinions”, “GoPro Hero 3 user comments”, etc.
![Page 31: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/31.jpg)
@fernandomacia @humanlevel
The purchase decision process looks more like this…
awareness
research
consideration
action
advocacy
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@fernandomacia @humanlevel
A funnel or a sieve?
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@fernandomacia @humanlevel
With SEO, we have focused on positioning our web pages for our clients' most popular searches
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@fernandomacia @humanlevel
LANDING PAGE
We optimize web pages for certain keywords
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@fernandomacia @humanlevel
LANDING
Search intent
KWSearcher persona
Need
Product/Service
SERPs
A very linear process. Most conversions are not so direct
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@fernandomacia @humanlevel
The "perfectly optimized" Web page
https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
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@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”...
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@fernandomacia @humanlevel
Less SERP real-estate for organic results
Up to 4 AdWords results
+ site links, call extensions...
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@fernandomacia @humanlevel
Organic results may not even show in the above-the-fold
Local results
Google Flights results
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@fernandomacia @humanlevel
… or appear so low in the page that the CTR decreases dramatically…
First organic result
Knowledge graph
Wikipedia
Google Shopping
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@fernandomacia @humanlevel
To make things worse, local, mobile and personalized results push organic results to even lower positions
Local results
Google AdWords
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@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/
![Page 43: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/43.jpg)
@fernandomacia @humanlevel
Can we keep on competing on SEO?
![Page 44: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/44.jpg)
@fernandomacia @humanlevel
Keywords any moreSEO is not aboutjust
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@fernandomacia @humanlevel@fernandomacia @humanlevel
![Page 46: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/46.jpg)
We focus on positioning for the most competitive and obvious keyword…
@fernandomacia @humanlevel@theinbounder
PrescriptionActionConsiderationResearchAwarenessAudiencedisneyland hotel
offers
![Page 47: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/47.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
ideas to travel with
children
disneyland hotel offers
![Page 48: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/48.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
disneyland hotel offers
![Page 49: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/49.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
visit disneyland
paris
disneyland hotel offers
![Page 50: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/50.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
visit disneyland
paris
disneyland deferred payment
disneyland hotel offers
![Page 51: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/51.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
visit disneyland
paris
disneyland deferred payment
french air traffic
controllers on strike
disneyland hotel offers
![Page 52: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/52.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 53: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/53.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 54: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/54.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 55: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/55.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 56: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/56.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 57: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/57.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 58: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/58.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 59: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/59.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 60: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/60.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
![Page 61: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/61.jpg)
@fernandomacia @humanlevel
doubts
information
offers
low prices
objectionsfear
prestige
capacity
privacy
safety
novelties
exclusivity
etc.
What is he searching for?
![Page 62: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/62.jpg)
@fernandomacia @humanlevel
UNIQUE EXCELLENT
INTERESTING FUNNY
TOUCHING TRUE
REALLY INCREDIBLE
CONTENTIS KING
![Page 63: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/63.jpg)
@fernandomacia @humanlevel
IS KING
THE RIGHT CONTENT
![Page 64: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/64.jpg)
@fernandomacia @humanlevel#innobi16
What are the customer motivations?
![Page 65: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/65.jpg)
@fernandomacia @humanlevel#innobi16
What is she worried about?
![Page 66: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/66.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
![Page 67: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/67.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
Best time to replace a car
![Page 68: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/68.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
Best time to replace a car
Hybrid cars users opinions
![Page 69: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/69.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
Best time to replace a car
Hybrid cars users opinions
what is the life of a battery in
a hybrid car
![Page 70: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/70.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
![Page 71: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/71.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
fuel efficiency comparison prius vs.
peugeot 308
![Page 72: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/72.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
fuel efficiency comparison prius vs.
peugeot 308
![Page 73: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/73.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
fuel efficiency comparison prius vs.
peugeot 308
![Page 74: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/74.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
![Page 75: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/75.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
![Page 76: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/76.jpg)
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
priusfuel efficiency
comparison prius vs. peugeot 308
![Page 77: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/77.jpg)
@fernandomacia @humanlevel
… better identifying the user motivations, objections and information needs for his
purchase decision…
![Page 78: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/78.jpg)
!@fernandomacia @humanlevel
Searcher Persona
BIO
DEMOGRAPHIC PROFILE
PSYCHOLOGICAL PROFILE
MOTIVATIONS
OBJECTIONS
INFORMATION REQUESTED
![Page 79: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/79.jpg)
@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
![Page 80: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/80.jpg)
@fernandomacia @humanlevel
Search scenario for eye surgery
clinic for eye surgerydoes it hurt?
what are the risks?
who is the best doctor?
OBJECTIONS
RISKS
MOTIVATIONS
COSTSdoes 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
![Page 81: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/81.jpg)
@fernandomacia @humanlevel
Search scenario for a restaurant
italian restaurant
users commentsitalian restaurants valencia
open times
reservations
is the price high
do they serve gluten-free food
positive votes
restaurants near mehome-made dishes
do they accept credit card
how to get there
italian restaurants (from mobile)
LOCATION
INFORMATION
MOTIVATION
RISKS
![Page 82: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/82.jpg)
@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
![Page 83: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/83.jpg)
@fernandomacia @humanlevel
…adapting our content, page structure and information architecture to our customers’
journey
![Page 84: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/84.jpg)
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
![Page 85: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/85.jpg)
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
![Page 86: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/86.jpg)
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
flowersdeliveryonline
Bunches of
rosestulipswhite roses
arrangements
red roses
wreathsof flowers
floralcenters
![Page 87: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/87.jpg)
@fernandomacia @humanlevel
Building our IA from top to the bottom the traditional way
flowersdeliveryonline
Bunches of
rosestulipswhite rosesred roses
bouquetswreaths
of flowers
floralarangements
Buy flowers online
Bunches of flowers
Bridal flowers
Bunches of roses
Bunches of tulips
Bunches of gardenias
Centers of flowers
Wreaths of flowers
Arrangements of flowers
![Page 88: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/88.jpg)
@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
Bunches de tulips
Bunches de gardenias
original bridal
bouquets
Cheap bridal
bouquets
Bridal bouquets
Arrangements of flowers
![Page 89: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/89.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Toyota Prius offer Alicante
SEO
![Page 90: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/90.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Pay up front or finance
Hybrid vs.
dieselInsurance cost new
car
Best time to replace
a car
insurance cost new car
![Page 91: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/91.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Pay up front or finance
Hybrid vs.
dieselInsurance cost new
car
Best time to replace
a car
Hybrid vs. diesel
![Page 92: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/92.jpg)
Building our IA from bottom to the top: search orientedHybrid vs. diesel
@fernandomacia @humanlevel
Conversion
Hybrid vs.
dieselPay up front or finance
Insurance cost new
car
Best time to replace
a car
plug in benefits
![Page 93: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/93.jpg)
Building our IA from bottom to the top: search orientedkeyword research from customer
journey analysis
@fernandomacia @humanlevel
Conversion
Hybrid vs.
dieselPay up front or finance
Insurance cost new
car
Best time to replace
a car
cost and lifespan
of batteries
plug in benefits
leasing vs.
renting
toyota vs. lexus insurance
rates
most reliable
cars
best time to
buy new car
![Page 94: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/94.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identify the optimal search intent and optimize to:
position in top places at SERPs for the target keyword get high CTR at the SERPs get maximum conversion include USP connected to customer motivations Include arguments to fight back his generic objections
KEYWORD
![Page 95: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/95.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identify all the possible traffic sources
![Page 96: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/96.jpg)
@fernandomacia @humanlevel
![Page 97: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/97.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identify all the possible exit paths.
Why are they leaving?
What additional information do they need at this point? Take the context into account
![Page 98: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/98.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
… and design the right content to drive those visits back into the conversion path
![Page 99: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/99.jpg)
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Hybrid vs.
dieselPay up front or finance
Insurance cost new
car
Best time to replace
a car
cost and lifespan
of batteries
plug in benefits
leasing vs.
renting
toyota vs. lexus insurance
rates
most reliable
cars
best time to
buy new car
prius users
comments
toyota lexus
comparison
prius videos
mazda 3 vs. prius reviews
toyota renting
plan
keyword research from customer
journey analysis
![Page 100: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/100.jpg)
@fernandomacia @humanlevel
Documenting the purchase decision
Technical specifications Benefits and problems Comparisons Certifications Analysis Information, data…
![Page 101: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/101.jpg)
@fernandomacia @humanlevel
Justify their purchase decision
Influencers supporting the decision Positive comparisons Testimonials Positive users opinions Positive reviews and comments from experts
![Page 102: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/102.jpg)
@fernandomacia @humanlevel
Confirm their purchase decision
Social contacts reaffirming their decision Support to the decision from forum users Discover critical opinions about other options
![Page 103: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/103.jpg)
@fernandomacia @humanlevel
Share their purchase decision
Social media Redes sociales Web 2.0 (comments, votes, opinions, users help) Recommending and guiding other users
![Page 104: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/104.jpg)
@fernandomacia @humanlevel
Measuring the benefits from this strategy
Identify all the possible exit paths
![Page 105: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/105.jpg)
@fernandomacia @humanlevel
Measuring the benefits from this strategy: analyzing exit paths
Check where the visits at a certain page go next
![Page 106: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/106.jpg)
@fernandomacia @humanlevel
Measuring the benefits from this strategy: analyzing exit paths
Identify all the possible exit paths
![Page 107: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/107.jpg)
@fernandomacia @humanlevel
Measuring the benefits from this strategy: internal search
![Page 108: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/108.jpg)
@fernandomacia @humanlevel
Measuring the benefits from this strategy: internal search
Check that you are receiving organic traffic through more pages
![Page 109: Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'](https://reader031.fdocuments.net/reader031/viewer/2022022414/587944b81a28ab23468b6f85/html5/thumbnails/109.jpg)
GRACIAS THANK YOU
#theinbounder
@fernandomacia
FERNANDO MACIÁ DOMENE