Customer Journey vs User Experience. What is the Role of SEO?

June 6, 2023

Understanding and optimizing the dynamics between marketing concepts and client experiences is essential for success. The customer journey vs user experience debate has gained significant attention as companies strive to create seamless and satisfying interactions with their target audience.

This necessity to succeed forces businesses to develop smooth and memorable strategies for interaction, combined with a captivating experience for everyone. Prioritizing these two processes is vital to add convenience, consistency, and friendliness.

How Does User Experience Work?

User experience, commonly known as UX, is one of the most critical design elements that determine the interaction of internet users with a product, service, or website. Its main goal is to deliver an efficient, easy-to-use and make the company successful.

To do UX work properly, specific analyses must be done beforehand: market research, product development, strategy, and design. Those steps are vital to understanding what a customer is looking for and meeting their needs.

Technical feasibility and business viability must be checked to correctly fulfill a user’s need and desire. They are broken into stages of inspiration, conceptualization, iteration, and exposition, where the product or service begins to take shape.

What is Customer Journey?

Also addressed as user journey, it refers to the process or path a consumer takes when interacting with a company’s website, product, or service. It goes from the first point where a customer is aware of the service until the final purchase stage.

The path or journey is usually depicted as a timeline with many stages. Each one of these stages represents a phase of the customer’s experience. While these steps vary depending on the industry and specific business, most typical customer journeys can be divided into:

  1. Awareness: the step where customers become aware of the company, product, or service through various channels such as advertising, word-of-mouth, or online research. Search engine optimization can be beneficial during this stage to make the business site appear on top.
  2. Consideration: customers start to actively research and evaluate different options between the businesses, comparing features, pricing, and reviews to determine the best fit for their needs.
  3. Purchase: once considerations are made, users complete the transaction, whether online or in-store.
  4. Onboarding: post-purchase, the customer begins the onboarding process stage. In some cases, users will need assistance setting up or understanding how to use the product or service effectively.
  5. Usage and engagement: when the client starts using the recently bought product or service and engages with it regularly forms part of the usage and engagement stage. This step is crucial for building customer satisfaction and loyalty.
  6. Support and service: forms part of the technical assistance and troubleshooting stage. Companies must address any concerns or issues arising while using a product or service.
  7. Loyalty and advocacy: if customers have a positive experience with their purchase and find value in it, they may become loyal customers. Some will even become advocates, recommending it to other people.

Businesses need to understand and map out these journeys to identify points and areas for improvement. Many opportunities are presented for delivering exceptional experiences at each stage, which can align their strategies to provide a seamless and satisfying experience.

The Importance of Demographics for Customer Journeys

Knowing your audience is critical when developing a customer journey. Your marketing agency may find opportunities to create different customer journeys based on demographics. Some life experiences and certain situations can make a buyer utterly different from another.

An endless number of variables can be used for companies and marketing agencies to categorize their customers and potential ones into demographics. Age, gender, location, income, education, marital status, occupation, employment, or hobbies are some of the most relevant.

Employing only one type of journey would lock out a business from many people searching for a product or service. Hence it’s why having more than one is recommended.

Identifying these potential customers based on your company’s service allows you to successfully focus marketing efforts on them. This way, a company can generate income and lead efficiently and affordably instead of trying to attract everyone.

Comparisons Between Customer Journey and User Experience

Customer journey and user experience are crucial concepts in marketing and product or web design. While they are related and often intertwined, they represent different aspects of the overall customer experience.

The customer journey refers to the interactions and touchpoints a customer goes through when engaging with a brand or business. It encompasses the entire process, from the initial awareness of a product or service to the final purchase and beyond.

User experience relates to a user’s overall experience while interacting with a product, system, or service. It encompasses all user interaction aspects, including usability, functionality, design, ease of use, and emotional response. It aims to create intuitive, efficient, and enjoyable things for users.

Relations Between Both Concepts

While they are not the same, customer journey and user experience are closely related. Each one influences the other in several ways, such as:


The customer journey includes touchpoints where users interact with a product or service. They contribute to the overall user experience. For example, a website visit is a touchpoint within the journey, and the design and functionality of these touchpoints affect the user experience.

Emotional impact

Both concepts have an emotional impact on customers. Positive experiences at each touchpoint enhance the user experience and positively influence the customer’s journey. Similarly, negative experiences can result in dissatisfaction and may impact the perception.

Insights and optimization

Analyzing the customer journey can provide valuable insights into user behavior and preferences, informing UX design decisions. Understanding these journeys helps to identify points and areas for improvement, leading to a better client experience.

Using both concepts for the better development of a business service or product is very important since it can lead to better client satisfaction.

Most Notable Differences Between Customer Journey and UX

The relation between both concepts has specific points that also differentiate them. UX and customer journeys tend to differ on particular contexts, goals, and scopes, such as:


The customer journey encompasses the entire process, from initial awareness to post-purchase, and involves various touchpoints, both online and offline. In contrast, UX focuses on the interaction between a user and a product or service.


Journeys considers the entire timeline of a customer’s engagement, which may span days, weeks, or even months. User experience is way more immediate, focusing on the user’s experience during a specific interaction or session with a service or product.


The customer journey takes the broader context of the customer’s relationship with the brand, including marketing efforts, service, and post-purchase support. UX primarily targets the user’s interaction with the product, regardless of the overall brand relationship.

Noting the differences between customer journey vs. user experience can be vital for commerce, product, and web design since it can help companies focus their goals correctly.

How Can SEO Help in Both Concepts?

The role of search engine optimization for the customer journey and user experience is highly relevant, significantly benefiting the company in gaining more audience and profit.

Benefits of SEO in the Customer Journey 

Search engine optimization plays a crucial role in the customer journey. There are many ways a marketing agency like Kala can employ its SEO methods to help with it, such as:

Awareness generation

SEO helps generate awareness by ensuring your website and content are visible in search results. Optimizing your page with relevant keywords attracts users to search for information about your products or services.

Research and consideration

Users seek more detailed information about options during the research phase. Optimization can help your business be found at this stage by offering relevant content such as guides, articles, or reviews that address users’ doubts and questions.

Trust building

Strong search engine rankings and a solid online presence can build trust with users. By appearing in the top search results, your business can convey an image of authority and reliability, influencing the customer’s decision to choose you over the competition.


SEO also plays a role in the conversion stage, where users decide to purchase or take a desired action. Optimizing your website to be user-friendly provides a satisfactory and persuasive experience, increasing the chances of users converting.

Retention and loyalty

Kala’s service is not limited to acquiring new customers; it can also help retain them. By providing relevant and high-quality content through your website and blog, you can keep existing customers engaged and encourage them to repeat purchases.

Overall, marketing agencies play an essential role in all customer journey stages. Their SEO tactics help generate awareness and loyalty, optimize your online presence, and offer valuable content. This helps to attract, engage, and convert users, contributing to success.

Benefits of SEO in User Experience

The impact of SEO on user experience is as essential as it is on the customer journey. These are some of the benefits a client can get from acquiring the services of Kala:

Improved visibility

The loading speed of a page is a very relevant factor for visibility. Improving UX and using SEO methods from Kala will help both ways; more people will be attracted due to the good-performing and responsive site and because it appears on the top searches.

Increased organic traffic

With SEO improvement, it is more likely that users will click on your website. This increases high-quality organic traffic, as users have expressed an active interest in topics related to your site.

Relevant and helpful content

SEO is based on quality content that answers users’ questions and needs. Focus on researching relevant keywords and creating content that aligns with those queries will offer valuable and relevant content that satisfies users’ needs.

Improved mobile usability

Having sites converted to devices is essential. Search engines consider mobile experience as an important factor in ranking websites. Doing so can improve the user experience on these phones or tablets and, in turn, gain even more audience.

These combined benefits contribute to a positive user experience, which can lead to more interaction, conversions, and user loyalty.


Customer journey vs user experience is often taken as two opposing sides. Still, both have certain similarities that can be implemented to work together. A marketing agency that can employ them will significantly benefit a company, ensuring visibility, engaging products, services, and customer loyalty. Adding SEO to the equation substantially improves your project: it can tweak and optimize both UX and customer journey, contributing to the business in many ways.

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