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 Grace
- Brainlabs: 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
Chapters
00:00 Introduction to User Journeys
01:56 Sponsored by AlsoAsked
03:21 Introducing Grace Frohlich
04:31 Understanding User Journeys
07:16 The Importance of Search Intent
15:03 Creating Bespoke User Personas
20:16 Motivations and Non-Linear Journeys
25:49 Search Intent and Motivations
30:08 The Evolution of Search in 2025
30:22 Personalised and Conversational Search
32:33 Integrating Social Platforms into Customer Journeys
36:42 Milestones and Pain Points in User Journeys
46:32 Tracking and Organizing Search Data
54:34 Final Thoughts and Future Episodes