Have you ever struggeled with knowing where to actually reach your target customers? Or knowing what problems or friction points they hit when researching your product or service? Or what to say to them to connect and convey that you understand what they are trying to solve?

Enter ‘User Journey Mapping’. Rebekah Cancino uses Journey Mapping to help businesses (including fortune 200 companies) solve these problems.

Jump to about the 1 hour 12 minute mark of this interview and Rebekah walks through the exact process for creating your own user journey map.

Yes – this is the longest episode of Experts yet.

Leading up to User Journey Mapping we discuss – cross discipline collaboration, the marriage of SEO & UX, brand name keyword audits, empathy – and TONS more.


Don’t forget to subscribe on iTunes!



Amelia Schmidt’s cool drawing!



Rebekah’s background

Combining UX, SEO, and Content Strategy

  • “Have conversations with people (coworkers) and understand how they’re solving problems.”
  • “Talk to someone from a different discipline every week.”


  • Getting in through a side door

Empathy Being the Secret

  • “Empathy is a component of openness and how we relate to others.”

Content Strategy

  • Content strategy vs. content marketing
  • “Have your content strategist be part of the product team.”

How Are Content Strategists Judged?

Data + Real-Life Interviews

  • “People won’t tell you that … “
  • Brand name keyword audits
  • “User experience starts at the search-result level … “

Collecting Consumer Feedback

  • “I prefer to get qualitative answers.”

Core Modeling

Should Everyone Think Mobile First?

  • “Framing the argument as mobile vs. desktop is a mistake.”

Consumer Journey Mapping

  • Involve actual users
  • Getting a buy-in
  • “Customer journey maps are scalable.”
  • Solving problems for customers
  • Refreshing the journey map
  • What people are thinking and what they’re feeling
About Dan Shure

Hi! I'm Dan Shure. I write all of the posts and host all of the podcast episodes you'll find on the Evolving SEO blog. Say hello on Twitter @dan_shure!


  • February 25, 2017 Reply


    You can do lazy-loading while being SEO friendly. There are scripts that detect, whether the user agent is capable of scrolling then show assets. Site speed is becoming more of ranking factor, lazy loading is great way to increase site speed.

    I like Rebekah’s points of view on planning. I will be planning from the mobile first perspective until we are all hooked into VR.

    Thanks for the show

    • February 26, 2017 Reply

      Dan Shure


      yes I think you’re right. In the past Google has said they might not index lazy loading images: http://www.thesempost.com/lazy-loading-images-likely-will-indexed-google/ – but I have a client who uses lazy loading images right now, and Google seems to be handling it.

      Haha yes we’ll all finally be use to ‘mobile first’ then we’ll need to switch to ‘VR first’ 🙂

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