SEO Agency services in 2025 need to do more than rank for isolated keywords. The way people search has changed, and so should your SEO strategy.
You’re missing the bigger picture if you’re still focused on keywords alone. Search isn’t linear anymore. People don’t just type in one query and convert. They bounce around, compare, learn, explore, and only then make a decision. That’s a search journey; if your content doesn’t support that path, you’re not in the game.
What is a Search Journey?
A search journey is the sequence of queries, clicks, and content interactions someone takes before reaching their end goal, whether buying, subscribing, booking, or understanding a topic more deeply.
Take this example:
- “What is fractional CMO?”
- “Top benefits of hiring a fractional CMO”
- “Fractional CMO vs marketing agency”
- “Best SEO agency for startups”
- Click → Book a consultation.
At every stage, the user’s mindset and needs shift. Optimising for just one of those queries leaves a lot of opportunity on the table. But building content that answers all of them—and links them together naturally? That’s how you win trust and rank at the same time.
Why Keyword-Only SEO is Broken
Traditional SEO relied heavily on targeting specific phrases with specific pages. That still has value, but today’s algorithms understand context, semantics, and intent far more than they used to.
- They don’t build topical authority: Google wants to rank sites that comprehensively cover a topic, not just touch it once.
- They ignore the user’s evolving intent: The same person can search five different phrases in one session, so a keyword strategy that treats them as separate users will miss the mark.
- They’re easily outmatched by brands that go deeper: If your competitor has built a whole content journey around a topic, they’ll be seen as the more useful source.
Search intent isn’t static. The modern buyer is self-educating, jumping between formats and platforms, comparing opinions, and often revisiting decisions. The SEO strategy must account for this ebb and flow of interest and intent, not just rank for a moment.
How to Optimise for Search Journeys in 2025
This isn’t theoretical. These are the practical, proven steps we use to build journey-first SEO strategies that work:
1. Map Out the Full Intent Funnel
Break your audience’s search behaviour into stages:
- Awareness: “What is…” / “How does…” / “Why do I need…”
- Consideration: “Top tools for…” / “Best way to…” / “Benefits of…”
- Decision: “Pricing” / “Comparison” / “Reviews” / “Hire…”
Identify the key topics under each stage and create content for each layer.
Example: If you’re targeting coaches, don’t just write “Best SEO tips for coaches.” Include:
- “Why personal branding matters for coaches”
- “SEO vs social media for visibility”
- “How to pick the right SEO agency as a coach”
This ensures your brand is part of the conversation at every stage, earning trust while naturally guiding users towards your offer.
2. Create Content Clusters, Not One-Off Posts
Content should be part of a cluster, a central “pillar” page surrounded by supporting articles. It’s not just about coverage, it’s about connectivity.
Example structure:
- Pillar: “Ultimate Guide to SEO for Coaches”
- Supporting:
- “How Coaches Can Use LinkedIn for SEO”
- “Top SEO Mistakes Coaches Make”
- “Is Local SEO Worth it for Life Coaches?”
Google sees these as semantically related and rewards you for depth. Your audience sees them as valuable resources that meet them exactly where they are.
3. Use Internal Linking Like a UX Designer
Think of your internal links as a guided tour. After someone reads one post, what’s the natural next step in their journey?
Don’t leave that to chance. Include:
- Callouts: “You might also like…”
- In-text links that answer more profound questions
- CTA buttons that lead users further down the funnel
Each click deepens engagement, signals value to search engines, and increases the chances of conversion.
4. Leverage Rich Media for Each Stage
Searchers at the top of the funnel might prefer blog posts or short videos. Middle funnel? They’re comparing. Give them charts, tables, and side-by-sides. Bottom funnel? They want proof, testimonials, case studies, and FAQs.
Use tools like Loom, Canva or Descript to create quick video walkthroughs, product demos, or even whiteboard explainers that support your written content.
Using varied media types helps you win in Google’s blended results, video snippets, People Also Ask boxes, and more.
5. Optimise Your CTAs for Journey Stage
If someone is just discovering the topic, don’t push them into a hard sell. Instead, offer a lead magnet or newsletter and give them a low-friction next step.
Middle of funnel? Offer a webinar, downloadable asset, or comparison guide. Bottom of funnel? Book a call, schedule a demo, or show them your case studies front and centre.
Smart CTAs accelerate decisions without pushing too hard, too soon.
6. Build for Topics, Not Just Traffic
It’s easy to chase big traffic numbers. But a thousand visitors who bounce mean nothing if they’re not aligned with your message, offer, or mission.
Build content that supports your broader business strategy around topics you want to be known for. Traffic will follow, but conversions and brand equity will come first.
Topic-first SEO positions you as an expert, not just a content creator.
This Is What Works Now with SEO
Keyword targeting gets you started. Search journey strategy gets you results. This is the difference between being another SEO blog… and being the trusted source your audience returns to again and again.
If you want an SEO strategy that builds authority, not just clicks, then you need a partner who gets it.
PS. Most agencies will give you keywords and content calendars. We can provide a blueprint that maps your buyer’s mindset and turns attention into revenue. Book a call and let’s get you ranking like a category leader. SEO Agency strategies like this one drive long-term, compounding growth.
