Search engine optimization plays multiple roles in the customer journey. It can be involved in at every part of the journey:
- Awareness, discovery of the product/service as they are looking for related topics or the direct problem.
- Consideration, as they evaluate the product versus others.
- Purchase, where can I buy this.
For many companies they are focused on the awareness part, helping find prospective customers who are searching for a solution. But it is important to note it can play a role in multiple parts.