What is a touchpoint and how do I optimize it?

As a company, do you want to sell a product to a customer? Then it is important to connect with the customer. In doing so, you will have to deal with touchpoints . What are touchpoints and what can you do with them as a company? I’m happy to explain the concept of touchpoints to you.

What is a touchpoint?

Touchpoints are moments of contact with the customer that occur from the initial introduction to after delivery. These are moments when a company makes a good impression on the customer. With touchpoints, a company has the ability to target the right audience through marketing.

What are digital touchpoints?

The potential customer comes into contact with a product, a brand or a company during the so-called customer journey, customer journey. It is much easier to connect with customers with the advent of the Internet. It is possible to use digital touchpoints. There are 5 phases where touchpoints are present:

Awareness: advertising in the search engine or on social media

Consideration: blog articles, social media, SEO

Purchase: webshop

Contact: mail, chat, forum

Advocacy: newsletter, social media, app, login portal

Be careful not to use too many touchpoints. After all, this is actually counterproductive for the customer.(1)

The impact of touchpoints on SEO

There are a number of ways in which touchpoints have a positive impact on SEO. First, good content brings more visitors to your website. In addition, providing good service is also important: reachability via phone, email and social media has a lot of influence on a positive customer journey. (2)


  1. Understand the Touchpoints on Your Customer Journey. (2023, Oct. 2). Qualtrics. https://www.qualtrics.com/experience-management/customer/how-to-understand-touchpoints-on-a-customer-journey-map/
  2. Mathews, J. (2023, Sept. 22). Mapping the customer journey for SEO and marketing success. Search Engine Land. https://searchengineland.com/mapping-customer-journey-seo-marketing-success-432346
Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 29 March 2024. The last update of this article was on 17 May 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.