psychology and search; power your strategy

@SallyNewm

Manyminds Meets: Give it a go Conference

PSYCHOLOGY & SEARCH: POWER YOUR STRATEGY

#mmgiveitago

So, what is SEO…

It’s technical.

It’s on-page.

It’s off site.

It’s

psychology!

The amount of data per second that our brain receives.

George Markowsky

We’re only able to process 50 bits per second”

We need our

messages to

stick.

How?

https://www.slideshare.net/nathalienahai/the-secret-psychology-of-online-persuasion

PrimalEmotionalRational

https://www.slideshare.net/nathalienahai/the-secret-psychology-of-online-persuasion

Arousing

Emotional

Intellectual

You’re a business owner…

What are visitors here for?

Does the site fulfil their need?

Are they facing a problem?

How can you fix it?

Since Hummingbird

Google’s understanding

of search intent has improved hugely

Thanks to RankBrain it’s

becoming even better.

A site should convey its message successfully and

convert its visitors.

If we aren’t doing that, we’re not serving a

purpose.

After all, a website is a brand’s shop window.

We need to shift the focus.

KEYWORDS

INTENT

Understanding our

audience.

For an effective

marketing

strategy…

Understand the people who need your product or

service.

How?

Age and Gender

Device

Affinity Categories

In-Market Segments

Location and Language

First, update your privacy policy to tell users that you’re using cookies.

This will allow you to collect demographic data. You’ll need to enable it.

Match Age and Gender together to show the customer demographics.

Affinity Categories gives you snapshots of their interests, purchasing and browsing activity.

We can use in-market to target potential customers by understanding visitor searches.

Even understanding the most used device, can help us establish who are customers are.

From these segments, we’ve learnt that the highest revenue generating visitor is:

Age:35 - 44

Gender:Male

Device:Apple iPhone

In-market:Travel

In-market:Hotels

In-market:Accommodation

Affinity:Travel

Affinity:Travel Buffs

Location:London, UK

1. Explore trends

2. Find common questions

3. Identify long-tail keywords

Create buyer personas.

Help to understand audiences, convey

messages and convert visitors.

Why?

71%Of companies

that exceed their revenue and lead goals

use personas.

https://blog.kissmetrics.com/ab-testing-buyer-personas/

1. Name and Image

2. Goals & Ambitions

3. Demographics

4. Barriers & Frustrations

5. Media Consumption

6. Likes & Hobbies

Free persona tool - Zazzle Media.

Free persona tool - HubSpot.

Imagine if Sandals was targeting Club 18-30…

Using buyer personas.

Website experience.

Target landing pages for specific personas.

For example, a busy parent would probably want fewer options for quick decisions.

https://econsultancy.com/blog/64254-want-more-sales-give-consumers-fewer-options/

Split test to establish steps that might cause confusion for visitors.

Spot the changes in visitor behaviour during sign up or checkout.

https://www.optimizely.com/

Optimizely: Split Testing Software

Only test onething at a time.

Content creation.

Use your identified customer motivations

and backgrounds.

Use feedback to drive your content.

Use content to address the identified pain

points.

Engage further with strong images and video to improve your content.

Make content shareable.

1. Avoid being too on-brand

2. Use data driven content

3. Avoid text heavy content

Create content that resonates.

Don’t overloadusers with

information.

https://www.smashingmagazine.com/2016/09/reducing-cognitive-overload-for-a-better-user-experience/

Reinforce the message with strong call to actions to nudge users to convert.

Consider who the other people involved in the buying decision might be.

Use convincers post-purchase to reinforce the customers decision as being positive.

https://www.endlessgain.com/wp-content/uploads/2017/10/DOWNLOAD_Consumer_Psychology_Book.pdf

Before developing your

SEO strategy…

Understand what makes your customers tick.

Make content and SEO for human beings!

Use your audience data to your advantage.

Thanksfor listening. @Sally_Newm

Facebook.com/koozaiE-mail:

sally.newman@koozai.com

www.koozai.com

Tel: 0330 353 0300 #mmgiveitago