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@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.
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:
www.koozai.com
Tel: 0330 353 0300 #mmgiveitago
