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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
Primal
Emotional
Rational
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.
KEYWORD
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 ...
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-perso...
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...
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 one
thing 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 overload
users with
information.
https://www.smashingmagazine.com/2016/09/reducing-cognitive-overload-for-a-better-u...
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...
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.
Thanks
for listening. @Sally_Newm
Facebook.com/koozaiE-mail:
sally.newman@koozai.com
www.koozai.com
Tel: 0330 353 0300 #mm...
Psychology and Search; Power Your Strategy
Psychology and Search; Power Your Strategy
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Psychology and Search; Power Your Strategy

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Sally's talk showcases how SEO's can work in a more succinct way to deliver stronger online marketing strategies and how to incorporate user psychology for a powerful approach that delivers results.
Exploring how to use audience data, and striking the right balance between SEO and psychology, Sally’s talk delves deeper into the countless benefits of having a robust strategy that includes both, and what can happen when you truly understand your audience.

Published in: Marketing
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Psychology and Search; Power Your Strategy

  1. 1. @SallyNewm Manyminds Meets: Give it a go Conference PSYCHOLOGY & SEARCH: POWER YOUR STRATEGY #mmgiveitago
  2. 2. So, what is SEO…
  3. 3. It’s technical.
  4. 4. It’s on-page.
  5. 5. It’s off site.
  6. 6. It’s psychology!
  7. 7. The amount of data per second that our brain receives.
  8. 8. George Markowsky We’re only able to process 50 bits per second”
  9. 9. We need our messages to stick.
  10. 10. How?
  11. 11. https://www.slideshare.net/nathalienahai/the-secret-psychology-of-online-persuasion Primal Emotional Rational
  12. 12. https://www.slideshare.net/nathalienahai/the-secret-psychology-of-online-persuasion Arousing Emotional Intellectual
  13. 13. You’re a business owner…
  14. 14. What are visitors here for?
  15. 15. Does the site fulfil their need?
  16. 16. Are they facing a problem?
  17. 17. How can you fix it?
  18. 18. Since Hummingbird Google’s understanding of search intent has improved hugely
  19. 19. Thanks to RankBrain it’s becoming even better.
  20. 20. A site should convey its message successfully and convert its visitors.
  21. 21. If we aren’t doing that, we’re not serving a purpose.
  22. 22. After all, a website is a brand’s shop window.
  23. 23. We need to shift the focus.
  24. 24. KEYWORD
  25. 25. INTENT
  26. 26. Understanding our audience.
  27. 27. For an effective marketing strategy…
  28. 28. Understand the people who need your product or service.
  29. 29. How?
  30. 30. Age and Gender Device Affinity Categories In-Market Segments Location and Language
  31. 31. First, update your privacy policy to tell users that you’re using cookies.
  32. 32. This will allow you to collect demographic data. You’ll need to enable it.
  33. 33. Match Age and Gender together to show the customer demographics.
  34. 34. Affinity Categories gives you snapshots of their interests, purchasing and browsing activity.
  35. 35. We can use in-market to target potential customers by understanding visitor searches.
  36. 36. Even understanding the most used device, can help us establish who are customers are.
  37. 37. 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
  38. 38. 1. Explore trends 2. Find common questions 3. Identify long-tail keywords
  39. 39. Create buyer personas.
  40. 40. Help to understand audiences, convey messages and convert visitors.
  41. 41. Why?
  42. 42. 71%Of companies that exceed their revenue and lead goals use personas. https://blog.kissmetrics.com/ab-testing-buyer-personas/
  43. 43. 1. Name and Image
  44. 44. 2. Goals & Ambitions
  45. 45. 3. Demographics
  46. 46. 4. Barriers & Frustrations
  47. 47. 5. Media Consumption
  48. 48. 6. Likes & Hobbies
  49. 49. Free persona tool - Zazzle Media.
  50. 50. Free persona tool - HubSpot.
  51. 51. Imagine if Sandals was targeting Club 18-30…
  52. 52. Using buyer personas.
  53. 53. Website experience.
  54. 54. Target landing pages for specific personas.
  55. 55. 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/
  56. 56. Split test to establish steps that might cause confusion for visitors.
  57. 57. Spot the changes in visitor behaviour during sign up or checkout.
  58. 58. https://www.optimizely.com/ Optimizely: Split Testing Software
  59. 59. Only test one thing at a time.
  60. 60. Content creation.
  61. 61. Use your identified customer motivations and backgrounds.
  62. 62. Use feedback to drive your content.
  63. 63. Use content to address the identified pain points.
  64. 64. Engage further with strong images and video to improve your content.
  65. 65. Make content shareable.
  66. 66. 1. Avoid being too on-brand 2. Use data driven content 3. Avoid text heavy content
  67. 67. Create content that resonates.
  68. 68. Don’t overload users with information. https://www.smashingmagazine.com/2016/09/reducing-cognitive-overload-for-a-better-user-experience/
  69. 69. Reinforce the message with strong call to actions to nudge users to convert.
  70. 70. Consider who the other people involved in the buying decision might be.
  71. 71. 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
  72. 72. Before developing your SEO strategy…
  73. 73. Understand what makes your customers tick.
  74. 74. Make content and SEO for human beings!
  75. 75. Use your audience data to your advantage.
  76. 76. Thanks for listening. @Sally_Newm Facebook.com/koozaiE-mail: sally.newman@koozai.com www.koozai.com Tel: 0330 353 0300 #mmgiveitago

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