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.
Our brains receive around 11 million bits of data per second
However, we’re actually only able to process around 50 bits per second
This is why we need our messages to stick
To be persuasive online we need to be tapping into the 3 parts of the brain – primal, emotional and rational.
We need to do this by ensuring our brand message, website and content is arousing, taps into human emotions and is intellectually compelling. Looks nice, it taps into us as human beings/we can relate to it and we can understand and rationalise.
Picture this….. You’re a business owner. You should be asking yourselves all of these questions…
What are your visitors on your site for?
And does your site fulfil their needs for that product or service?
Are they facing any problems in the realm of your business or product/service?
If so, how can you fix the problem for them?
Since Hummingbird in 2013, Google’s understanding of search intent has improved an awful lot
Thanks to machine learning, it’s becoming even better.
Google can’t do all the work. It’s a site’s job to convey it’s message successfully and convert it’s visitors that weren’t previously brought in.
If we aren’t doing that, we’re not serving a purpose.
After all, a website is a brands shop window.
We need to shift the focus away from purely focusing on these…
and we should be more focused with
with our audience and their intent behind their searches
So how do we understand our audience?
For an effective marketing strategy
We need to understand the people who need or would benefit from your product or service offering
Do this by digging into GA to understand the way users are interacting with your site
Using these segments we can start to build a picture of our highest revenue generating audience
This will allow you to collect demographic data that you’ll need to enable.
Use ‘age’ and ‘gender’ segments together to show the customer demographics
A next step might be to identify the highest converting interest categories. Here, we can see that travel has the highest revenue count.
We can then drill down to in-market segments, which can inform the type of content to create for potential customers. In-market should be used to understand customers that might not read a lot of content relating to your product but for a short period could fit into your target when they’re making this type of purchase.
From the previous segments, we’ve leant that the highest revenue generating audience is a male aged 35-44, uses an Apple iPhone, is interested in travel, in the market for travel, hotels and accommodation and is in London a lot of the time.
Then understand what you’re looking for
Create data led buyer personas
Buyer personas aren’t just for branding and content, they help to understand audiences, convey messages and convert visitors.
buyer personas help to exceed revenue and lead gen goals
Picture this….Sandals targeting Club 18-30…it just wouldn’t work…would it?!
Using buyer personas
For website performance
Who they are depends on what they want to see so we should guide them according to their needs
I don’t know if you’ve heard of the Jam experiment that some psychologists held in 2000. They basically ran two tests of jam displays. One had 24 jams and the other 6 jams. The 24 jam display had a 3% conversion rate, whilst the 6 jam display had a 30% conversion rate. This surely would only be heightened by a busy parents needs for less information.
Determine what steps are causing customer confusion or trouble. Go through each process yourself to understand where there might be blocks.
Work out if there’s any copy, colours or any of the language that might be altering the way visitors behave during the sign up or checkout process.
Use a tool like Optimizely for this
It sounds obvious, but make sure you’re only testing one thing at once, otherwise you won’t be able to establish true samples of data.
Understanding your customer’s motivations and backgrounds will make it easier to lay out your content appropriately
To build upon this, always make sure you’re asking for feedback and find potential pain points to assist the strategy and content in the future
…like McDonald’s has done recently about their chicken and beef being real meat and how their burgers don’t contain other meats
Engage visitors further with strong images and videos to improve your content tenfold!
Do this by…
Try to make content that resonates with the audience. Something that’s relatable to a world event like a national day, a film or release. Something in the real world that journalists are aware of and can write about.
Don’t overload users with too much content. Not only won’t they remember it, but it might confuse them.
Give readers a nudge to convert to get in touch or make a purchase. Make sure you’re telling visitors what they need to do
Consider who the other people involved in the buying decision are and try to appeal to them. If it’s a family holiday, it’ll be the whole family.
CRO specialists, Endless Gain, say that because we need to feel comfortable about our seemingly rational decisions, we’re always looking to try and understand why we do things.
Once you understand the audience & data, you can use this to drive your SEO strategy.
Remember to get inside your customers head and understand what makes them tick
And be sure to make your content and SEO efforts geared towards human beings, rather than for search engines
And above all, use audience data to our advantage
Psychology and Search; Power Your Strategy
Manyminds Meets: Give it a go Conference
PSYCHOLOGY & SEARCH: POWER
Age and Gender
Location and Language
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
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:
35 - 44