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