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Psychology and Search to Power Your SEO Strategy

Quick Vids 5th Feb 2018

(This is the transcript from our new video so it may not read as well as a normal blog post would)

Hi, everyone. Today, I’m going to speak about psychology and search to power your SEO strategy. A search job is to convey its message successfully and convert visitors that weren’t previously bought into your offering before. So if we aren’t doing, we’re really not serving a purpose. So we need to be more focused with our audience and their intent behind their searches than we ever have been before.

We can understand our audience by finding the people who need or would benefit from your product or service offering. We can do this by digging into Google Analytics to understand the way users are interacting with your site. So do this by using a variation of segments to build a picture of our highest revenue generating audience. Then we can understand what we’re looking for with industry tools.

So we can explore trends, find common questions being asked online about the offering or service, and identify long tail keywords rate into it as well. From this, we can then start to build up our personas. We can do this through website experience and also content creation. So this will help us be more informed about the type of landing pages and website experience each will respond best to.

Then we need to determine which steps might be causing customer confusion or trouble. Carry out some split tests to work out if something on the site is altering the way visitors behave during the sign up or check out process. But remember to make sure that we’re only testing one item at once, otherwise, you won’t really be able to establish true samples of data.

We can also create by personas to inform our content creation. Understanding your customer’s motivations and backgrounds will make it far easier to lay out your content appropriately for each of them. And then to build upon this a step further, always make sure that you’re asking for feedback, and find potential pain points to assist the strategy and content in the future.

We can then use this content, and then address this, and then identify pain points as well. And then engage further with strong images and video to improve your content. You want your content to be shareable, so don’t make it to unbrand. And remember not to overload users with too much information. Not only won’t they remember it, but it might also confuse them as well.

Reinforce the message with strong call to actions to nudge users to convert. Then use post-purchase convinces to reinforce the customer’s decision as being a positive one. So once you understand the audience and data, you can really use this then to drive your SEO strategy.

Whatever you do, be sure to make sure that your content and your SEO efforts are geared towards human beings rather than for search engines. And above all, use audience data to your advantage. If you ever have any questions or would like to hear more, please get in touch, because we’d love to hear from you.

Sally Newman

The bubbly, pint-sized Sally lives to the mantra of work hard and play harder. She’s a big fan of rings and Amaretto, is an absolute ray of sunshine to have around the office but probably has the dirtiest sense of humour. That’s why we love her.

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