How To Use The Power of Search Psychology for Your Marketing
Search engine marketing is the cornerstone of any successful marketing strategy and there are a number of key insights that can be gained from applying simple psychological principles to the area of search engine marketing.
Here are a few psychological tips and tricks, courtesy of Neil Patel, that can be easily applied to search engine marketing, for the benefit of your business branding.
- People use conversational terms in search engines. Forget about stilted keyword phrases, when a searcher is looking for something specific they will put it in simple terms like they are asking a person in conversation. This means that you should be making use of these types of phrases in your content to help improve your search engine visibility. With the increase in popularity of digital assistants like Siri and Cortana this is likely to become even more common.
- People search different terms when they are at different stages in the customer journey.
It might sound obvious but it’s something that many marketers don’t really think about. Depending whether they are trying to solve a problem, research potential solutions, narrow in on the pros and cons of a particular product or brand or find the best place to purchase, a customer is going to put slightly different terms into Google. This is good to think about when if you’re targeting a specific segment or you want to increase your number of customers at different stages of the buyer journey.
- Think of each page of your website as a landing page. You probably already know the importance of creating compelling landing pages, but what about the rest of your website? A psychology based SEO strategy looks at every single page of your site as if it is a landing page, and asks questions like what are my visitors looking for, what problems are they facing and how can we help them? If you can answer those questions on each and every page of your site you can greatly improve your website conversion rates.
- Stop worrying about clicks and focus on sales. Many of us when we are looking at SEO tend to focus on the number of click throughs we get to our website or other content. While this can be useful, it doesn’t really show anything about the number of sales made. Sales are what will affect your business bottom line, and that is what you should be focusing on when you look at how effective your SEO strategy really is.
- Headlines are essential for click throughs. When you want to get your content read online it’s all about the headline. There are a few psychological tips and tricks that can help you create fantastic headlines that will get your content read. For example, try using odd numbers in list posts – for some reason they get read more.
- Shorten your URLs. This is a simple psychological technique that’s been proven to get great results. Long URLs are unappealing and not only do they look unattractive, they get fewer clicks than shorter prettier ones.
- Add visuals to your content. The brain processes visual information more easily than it processes written content. This means that if you want to make a great and lasting impression on your readers you should consider adding images to your website content.
- Personalise your CTAs. The right call to action can make a big impact on your conversion rates, and research from Hubspot has proven that personalised CTAs perform far better than generic ones. Personalised in this case means specific to the action you want performed, for example “download our free e-book” rather than “download today”.
- User experience is crucial. Over recent years there has been a stronger focus on user experience in just about every area of marketing. When it comes to SEO the design and usability of a site is a key component of whether or not a visitor will stay around, engage with your brand and eventually buy from you.
As marketers it’s important that we take advantage of all the insight we can when we’re growing a brand. Hopefully these nine insights from search psychology can help you improve your search engine marketing and get better results for your organisation.