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