As consumer behavior is evolving with time so is search marketing. Search engines have continually updated their algorithms to better understand search and deliver better results. The search engines have also worked harder to identify and differentiate between high quality articles from low quality article to serve the requirements of the users. Now, marketers do not chase the algorithm any more, rather they optimize their content for their user.
The User and the Algorithm
When initially search engines revolutionized Internet by indexing web pages and making it easy for people to find content by subject, the leaders of the industry realized the importance of maximizing their visibility through the various search engines. They surmised a few criteria, which were used by these algorithms to understand websites and match them with the searches conducted by users. Thus began the rise of “blackhat” SEO tactics like back linking and keyword stuffing.
But the psychology of the consumer has been changing. They have become more sophisticated and better at inputting queries that assist them quickly to find what they are looking for. They hardly change to second and third pages, especially on mobile devices.
As search engines have become good at predicting pages that will be most useful, users have began to realize that they have the right to expect valuable and related material to their query. The industry has changed to an extent where if you want to appeal to the modern audience you have to create content focused on users rather than search engines. When your content is ideal, you would be automatically successful in ranking well in search engines and attracting customers.
Search Marketing Psychology
To understand the need of modern customers, you need to understand psychology in search and its success in digital content. Psychology offers you insights you require to understand what people are looking for and what will make more click. Search engines are trying hard to improve and understand the semantic meaning and the intent of the customer. Understanding the consumer’s intent is essential to design the landing page and answer their queries about industry and business.
Way1# Understanding Personas and Your Consumers
To create the content that you think your customers would want to read, you first have to know who exactly your customers are. This means you need to dig deeper than your assumption. You can learn this valuable information from two prime sources:
- Doing your market research
- Speaking with existing customers
Ask people interested in your business or existing customers what exactly drove them to your company over your competitors. Learn what bothers them and what they want to see implemented in your business. As you speak with these people, you will notice similarities in their motivations. Soon you would be able to categorize them according to personas. These personas will help to understand the ‘whys’ behind customer behavior. Use this information to create persona biographies, which will lead to site development.
- Creating Content That Reaches
Content today is present in a variety of forms. Customers today not only expect text, but they are also looking for images, videos and infographics that draw their attention to the material. Most consumers do not like to read text; they do not have the time. Rather, they would like to watch a video that is short and interesting. The human brain is designed to be visual, so images help the brain process the content much faster than text. Use all types of content to reach your client and send the message across. If your personas tell you, a video will create more impact then use videos instead.
- Optimizing Content for Search
Over the past several years search engines have changed drastically. Google and other major search engines have continuously put algorithms that help them to sort through material and show relevant and valuable content. It is estimated that every year Google releases at least 500 small and big updates for relevant search. These tactics are implemented to focus more on quality and deprive blackhat practices.
It is better for companies to understand what search engines and users look for together rather than trying to find the latest trick to gain SEO advantage. Search has changed its focus to user experience. If you keep this fact in mind, you will keep users and search engine happy. Look beyond ‘keyword’ as people now use phrases and questions to match their queries.
- Understanding Why & How People Share Content
People share content when they feel related to the website, brand or product. They also take into consideration as to how the content will influence their relationships with followers and friends after each share. A survey conducted by the New York Times Customer Insight Group shared the following reasons:
- 49% people indicated that they shared content as a form of entertainment
- 68% indicated that they shared content that helped them define themselves
- 78% shared content that helped them stay connected to others and nurture their relationships
- 69% shared content that helped them feel more involved in the world
- 84% shared content that supported a particular cause
When you share your content, you bring value to content on many levels. Sharing content drive more traffic to your page, boosts ranking and SEO. Sharing good content increase engagement and make people vouch for your brand. To leverage this psychology, find new methods to bring value to your readers. As you learn more about why people share content, it will be easier for you to leverage powerful tools for influencer marketing. Influencer marketing in return will bring in more consumers.
- People’s Propensity to Buy and Conversion Optimization
Though people think that they are rational when making a buying decision, they do not know that psychological factors do have enormous impact on the decision making of these people. One of the important psychological indicators to leverage is the power of peer pressure. Customers often are influenced by what their friends are doing or what they think their friends are doing.
The human brain always gauges risks and the cost of behaviors when it is trying to make a purchase or subscription. Minimize the cost to the brain but making sure consumers do not ask more questions. An additional optional field can diminish conversions.
Psychology is a powerful factor in the growth of successful content. Search has gone beyond the traditional conventions for maximum exposure. It now revolves around relevant and usefulness. To create well performing content, understand what users seeks, create useful content and optimize it.