How To Guides date icon June 1, 2017

The Psychology of SEO and Keyword Research

Humans are habitual, predictable creatures. That’s not an insult; it’s an objective fact. We each act in a way that can be assessed and analyzed in a scientific manner.

Fortunately, in the realm of digital marketing, especially paid social marketing, you can use psychology to reel your customers in. Understanding what makes your customers tick is the ultimate way to encourage your site visitors to buy your products or services and maximize your ROI.

If you’re still skeptical about the whole psychology approach to marketing, here’s a few facts that will not only change your mind, but will also shape your campaign.

Search Queries Reveal Customer Intent

Consumers usually fall within one of the four phases of the buying funnel: Research, awareness, decision, and purchase. By basing your content and keywords around one of these phases, you should be able to reach your goal.

People Are Selfish

Users typically search the internet in hopes of getting something in return. Whether that be something of tangible value, like a deal or freebies, or information, they are looking for a reciprocal transaction.

So, in order to reel in the self-interested user, you’ll need to market with your audience in mind. Don’t focus on your brand, focus on your visitors.


Long-Tail Phrases Still Reign Supreme In The Keyword Game

Using a long-tail phrase is one of the oldest SEO tactics because it works. In fact, long-tail phrases account for more than 70% of all searches.

When crafting your keywords, think in phrases instead of short, disjointed keywords.

Conversational Search Queries

In 2016, 20% of mobile search queries were voice searches. So, what does this mean: More and more search users are searching in a conversational tone. For example, a person looking for an auto repair shop probably wouldn’t type “auto repair shop New York.” Instead, they’d search for “where can I find an auto repair shop in New York.”

Focus On Sales Not Clicks

Clicks are great, but if you’re getting clicks and barely making any sales, then what’s the point?

According to Search Engine Land: “SEO is less about ‘clicks’ and more about ‘sales.’ If 9 in 10 visitors to your site leave without converting into buyers (or subscribers), then the #1 ranking on Google you worked hard for becomes less valuable. What can you do to better understand (and fulfill) a prospect’s needs?”

Marketers tend to get so caught up in how much traffic they can get that they forget to see the bigger picture: Converting into actual sales.

Winning in the world of search is about putting yourself in the shoes of your audience. Understanding their behaviors and needs is key to creating relatable content that converts.

It also helps to have the right SEO tools on your side.

A software like Linkio focuses specifically on optimizing your anchor text based on competitor research.

Using tools to address specific areas of your SEO strategy can boost your efficiency and success as you tap into the mindset of people browsing the SERPs.


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