In order to sufficiently meet the needs of your consumers, it’s crucial to gain a clear understanding of the role that psychology plays in both search and the success of the digital content. Search engines work aggressively to comprehend the semantic meaning and intent of the customer. It’s important that you work hard to understand your consumer intent and then design your landing pages so that they answer consumer questions about your industry and business.
Understand Your Consumer
First and foremost, know who your consumers are. Dig a little deeper to explore who is interested in purchasing your products and services. Find out what drove consumers to your website over the competition. The more you get to know your consumers, categorize them into several groups known as personas. These personas organize the ‘whys’ behind customer behavior.
Generate Content that Resonates
Customers are seeking more than just text on a screen — they want images and videos. The brain is wired to be visual. That being said, consider implementing more images into your content so consumers can process more information. Include images of people, the interior of your store/business, and current employees. This will certainly help build relationships with prospective customers.
Consider adding video as it is playing an increasingly important role in digital content marketing strategies. Videos also amplify the benefits of images. Rather than seeing images of employees, customers can now hear them speak as well as watch their body language, which will deepen their relationship with the company.
Optimize Content for the Search Engines
Major search engines are constantly rolling out new algorithms which better sort through the material to display highly relevant and valuable content to customers. Google rolls out with roughly 500 algorithm updates per year, all of which reduce the effectiveness of black hat SEO techniques.
The end goal of the search engine is to bring the consumer relevant content. The keyword here is “relevance.” Focus on providing relevant information to your customers and look beyond the basic keyword. A majority of search queries include the terms, “why” and “how,” so make sure your content matches how your audience would type into the search box.
Optimize for Conversions
There is a tremendous amount of psychology involved in determining a person’s likelihood to make a purchase. Surprisingly, peer pressure influences customers into making a purchase. Generally, customers are more likely to make a purchase based on what their friends are buying. As a business owner, it’s a smart move to adjust the phrasing on conversion copy in order to increase the chances of someone making a purchase. Lastly, make sure your landing pages demonstrate clear value to the user. One additional “optional” field can eliminate a potential conversion. Never ask for more information than you need.