Understanding the consumer’s thought process and their motivations is one of the most important factors of any successful marketing campaign. Being able to get in the mind of the consumer to determine how they become interested in your product or service, and how to get them to take action is critical. This is especially true when it comes to the world of “search.” Taking into consideration the role of emotions in the decision-making process of a consumer will help you to create content that will persuade your customer in such a way that it does not feel like a sales tactic. Technology and human psychology go hand-in-hand, playing a large role in creating successful SEO strategies.
As human beings, we are programmed to be attracted to incentives where we think we’re getting a good deal (such as a sale, free gift, promotion, etc). If we see something like “20% OFF” or “Buy one get one free!” we’re more inclined to click that link, rather than something that is full price. Using this as a part of your SEO strategy will encourage users to take action.
We live in a society where most people value the opinions of their peers to the extent that it will help shape their own opinion of something. This comes into play for SEO, as reviews have become vital to your SEO. Accumulating positive Google reviews will help to increase your local search results. Putting testimonials on your website is also a great way to build trust among consumers, and potentially get them more interested in your company. The longer they’re on your site, the more pages they visit; the better for your SEO.
Did you know that 90% of information transmitted to the brain is visual? Humans have the ability to identify images that they see in as little as 12 milliseconds. This statistic alone should be enough to convince you that photos and videos should be an integral part of your SEO strategy. Content that includes an image or some sort of appealing visual is more likely to be clicked on and engaged with by potential customers.
Insights and Intent
Using Google Analytics to your advantage, as a way to understand consumers intent is crucial. Analytics has many different variables that you can track to better break down their thought process. For example, you can look at which pages are being viewed the most, and which have the highest bounce rate. If you find that the pages with the highest bounce rate have no visuals and no call-to-action, this goes to show how important those features are. Encouraging users to take action, or drawing them in with visual appeal can often make a page more enticing.