Marketing and psychology have always been closely related, and this connection is particularly evident on the internet.
Especially search engines provide deep insights into human behaviour. Here, users directly express their problems and needs, which can be tailored to tailor-made marketing strategies.
These nine SEO tips will show you how to use the psychological behaviours of users on the Internet to better target potential customers. Read more : Omaha SEO
Especially search engines provide deep insights into human behaviour. Here, users directly express their problems and needs, which can be tailored to tailor-made marketing strategies.
These nine SEO tips will show you how to use the psychological behaviours of users on the Internet to better target potential customers. Read more : Omaha SEO
Why psychological insights are helpful for marketing and SEO
Keyword research, backlinks, CTAs - SEO may seem very technical at first glance, but above all, it deals with human behaviour on the Internet.
Finally, at Google and Co., people are actively looking for solutions to their problems and then consuming the content they find most useful.
Criteria such as traffic, length of stay or CTR already provide important key figures for your marketing.
For promising optimization measures, however, marketers must understand which psychological patterns of behaviour hide behind the respective user actions.
With basic insights from psychology and various study results on user behaviour on the Internet, valuable conclusions can be drawn for one's marketing.
For promising optimization measures, however, marketers must understand which psychological patterns of behaviour hide behind the respective user actions.
With basic insights from psychology and various study results on user behaviour on the Internet, valuable conclusions can be drawn for one's marketing.
9 SEO tips from psychology
Tip 1: The search queries reflect the intentions of the users
With the help of search engines, people have the opportunity to search anonymously for solutions to their problems.
Because they do not have to fear that others will judge them, they express their needs directly and bluntly.
Because they do not have to fear that others will judge them, they express their needs directly and bluntly.
For marketers, the search queries thus provide direct conclusions about the specific needs of potential customers.
The Buyer's Journey concept provides a helpful theoretical construct to map users and their search terms to different phases of decision-making.
Based on this, tailor-made content can then be developed.
The Buyer's Journey concept provides a helpful theoretical construct to map users and their search terms to different phases of decision-making.
Based on this, tailor-made content can then be developed.
Tip 2: Users search in their everyday language
With the Google update "Hummingbird" of 2013, the search engine tries to interpret the requests of users even better.
Because people habitually press themselves before overtime and therefore tend rather not to formulate their search engine query as precisely as possible.
They rather ask in their natural everyday language. This is also suggested by Google data, according to which by 2020 about 50% of search queries were made by voice.
Because people habitually press themselves before overtime and therefore tend rather not to formulate their search engine query as precisely as possible.
They rather ask in their natural everyday language. This is also suggested by Google data, according to which by 2020 about 50% of search queries were made by voice.
Instead of "filling station Munich" is the request more often "Where is the nearest gas station in Munich?"
In the course of this marketers are interested in long tail keywords that target the detailed needs of potential customers and at the same time are exposed to lower competition.
In the course of this marketers are interested in long tail keywords that target the detailed needs of potential customers and at the same time are exposed to lower competition.
Tip # 3: Humans act selfishly and instinctively share
When searching on the Internet, people tend to act selfishly and tend to be interested in things that directly benefit them from media impact research, such as products, services, or advice for their everyday lives, in terms of the benefits and rewards approach.
Therefore, every search is associated with the desire for personal progress (such as knowledge) or need satisfaction (such as entertainment).
Therefore, every search is associated with the desire for personal progress (such as knowledge) or need satisfaction (such as entertainment).
In terms of their content, marketers should, therefore, focus on the needs of their potential customers.
Finally, blog articles, e-books or videos should provide users with added value rather than highlighting the products or brand.
Finally, blog articles, e-books or videos should provide users with added value rather than highlighting the products or brand.
The New York Times Customer Insight Group found in a survey that, out of an instinctive need, users are more than happy to share content with others they find useful.
Three out of four respondents said sharing was half the fun of finding information. Especially would like to share content,
Three out of four respondents said sharing was half the fun of finding information. Especially would like to share content,
- Referring to a specific and important occasion (petition, raffle, important news, etc.),
- That have some value and utility,
- Who present a firm attitude,
- With which people can identify themselves or
- That is entertaining.
Tip 4: The more trustworthy, the better
The computer scientist and expert on persuasion techniques BJ Fogg assumes that users decide in a fraction of a second whether they consider a website to be trustworthy or not.
According to Fogg, the credibility of a website depends above all on the following factors :
According to Fogg, the credibility of a website depends above all on the following factors :
- The website has to be both easy to use and useful (e.g. by a clear structure and fast finding of relevant content)
- Users must be able to quickly verify the accuracy of the information (e.g. by quotations, references, sources)
- Users must recognize the organization behind the website (e.g. through team pictures)
- Users must use the website as a professional offer (e.g. through an attractive layout, high-quality typography and artwork)
Tip 5: The longer, the better
People tend to have a short attention span on the internet. Therefore, they "scan" texts rather than read them in detail.
This does not mean, however, that shorter articles are more popular. Rather, the opposite is the case: According to Backlinko, there is a connection between a higher number of words and a higher ranking.
Thus, the first pages of high-ranking search results averaged 1,890 words.
This does not mean, however, that shorter articles are more popular. Rather, the opposite is the case: According to Backlinko, there is a connection between a higher number of words and a higher ranking.
Thus, the first pages of high-ranking search results averaged 1,890 words.
Several studies conclude that longer texts have a higher quality impact on users than shorter ones and are therefore shared more frequently.
But Brian Dean of Backlinko also speculates that Google can better capture the content of pages with more text.
In any case, you should treat topics as deeply as possible to achieve better visibility and to get more shares and backlinks.
But Brian Dean of Backlinko also speculates that Google can better capture the content of pages with more text.
In any case, you should treat topics as deeply as possible to achieve better visibility and to get more shares and backlinks.
Tip 6: Attention through emotion
According to several studies, exciting stories can activate many more regions of the brain than just the areas of speech processing in the mere enumeration of facts.
Researchers in Spain found out in 2006 that the metaphor "The singer had a velvet voice" (for example, the singer had a velvet voice) appeals to the sensory areas, whereas "The singer had a pleasing voice."
The singer had a pleasant voice ) only reached the language center. The same applies to the olfactory areas, which are mobilized with the words "coffee" or "perfume."
Researchers in Spain found out in 2006 that the metaphor "The singer had a velvet voice" (for example, the singer had a velvet voice) appeals to the sensory areas, whereas "The singer had a pleasing voice."
The singer had a pleasant voice ) only reached the language center. The same applies to the olfactory areas, which are mobilized with the words "coffee" or "perfume."
The brain is stimulated in reading such lifelike words and metaphors in much the same way as if the reader himself were experiencing the particular experience - the reason why people have always been telling stories, consuming books, films and series.
Therefore, you should also use marketing storytelling techniques and embed your content in exciting stories. This facilitates the acquisition of information and thus ultimately increases the time spent by users on the site.
Therefore, you should also use marketing storytelling techniques and embed your content in exciting stories. This facilitates the acquisition of information and thus ultimately increases the time spent by users on the site.
Tip 7: The newer, the better
Users tend to trust content that provides up-to-date information. Again, the self-interest of the searchers in focus.
After all, the experience of success is greater when users find a recent study from 2018 on a specific topic than a study with less relevant figures from 2007.
After all, the experience of success is greater when users find a recent study from 2018 on a specific topic than a study with less relevant figures from 2007.
Finally, current content is also a major contributing factor to SEO, which is why marketers should always consider periodic republications in their content strategy.
Tip 8: Images facilitate information transfer
The human brain processes image 60,000 times faster than text. Images can be used to capture and process information more quickly. Users are therefore more likely to respond to such visual stimuli.
Ideally, use professional pictures. Content with high-quality images (clear subject, clear focus, correct exposure and strong colours) will receive 121% more likes than semi-professional photos, according to MarketingSherpa.
Tip 9: Users prefer items with odd numbers in the headline
According to a study by Outbrain, the CTR of odd-numbered articles in headlines is 20 percent higher than even numbers.
Given the mass of " listicles " promising "10 tips for XY" or pointing out the "12 dangers of XY", the headline "9 Simple Tips for XY" stands out. Such contributions should accordingly contain odd numbers in the title.
Given the mass of " listicles " promising "10 tips for XY" or pointing out the "12 dangers of XY", the headline "9 Simple Tips for XY" stands out. Such contributions should accordingly contain odd numbers in the title.
The user perspective is essential for SEO
Marketers must always consider the customer perspective when creating content. For a successful marketing strategy, not only is it important to measure how users behave on the Internet, but also to understand why they are performing certain actions.
If you manage to tailor your content to the behaviour of your potential customers, it will ultimately pay off for your SEO and your ranking.
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