Think you know SEO? It’s all about keywords, content, and optimization, right ?
Despite what you may think you know, search engine optimization has far less to do with content, coding, or site architecture than with psychology .
The reason why people search for things in the first place is what matters. That’s especially true when it comes to effective SEO.
I know, I know. You’ve been told time and time again to use specific keyword densities and to otherwise tweak the way in which words are arranged on the screen.
What does psychology have to do with any of it?
As today’s most effective SEOs know, understanding the psychology behind why people behave the way they do plays a crucial role in establishing an effective online marketing strategy .
That applies to SEO just as much as it does to any other digital marketing channel.
I’m not telling you to get a psychology degree. All of the answers you need are available to you through effective market research and a carefully developed SEO strategy.
In the meantime, here’s a quick primer on understanding the relationship between effective SEO and the psychology behind those who search for information online.
1. Know your customers
Without knowing what makes your customers tick, any marketing technique you employ is sure to fail.
As a business owner, you need to understand the people who need or who will benefit from your products and services.
If you haven’t done so already, develop detailed personas for the different types of people who are likely to use your products or services.
Get the ball rolling by speaking extensively with your existing customers. What attracted them to your company? What are their pain points?
But don’t stop there. Engage in market research to identify other types of people who may be viable prospects.
You will start to see patterns and similarities in people’s backgrounds and motivations. Sort different types of customers into different personas.