Master the Psychology of SEO in 2021
Deep Dive into the Psychology of SEO
1. Understanding and working according to user behavior
The interplay between technology and human psychology can bring about successful SEO strategies. Here are some areas of SEO where you can use psychology:
2. Get to know your customers
It is of the utmost importance to draw up a customer profile or buyer persona at the start of developing your SEO strategy. You have to come up with a dummy or replica of your ideal customer. You need to find out who exactly your products are for. Ask yourself questions about the age, gender, geolocation, income, native language … of your potential customer group or niche and build your strategy to meet their needs. To get this done, you need to address a specific person you are targeting and then address this person directly when writing.
3. Address specific pain points
Once the previous step has been completed, you must address specific pain points if you want to start selling to a specific target audience. What do I mean by this? Let’s give a concrete example, for example, this website. About Happy Life is a mental health blog, a vast topic in a very competitive market. They had already found a niche in this regard. But at that point, they were still nowhere because they hadn’t focused on a pain point. That is why they have specified that they would address mental health issues from a broader point of view, combining it with mindfulness- and happiness-related topics within this segment. This means that the problems are addressed in an original way that differentiates the website from its competition. Suppose, for example, that you notice that one of the most significant pain points within quality mental health websites is that they are tough to understand and boring. If you will tackle this problem in concrete terms and focus your SEO on this, you have successfully completed this point. In this concrete example simplifying the explanations and modify the approach was the key to success. This customer- or reader-centric, or problem-solving approach is precisely what this mental health website has done and what you should consider.
4. Visual content and colors
The next crucial part of the psychology of SEO is your visual content. It is essential that you first and foremost link the correct color to your message. For example, you are more likely to use black if you are in the luxury segment, but you are more likely to go for green if you are in the mindfulness segment. If you run a spa, it is more likely to choose purple… Psychology research regarding the message the colors convey is more important than you might think and can be done on the color navigator website. Do not take this lightly because emotional marketing is a powerful strategy that is very easy to implement and is proven to give a high return.
Besides, it is also important to use enough illustrations or images while writing your blog posts. Otherwise, the reader will not remain focused, and his attention will wander to other content on the internet. Remember that the average reader only scans your delivered content. The time that the reader spends on your webpage is called dwell time. Your message’s overview must be made clear, quickly, and this is best done based on visual material.
Don’t underestimate the power of video marketing. YouTube is the world’s largest search engine after Google. Content that is accompanied by a video has a much higher conversion rate than content that contains only text or text and images.
5. Social acceptance
As you may already know, people often base their decisions on what others have experienced before them. This, to put it bluntly, “herd mentality” is called social acceptance or social proof. That is why it is always vital to have a good social presence on social media platforms such as Twitter, Instagram, Linkedin, or Facebook. You should never lose sight of your target audience‘s interaction and always answer their questions and comments, especially if they are negative. Only when you are seen as a reference or a guru within your segment will you have won this battle. And I deliberately use the word struggle because social acceptance is one of the most challenging factors to play within SEO’s indirect psychology. Don’t lose sight of niche-oriented opinion websites, such as Tripadvisor for the hospitality industry.
6. User experience and usability
Search engines (like Google, Bing, Yahoo…) pay a lot of attention to your website’s layout and the structured data behind it. This also includes your user interface and how easy it is for your users to navigate and use your website. Your page speed is also essential because a slow website will significantly diminish the user experience, and people will not hesitate to leave your website if it loads too slowly. You can check your page speed on Google Pagespeed Insights.
7. Different Meanings of Keywords
There are different types of keywords, such as generic keywords that encompass very broad terms and are often very competitive or, on the contrary, long-tail keywords (search terms with a long tail) that are very specific and entail a much lower search volume and competition. It is, therefore, always necessary to do research before you start writing. A free tool that I can recommend for this is Ubersuggest. Once you have found the right keyword, you should always check the different meanings of your keyword and the intention of people who type this keyword. For example, it is not recommended to use the word ball as a keyword when looking for prom dresses. You will probably end up between the tennis- and basketballs while targeting people looking for a dress or smoking to attend a gala ball. The same would apply if you would look for smoking. You would immediately get products from the tobacco industry instead of clothing. This is easily solved by using the specific long-tailed keywords. If you use the search term outfits or clothing for prom (a formal dance at the end of the school year), you will immediately be in front of the right target group, and you will have instantly filtered out a whole part of the competition.
An extra tip is to choose the keywords that correspond to where the person is in his customer- pr buyer’s journey. What do I mean by this? If you are a locksmith who also does night shifts, it is more interesting for you to use a long-tailed keyword such as “locksmith 4 am” or “locksmith locked out at night” than “open lock,” for example. With the first search terms, it is clear that the people who type these urgently need a person to open their door as soon as possible and will probably use your service right away. This is the best target audience. The search term “open lock” could be someone who is doing research because the door of his garden shed doesn’t open, and he wants to try to solve this himself, or it could be a person considering a career as a thief, who knows.
You can often pick out the most exciting keywords for conversion by looking at the PPC. If the Pay Per Click is high, it usually means that the conversion rate is high because marketers will not invest money in their campaigns on search terms that don’t generate customers.
8. Answer popular questions
You probably agree that it is pointless to write a text that answers a question that no one asks. That is why you must first figure out which questions the people within your niche are asking for. For this, you can use websites such as Quora or Answer the Public. To find trending topics, use Buzzsumo. If you want to find variants on specific questions because these search terms are too competitive, you can use Also Asked.
9. Mobile use (AMP)
Now that you are well on your way to fully understanding the psychology of SEO don’t ignore an obvious fact. Over the years, more and more searches are done via our mobile phones. Today, this is so important that you even run the risk that your website will not be indexed (included by Google Search) if it is not mobile-friendly. To get rid of all these potential problems right away, use Accelerated Mobile Pages or AMP to get an optimized website for mobile use with ease.
10. Google Trust of Domain Authority
Ultimately, it would help if you also saw that your content appeals to people and has enough informative value to be considered worthy of linking. Backlinks are the building blocks for your future DA or Domain Authority. This is the value between 1 and 100 (1 is the weakest score) given to your website by MOZ. A reliable alternative to DA is DR or domain rating by ahrefs. This value is very important in deciding whether Google will place your post above or below a competitor’s post on the search list that appears when searching for the search terms or keywords that you targeted. Another valid alternative are the Trust Flow and Citation Flow from Majestic.
With this information, you have acquired a solid foundation in the psychology of SEO in 2021.