This post continues a series on effectively using keyword research and search engine optimization to build a targeted traffic base and increase online income. Last time, you learned about the six top mistakes people make when doing keyword research. Today, let’s continue by exploring the psychology behind search engine optimization.
When most new internet marketers begin learning how to select keywords, they assume that they only need to please the search engines. However, human psychology can have a significant impact on the effectiveness of your SEO efforts – those who understand the psychology behind how people search can achieve greater success with less work.
What Are Your Visitors Looking For?
In order to make the most out of your keyword research, you need to understand why people conduct particular searches. You can use this information to design a number of strategies to increase sales and keep visitors coming back to your site.
Let’s say, for example, that an internet user conducts a search using the phrase, “antique cars”. What does this person hope to find?
Since “antique cars” is a fairly general term, he or she probably wants general information on the topic. Maybe the searcher just wants to read articles about different types of antique cars, or perhaps he or she is looking for pictures of these automobiles. Maybe the user has a friend or relative who is interested in antique cars, and wants to be able to carry on an intelligent conversation about the topic.
Whatever the case, it’s unlikely that the person is in the market to buy an antique car – yet. While you won’t get an immediate sale, this person is a great candidate for your email list. You can bring him or her in the door using this keyword, and then educate the visitor through newsletters, informational emails, and mini-courses. Over time, you can increase the visitor’s interest in antique cars, and eventually, he or she may buy from you.
Now, let’s say that the user searches using the phrase, “antique car listings”. This person is most likely interested in purchasing an antique car. If you’re lucky, the visitor might decide to buy from you right away, but it is more likely that he or she is in the “information gathering” stage. You should drive this person to a separate mailing list that offers updated antique car listings via email, as well as tips for choosing, financing, and restoring antique cars.
The same psychology would hold true if the user searched for a specific type of antique car. A keyword like “1957 Ford Thunderbird” would be used by curiosity seekers, while motivated buyers would search using a phrase like “find ’57 Ford Thunderbird” or “Ford Thunderbird for sale”.
Subtle Differences, Big Impact
Another way psychology affects keyword selection is much more subtle. Whether a user searches for a term using a singular or plural form can give you valuable clues about his or her mindset.
Let’s say that a person searches using the phrase, “food processors”. Chances are, this person is not ready to buy a food processor – instead, he or she is gathering information about the various types of food processors available. You can use website and email content to help this person make an informed choice, so when he or she is ready to buy, your site is the first one that comes to mind.
Now, suppose that the person searches using the singular form, “food processor”. This person is probably more ready to buy, if the right price and information is available. The good thing about this type of search engine user is that he or she can generate a quick sale. If you get the person to opt in to your list, you have another advantage – you can cross-sell related items to help the buyer make sure that his or her kitchen appliance arsenal is complete.
This subtle difference is often ignored by internet marketers, but it can make a huge difference in your earnings. By knowing how to approach visitors according to how they search, you can greatly improve your online success.
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