Sometimes, getting too advanced in any topic under the sun could make you out of touch with the basics. That can be true in SEO as well. When you go deeper and deeper from website content optimization and social media marketing towards advanced keyword research and link-building strategies, researching each and every Google update, you could lose touch with the basic psychological factors behind people visiting your website or carrying out online search. Perhaps greater success could be eluding you because you fail to understand these basic factors.
User Psychology the Key Factor
Psychology is everything in search. Google introduces algorithmic changes with an understanding of these user psychology factors to ensure the results it delivers are satisfactory and as close as possible to what people are looking for. Understanding user psychology can also help your web pages to perform better for various searches.
Though the United States is reopening businesses, many countries are still under lockdown because of Covid-19. Even in the United States, many people are still at home. So, there are specific psychological factors that determine why people search and enter certain websites.
User Psychology Factors to Remember
Search Engine Journal points out certain factors to keep in mind. In fact, there are eight factors to consider:
- The need for information
- The need to purchase stuff
- The need to learn new stuff
- The need for entertainment
- The desire to feel connected
- The urge to actually keep touch with friends and loved ones
- The need to get inspiration, and
- The need to kill boredom
Depending on what your website deals with, you have to ensure that it satisfies most of these urges of searchers.
Key Moments in User Psychology
Moving from the specific Covid-19 situation, there are specific moments that web users – particularly those on mobile phones – go through, which marketers need to be aware of:
- I want to know – the need to get information, either for practical purposes or for increasing knowledge and being aware of what’s going on around them. News websites are an example.
- I want to go – the need to find a shop or business near their home or place of stay.
- I want to do – the need to get things done, such as fixing stuff, checking out a recipe, or figuring out how-to tips.
- I want to buy – Looking for information on purchasing stuff, checking out product reviews, etc.
Emotional Urges of Users
Google described these factors in terms of states of emotions that influence the search behavior of users:
- Surprise Me
- Help Me
- Reassure Me
- Educate Me
- Impress Me
- Thrill Me
That puts these psychological factors in simpler terms. With these points in mind, it is easy to figure out if your website can satisfy these emotions of your target audience. There is practicality as well as entertainment and inspiration involved.
Classifying Audiences Based on Intent
Then you have the See-Think-Do-Care framework developed by Avinash Kaushik.
This basically deals with how you approach your potential and existing customers. Potential customers belong to the larger target audience. You need to identify which part of the audience is merely a casual observer, which part of the audience might have a desire to buy your products or services and which part is really serious about doing business with you. And then you also have your current customers who’ve had at least two commercial transactions with you.
When it comes to the first category of your target audience, they aren’t serious about doing business with you. You can make your website appealing to them, but it isn’t worth spending much time and resources for them. The next two categories are super important, since they actually have a significant likelihood of becoming your customers. You really need to think about them and adopt strategies (Do) to make your website attractive for them.
A basic understanding of these factors can make a big difference to the performance of your website. Advanced digital marketing services can help you figure this out.