Saturday, September 7, 2013

Search Engine Marketing Psychology

Study Search Engine Psychology for Success, Seriously.

Customers are in "Hunt Mode" when using Search Engines.
Understand and apply Search Engine Marketing Psychology and you'll greatly increase the probability for high organic search rankings, more effective paid ads, and achieve higher conversions and quality lead generation.

When technical business-to-business professionals use a search engine, time is money. They want answers and solutions quickly. They don't want their time wasted! Search engine marketing is high-stakes and is not like other website traffic.

Search engines attract B-to-B customer and prospect usage when:
  • They are actively seeking information.
  • Searchers are researching. They are in hunt mode.
  • Searchers are solving a problem.
  • Searcher wants to learn more - NOW.
  • They want relevance and answers - FAST.
  • They want tangible solutions to their problems.
They usually don't care at this crucial search psychology stage about how wonderful your company history, logo, heritage, or brand are. They want relevant information, a solution, a solution provider, and they want it now.

To boost the chances of being seen in search results and 'win" with quality lead generation, focus is vital. Provide clear, concise, precise, content that a busy professional will usually "scan" (not "read") and make it easy for that prospective customer to take positive action in contacting your company.

How should webpages be optimized so that a organic search engine searcher's psychological need for content clarity and focus are met, and a lead is generated? 

The solution is simple. Focus on what is important. Cut out extraneous verbiage and clutter. 

Reduce or even better eliminate verbose, flowery, brochure-ware content, corporate-talk, and other marketing fluff. Produce lean content which will quickly impress a potential client. Don't use bloated content built to flatter and please you and your management. Focus on the core solutions, features, and benefits, instead. Use the technical terminology your potential client is going to use, remember your target market is that small but lucrative B-to-B niche... not the general public.

Reduce marginal and distracting clutter surrounding the core service or product content. Make it simple and painless for your potential customer to find what they are looking for.

Last but not least, provide a clear and easy call-to-action. Don't make the visitor think too hard about how to contact your company!