Search Engine Marketing and Consumer Psychology

Search Engine Marketing - Eyler Creative

Search Engine Marketing and Consumer Psychology

We talk a lot about blogging (content marketing) and SEO (search engine optimization) here, but what about SEM? Search engine marketing is another huge part of digital work – or, it should be.

What Is Your Target Audience Looking For?

If you’re wondering what the difference between SEO and SEM is: according to Wikipedia, “search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.” So, in short, it’s the process of getting your website more visibility on search listings so that your target audience will take notice and click.

So, how can you begin to market to your intended consumer in the most productive way? According to consumer psychology, most “are in one of the four phases of the buying funnel: awareness, research, decision, and purchase.” If you can shape your keywords around those phases, predicting what each might be searching for, then you can gain a major advantage within this process.

Something else to consider is why they (or why you, if you were a potential consumer) would click on a link and explore a website. As we’ve said before, your focus can’t just be on you, your intentions, and your product or brand. It has to provide the consumer with something of value, something that they want or need, rather than what you want them to want or need. The entire marketing campaign has to be about the audience, not about you!

“Long-tail keywords account for roughly 70% of all searches.” Long-tail keywords, as an example, are something like “Baltimore digital marketing creative agency.” A descriptive sentence detailing exactly what you might be looking for. This is another important piece of search engine marketing to keep in mind, particularly since such a high volume of searches follow this format.

The Nuances of Search Engine Marketing

Think about how you talk to other people. It’s a conversation, not a presentation. In a similar way, you should employ this kind of speech, which isn’t necessarily casual, but which does have a more comfortable and engaging feeling to it than more formal language. This concept of “sociolinguistics” holds true within search engine marketing because it “establishes trust.” That is a crucial piece of any successful marketing campaign.

Keep in mind a few “questions” when organizing your pages and your content. Do you know what your audience is looking for on any given page? What is their “problem” and what can you do to solve it? And, finally, what can you provide for them that they can’t find on other sites? These are some of the guidelines to help you make each and every page a complete experience for your user, to make use of all the space on your site. None of it should be wasted, not when your visitor might return to search results and try a different site if they don’t find anything helpful quickly on yours!

Have you considered what your ultimate goal is? “If 9 in 10 visitors to your site leave without converting into buyers (or subscribers), then the #1 ranking on Google becomes less valuable.” You may think that reaching the top of the list is the end goal, but if that doesn’t change your conversion rates, then what’s the point? Sure, that ranking is excellent, and it will help you over time, but you’re (likely) trying to run a business. That will be difficult without sales. And, if you’re not selling anything, then you at least want readers to your blog, subscribers to your mailing list. The bottom line is that a #1 ranking is not the end-all, be-all.

There is a lot more to search engine marketing than meets the eye. To get help with putting together a successful online campaign to reach your goals, get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.

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Eyler Creative:

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