BrightonSEO July2021 Psychology in Search
•
0 likes•390 views
The document discusses using cognitive biases and psychology to optimize search engine optimization (SEO) and online content. It describes several cognitive biases like anchoring bias, authority bias, and bandwagon effect that can be leveraged in search engine result pages (SERPs), on-page content, and across the customer journey. Specific tactics are provided like using featured snippets to become an anchoring benchmark, incorporating social proof language to trigger the bandwagon effect, and addressing the identifiable victim effect with personal stories on local business pages. The document advocates applying these biases throughout the customer lifetime, from initial queries to newsletter retention, to encourage irrational escalation of commitments to a brand.
Recommended
More Related Content
Similar to BrightonSEO July2021 Psychology in Search
Similar to BrightonSEO July2021 Psychology in Search (20)
More from AnnaCorbett4
More from AnnaCorbett4 (7)
Recently uploaded
Recently uploaded (20)
BrightonSEO July2021 Psychology in Search
- 1. /AnnaAppenzeller Persuasion in search: using psychology to optimise our content Anna Corbett | Base Creative SLIDESHARE.NET/ANNACORBETT4 @ANNAAPPENZELLER
- 5. /AnnaAppenzeller Using psychology in... SERP On page The customer lifetime journey
- 6. /AnnaAppenzeller SERP On page The customer lifetime journey So let’s get started...
- 10. /AnnaAppenzeller Using cognitive biases in the SERP
- 11. Analysis paralysis Analysis paralysis describes a process when overthinking a situation can cause decision-making to become "paralyzed", meaning that no course of action is decided upon. [uh-nal-uh-sis puh-ral-uh-sis Source: Wikipedia
- 13. Anchoring [ang-ker-ing] Anchoring is a cognitive bias where an individual depends too heavily on an initial piece of information offered to make subsequent judgments during decision making. Source: Wikipedia
- 14. /AnnaAppenzeller 96% fixated in the area on average Source: Moz #BrightonSEO
- 16. /AnnaAppenzeller Anchoring ● become the benchmark via Featured Snippets ● make your content counter the anchoring bias
- 18. Authority bias [uh-thawr-i-tee bahy-uhs] Authority bias is the tendency to attribute greater accuracy to the opinion of an authority figure (unrelated to its content) and be more influenced by that opinion. Source: Wikipedia
- 19. Bandwagon effect [band-wag-uh n ih-fekt] The bandwagon effect is a phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases the more that they have already been adopted by others. Source: Wikipedia
- 20. /AnnaAppenzeller Bandwagon effect ● “the popular choice” ● “53 other cats liked this” ● “join thousands of happy customers”
- 22. /AnnaAppenzeller
- 26. /AnnaAppenzeller Cognitive biases on... Informational pages Local or lead gen pages
- 27. /AnnaAppenzeller Cognitive biases on... Informational pages Local or lead gen pages Transactional pages
- 29. Context effect [kon-tekst ih-fekt] A context effect is an aspect of cognitive psychology that describes the influence of environmental factors on one's perception of a stimulus. Source: Wikipedia
- 30. /AnnaAppenzeller Social Media Manager "A good page experience doesn’t override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search." Source: Google
- 31. Frequency illusion The frequency illusion is that once something has been noticed then every instance of that thing is noticed, leading to the belief it has a high frequency of occurrence. [free-kwuhn-see ih-loo-zhuh Source: Wikipedia
- 32. /AnnaAppenzeller Frequency illusion ● content snippets ● videos ● blog posts ● social media ● ...
- 33. Mimicry [mim-ik-ree] Mimicry is the unconscious or automatic imitation of gestures, behaviors, facial expressions, speech and movements. Source: GetUplift
- 34. /AnnaAppenzeller Mimicry ● user’s tone of voice in headings and intros ● steal turn of phrases from reviews, forums, UGC
- 35. /AnnaAppenzeller Local or lead gen pages
- 36. Barnum effect [bahr-nuh m ih-fekt] A psychological phenomenon whereby individuals give high accuracy ratings to descriptions of their personality that supposedly are tailored specifically to them, that are in fact vague and general enough to apply to a wide range of people. Source: Wikipedia
- 37. /AnnaAppenzeller Barnum effect ● I, we or you ● use active language
- 40. Identifiable victim effect Refers to the tendency of individuals to offer greater aid when a specific, identifiable person ("victim") is observed under hardship, as compared to a large, vaguely defined group with the same need. [ahy-den-tuh-fahy-e Source: Wikipedia
- 41. /AnnaAppenzeller Identifiable victim effect ● “real” people ● stories (with emotions and outcomes) ● successes (%)
- 43. Decoy effect [dee-koi ih-fekt] The decoy effect is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated. Source: Wikipedia
- 44. /AnnaAppenzeller
- 46. Loss aversion [los uh-vur-zhuhn] In cognitive psychology, loss aversion refers to people's tendency to prefer avoiding losses to acquiring equivalent gains: it is better to not lose £5 than to find £5. Source: Wikipedia
- 48. Trust bias [truhst bahy-uhs] Trust plays a huge game in the world of online experiences. Consumers must feel confident in your product, brand, or service. Source: GetUplift
- 50. /AnnaAppenzeller Using cognitive biases in the customer lifetime journey
- 51. Foot in the door technique Foot-in-the-door (FITD) technique is a compliance tactic that aims at getting a person to agree to a large request by having them agree to a modest request first. [foo t in th uh do Source: Wikipedia
- 52. Endowment effect [ih-fekt] The endowment effect refers to an emotional bias that causes individuals to value an owned object higher, often irrationally, than its market value. Source: Investopedia
- 53. /AnnaAppenzeller Endowment effect ● newsletter ● survey ● more content ● ...one more thing
- 54. /AnnaAppenzeller
- 55. Irrational escalation Our tendency to continue rationalizing a previous decision we’ve made and continue making it. Essentially, we keep doing the same thing based on a decision we made in the past, to justify that decision. [ih-rash-uh-nl es-kuh-ley- Source: GetUplift
- 57. /AnnaAppenzeller Jobs to be Done Framework
- 58. /AnnaAppenzeller Social Media Manager Source: Samuel Hulick
- 59. /AnnaAppenzeller Jobs to be done ● connect user intent to feeling after objective has been reached ● talk about the resulting feeling in SERP snippets, on page, emails. etc
- 65. /AnnaAppenzeller Social Media Manager BUY ME NOW!!!
- 67. /AnnaAppenzeller Social Media Manager ...cozy retreat ...soak rays on his personal deck ...a home to rival your own
- 68. /AnnaAppenzeller Emotions ● stressed / anxious
- 69. /AnnaAppenzeller Emotions ● stressed / anxious ● sad / hangry
- 70. /AnnaAppenzeller Emotions ● stressed / anxious ● sad / hangry ● powerful / determined
- 71. /AnnaAppenzeller Emotions ● stressed / anxious ● sad / hangry ● powerful / determined ● calm / cheerful
- 72. /AnnaAppenzeller
- 74. /AnnaAppenzeller Social Media Manager Resources: Cognitive biases to talk about. Talia Wolf from GetUplift: https://getuplift.co/cognitive-biases-psychological-triggers-cheat-sheet/#trust%20bias Claire Suellentrop on JTBD: https://www.youtube.com/watch?v=GzH3_aMlOtQ Moz research: https://moz.com/blog/google-serp-layouts-searching-behavior And if you want to build a hedgehog cafe or buy that dog house...in order of appearance https://www.folly-farm.co.uk/ https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html https://www.britannica.com/science/Barnum-Effect https://en.wikipedia.org/ https://www.savetherhino.org/ https://www.cats.org.uk/sponsor https://www.etsy.com/uk/market/cat_hat https://www.investopedia.com/terms/e/endowment-effect.asp https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca https://www.rspb.org.uk/get-involved/activities/give-nature-a-home-in-your-garden/garden-activitie s/openahedgehogcafe/ https://www.wayfair.com/pet/pdp/little-cottage-company-cape-cod-cozy-cottage-kennel-dog-house- lcc1025.html http://www.pdworkshop.com/dog-retreat https://www.blinkcats.co.uk/