Search Engine Optimization (SEO) has been a concept since the 90s when search engines were first established and became available to people. It usually employs technical strategies like link building, algorithm manipulating, and keyword searching – or does it?
A few years ago, it might have been true. With the technology of artificial intelligence so within grasp, these strategies took a more structured approach. The more specific the keywords became, the more loopholes could be located within the algorithms.
Somewhere along the way, the focus became more on “manipulating the system” than “enhancing user experience”. To mitigate this, experts started questioning; what would happen if we started making search engines more human and less AI? To do this, they began searching and applying human psychology to SEO strategies.
This psychology focused on user queries, interests, and search patterns. This approach gave rise to modern SEO, where search psychology was employed along with AI tools to strategize the algorithms. Below are the list of the major strategies that meet search psychology to yield user-friendly results.
Top 5 Major Strategies That Meet Search Psychology
1. Authenticity Behind Strategic Link Building
Link building has always been an essential component of SEO. It basically tells people that the content they are viewing is authentic. Building on this logic, the more backlinks within an article or a webpage, the better – or is it?
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The psychology behind internet searches indicates that users usually prefer lesser but relevant and authentic backlinks to numerous backlinks. Modern SEO practices usually employ a strategic process for link building, where they establish backlinks with authentic (.edu, .gov) websites that are relevant to the focus and limiting keywords.
When backlinks support the main content rather than just the fluff and irrelevant content, readers find the content more informative and engaging. Additionally, backlinking to popular websites instills trust in the audience.
2. Context-Based Search
Users rarely search for exact keywords for their queries. Most users do not even know exactly what they are searching for unless they come across a specific piece of information that they just click on. How does this happen? By context-based search strategy, of course!
The concept behind this strategy is that users search for things that they do not fully understand. This leads to vague queries and generic keyword searches, which may not yield the desirable results unless context is taken into account. What did the users search previously?
What does the combination of the searched keywords imply? For example, a search on the keto diet includes keywords such as protein-based diet, weight-loss, healthy eating, etc. So, anyone who searches these keywords may eventually come across the keto diet, even if they did not primarily search for this.
For this purpose, Natural Language Processing (NLP) algorithms take the stage. Such algorithms process similar concepts, related keywords, and synonyms with much more efficiency than traditional AI-based logarithms.
3. Intent Focused Optimization
There are a lot of reasons why users turn to the internet for their queries. They may want to search about their project topic, or they may be interested to learn more about the latest research in their field.
Let’s take a step down from academics; users may be interested in scouring through the blogs, looking for information about where to find their favorite gadget. Some of them may be simply too curious to know about what is happening in the world.
All of these point to intent. Intent is not explicit but is implied through a specific combination of keywords and phrases. Nowadays, instead of specific keywords, bloggers need to incorporate phrases and words that imply the “why” behind their articles and web pages. Why is this article written? Why would the users find the content informative and useful?
SEO strategies nowadays employ various behavioral tactics to incorporate user experience. These strategies include user surveys and behavioral analytics, to name a few. SEO experts then use the data gathered through such strategies to optimize their content so users feel that their purpose has been fulfilled.
4. UX Design And Core Web Vitals
While content is a huge part of SEO strategy, it is not everything. With so much of our lives now dependent on the internet, from shopping to academics, users want a seamless experience without any lags or delays.
Moreover, the design of the page, if it is loaded with too many divisions and sections, ultimately results in sensory overload. Too much information in any context can be exhausting and ultimately lead to lesser engagement.
Design is a technical aspect of SEO that works hand in hand with content optimization. A minimalist design with an easy-to-navigate structure and focused information can lead to better user engagement and a positive user experience. This is achieved through the search psychology concepts, where users are more comfortable navigating web pages that are specific and focused.
5. Choices, But Not Too Much
This draws on the concept previously discussed in a slightly more focused way. Imagine you are searching for weight-loss techniques, but the webpage you land on offers unlimited options, from dietary control to physical exercises to spiritual retreats to medical remedies. Instead of providing clarity, the content will confuse me further, and it ultimately would be a nuisance for me rather than being useful.
The relevant search psychology here is that information overload discourages users. To mitigate this, a simple SEO strategy is to provide focused content. Maintain specificity within your content.
Using specific keywords and specific ideas, the goal here is to provide limited options to choose from. For example, focus your article on dietary remedies to counter weight loss and provide 5-6 dietary recommendations to choose from. For a user who is more focused on natural remedies than medical interventions, this content would be extremely useful.
The Intersection Of Strategy With Psychology
SEO techniques that are innovated using insights from user psychology result in a dramatic increase in user engagement and positive experience. Strategies like link-building, context-based search, intent-focused optimization, UX design, and content specificity are key strategies that are now being modified by taking user psychology into account.
To effectively benefit from this approach, comprehensive research into user behaviors is required, and an in-depth exploration into all the other facets of the SEO field that can benefit from this approach needs to be conducted.
