SEO 101 Advanced-Persuasion Optimization

Posted on October 12, 2012 at 3:34 am by David M Becker No Comment

SEOPost Penguin Daily SEO tip: Link Removal . Read more … » means Search Engine Optimization, right? But why do we optimize? We do optimization to align a given search engine algorithms so that we can gain higher ranking which leads to more trafficHoliday Website Guide: Shopping Traffic Report. Read more … » to our site. The other optimizations form later, after the visitor has landed on the web pages. Among these forms is persuasion optimization. You’ll agree with me that the last thing you need, after getting all the effort to make the visitor come to your site, is for him to click back. You need them to keep reading and also act upon the message they get from your site.

Robert Cialdimi Professor of Psychology at Arizona State University describes 6 categories (here are 4) of persuasive techniques to fall under consistency, reciprocity, liking, social proof, authority and scarcity.

You can use these techniques to optimize your content and site design to maximize the reason for your visitor to stay on the pages, and also increase chances of him/her converting to a call for action. While the above techniques of SEO can be seen as manipulative, the difference comes on how they are used. If meant for good faith, they become a natural part of ritual involved in selling to the people your point of view. If otherwise, these techniques can be used against you, especially if they are easy to spot. We shall discuss the main 4;

Reciprocity

Reciprocity is defined as the act of giving something to someone, In return for a favor.  The act of reciprocity works in SEO in providing information to the visitor, in turn respond to the info whether to buy products or not.

Commitment and consistency

Most people want to be consistent. Those who are not consistent are considered disorganized and untrustworthy. When you are consistent, you reduce complexity as people don’t have to be re-evaluated each time they make a decision about you. Same goes for websites.  Check rooms of conflicting messages on your website. This may move from simple mistake on the copy, its sub titles or change in tone of voice.

SEO should ensure that each page of your website flows from one to the other in a more consistent manner. This also includes consistent tone and design ensuring that the message doesn’t contradict itself.

The social proof

With the advancement of technology, so should your website advance. Does it show any evidence that other people find it valuable? Are there any reviews, testimonials and associations? Social proof in SEO helps to establish trust by leveraging the existing relationships.

Creating a path for quick trust establishment is crucial for online businesses since it assures the visitor to keep reading. It creates more persuasiveness that the owner of the website is a known authority.

Liking

No one likes doing business with people they don’t like. Attractive people, whether right or wrong can be persuasive. At the base, using physically attractive male and female models has shown a staple effect on advertising industry. On the other side, people respond to those who are like them. The rule of attraction works on similarity.
In the web marketing world, the level of “likeability” you get depends on the audience. A site dealing with technical products will most likely focus on affinity and familiarity. A website dealing with weighty subjects is likely to convey intellectualism. It all goes back to the way of mirroring the audience; either who they really are, or how they site is perceived to be. Common tactics includes associating yourself with an industry event, charity or a celebrity.

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