Getting to Know SEO: How to Use Behavior

In order to meet the needs of today's consumers and of a smarter digital market, the creation of value in optimization campaigns requires innovative thinking and a personalized approach. Ads, landing pages and onsite messaging that feel tailored are becoming the norm for many brands, contributing to higher response rates, visibility and value.

Arguably, in today's post-truth era, creating a personal message that can tap into the emotions and needs of 'a consumer is exactly the direction in which we will continue to move forward. It is also likely that in the near future this will become the only way to make optimization campaigns successful.

Anyone can improve and deliver stronger campaigns by choosing insights from search and research behaviors.e their use to reach your digital customers directly. But how can you maximize the efficiency of doing this? Using the Delete European Research Award winning campaign for Leeds Beckett University as a case study, this article will take an in-depth look at profiling and understanding your browsers to attract and convert new customers.

Why the use of user search behavior is necessary in campaigns

From the Google custom search algorithm launched in 2005 to 2015 RankBrain , search results have consistently shifted towards the satisfaction of Internet users rather than the needs of a webmaster or a business. users began to demand smarter, more thoughtful content ( keyword stuffing is now banned), we had to adapt by creating engaging content that is authoritative in terms of knowledge and information.

There are clear signs that behavioral signals are on Google's radar. Google now elevates the results it considers most relevant to a searcher based on the profile information it collects about them. So, when it comes to creating your own awareness campaigns, it makes sense to harness and use this profile information to influence the post-click user experience.

Leverage search behavior to build customer profiles and develop positive relationships

Using search behavior information and search profiles users is important because of the phenomenal results you can achieve, especially at a time when advertising is getting harder and harder day by day.day.

Dividing users into customer profiles is one method that will create targeted and tailored advertising and content that is more likely to generate conversions. User behavior can be tracked and profiled in a number of ways, ranging from more in-depth and specific methods to faster and cheaper options that can benefit a brand looking to energize an ongoing campaign or change the way their advertising is advertised. is completed. -House. Not only do customer profiles ensure that only relevant content is delivered to users, they can also help develop customer trust and loyalty .

Delete's Leeds Beckett campaign saw the development of the creation of bespoke landing pages and advertisements to international students with the aim of encouraging verbal contact with the university as soon as possible dans the cycle and make the application process easier and less intimidating. Using geographic data, we were able to create client profiles for international students, which allowed us to neatly serve images for visitors from China, India, and Europe, as well as calls to action clear and relevant.

Distributing potential customers by geography, interests and type of content consumption on the site is the most effective way to create customer profiles. This can be done through both organic searches and paid searches , the two outlets leading to different customer bases on a variety of platforms. Leveraging existing data is also a convenient and straightforward solution that will help develop stronger relationships with existing customers. You can then direct users to dynamic pages and imagess reflecting organic searches, geolocation and clicks on paid ads.

The value of building customer profiles from paid or organic searches

Advertisers now need to look for ways to outsmart the competition. Unfortunately, managing a campaign well is no longer special, but a default expectation. Try to go beyond the limits of "best practice" SEO or PPC and show real innovation and creativity; it will be really profitable.

Using data from users 'organic searches helps build a valuable customer profile of people already invested in or interested in a brand. When it comes to applying this behavior to SEO , it results in the opportunity to tap into a receptive audience that will benefit from additional information and may have dropped out. conversion if nothad not done. t had access to the information they were looking for.

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The Delete's campaign with Leeds Beckett University has seen phenomenal results. For a budgetTypically for a campaign of its size, we have been able to generate around £ 6.9million in revenue in one year and a return on investment of 10,403.00%. profiles have undoubtedly played a big role.

Use geographic data to provide direct and relevant information

In order to target potential customers and increase conversion, Delete used an innovative method of developing a live map that would trace the addresses of past inions, prospects gathered during educational fairs and inions at open days. This completely changed their location targeting in all marketing campaigns resulting in a 691.67% increase in traffic to the compensation section.

By creating customer profiles based on geography, it is possible to attract and meet the needs of people who may have moins of initial interest and reduce abandoned conversions due to unrelated content. Additionally, it can encourage natural and reflective user behaviors with lower cost per click and higher lead volume.

Revolutionize the way you use paid and organic search behavior for remarkable results

To maximize the results of a marketing campaign, create dynamic landing pages and website experience based on saved search behaviors and profiles that can be created later using this information. For paid ads, you can pass targeting and metrics to a website and use that information to personalize the website.

With organic listings, you can glean user interests from organic search entry pages and what usersteurs do this once they are on a page. If you create your landing pages correctly, so that they correctly target the keywords that you want, you can also make assumptions with the people who land on these pages from organic search and then interact with them in the way you want, even targeting certain interests.

For example, in our campaign with Leeds Beckett, if a user has indicated an interest in a civil engineering degree (by clicking on a PPC civil engineering ad for undergraduate group of ads), the landing page or entire website would begin to show the image of a practicum student standing on a construction site, wearing a helmet and hi-vis jacket. This brings each student's interests to the surface, highlighting the best relevant feat ures the university has to offer. Ultimately, the goal here is to rshorten the user journey and increase the chances of conversion.

This can be applied to almost any marketing area or industry, and it will transform the way your users can engage with your content.