When I was just starting out with copywriting and I had to build my website, I was overwhelmed by all of the noise around SEO. I really just wanted to dive into client psychology and deliver amazing results with my copywriting.
Instead I felt overwhelmed. I thought I had to use all the keywords, buy expensive research software, and battle the search algorithm to the death to get to my clients.
And it wasn’t just my anxiety that was telling me that. There was a whole industry of people invested in making this stuff seem really freaking hard.
After all, if it’s tough (too tough) you’ll hire them to deal with it.
Great marketing, right? Well, not for me.
I sifted through the articles, watched countless youtube videos, and then distilled that down into what I’m going to share with you today.
Between what I learned from my research and the foundational knowledge I gained from my copywriting mentor, Sarah Turner (you can find her phenomenal copywriting course here) I found myself face to face with an awesome answer to the question, “Where do I even start with SEO?”.
Start With Client Psychology 101
From “use very specific keywords” to “consider your searcher intent” to “backend SEO that shows on the front end of search results pages”, everything you’ve probably been researching has a common thread: The audience, the client is the core focus. And their thoughts, feelings, and actions were at the core of everything you do with regard to your SEO.
Of course, you still have to write to appease the great and powerful Google. But you’ll find that even Google wants you, is incentivizing you, to focus on what your audience would expect and want when they visit your website, read your copy, or consume your content.
In fact, when you reconsider all of the SEO noise from the client psychology perspective, it makes far more sense.
As a counselor and teacher for over a decade before taking my writing full time, client-focused work is often a breeze. I understand the psychology of the people who would search for me and I offer that same stellar client psychology to my clients when I write for them.
I eventually used this focus as the basis for my SEO Course, Stellar SEO because it’s just that powerful.
While my course covers the metrics, terms, and strategies you need to know to get started, everything in my course is centered around reaching your business goals by connecting with and understanding your clients.
Today I’m going to show you how to apply this one approach, that is “Use client psychology every step of the way” when starting out with your SEO strategy.
Deliver On Your Clients’ Expectations
What the “pros” call “searcher intent” could be it’s own blog series (stay tuned…) but let’s just start with considering it as a gateway to great SEO.
One of the big things to remember when you think about how you’re doing with SEO is that you’re going to be “graded” on how well your actual website or blog page provides what it promises.
If a potential client searches “Tips on managing anxiety” and your blog comes up but talks about productivity, you’re missing the mark.
While that’s a really blatant example of missing the mark, you can miss it in subtle ways.
If a potential client searches “Tips on managing anxiety” and your blog comes up but talks about your journey with anxiety, or offers them things they could have found in 500 other articles, you also miss the mark. (Even if you “technically “ delivered as promised.)
In your title tags and meta descriptions on the results page, on the actual website page or blog page, and in any other place where you might show up on a search, you want to be delivering what’s expected, and over-delivering on value.
Know What Clients Want and Why (The Core of Client Psychology)
Notice that I did not say “and What They Need” there.
You know you need an email service provider for your business.
But you want one that’s stunning and easy to use because you’re NOT up for learning code or jumping through hoops to put your subscribers into groups.
So maybe you chose Flodesk over something like MailChimp or ConvertKit (And if you haven’t made the switch yet, check out Flodesk here because with my link it’s 50% off right now and, once you sign up, it’s 50% off forever.)
When it comes to making a purchase or working with one company over another, you don’t choose based on what will “work” or what you “need” you choose because of a want and a feeling. You choose to get one thing over another because of what you want and how it will make you feel.
Your potential clients are the same way, of course.
The difference between recognizing what clients need and knowing what they want is this: What they want causes them to take action.
Knowing where your audience is in terms of geography?
That can definitely help your SEO.
Knowing where they are mentally?
That can transform your business.
Diving into what your clients want, why they want that, what annoys them, what energizes them, and what they’re struggling with will allow you to build trust, pick the right keywords, to use the right phrases in your copy, and to create an SEO strategy that helps them know you’re the right fit for that need.
Your SEO strategy will grow from knowing what makes your clients tick because, again, when they type something relevant to your business into Google you want to show up.
When they find you in that list of thousands, you want them to click on your site over others.
And you don’t do that by stuffing a ton of keywords in there (“sprinkle” is the word I use…) You do it by being the best fit.
You do that by knowing how you’ll help them and by making sure clicking is a no brainer.
Speaking of no brainers…
Make It Easy To Work With You
Once someone clicks on your page in a list of search results (Kudos, by the way), you need to deliver, right?
Make sure every page of your site is focused on its own specific purpose (this also makes it click-worthy in searches).
Keep in mind what got them there. If they landed on your home page what do you need to give them to get them where you want them to go?
What do they expect from your home page? What do they need to know to contact, buy from, or schedule a call with you?
Make sure clients know where to go next and make it easy to work with or make a purchase from you.
If your contact form has 27 fields before someone can click send or you’ve buried your initial consultation calendar on your website somewhere, your conversion rate (a measurement of whether people choose to engage with your site in the desired way) will be pretty darn low.
A low conversion rate means fewer leads and more importantly fewer clients.
To avoid this, make sure you clearly lead people through your site.
Want them to go from the home page to the services page or the contact page?
Want them to check out your pricing before they get there?
Give clients a treasure map, but not a scavenger hunt.
I’d personally suggest that the first button they can push on your site when they land be something like a contact/ initial-call-scheduling form (or your shop if you’re in an e-commerce arena) so that if they’re there to do that, they get what they want.
But whatever you do, don’t forget to make it simple to work with you because your client is the focus of the site and the search.
Don’t Give In To SEO Overwhelm
I hope this client-focus helps you reframe your overwhelm about SEO so that you can create a stellar SEO-powered website or blog.
If you want to dive into SEO without having to sift through thousands of websites, blogs, and videos like I did, check out Stellar SEO or drop me a line and we’ll make that happen!