Understanding Human Behaviour Will Maximise Your Success On Google With SEO
Understanding human behaviour will maximise the amount of fee-paying clients you generate from Google…
This is because all keywords are NOT created equal.
Everybody has a reason for searching something on Google…
Factors such as urgency and intent can be deciphered by what that user is searching…
And when you’re able to enter the mind of that user and understand WHY they are searching that keyword…
You unlock something magical.
You are able to create strategic SEO campaigns that are far more likely to be successful.
Let’s say you are a criminal lawyer in Melbourne and you do some keyword research…
You come across a couple of keywords that you think might be useful to your business…
Keyword #1: CRIMINAL LAW MELBOURNE
(1,200 searches per month)
Keyword #2: NEED A CRIMINAL LAWYER FOR TOMORROW
(10 searches per month)
Which is more valuable to your law firm?
Well, you’d probably want to include both on your target list, but I would argue keyword #2 is far more valuable even though it has less volume.
Let’s decipher WHY someone is typing in these keywords…
Keyword #1: CRIMINAL LAW MELBOURNE
? Potentially requires a criminal lawyer in Melbourne
? Is in a discovery mindset (wants options)
? Low urgency, Medium intent
Keyword #2: NEED A CRIMINAL LAWYER FOR TOMORROW
? Definitely requires a criminal lawyer in Melbourne
? Is ready to take action now
? High urgency, High intent
Business owners can get carried away trying to rank for high-volume keywords when there could be lower volume keywords that are far more valuable…
Every user a criminal lawyer gets to their site from the keyword NEED A CRIMINAL LAWYER FOR TOMORROW is a high chance of becoming a fee-paying client.
My team and I call this process of deciphering human behaviour in keywords ‘Behavioural Keyword Mapping’…
And it’s something we do at the start of every campaign.
(Comment PDF for a 17-page document exploring this process)
Consider what users are thinking when they search for certain keywords on Google…
And begin targeting the keywords that are most likely to generate fee-paying clients for your firm.
