Seo content

How to use customer personalities to write effective SEO content

In my last post I spoke use personas to create content that targets your potential customer. In this article, I’ve defined the differences between personalities and personas:

Persona = motivation (what the visitor needs, why he is on your site)
Personality = temperament (how they navigate, what they need to see or read to find what they want)

Using both personalities and personas is important when writing quality content that is both user friendly and search engine friendly.

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Use personalities to give your visitors the content they need

Despite what we think of some people, every person has a personality. This personality determines how researchers look for information that interests them. This affects the keywords, the sites they click on, the way they navigate and what their expectations are.

There are four basic personality types, and each person generally has one that dominates the others, while retaining certain attributes of each. Understanding these personality types helps you build a site that gives visitors the information they need to make the best decision for them and for you.

The four personality types:

  • Competitive (aka Angry or Lion)
  • Spontaneous (aka Flegmatic or Golden Retriever)
  • Humanist (aka Sanguine or Otter)
  • Methodical (aka Melancholy or Castor)

Competitive

Mal is a competitive personality. He wants to see the options before making a decision. Not just some of them; all. He will often look at every possible nuance to determine which iteration of a particular product or service is best. Because of this, Mal can become frustrated when he cannot find the “perfect” option.

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Mal is self-motivated and enjoys taking on challenges, sometimes even volunteering when others avoid. Everything is measured in goals and in achieving those goals. Leisure activities (not goal-oriented) are difficult for Mal because he measures his personal worth through success. Evil does not like inefficiency and is constantly looking for ways to make things better. The one and only concern when researching a product is whether it will help them achieve their goals. As such, it’s also a tough sell because it isn’t easily swayed by fluffy marketing language.

Features:

  • Spontaneous buyers – no time to “shop around”
  • Motivated by curiosity – try to spark their interest
  • Goal oriented – they are there for a purpose
  • Appreciate honesty – no BS!
  • Loyal customer – win their business, they will come back
  • Hard to sell – forget all the emotional emotions
  • Dislikes inefficiency and disorganization – make your site EASY to use
  • Impatient – tell them and tell them fast!
  • Gives up the page and sell easily – if they can’t find it, they’re out

In order to sell to Mal, you need to start by being upfront and honest. Credibility is important and you can establish it by saying what most people don’t want: highlighting your own negatives as well as your positives. Never make statements that cannot be substantiated and proven to be true. Do what you can to demonstrate the true value of your product without overstating it. Make sure that all the necessary information is readily available so that they don’t have to dig just to find what they need. Use links and calls to action to get them to take the next step in the conversion process.

Spontaneous

Kaylee is a follower of the latest trends and values ​​the opinions of others. For her, it’s not so much about finding the value itself, but seeing what other trusted sources have to say. This gives her the confidence that she is making the right purchasing decision. She’s also worried that she might miss out on a good thing, which may cause her to buy based on the excitement factor alone. Instant gratification is a primary motivator, so great customer service before and after the sale helps provide the comfort and justification needed to help her feel like she’s made a good decision.

Features:

  • Follows trends – fashions are a good thing
  • Feeds on positive opinions – get testimonials and opinions
  • Opinion-based purchases – the facts don’t really matter
  • Sold by word of mouth – social media is key
  • Denied by negative reviews – the rule of good products
  • May suffer from buyer’s remorse – after-sales reinforcement is needed to recover them

To sell to Kaylee, your site must go beyond bland corporate gibberish. The content should be captivating and speak to him emotionally. Kaylee wants a lot of information, but will probably browse until she finds what she needs. Make sure you clearly show your unique value proposition and that of your products and / or services. Provided they are good, having easy access to customer reviews and testimonials will be the final boost to their buying decision.

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Humanist

Zoe wants to see your testimonials, but for a different reason. She looks for anything that confirms that you are able to meet her needs, and testimonials will confirm it or send red flags. Zoe looks at the big picture when making decisions and will often put the needs of others before herself. She wants to choose something that has wide acceptance, fearing any decision that might leave her lying around on a planet full of Reavers. She doesn’t like to be ‘locked in’, so offering cancel or return options can give her a sense of freedom to change her mind.

Features:

  • Safety driven – view guarantees, return and cancellation policies
  • Recurring buyer – once comfortable they will come back
  • Fear of engagement – make it easier to buy (and change your mind)
  • Needs constant reassurance – hold her hand throughout the sales process
  • Rely too heavily on the opinions of others – accumulate positive reviews and testimonials

To reach Zoe, make sure you have plenty of links to the pages that build your trust, commitment, and quality. About us and testimonial pages are visited frequently, so make sure yours is solid. Reassure yourself via guarantees, links to policy pages and reiterate the security of your site. Make sure your content keeps a personal tone and often talks about the big picture, as for Zoe, it’s not always about her.

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Methodical

Simon Tam will be most likely to read every word on your page. In fact, he is likely to read every page on your site. He is not an impulsive buyer but reviews and weighs all the evidence in order to make an informed decision. Dr Tam is a logical person with an eye for detail. He’s probably on your site trying to solve some problem. Before making a decision, he weighs everything to ensure that it is ultimately a responsible decision.

Features:

  • Feature oriented – benefits are not guaranteed here
  • Dislikes fluff – be straight and honest
  • Fact-Based Buyer – Save Your Claims
  • Committed to content – more information is good information
  • Skeptical – convincing can be difficult
  • Need specific and detailed information – provide as much as you can

To reach Simon, you need to present hard evidence in an organized manner. He doesn’t care about a personal touch, but rather wants a bossy voice. Simon likes charts and tables, specs and any other detailed “evidence” you can provide. State your facts with little fluff as it only raises the skeptical hair on its head. Don’t say anything that sounds too good to be true, because it probably is and Simon will walk away.

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Using information about these core personalities helps SEOs and content writers structure a website with the most relevant content available on each page. Used in conjunction with established personas, site content can be created to meet the specific needs of different people with different temperaments, different desires and different goals …

Addressing the right personality with the right temper in the right place can be tricky. But these considerations are an important part of building a website that will drive the most conversions.