Using emotions to boost SEO

Landing page and search engine optimisation (SEO) could be given a boost by using emotional motivators, one sector commentator has asserted.

In a post for Search Engine Watch, Tim Ash claimed people rarely make rational decisions, tending instead to stick to emotional responses and gut reactions.

Due to this, marketers should keep in mind that strategies applied to landing page optimisation should be focused on playing to these basic human emotions and making visitors feel comfortable enough to buy.

"Anything you can do to minimise anxiety will help conversion. This includes clear privacy policies, detailed shipping directions, unconditional return policies, client testimonials, certifications and trust symbols," Mr Ash explained.

He added that websites should also offer clarity rather than confusion, meaning it is important visitors are not overloaded with links and choices.

Meanwhile, empathising with users to create a sense of belonging and community can also result in a marketing boost as these are strong motivators, Mr Ash stated.

Randfish, writing for the SEOmoz blog, recently urged businesses to do everything in their power to attract visitors to their website and then ensure all the information they need is easily accessible once they reach the landing page.

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