In order to meet the needs of today’s consumers and a more intelligent digital market, creating value in optimization campaigns requires innovative thinking and a personalized approach. Adverts, landing pages, and on-site messages that feel tailor-made 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 progress. It’s also likely that in the near future, this will become the only way that optimization campaigns can be successful.
Anyone can enhance and deliver stronger campaigns by picking insights from search behaviors and using them to directly address your digital customers. But how can you maximize the effectiveness of doing this? Using Delete’s European Search Award-winning campaign for Leeds Beckett University[1] as a case study, this article will take an in-depth look into profiling and understanding your browsers to attract and convert new customers.
Why utilizing user search behavior is necessary in campaigns
From Google’s personalized search algorithm that was launched in 2005, to 2015’s RankBrain, search results have consistently shifted towards searcher satisfaction rather than the needs of a webmaster or business. As users began to demand more intelligent, considered content (keyword stuffing[2] is now a definitive no-go), we’ve had to adapt by creating engaging content that is authoritative in terms of knowledge and information.
There are clear signs that behavior signals are on Google’s radar. Google now elevates the results that it considers to be more relevant to a searcher based on profile information that it gathers about them. So, when it comes to creating your own outreach campaigns, it is