Month: April 2017

Why Machine Learning, Limited Organic Space, and Voice Search can Cause the Death of Organic Search?

Posted on by Mario

voice search

As google will always update their search results, the work of SEO services in maintaining client’s rank site is a never ending process. Recently, many webmasters have noticed that some changes have caused the death of organic search. This includes machine learning, limited organic space, and changes in voice search. So, why these three areas can interrupt your organic search result? Here are the reasons:

  1. With hummingbird algorithm, Google is able to understand conversational language better.
  2. Before the existence of machine learning, Google could address device, location, personal preferences, and etc. But with machine learning, all these things can be addressed quickly and effectively.
  3. There is only less space for organic results in the traditional desktop and mobile formats as the space is shrinking. In the end, it makes the organic result less visible.
  4. Paid listings get more space in the search result.
  5. Mobile internet users have surpassed desktop and will keep increasing.
  6. Voice search users grow quickly.
  7. Personal assistant will be added to all modern Android devices.

All of the above reasons show that with so many algorithm update, Google is getting better and faster at understanding the data. In fact, Google even improves their understanding of conversational language which the result now becomes more excellent.

In the end, all of the facts above don’t mean that SEO is entirely dead it just that it doesn’t look like it does now. So, it’s a time for us to start thinking about how your site should appear and what you can do to improve it. Here are a few suggestions for heading into a brave new world.

  1. Create content that will rank for Q&A and informational queries.
  2. Searcher’s eyes are going to change dramatically and therefore, the quality indicators will also change along the way. Providing the best possible product images, information, videos, guides, etc. will be what separates the results. There will likely be result sets closer to an image search result than a typical SERP now for e-commerce queries, and other query types will likely also change. Staying on top of these changes will be more critical than ever.

 

5 Killer Ways to Influence User Behavior

Posted on by Mario

In order to influence the behavior of users, websites should employ psychological techniques. Hence, web designers should understand how mind works and how people make decisions. This is crucial as people will interact to a site through site’s design, so your users will determine whether your site has been successfully interpreted what they want. Here are 5 killer ways that can influence your user behavior.

  1. Apply the Scarcity Effect

People tend to take action when they know that something has limited quantities or availability. Therefore, you can create something that others might not have access, this makes it becomes exclusive. Besides, people also more appreciate things coming in limited quantities. This is called the scarcity effect.  So, you can use this to your advantage such as using timers in your design elements while your user is making decision.

You can also show users quantities of certain items are limited, or have flash sales on items that only last a certain time on ecommerce site. Moreover, you can allow users to upgrade and access exclusive premium content on a content-focused website. If you’re releasing a new product or major update, give people ‘exclusive invitations’ and  let them only invite a limited number of friends to have a sneak preview.

  1. Apply Persuasion Tactically over the User Journey

Persuasion is a combination of stimulation, context, and behavior. Therefore, it cannot work in isolation. To persuade more users, you can apply scarcity as a persuasive message, ask a high price for money, or create social proof to validate your product with the wisdom of the crowds. There are three fundamental dimensions of consumer behavior, such as emotion, motivation, and ability to use persuasion effectively. Segment strategically in a data-driven manner, gain insight into their journey, and understand the assumptions and values that your customers are bringing into the process. Then apply persuasive techniques tactically, whether it is aiming at an impulsive click or tap, or to improve the brand perception (and re-engagement) over the course of several visits. But, doing it the other way will alienate and infuriate your users.

  1. Design a Great Service

To influence user behavior, you may have to involve cognitive biases, and then do a bunch of A/B tests. You’ll get some uplifts and you’ll probably feel good about yourself. In fact, the best way is to influence user behavior is to design a great service that fulfils user needs. When you fulfil their needs, good service comes along the way.

  1. Know your Boundaries

By knowing your boundaries, you will not approach a project where there was the potential to use design for the wrong ends. This encourages me to develop my own code of conduct:

  1. Don’t trick
  2. Don’t cheat
  3. Don’t lie
  4. Provide positive benefit
  1. Consider What People are Trying to Achieve

Since we don’t know what causes of behavior, we tend to guess and misallocate our resources. Apart from intuition, which is hard to reproduce, the best clues I’ve been able to find have come from a process of analysis of ‘jobs to be done’ for the consumer. This is not a utilitarian view of intention or a measurement of economic value. In fact, it’s an understanding of the urges people feel that comple them to do things.

So, it is important to understand what they are actually trying to achieve and provide ways for them to achieve that. This is what UX analysis and design is all about.