By means of Personality
Looking for the keywords used to search lead to a better knowledge of the prospective visitor. That helps understand its personality and build a persona out of it… Do you follow me?
Enter persuasion architecture (PA) which look for a visitor to act according to a pre-planned scenario, a path of sucessives call-to-action and interactions to engage him into a dialogue.
Take 5 minutes to evaluate yourself: Take the Keirsey Temperament Sorter II