{"id":22584,"date":"2016-09-30T13:57:53","date_gmt":"2016-09-30T20:57:53","guid":{"rendered":"https:\/\/iteratemarketing.com\/?p=22584"},"modified":"2021-06-10T10:53:58","modified_gmt":"2021-06-10T17:53:58","slug":"seo-12-neuromarketing-hacks-made-clients-millions","status":"publish","type":"post","link":"https:\/\/iteratemarketing.com\/blog\/seo-12-neuromarketing-hacks-made-clients-millions\/","title":{"rendered":"SEO: 12 Neuromarketing Hacks That Have Made My Clients Millions"},"content":{"rendered":"

Easy approaches to get user attention or:<\/span>\u00a0<\/b><\/h2>\n

How I got you to click this<\/b><\/em><\/h2>\n

\u00a0<\/span><\/i><\/p>\n

In the field of digital marketing. Neuromarketing enables us to improve conversions. Why not game people to produce the ranking signals thatGoogle tries to monitor to assess relevance? <\/span><\/p>\n

With Neuro Hacks and growth hacking being all the rage, however, we SEO\u2019s may find ourselves no longer the \u2018golden geese\u2019 of the \u201cquick and easy ways to make millions\u201d crowd. The attention is shifting away from the search engines and back to the users in the equation, and SEO is once again being left out in the cold.<\/span><\/p>\n

Don\u2019t fret, the value of SEO is proven, and you can use these 13 hacks to game the system without dusting off your ol black top hats of pre-Panda yore. Or trade it in for a classy gray fedora as I have. <\/span><\/p>\n

Neuromarketing is all about leveraging cognitive bias, and neuroSEO is about leveraging cognitive bias to the benefit of factors search engines monitor. While our brains only take up 2% of our body mass it can actually hog up to<\/span> 20% of our daily energy use<\/span><\/a> (more than any other organ). Our brains distinguish our humanity. But in order to survive we all come with prepackaged features that help us save energy. The cognitive short cuts lend us the ability to make split second decisions based on previous decisions or habits. Neurohacks show us how to game the underlying <\/span>paradigms<\/b> of these energy-saving cognitive shortcuts.<\/span><\/p>\n

The end goal of SEO is to create a virtuous cycle where users.<\/span><\/p>\n

1) are more likely to click on our SERP listing<\/span><\/p>\n

2) don\u2019t bounce on our pages or pogo stick over to the competition <\/span><\/p>\n

3) convert more often (buy a product or submit their information to be contacted by a salesperson)<\/span><\/p>\n

4) Come back later and repeat the cycle.<\/span><\/p>\n

Ideally, this effect will compound on itself so that we continuously grow our market share. <\/span><\/p>\n

Check out these 12 (& \u00bd) useful paradigms I\u2019ve borrowed from the CRO world that you can integrate into your SEO strategy.<\/span><\/p>\n

\"1-NeuroSeo\" <\/span><\/h3>\n

Use The Mimicry Effect<\/span><\/h3>\n

Numerous stories confirm the power of the mimicry effect, and you\u2019ve probably heard it before. Basically, the <\/span>mimicry<\/span><\/a> effect tells us that when salespeople speak and act similarly to consumers, they tend get more cash out of them. <\/span>Since trust is such a key part of transactions we need to be sure we\u2019re building as much trust as possible through our SEO efforts – by showing our users that we think and act the same way that they do. <\/b><\/p>\n

Application:<\/b><\/p>\n

Make sure that everything on your site copy, title tags, meta descriptions, and videos- \u00a0talks, walks, and acts like your customers. Make sure that at every opportunity you are on their level, but not talking down or condescending your customers through a cheap imitation.<\/span><\/p>\n

This will earn you more click-throughs and longer stays on site, which ultimately leads to cash money! <\/span><\/p>\n

\"2-NeuroSeo\"<\/span><\/h3>\n

Harness The Draw of Emotional Appeals<\/span><\/h3>\n

Studies make it clear that <\/span>emotional ads<\/span><\/a> and emotive headlines make the best campaigns. If you want people to convert, to be moved, <\/span>to care,<\/span><\/i> we must leverage emotional hooks. <\/span><\/p>\n

Application:<\/b><\/p>\n

Site copy shouldn\u2019t be dry or technical, at least not on the pages where you are seeking to draw in new customers. Instead, they should fully translate the excitement and ease of your product to your customers. If there is room, title tags for these key pages are another great place that you can also get people emotionally revved up to <\/span>click, stick around, and buy<\/b>!<\/span><\/p>\n

\"3-NeuroSeo\" <\/span><\/h3>\n

Give social proof<\/span><\/h3>\n

It\u2019s no secret: <\/span>people trust other people, not brands<\/b>. To be exact about <\/span>83% of the population<\/span><\/a> trusts \u00a0the opinions of their friends and people they know when making a purchase, 66% trust online sources. Making people feel like they are with the crowd – and \u00a0then giving confirmation from the crowd on their purchases – will have a massive impact on your sales, brand popularity, and, ultimately, the success of your business. <\/span><\/p>\n

Application:<\/b><\/p>\n

Social proof is the ultimate purchasing cue. Make sure that people are able to see reviews, shares, and if their friends have made a purchase, and share the same info with others. Make sure that social share buttons and reviews are clearly apparent, nothing will assure users more quickly than the recommendation of a friend.<\/span><\/p>\n

More broadly, you can leverage social proof in subtle ways. For example, don\u2019t talk about selling the best carpentry tools, but the carpentry tools used by the best craftsman, or the carpentry tools that have been preferred by craftsman for years. By turning the focus away from the product and towards the consumer, you will be able to do more than sell a product – you will be selling the solution that will help them become the person they want to be. That\u2019s how you gain lifelong customers!<\/span><\/p>\n

\"4-NeuroSeo\" <\/span><\/h3>\n

Push The Urgency Bias<\/span><\/h3>\n

I don\u2019t know if you\u2019ve realized it yet, <\/span>but humans are irrational<\/b>. We all care so much more about missing out than we do <\/span>about gains.<\/span><\/a> \u00a0Since we all hate to lose out, you can often urge people into making a decision quickly if there is a short time frame involved. <\/span><\/p>\n

There are two types of urgency cues that we can use to spur loss aversion and urge users to make a decision. (Obviously this will work better on extroverts and D and I\u2019s than S\u2019s and C\u2019s in the DISC profile, but that\u2019s still a large chunk of the population.) You can create real urgency (through limited runs that will actually be gone forever) or implied urgency (only 2 left in stock, get it by Monday or wait 4-6 weeks) \u00a0– these all make people act. Especially combined with the fact that you\u2019re running a price promotion because of a shopping promotion. <\/span><\/p>\n

Application:<\/b><\/p>\n

Create site copy, shopping experiences, or meta descriptions that emphasize the following aspects of the sales process:<\/span><\/p>\n

    \n
  1. Low Stocks: <\/span>\u201cOnly 4 pieces left!\u201d<\/b> You can create artificial scarcity and loss aversion by prompting users to believe this is their last convenient chance for a while to make a purchase.<\/span><\/li>\n
  2. Time Encapsulated Promotion:<\/span> Christmas sale ends Tuesday!<\/b> Nothing will get users to pull the trigger more than the realization they may be losing cash if they wait. <\/span><\/li>\n
  3. Shipping Time windows: <\/span>\u201cOrder before 5 and get it Tuesday!\u201d<\/b> While this is more of time constraint, you could stack onto any of the other strategies. It also plays on people\u2019s sense of loss, I will lose out on the chance of having it then if I don\u2019t get it now. <\/span><\/li>\n
  4. Purchasing Interest: <\/span>\u201c6 other shoppers saved this item!\u201d<\/b> This is especially valuable when stocks are limited. You\u2019ll see this used often in real estate – the knowledge that other people have saved an item creates a sense of social proof, urgency, and supply constraint, all excellent items to leverage! <\/span><\/li>\n<\/ol>\n

    \"5-NeuroSeo\" <\/span><\/h3>\n

    Utilize Confirmation Bias<\/span><\/h3>\n

    Have you ever heard that people \u201cnever change?\u201d The fact is that <\/span>people like to seek out the information that confirms their opinions<\/b>. If we appeal to our audience\u2019s egos in the proper light we can keep them on the page longer, and keep them coming back. <\/span><\/p>\n

    Application:<\/b><\/p>\n

    We can usefully leverage site copy to reinforce the perceptions our audiences already hold about themselves. This pulls 1-2 punch with the mimicry effect, but confirmation bias should also shape what content we make: Make sure that you\u2019re writing content in the shoulder niches that confirm the interest and trust of your current consumers.<\/span><\/p>\n

    \"6-NeuroSeo\"<\/span><\/h3>\n

    Avoid Discounting Dilemmas <\/span><\/h3>\n

    Often, consumers associate discounted items with lower quality. Ever hear how you get what you pay for? Well, even if you just want to undercut the competition there needs to either be \u00a0a legitimate reason for the lower price (think holiday shopping or specific discount) or because you\u2019re trying to help your customer out. Otherwise the inclination will be to think, \u201cOh these must be the goods that fell off the pallet.\u201d Worse still, consumers that p<\/span>ay discounted rates<\/span><\/a> tend to be more critical of products and experience anyways. <\/span><\/p>\n

    Applications:<\/b><\/p>\n

    If you\u2019re going to run promotions, then do them right and you can step on your competitors toes without scuffing your customers sneakers. I\u2019d recommend using site copy, email mailers, and meta tags to fully leverage this strategy. Obviously there are more CRO applications here but it can be a viable SEO strategy.<\/span><\/p>\n

      \n
    1. Make sure that deals are seasonal or at least have some kind of reason backing them. This will let you promote the item more intuitively and not look like a price gauger the rest of the year.<\/span><\/li>\n
    2. Future discounts or promotions. Obviously this is more of a push factor than a pull factor, but the for some verticals where customers are likely to get in the door getting them to adopt your goods or start buying from you for future discounts and incentives can be an excellent strategy to get people to check out. <\/span><\/li>\n
    3. Sell Bundles. This one just comes back to decency and actually making sales calls a win\/win. If you\u2019re going to sell some discounted goods bundling can be a good idea. Sure people love getting free stuff, but if you\u2019re setting up users with kits or everything they\u2019d need they\u2019ll feel like you\u2019re taking care of them. <\/span><\/li>\n<\/ol>\n

      \"6b-NeuroSeo\"<\/span><\/h3>\n

      The \u201cSick Gains\u201d Principle<\/span><\/h3>\n

      Be sure to always spoil your customers with more product, not discounted product<\/b>. People would rather have 50% more than get something 33% cheaper. While this is just an offshoot effect of Neuro Hack #10 the \u201cDiscounting Dilemma\u201d the cold fact is this: People really don\u2019t think they\u2019re getting a killer deal so much as an inferior product. If you can, you should package things as a \u201cbuy 2 for the price of 3\u201d, or \u201cNow With 20% More\u201d bundle.<\/span><\/p>\n

      Application:<\/b><\/p>\n

      Remember, you are your customers friend and trusted advisor. Leverage your site copy and meta descriptions to get that point across. Remember, where possible you\u2019re not charging people 30% less for the same thing, you\u2019re giving them 10%, 15%, and 30% more free. <\/span>Read on <\/span><\/a>and do the responsible thing and take advantage of how most of us do math to leave both parties feeling better, and avoid making your customers feel like you\u2019re price gauging the other 11 months of the year.<\/span><\/p>\n

      \"7-NeuroSeo\"<\/span><\/h3>\n

      Hot Hand Effect<\/span><\/h3>\n

      Ever been on a winning streak? Ever been on a losing streak? While the latter is just superstition or pessimism, a winning streak is the hot hand effect. <\/span>People think that a winner is more likely to win again, or keep winning<\/b><\/p>\n

      Application:<\/b><\/p>\n

      You\u2019ve probably heard the admonition to make your customers the hero in their product journey. But the neurological underpinnings are far more compelling. People not only want to be on winning streak, <\/span>they also think that if they go along with winners they\u2019ll be more likely to win. <\/b><\/p>\n

      Site copy and meta descriptions can easily tow off of social proof to reinforce the hot hand effect. Luckily you can drive home that you\u2019ve been winning using this product – and your users are likely to win too. Ever get sucked into one of those \u201cHow I Make 40k in 3 Months\u201d articles about marketing? That\u2019s the hot hand effect in action, and it works!<\/span><\/p>\n

      \"8-NeuroSeo\"<\/span><\/h3>\n

      Attention Bias<\/span><\/h3>\n

      Familiarity actually pays:<\/b> the more familiar and visually recognizable your brand is to consumers, the more likely you are to gain the clicks throughs & ultimately conversions that will lead Google to associate your site with keyword relevancy.<\/span><\/p>\n

      Application: <\/b><\/p>\n

      Engage in Content Marketing, Digital PR, AdWords, and Social Ads, but make sure that you have a consistent brand message across all platforms to make your brand instantly recognizable to your target market. The Meta description is an excellent place to communicate this- by having a consistent message as your description in search engines, you can reinforce your image time and time again.<\/span><\/p>\n

      \"9-NeuroSeo\" <\/span><\/h3>\n

      Comparison Bias<\/span><\/h3>\n

      If you find yourself selling a similar product with different price points, there is bound to be traffic on people looking for comparison. This would be an area for well optimized content, but the fact is that <\/span>people are better able to differentiate options and make decisions when they are side by side. <\/b><\/p>\n

      Application:<\/b><\/p>\n

      Control the conversation. Customers are less likely to shop around when they feel like they can distinguish products easily, do a side by side between you and the other guys. <\/span><\/p>\n

      Want extra brownie points? Introduce the decoy effect: leverage a third option to make your product or service to look like the more reasonable or desirable option – compare your item, a competitor, and a third optio designed to make yours look even better. This lets you increase your brand share and familiarity with consumers, again so that you can build stronger ranking signals in the long term.<\/span><\/p>\n

      \"10-NeuroSeo\"<\/span><\/h3>\n

      Problem Solving Bias<\/span><\/h3>\n

      1 in 3 people purchase to gain something, but 7 out of 10 buy to solve a problem.<\/b> Luckily you have the solutions to all your customers problems, right?<\/span><\/p>\n

      Application<\/b>:<\/span><\/p>\n

      Make sure that site copy, title tags, and meta descriptions focus on problem solving for the clients. Remember, it\u2019s not about their brand new shiny toaster, it\u2019s about how their shiny new toaster is a permanent solution to bland untoasted bread and mismatched kitchen decor.<\/span><\/p>\n

      \"11-NeuroSeo\"<\/span><\/h3>\n

      Price Framing<\/span><\/h3>\n

      People prefer 3 easy doses over a horse pill. <\/b>A large part of sales success can be driven by how you frame purchases for your users. Think about it, you could sell an item for 60 a year or 5 a month.. Which would you rather buy?<\/span><\/p>\n

      Applications:<\/b><\/p>\n

      Obviously this won\u2019t work for every industry. But you can utalize site copy and title tags to push users towards conversions and clicks, especially if competitors look like their gauging you on price.<\/span><\/p>\n

      \"12-NeuroSeo\" <\/span><\/h3>\n

      The Availability Heuristic<\/span><\/h3>\n

      Ever have something fresh in your mind? <\/span>Humans are significantly more likely to notice and remember something that recently came to their attention.<\/b> \u00a0Humans are just more likely to remember things they\u2019ve seen more recently r stuck out to them. You know the saying the tallest nail gets the hammer or the tallest blade of grass is the first to get chopped, that\u2019s the availability bias. When things stick out \u201clike a sore thumb\u201d they have a \u00a0tendency to be remembered. <\/span><\/p>\n

      Application:<\/b> \u00a0<\/span><\/p>\n

      Make sure your title tag copy is different from the competition, actually googel your product, see how everyone else is talking. <\/span>Don\u2019t<\/b> call your product by an archaic name, but also don\u2019t look the same. A SERP with 20 identical results (yours being one of them) is a recipe for disaster. <\/span>