to use neuromarketing in SEO

You may have wondered why certain people buy online or click on certain search results.

Google has made many algorithmic changes in the last ten years to better understand how people search.

Search and SEO today are a result of these algorithms, not just rules. They help to shape the way people think and feel.

This article explores neuromarketing, the study of our brain’s reaction to marketing signals and their impact on what we purchase. It also explains how to use this for SEO.

What is Neuromarketing?

According to Harvard Business Review, neuromarketing is the study of the brain in order to predict consumer behavior and influence their decision-making.

Neuromarketing is the science and art of using neuroscience principles to better understand consumers’ thoughts, feelings, and purchasing decisions.

This helps us understand the brain and how it works, and gives us insight into customer motivations, preferences, and decisions.

How does neuromarketing drive consumer behavior?

Neuromarketing is more than just keywords and algorithms. It taps into the psychology behind consumer behavior and action.

Neuromarketing is the use of brain imaging, eye-tracking and biometric measurements to understand consumer responses to marketing messages.

This involves the use of visual and audio cues to influence people’s thoughts and actions. These cues, which can be emotional, visual or auditory, can be used to influence people’s thinking and actions.

These mental stimuli aim to influence the consumer’s decisions by making them think and act in a particular way.

Explore the relationship between brain areas, neuromarketing and tactics

The triune model is often used to describe the different brain areas involved in the consumer’s purchase decision-making process.

This concept suggests that the three main areas of brain influence consumer behavior in distinct ways:

Reptilian Brain (The “old” brain)

• The brain is responsible for instincts and automatic responses, as well as basic survival functions.
• In the context of purchasing decisions, it plays a part in assessing safety.
• Assesses if a product meets the basic needs of a person and their survival instincts.

Limbic Brain (the’middle brain’)

• Associated with emotions, memory and motivation.
• Influenced by emotional responses to marketing stimuli.
• Creates emotional connections between the consumer and product, influencing brand loyalty and preferences.
• Positive emotional experiences can increase purchase intent.

Neocortex (the ‘new brain’)

• The brain’s most evolved region.
• The higher cognitive functions such as reasoning, language, and conscious thought are controlled by this brain region.
• It is essential for rational decision-making, complex decision-making, and the evaluation of options.

All of these brain areas have a role to play in influencing the consumer’s behavior.

You can create neuromarketing campaigns that address both the rational and emotional aspects of consumer decisions by knowing these brain regions and their functions.

What challenges does neuromarketing solve in consumer decision-making?

Neuromarketing aims to unravel the mysteries of consumer behaviour by focusing on three dimensions: THINK, FEELand MAKE.

The foundation of any successful marketing strategy is built on these three dimensions.

‘THINK’

• Tapping brain signals and translating them.
• H Harnessing brain activity for understanding consumer behavior
• IIn-depth understanding and insights into brain (neuro).
• Na navigation through the minds of consumers to build connections.
• Key neurological factors in consumer decision-making.

Example

Netflix, a popular streaming service, uses the “THINK’ dimension of neuromarketing to offer multiple subscription levels with different features and prices.

Users rationalize their choices when presented with this option. They choose the one that aligns best with their budget and needs.

Imagine that you have three choices when it comes to a Netflix subscription:

• Basic plan: One screen, standard definition, for $9.99/month.
• Standard plan: Two screens in high definition at once, $13.99/month.
• Plan Premium: Ultra HD on four screens, $17.99/month

In this scenario, the Standard plan is used as bait.

Netflix encourages its users to upgrade to the Premium plan by positioning it in between the Basic and Premium options. The Premium plan offers more features at a higher price.

The Standard plan may initially seem appealing, but due to the “bait-and-switch” effect, the Premium plan becomes more attractive.

According to Forbes, this is known as the decoy effect, a cognitive bias that can be observed during decision-making.

This occurs when the person’s preference between two options is altered by adding a third option that appears to be less appealing.

The “decoy” option is designed to make a seemingly attractive alternative appear more appealing.

‘FEEL’

• Fostering emotions connections with neuroscience
• Extracting emotion for branding.
• Empathizing with customers through emotions.
• Lemotional insights to increase loyalty.

Example

Spotify has enhanced the “FEEL’ dimension of its neuromarketing strategy.

Spotify engages users’ emotions and their senses to create a meaningful connection that goes beyond music.

Its platform should foster a sense nostalgia, excitement, and emotional engagement.

The personalized music suggestions, themed playlists, and mood-based searching options provide a rich sensory experience that resonates users’ emotions.

According to Harvard Business Review, this is an example of sensory marketing. This is a strategy that uses the senses to influence consumer perceptions and behaviors.

The brand uses the senses of sight, sound and touch to create an unforgettable experience.

‘MAKE’

• M manipulating neurological factors for impact in marketing
• A amplifying consumer engagement through neuro insights
• Knitting Neuro-Data to Enhance Marketing Strategies
• Executing target marketing through neurological knowledge

Example

Nike’s limited-edition “Dunk” shoes are a great example of neuromarketing’s “MAKE” aspect.

These sneakers are available in very limited numbers, and they ignite the fire of sneaker lovers to “MAKE”, a unique selection that will make them stand out.

This is the essence of what we call scarcity-driven advertising. This uses the psychological principle that scarcity influences consumer behavior.

This approach encourages people to act quickly and decisively by creating the perception that a service or product is limited.

Fear of missing out on an exclusive or unique opportunity (FOMO), motivates consumers into making purchases, signing up or engaging with the offer to secure what they perceive as a valuable item.

Search and SEO strategies can be improved by applying neuromarketing.

Psychology of User Intent

Every search has a purpose – a desire or need that is reflected in the intent.

Your content will be more engaging and relatable if you tap into the subconscious desires of your users. This leads to increased engagement and time spent on your site.

Understanding how the brain makes decisions, processes information and reacts to emotional triggers will help you create online environments which cater to the subconscious desires and motives of users.

Airbnb is a great example. Airbnb customizes its recommendations and search results based on user preferences and search behavior.

The platform’s focus in delivering personalized results triggers emotions of adventure and wanderlust. This enhances user engagement and conversion rate.

Landing pages that reflect the user’s intent and search queries can create a feeling of familiarity.

This approach shows how integrating psychology of user intention with neuromarketing principles leads to more effective SEO and a deeper relationship with the audience.

Neuro-optimized Content Strategy

Keyword optimization through neuromarketing-informed content strategy delves into the psychology of user intent, focusing on words that evoke emotions, trigger desires and establish connections.

Many brands use carefully-crafted messages to guide consumer perceptions. They do this by using specific keywords that appeal to the brain’s emotional responses.

Take Adidas’ official tagline: “Impossible, nothing is.”

This tagline conveys an attitude of determination, ambition, and empowerment. It encourages individuals to overcome obstacles and push themselves beyond their limits. This tagline is in line with the brand’s focus of sports, athleticism, and achieving goals.

By linking your brand tagline with emotionally resonant content, you can create a seamless story that is aligned with the brain’s cognitive and emotional processes.

This connection increases your brand’s impact and encourages deeper engagement with the audience.

Adidas can use emotional language to appeal to users’ desire for self-improvement and achievement, as well as their confidence.

Phrases such as “unleash” your potential or “achieve” your best evoke positive feelings linked to personal development.

Adidas can personalize content based on user data. This includes workout plans and product recommendations tailored to each individual’s preferences and goals.

Sharing user-generated material, success stories, and testimonials creates a community and authentic feeling.

This is one the most powerful neuromarketing message that taps into the emotional resonance of the brain and the desire it has.

Neuroscience for User Experience Optimization (UXO).

The user experience is the key to any online success. The neuroscience teaches that a quick loading time increases positive emotions, anticipation and overall satisfaction.

Heatmaps can help you see the most popular areas of a page, which is a great way to optimize content placement.

Heat maps and eye-tracking studies highlight the natural direction in which users’ eyes move.

This example shows how Hotjar heatmaps visualize the most popular (hot), and least popular elements (cold), of your web page’s content using colors from red to blue.

Heatmaps are a visual representation of user activity. They reveal hotspots for engagement and disinterest on a webpage.

By analysing these heatmaps with a neuroscientific perspective:

• UX designers can identify patterns of user behavior, such as clicks, scrolling and attention.
• These insights can be used to refine the layout of web pages, CTAs, and placement of content in order to match how our brains process information.

UXO uses neuroscience-based principles such as Hick’s Law to reduce choices and make quicker decisions. This ensures smoother journeys for users, improved engagement, and better conversions.

Landing page optimization using neuromarketing

Search strategies and neuromarketing principles can be combined to create landing pages that are intuitive, emotional, and effective at driving conversions.

Use visual cues strategically to direct user attention. For example, use signposts that lead the way.

Embody emotions that are related to the user’s needs to influence and establish a deep connection.

Clear and simple options help the brain to process information and take decisions.

Limiting the options available will help you avoid overthinking and decision fatigue.

This is an example taken from Economist.com.

This increases user engagement, reduces anxiety, and encourages quicker decision-making.

By grouping similar options together and displaying an obvious primary CTA, you can direct users to desired results.

Human brains value simplicity. This makes landing pages more appealing and effective in converting visitors into customers.

Influencing behaviour with calls to Action

Calls to Action (CTAs), are powerful tools that can influence user behavior and drive specific actions.

CTAs can be designed using the principles of neuromarketing. A good CTA must be tailored to the needs of your audience and aligned with brand objectives.

It is important that you use persuasive language and contrast colors when creating CTAs to encourage people to subscribe, download or purchase.

Netflix, for example, uses CTAs to direct user behavior on its website.

Why does it work, then?

• The page is focused on the CTA to start the membership.
• The contrast color of the button allows users to easily navigate the next steps.
• “Get Started”, with its simplicity and clear action, is an excellent call to action. It tells users what to do next, which is to begin their journey using a product or service.

In addition, regular evaluations and optimizations of CTAs on the basis of user interactions can enhance their effectiveness in driving desired actions.

Social proof: a powerful tool

Neuromarketing techniques can harness social proof, which is a powerful psychological trigger.

If potential buyers can see that other people have bought and endorsed the product or service they are interested in, their brains will interpret this as a signal to make the same choice.

This psychological tendency is tapped by customer reviews, testimonials, and user-generated material.

Amazon’s “Frequently Purchased Together” and “Customers who Bought this Also Bought” options further leverage social proof.

Amazon’s recommendation system taps into our brain’s desire for validated and recommended choices.

When making decisions, people tend to copy the choices of others. This is driven by a desire for belonging and validation.

Neuromarketing + SEO = optimizing minds and metrics

The secret of digital success is to discover the secrets behind perception, emotion, and decision-making.

Understanding and utilizing the complex relationship that exists between visual content and the human brain, as well as search engines, opens up a new world of digital advertising, which speaks directly to the hearts of our audiences.

By leveraging the neuro-insights from your audience, you can create experiences that engage and connect.

The future will show that neuromarketing and SEO are not just strategies, but a way of thinking, a philosophy.

It’s a good reminder that, beyond keywords and algorithms we should be thinking about the people we serve, their minds and emotions.

The first time Search Engine Land published the post How you can leverage neuromarketing to improve SEO, it was on Search Engine Land .