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| Neuromarketing: Where Brain Science and Marketing Meet | Views: 612 |
| Jan 15, 2010 4:22 pm | | Neuromarketing: Where Brain Science and Marketing Meet | # |
Lamar Morgan 954-603-7901 | | It's often not what you do or how you do it, but rather how you DESCRIBE what you do that matters most.
For example, if you happen to be a Thai restaurant and you want to search engines to focus on what you have to offer, don't say "Thai cuisine" on your website. Say "Thai food" instead. Research shows that "Thai cuisine" is a term that is rarely searched for. But, the term "Thai food" is an extremely popular search term - many times more popular than Chinese food, even.
If you know someone who operates a restaurant, tell them to check out NeuroMenus. Perhaps it's time to let the power of neuroscience go to bat for your business and help you choose the words that can best deliver customers to your business.
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 16, 2010 1:20 am | | re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Reg Charie | | It is also called SEO Lamar.
Understanding and doing your keyword research and using your keywords in phrases that are likely to be searched.
2009 Client SEO report:
You rank better than 4,577,263,956 other websites.
http://dotcom-productions.com
Hosting http://0grief.com/special_hosting_accounts_for_my_ryze_friends.htmPrivate Reply to Reg Charie |
| Jan 16, 2010 5:23 am | | re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Lamar Morgan 954-603-7901 | | Reg,
Did you visit the site? This guy is not talking about simply the words you choose to place on a web page. He is talking about the words you use, period - in a restaurant menu, for example and elsewhere. I think it is a fascinating article. What do you think?
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 16, 2010 6:24 am | | re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Reg Charie | | It is interesting Lamar but it is, in essence, the exact same thing one does in SEO.
One finds the keywords that people use as opposed to the exact "technical" term and use those phrases to direct a user into an action.
2009 Client SEO report:
You rank better than 4,577,263,956 other websites.
http://dotcom-productions.com
Hosting http://0grief.com/special_hosting_accounts_for_my_ryze_friends.htmPrivate Reply to Reg Charie |
| Jan 17, 2010 1:52 am | | re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Kurt Schweitzer | | Lamar,
While I enjoyed the article that you linked to (and the one that IT linked to), I find it interesting that neither article is related to the topic of your post, which I believe to be "search engine marketing".
On your topic, we (website copy writers) need to consider our audience when we write. If we want to attract a general audience we need to use terminology that is understandable to the general public. If we are targeting a more specialized audience we should make use of the buzzwords and terminology that that audience uses to talk to itself.
For example, I might describe a motorcycle helmet as a modular helmet to an audience of experienced motorcyclists, while that same helmet would be described as a helmet with flip-up chin protection to an audience of new riders.
Choosing the right wording will both appeal to the right audience and give you a better chance of matching the search terms that that audience would use to find your pages.
The topic of the links, however, is the use of psychological cues to encourage customers to purchase the items you most want to sell. Yes, they talk about wording, but also other cues like page layout and the use of dollar signs and decimal points. Those issues are transparent to the search engines, but make a big difference in how people perceive the items listed on a menu.
I'm considering how that might work in my store. My showroom is very similar to a restaurant menu. I currently have the least expensive scooters in the front of the store, and then ordered by price to the most expensive in the back. I should probably turn that around.
I have price tags on all the scooters, with dollar signs. I could leave them untagged ("if you have to ask you can't afford it") or just leave the dollar signs off the tags.
I publish my own "menu" - the list of models I carry - that I should probably lay out more like a menu than a list. Maybe that will help me drive sales to my higher profit models. Interesting thought.
They were good articles. Thanks for the link.
KurtPrivate Reply to Kurt Schweitzer |
| Jan 17, 2010 7:50 pm | | re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Scott Wolpow | | Consumer electronics and white goods are palced by feature in a brand.
The idea is to advertise the lowest itema nd 'step-up" teh client.
In Kurt's case, and I do not know if these facts hold true, you would have the basic scooter first with a big price sign. Then once someone is interested, you ask them if they also want the horn set, which is the next model up.
Then ask if they want the carry rack etc. Each step up is a higher profit margin.
But as Reg said, it is all about targeting your market. In terms of your example, you may also want to use comparison words. I have seen on a Chinese menu in an Italian area, fired Squid described as Chinese Calmari.Private Reply to Scott Wolpow |
| Jan 19, 2010 3:29 pm | | re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Lamar Morgan 954-603-7901 | | Question: When you compose an article for the web, do write the entire article and then go back and SEO it with the right words?
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 19, 2010 9:24 pm | | re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Kurt Schweitzer | | What I do is start by picturing a representative of the target audience in my mind, and then write the article as if I were speaking directly to her/him.
(It's a good exercise to build a profile of that "ideal" target. Is it a he or a she? How old? Where does she/he live? What kind of house? Cars? Kids? Job? Hobbies? Hair color? Number of fingers?)
With that picture in mind, think of problems that THAT person might have which you and your product can solve. For example, one portion of my target market is represented by a woman who is 5'0" and 110 lbs. She's 30 years old, and has one kid who's just turned 2. One of her family cars is ready for the junk yard, and she's willing to let her hubby take the remaining car to work provided he takes care of dropping the kid off at (and picking up from) daycare. She wants to save some money by commuting on a scooter, but everything they've looked at so far is too tall for her to ride comfortably. (Besides, do you know what a PAIN it is to shop for a vehicle with a two-year-old in tow?)
For that person I can write an article that focuses on saving money by commuting on a scooter. Or I can write one about how easy it is for "inseam challenged" women to ride a Buddy. Or I can write one about how kid-friendly my shop is, especially when compared to traditional motorcycle shops. Or one about the trade-offs needed to switch from a two-car lifestyle to having only one car and a scooter. Or ...
By picturing that person you can throw in little references to his/her lifestyle, which will both personalize the article and build the connection with you. You want to identify with your target market.
If you've done this well you shouldn't need to "SEO" your article - you'll already be describing your product in the terms your target market uses, so you'll already be a good match for the search engines.Private Reply to Kurt Schweitzer |
| Jan 19, 2010 11:56 pm | | re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Lamar Morgan 954-603-7901 | | Kurt,
You to all this trouble to target women who are
a specific age, weight and height and you don'd
use SEO? Don't you need SEO to appeal to the search
engines so those women can find your article?
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 20, 2010 4:17 am | | re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Kurt Schweitzer | | No. Private Reply to Kurt Schweitzer |
| Jan 20, 2010 5:06 am | | re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Reg Charie | | >>If you've done this well you shouldn't need to "SEO" your article - you'll already be describing your product in the terms your target market uses, so you'll already be a good match for the search engines.
I can show you a dozen good articles that could use a whole lot of SEO. Just because they are on target and relevant does not mean they have good SEO.
Often "good" articles do not contain the terms novices would use. They often forget to define the acronyms.
SEO for landing pages and articles are different in the execution but not the process.
In an article you write the full copy then go back and edit/seo it.
On a landing page or advert you would list the relevant keywords and build the copy around them.
2009 Client SEO report:
You rank better than 4,577,263,956 other websites.
http://dotcom-productions.com
Hosting http://0grief.com/special_hosting_accounts_for_my_ryze_friends.htmPrivate Reply to Reg Charie |
| Jan 21, 2010 1:02 am | | re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Kurt Schweitzer | | It's my belief that if you truly keep your target audience in mind when you write an article you will not need to "SEO" the article.
Take acronyms. When you have a conversation, the other party will often interrupt and ask what "XYZ" is. (Or they will keep nodding their head while their eyes glaze over.) You will need to stop what you are saying and explain what you meant.
If you LISTEN and OBSERVE while you talk you'll pick up on these clues and learn to adjust your presentation so that your meaning isn't obscured by acronyms that the other person doesn't understand.
Have you ever noticed how newspaper articles are written? The first time an organization is mentioned the name is fully spelled out. Later references will use an abbreviation, so for example National Public Radio will later be mentioned as NPR. The only exception are "common use" acronyms like GOP.
People's names are presented that way, too.
There is a technological alternative, at least for articles on the Web. My WordPress blog has a plug-in (added software) that will automatically convert certain acronyms to hover links. If the reader places his cursor over the acronym the meaning is displayed in a tiny pop-up window. You can see examples by browsing my blog's FAQ here: http://urbanvillagescooters.com/faq/
Private Reply to Kurt Schweitzer |
| Jan 23, 2010 2:15 am | | re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Scott Wolpow | | A well written and targeted article is SEO by default. Elements of Style by Strunk and White is still the best book out there. Private Reply to Scott Wolpow |
| Jan 23, 2010 4:17 am | | re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Lamar Morgan 954-603-7901 | | Scott,
Element of Style was one of the books I read way back when I was in J-school. Back then, there was no Internet for public use like there is now. Elements of Style is a great book for student journalists. However, it has absolutely nothing to do with SEO in terms of the popularity of words as search terms.
For example, Elements of Style is not going to tell me NOT to use the term "Thai cuisine" and to use the term "Thai food" instead. However, there are SEO software programs that will tell me to avoid saying "Thai cuisine" and recommend saying "Thai food" instead.
Good journalism and good SEO are not synonymous terms. Good journalism is all about good sentence structure and continuity of thought. Good SEO is about choosing the most appropriate (i.e. popular)keywords. Therefore, it's possible to write a very good (journalistically correct) article and use the wrong keywords to achieve a good search engine ranking.
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 23, 2010 4:38 am | | re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Kurt Schweitzer | | Is it better to be popular or targeted?
Take your example: "Thai food" vs. "Thai cuisine". If you are attempting to attract people looking for an Asian alternative to McDonalds you'd want to use the former, while the latter term might be better for people who appreciate the difference between Thai and Vietnamese cooking.
Using the more popular term might give you a higher number of site visitors, but the more targeted term will probably give you a better conversion rate.
Besides, from what I've seen the search engines are now sophisticated enough to recognize that "cuisine" is a subset of "food".Private Reply to Kurt Schweitzer |
| Jan 23, 2010 12:50 pm | | re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Meet | # |
Lamar Morgan 954-603-7901 | | Kurt,
Here's the point about using these two different terms - "Thai cuisine" vs. "Thai food." You own a Thai restaurant. That restaurant needs customers. Does it really matter which term you use on a web page? Answer - Yes. The term "Thai food" is an extremely popular search term. The term "Thai cuisine" is not. There are actually software programs that will tell you this.
It's not how eloquent you are in describing what you do on a web page that matters. You can be extremely eloquent and use the term "Thai cuisine." It is instead putting in the RIGHT key words in the body copy that matters most.
"Thai food" is the RIGHT key word for a Thai restaurant that wants more customers. "Thai cuisine" is the WRONG key word. I do not believe those search engine spiders respond to anyone's journalistic eloquence. But, they do respond to the inclusion of popular keywords. So, it is in the best interest of the author of the web page to know what keywords to use that are popular and what keywords to avoid that are not popular.
Believe me, I would like to think that those search engine spiders respond to clever journalistic writing. But, I seriously doubt that is the case.
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 23, 2010 10:59 pm | | re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketing Me | # |
Kurt Schweitzer | | If the average price on your menu is less than $10 I'd use "Thai food". If it's over $20 I'd use "Thai cuisine". You don't want to fail customer expectations. Private Reply to Kurt Schweitzer |
| Jan 24, 2010 2:44 am | | re: re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Marketin | # |
Lamar Morgan 954-603-7901 | | Kurt,
If you even use the term "Thai cuisine" on the web page, the restaurant is doing itself a disservice. And, that's my point. The web page is not likely to even be seen by the public for no other reason taht because someone chose the WRONG WORDS. Thai cuisine is a BAD TERM, period. Don't put it on the web page.
When it comes to search engine bots, journalistic eloquence is irrelevant. If you want those bots to be hot to trot for your keywords, you better have the RIGHT ONES on your web page.
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 24, 2010 5:31 pm | | re: re: re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and Mark | # |
Reg Charie | | Lamar,
There are NO "wrong" keywords.
There are certain people that the words "Thai cuisine" will attract and others that will be attracted by the words "Thai food".
In looking up which keywords are used the most, the following is shown by wordtracker.
Search term - Amount of searches.
thai 1,329
thai recipes 214
thai food 196
thai restaurant 182
thai kitchen 83
thai food recipes 79
royal thai cuisine 44
hot thai 39
If I was doing SEO for the business I would use an opening something like
"Our Thai restaurant's kitchen prepares authentic Royal Thai food recipes. Try our hot Thai cuisine."
I would also put in a page of "Royal Thai Restaurant Recipes"
2009 Client SEO report:
You rank better than 4,577,263,956 other websites.
http://dotcom-productions.com
Hosting http://0grief.com/special_hosting_accounts_for_my_ryze_friends.htmPrivate Reply to Reg Charie |
| Jan 24, 2010 9:46 pm | | re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science and | # |
Lamar Morgan 954-603-7901 | | Reg,
Your own stats prove my point. The words with with Thai cuisine rank low. The words with Thai food rank high.
If there were no "wrong keywords," why would someone develop a software program to rank the popularity of keywords? Why would anyone bother to take certain keywords out of a web page and put others in their place if keyword popularity did not matter?
Now, in all honesty, I do not know if these keywords fluctuate back and forth in an extreme fashion. That is to say, one week "Thai food" is hot to trot as a popular keyword. The next week, "Thai cuisine" is hot. All I know is what a software program has told me through a friend who uses it.
Maybe the software program is mistaken? But, for the purpose of this discussion, let's assume it is correct. If it is correct, you should not use the term "cuisine" to drive foot traffic to a Thai restaurant. Instead, you should use the term "Thai food." Why? Because that is what the software says the search engines indicate the public is searching for. The public is NOT searching for "Thai cuisine."
Well, if the public is not searching for it, why use the term? The public is searching for "Thai food." If your web page desires to be higly ranked and actually SEEN by the public on search engines like Google, hitch your star to the keyword "Thai food" - not "Thai cuisine." As an SEO expert, I would think you would be in agreement here. Why disagree with something so basic?
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 25, 2010 12:45 pm | | re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Science | # |
Kurt Schweitzer | | Gee, if you want to be popular why use "Thai" at all? Why not just load your page up with "Super Bowl" references? Much more popular now than "Thai" anything!
My point is that you need to know your target market, and write for THEM. A retailer shouldn't strive to be the most popular store in the world without first becoming the most popular IN ITS CATEGORY ON ITS BLOCK.
Forget "Thai cuisine". Forget "Thai food". Why wouldn't they simply use "Thai restaurant"?
Actually, the term I'd try to "SEO" is "thai restaurant middletown ca". It describes both their store and where they're located. Oh wait! They already did that! And they have a #1 ranking! Good job!
(For that matter I see they have a link to them from http://thaicuisine.com.)Private Reply to Kurt Schweitzer |
| Jan 25, 2010 1:54 pm | | re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain Scie | # |
Lamar Morgan 954-603-7901 | | Kurt,
Here's the point. The SEO software tells you what folks on the Net are searching for. If people are in fact going online and looking for a Thai restaurant, what keywords are they using to find it? That's what every Thai restaurant that has a website should want to know.
Well, if the public is not using the keyword, "Thai cuisine," it makes good sense to realize you should not want to use it, either. By the same token, if the public is using the keyword, "Thai food" to search for a Thai restaurant, it stands to reason that is indeed a keyword you should be using in your webpage copy.
It just makes sense that if you are a Thai restaurant that wants more customers, you want to be found by the public that is looking for what you have to offer. If the public is searching for "Thai cuisine" and you offer Thai cuisine, by all means use that keyword. But, if the software tells you the public is NOT searching for Thai cuisine, but is looking for "Thai food," by all means let those search engine bots know that your restaurant offers "Thai food" by placing it cleverly numerous times in your web page's body copy.
Bottom line, what every Thai restaurant should want to do is elevate its search engine ranking and get more foot traffic. Using popular keywords helps. Using unpopular keywords does not help. I think it is important to know which is which.
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
| Jan 25, 2010 7:26 pm | | re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Brain | # |
Kurt Schweitzer | | Which tools are you referring to? All the ones I've used in the past shared one common failing: They had no way to characterize YOUR customers.
I sell scooters. The term "scooter" means different things to people who are ten, twenty, or sixty years old. The ten year old thinks of something you stand on and push with one foot down a sidewalk or school hallway. The twenty year old thinks of something like a cheap motorcycle that you can ride on to school or work. The sixty year old thinks of something more like a motorized wheelchair.
All of those people use "scooter" as a search term. "Scooter" is more popular than "Razor Scooter", "Motor Scooter", or "Mobility Scooter", yet if I want to target my audience I need to focus on a more specific term than the generic one.
I don't want millions of people coming to my website - I want hundreds of people coming into my store.Private Reply to Kurt Schweitzer |
| Jan 25, 2010 9:20 pm | | re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: re: Neuromarketing: Where Br | # |
Lamar Morgan 954-603-7901 | | Kurt,
I am in full agreement with you. Use the keyword that best gets what you need done. What is this keywork SEO stuff all about, anyway? It's about targeting your market in such a way that the traffic you need shows up on your site and at your store.
Thai restaurant customers are a niche market. Scooter customers are a niche market. Q: How do the folks you are fishing for end up in your pond? A: They get attracted to your bait. And, that "bait" can include good keywords.
When I created the Squidoo lens for Ting's Thai Kitchen, I used the term "Thai cuisine." Why? Because it stuck me as a fancy word and I like words. To me, saying "Thai cuisine" was just a fancy way of presenting a restaurant to the public online. I gave no thought whatsoever to the popularity of the word.
But one day, Eileen Brown looked at this lens. She's an SEO expert. She saw problems with my headline and body copy. Eileen said the page was poorly constructed...FOR THE SEARCH SPIDERS. The challenge in writing a web page is two-fold. You want it to appeal first to the search spiders and second to people. And, according to Eileen, I had only attempted to appeal to people - not the spiders.
How did Eileen know I had chosen inappropriate keywords? She has a software program that provides her with that kind of information.
Now, if you go and take a look at Ting's Thai Kitchen, you may think as I do that it is a little too wordy - especially the headlines. But, that's because the site is now designed to appeal first-and-foremost to the search engine spiders for high search engine rankings and second to the public.
Lamar Morgan
CDMM - Synergistic Business Marketing
"Need PR? Contact Lamar"
www.squidoo.com/LamarMorgan Private Reply to Lamar Morgan 954-603-7901 |
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