BEO: A New Way of Doing SEO
Posted: Sat Dec 07, 2024 4:51 am
BEO: A new way of doing SEO
“The most important search engine is still the one in your mind”
This statement underscores a profound point that all marketers should internalize about buyer behavior:
Most purchases begin not by searching on Google, but by searching in our memory
Advertising, in fact, works mainly by building and refreshing the so-called “memory bonds” between the person and the brand.
The right search engine as mentioned is the one in your head.
This is why the real focus for marketers should be brain philippines whatsapp mobile phone number list engine optimization (BEO).
BEO is an English acronym that stands for Brain Engine Optimization , literally translated as “ optimization of the brain engine ”.
Today, marketers invest billions of dollars in search engine optimization, we want our brands to easily come to mind when shoppers enter the market.
We have the right goal, but we are optimizing for the wrong search engine.
BEO is not that different from SEO.
The goal is still to connect your brand with a keyword, but in this case we are talking about a mental keyword also called a “category entry point” (CEP) .
What are CEPs?
[ back to index ]
CEPs are the cues that shoppers use to access their memories when faced with a purchasing situation and can include any internal (e.g., motivations, emotions) and external (e.g., location, time of day) cues that influence any purchasing situation.
Understanding CEPs helps you build useful associations between your brand and key category purchase situations.
Why are CEPs so important?
[ back to index ]
“the brand that is remembered is the brand that is purchased”
When entering a purchase situation, a category shopper first draws on existing memories to identify potential brands for purchase.
These memory-generated brands are the starting point for the purchasing process .
Other sources and search engines (e.g. Google, colleagues) are usually consulted only if the options generated by memory are insufficient.
And even when consultation does occur, shoppers still show a bias for brands they already know.
For a brand to be easily recoverable when any CEP is activated is an important competitive advantage, through brand recall you can increase customer acquisition and loyalty .
In very simple terms, the purpose of CEPs is to increase the number of purchase occasions in which your brand/service comes into the minds of consumers (mental availability) .
Mental availability is more than just mental awareness.
Category entry points (CEPs) are the building blocks of mental readiness: they capture the thoughts category shoppers have as they transition to purchasing a category.
How can BEO be optimized?
[ back to index ]
Marketers can use market research to optimize brain search.
Brain motor optimization is a four-step process.
Step 1: Identify relevant CEPs for your category
[ back to index ]
The first step in building a winning B2B marketing strategy is to identify the category entry points into the industry and prioritize those entry points that relate to the brand, company, or portfolio.
Start by surveying buyers to understand the signals that trigger a buying situation. In B2B, you want to understand both the business needs and the professional needs of the buyer.
Start asking yourself:
Questions to Ask Yourself to Identify Category Entry Points
A prime example of the importance of understanding and identifying “category entry points” can be found at the following link .
The example in question deals with the topic of alcohol consumption during and after the pandemic.
Phase 2: Prioritize the right CEPs for your brand
[ back to index ]
Choosing category entry points requires a process of elimination, where we can draw on three forces that we call the three Cs.
The first C, credibility , means removing the least viable category entry points based on the brand's historical and current product portfolio.
Next, competitiveness concerns the influence of competitors, their historical marketing activities and product range.
The idea is to eliminate messy purchasing situations with many competitors advertising the same message.
Finally, commonality captures the sales influence from each customer entry point. Some purchase situations are less valuable because they are less relevant and/or generate less revenue.
Category Entry Point Identification Technique
In other words, prioritize CEPs that occur frequently , are easy to associate with your brand , and are not already associated with your competition .
These entry points can be incorporated into marketing activities, including advertising, sales scripts, thought leadership, and social media activities.
The priority CEPs are therefore the routes to profit .
Phase 3: Create (and update) connections between your brand and CEPs
[ back to index ]
Now that you have identified the most potentially profitable CEPs, it is time to start investing.
As mentioned, focus on no more than three or five CEPs to start with (the smaller the brand, the smaller the list should be).
Since CEPs are all major purchase occasions for your brand or category, you can start weaving them into your marketing communications and creating content that showcases them.
TIP: Do this in a creative and eye-catching way that sets you apart from your competitors.
“The most important search engine is still the one in your mind”
This statement underscores a profound point that all marketers should internalize about buyer behavior:
Most purchases begin not by searching on Google, but by searching in our memory
Advertising, in fact, works mainly by building and refreshing the so-called “memory bonds” between the person and the brand.
The right search engine as mentioned is the one in your head.
This is why the real focus for marketers should be brain philippines whatsapp mobile phone number list engine optimization (BEO).
BEO is an English acronym that stands for Brain Engine Optimization , literally translated as “ optimization of the brain engine ”.
Today, marketers invest billions of dollars in search engine optimization, we want our brands to easily come to mind when shoppers enter the market.
We have the right goal, but we are optimizing for the wrong search engine.
BEO is not that different from SEO.
The goal is still to connect your brand with a keyword, but in this case we are talking about a mental keyword also called a “category entry point” (CEP) .
What are CEPs?
[ back to index ]
CEPs are the cues that shoppers use to access their memories when faced with a purchasing situation and can include any internal (e.g., motivations, emotions) and external (e.g., location, time of day) cues that influence any purchasing situation.
Understanding CEPs helps you build useful associations between your brand and key category purchase situations.
Why are CEPs so important?
[ back to index ]
“the brand that is remembered is the brand that is purchased”
When entering a purchase situation, a category shopper first draws on existing memories to identify potential brands for purchase.
These memory-generated brands are the starting point for the purchasing process .
Other sources and search engines (e.g. Google, colleagues) are usually consulted only if the options generated by memory are insufficient.
And even when consultation does occur, shoppers still show a bias for brands they already know.
For a brand to be easily recoverable when any CEP is activated is an important competitive advantage, through brand recall you can increase customer acquisition and loyalty .
In very simple terms, the purpose of CEPs is to increase the number of purchase occasions in which your brand/service comes into the minds of consumers (mental availability) .
Mental availability is more than just mental awareness.
Category entry points (CEPs) are the building blocks of mental readiness: they capture the thoughts category shoppers have as they transition to purchasing a category.
How can BEO be optimized?
[ back to index ]
Marketers can use market research to optimize brain search.
Brain motor optimization is a four-step process.
Step 1: Identify relevant CEPs for your category
[ back to index ]
The first step in building a winning B2B marketing strategy is to identify the category entry points into the industry and prioritize those entry points that relate to the brand, company, or portfolio.
Start by surveying buyers to understand the signals that trigger a buying situation. In B2B, you want to understand both the business needs and the professional needs of the buyer.
Start asking yourself:
Questions to Ask Yourself to Identify Category Entry Points
A prime example of the importance of understanding and identifying “category entry points” can be found at the following link .
The example in question deals with the topic of alcohol consumption during and after the pandemic.
Phase 2: Prioritize the right CEPs for your brand
[ back to index ]
Choosing category entry points requires a process of elimination, where we can draw on three forces that we call the three Cs.
The first C, credibility , means removing the least viable category entry points based on the brand's historical and current product portfolio.
Next, competitiveness concerns the influence of competitors, their historical marketing activities and product range.
The idea is to eliminate messy purchasing situations with many competitors advertising the same message.
Finally, commonality captures the sales influence from each customer entry point. Some purchase situations are less valuable because they are less relevant and/or generate less revenue.
Category Entry Point Identification Technique
In other words, prioritize CEPs that occur frequently , are easy to associate with your brand , and are not already associated with your competition .
These entry points can be incorporated into marketing activities, including advertising, sales scripts, thought leadership, and social media activities.
The priority CEPs are therefore the routes to profit .
Phase 3: Create (and update) connections between your brand and CEPs
[ back to index ]
Now that you have identified the most potentially profitable CEPs, it is time to start investing.
As mentioned, focus on no more than three or five CEPs to start with (the smaller the brand, the smaller the list should be).
Since CEPs are all major purchase occasions for your brand or category, you can start weaving them into your marketing communications and creating content that showcases them.
TIP: Do this in a creative and eye-catching way that sets you apart from your competitors.