First of all, let’s clear some things about what SEO is and is not.
SEO or Search Engine Optimization is:
1. A behind-the-scenes tool that decides what you see first
Companies optimize their pages to show up at the top of Google, even if they’re not the cheapest or best.
2. A way to predict and respond to what you’ll search for
If you type “best moisturizer for dry skin,” you’ll mostly see results that have been carefully crafted to match those exact words.
3. A tactic businesses use to earn your trust quickly
The higher a website ranks, the more legit it feels—but that doesn’t always mean it’s the most honest or affordable.
4. A method used to guide your clicks, choices, and spending
Everything from the title of a blog post to how “5-star” reviews appear is optimized to get you to click… and buy.
5. A silent influence that shapes how you shop online
It’s designed to feel like you’re making informed choices—when you’re actually being led to specific options.
SEO is not:
1. A ranking of the “best” products or services
Just because something appears first doesn’t mean it’s better—it often just means it was better optimized.
2. An unbiased guide to help you shop smarter
SEO serves the company, not the consumer. Many articles you read are created to sell, not inform.
3. Proof that a product is trending or popular
Pages are optimized to look current or viral, even if they’re outdated or overhyped.
4. A sign of a brand’s honesty or transparency
Any company can hire an SEO expert. A top result doesn’t guarantee good ethics, fair pricing, or quality.
5. Something you can’t always “see” happening
SEO works in the background—on headlines, page speed, word choices—so you might not notice it, but it’s always there.
Another common misconception is that there is only one type of SEO and that it belongs to Google — and includes appealing to its algorithm to appear higher on Google pages.
While Google’s SEO is a dominant force, there are many different types of SEO and ways of optimizing a website. For example, Amazon has it’s own brand and style of SEO used to target and tempt shoppers on its site.
SEO can apply to an entire website, a single page on a website, Local SEO, international SEO, off-site SEO… The list goes on.
SEO is consumer science in action
With that knowledge, the word SEO might conjure up images of techy marketers trying to get their websites to the top of Google.
And while that’s true, there’s a deeper, less obvious side to it: SEO doesn’t just get your attention—it guides your choices and can quietly convince you to spend more than you planned.
SEO ties together psychology, algorithms, and clever marketing in ways many people never notice.
If you’re someone who shops online, researches before buying, or even just browses product reviews, here are five subtle ways SEO can steer your wallet.
1. Don’t always trust top rankings
When you Google something like “best travel backpack” or “affordable yoga mat,” you’re likely to click one of the first few links. That’s no accident—brands spend serious money and effort to claim those top spots.
Why it makes you spend more:
We tend to trust what ranks highest. But just because something appears first doesn’t mean it’s the best deal—it could simply be the best-optimized page. Often, these top-ranking links promote premium-priced items with high affiliate margins. The more you trust the search result, the less likely you are to price-check elsewhere.
2. Keyword targeting narrows choice
SEO strategies target the exact phrases you’re typing into search engines. For example, if you search “luxury candles under $50,” you’ll get tailored pages featuring products that hit that price ceiling—but not necessarily the best value overall.
Why it makes you spend more:
You’re being shown options that fit your stated price range, but you may not see lower-cost alternatives that aren’t optimized for those exact keywords. The illusion of choice is created—but you’re being nudged toward a curated, often more expensive set of options.
3. Content is designed to convert
Ever noticed how every blog seems to have a “Top 10” list of products with links? Many of those articles are created with SEO in mind—and affiliate marketing at heart. Each click and purchase through those links earns the site a commission.
Add note about how blogs/sites that offer well-rounded feedback about a product are often more trustworthy than those that are exclusively positive.
Why it makes you spend more:
These articles use persuasive language: “best,” “must-have,” “editor’s pick” and social proof to drive conversions, not necessarily to give you an unbiased view. You’re more likely to feel urgency or FOMO, leading to impulse buys.
4. Evergreen content encourages spending
Well-optimized sites regularly update their content so it always feels current, even if the items being promoted have been on the shelf for years. This gives the impression that the product is still trending or in demand.
Why it makes you spend more:
You’re less likely to question whether you need it if it appears in demand and valuable. The content’s freshness and SEO strategy keep it visible and relevant, making it seem more timely and worth purchasing—even if you didn’t intend to shop in the first place.
5. SEO utilizes urgency & convenience
When you’re searching for things like “sushi near me” or “last-minute gift ideas,” local and time-sensitive SEO is triggered. Companies know you’re looking to act fast—and they optimize for exactly that.
Why it makes you spend more:
Convenience comes at a premium. You’re less likely to shop around or wait for a better deal. The content is designed to meet your needs immediately—often encouraging add-ons or upgrades you wouldn’t consider if you had more time to think.
What can you do?
- Don’t assume the first result is the best.
- Cross-check reviews across multiple sites.
- Take a moment before clicking “Buy Now.”
- Use incognito mode to avoid search personalization.
- Look beyond the top few Google hits—you might find better deals on page 2.
There is a lot of content available about how to use SEO to improve sales. There isn’t nearly as much about how to recognize it and it’s effect on you in real time.
SEO is smart—but you can be smarter. By recognizing how it’s designed to guide your behavior you can shop with more intention and spend less without sacrificing quality.
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