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The future of search is understanding human psychology

September 19, 2019

The future of search is understanding human psychology


September 19, 2019


  1. #BrightonSEO @BeckyReflect I want you all to be a part

    of this reflectdigital.co.uk/FutureOfSearch
  2. As I truly believe understanding humans will make us all

    better at SEO #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  3. Economists have realised that people don’t always respond predictably or

    rationally to things like price and value #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  4. #BrightonSEO @BeckyReflect Neuroscientists have discovered that all decisions are ‘weighed

    up’ emotionally – even logical ones reflectdigital.co.uk/FutureOfSearch
  5. #BrightonSEO @BeckyReflect So we need to start thinking about the

    human behind the search phrase reflectdigital.co.uk/FutureOfSearch
  6. And we forget that to truly be good as SEO’s

    we need to spark action from the users #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  7. Firstly, uninspiring language #BrightonSEO @BeckyReflect And you’ll be amazed how

    often it is used. reflectdigital.co.uk/FutureOfSearch
  8. #BrightonSEO @BeckyReflect I bet most of us are criminal of

    the video I played earlier reflectdigital.co.uk/FutureOfSearch
  9. #BrightonSEO @BeckyReflect We’re going to explore the difference between content

    that is ‘inside out’ versus ‘outside in’ reflectdigital.co.uk/FutureOfSearch
  10. #BrightonSEO @BeckyReflect You may not realise it, but through content

    we have a lot of power reflectdigital.co.uk/FutureOfSearch
  11. #BrightonSEO Actually, let me introduce you to John Bargh who

    in 1996 ran an experiment that has become known as the Florida Effect @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  12. Group one #BrightonSEO @BeckyReflect Group two Bald, wrinkled, arthritis, Florida,

    forgetful Random words reflectdigital.co.uk/FutureOfSearch
  13. What did you think of BrightonSEO? @BeckyReflect A It was

    great to watch the presentations at BrightonSEO today, I saw so many great talks. B It was great to listen to the presentations today, I heard so many great new ideas. C I got so much from the presentations today, I feel re- energised about my SEO strategy. #BrightonSEO reflectdigital.co.uk/FutureOfSearch
  14. VAK #BrightonSEO @BeckyReflect Visual “I see what you mean” Kinesthetic

    “It feels to me like…” Auditory “I hear what you’re saying” reflectdigital.co.uk/FutureOfSearch
  15. 4 words 8 words 4 words SCORE Fine SCORE Selfish

    SCORE Static Ford Mustang ford.co.uk/cars/mustang
  16. 16 words 0 words 5 words SCORE Boring SCORE Selfish

    SCORE Static Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
  17. And how we can link these human centric principles with

    our outreach #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  18. As SEO’s we are often trying to get the attention

    of very hard to reach and very busy people... #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  19. And we want them to take action, we want them

    to cover our story and most importantly to LINK to us! #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  20. So we decided it would be helpful for all of

    us if we got to know them better #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  21. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch We have to remember not to just

    think about our story, but what our story means to the journalist.
  22. We have to remember not to just think about our

    story, but what our story means to the journalist. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch human
  23. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Make sure you rate my talk and

    let’s hope KELVIN invites me back in April Rate my talk on the Brighton SEO app
  24. Top 10 tips To drive SEO performance and conversion #BrightonSEO

    @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  25. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Be more descriptive and fun. Play with

    your language, humans find descriptive words more engaging to read. TIP 1
  26. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Think about bringing emotion to your content.

    What feelings does your product or service evoke, can you use this? TIP 2
  27. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Be outside in, not inside out. Think

    about your audience’s challenges and needs first, before broadcasting what you do. TIP 3
  28. Think about context not just explaining the features. What is

    the impact? TIP 4 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  29. Consider how you can include auditory language. E.g. announce, hear,

    mention, state, tell, listen etc. TIP 6 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  30. Consider how you can include kinesthetic language. E.g. feel, motion,

    build, support, foundation, active etc. TIP 7 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  31. Balance Remember Google understands context more than ever before. Ensuring

    the right balance between human first content and the right signals for Google is imperative. TIP 8 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  32. Outreach Remember you are attracting the attention of a human.

    Think about their desire to tell a story and show impact. TIP 9 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  33. Through content you have the power to affect your user’s

    behaviour - be aware of this TIP 10 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  34. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch We need to balance the why and

    what of the current situation with the future and the so what. We need to balance the detail and the context.
  35. Finally, we need to be conscious to use a variety

    of visual, auditory and kinesthetic language. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  36. It has been great to see you all today. #BrightonSEO

    @BeckyReflect reflectdigital.co.uk/FutureOfSearch
  37. #BrightonSEO @BeckyReflect Thank you for listening. I really hope you

    have heard at least one thing that you can implement on Monday. reflectdigital.co.uk/FutureOfSearch
  38. #BrightonSEO @BeckyReflect I hope I have been able to shift

    your view on content And that I have made an impact on how you think and interact with others. reflectdigital.co.uk/FutureOfSearch
  39. #BrightonSEO Download the slides reflectdigital.co.uk/FutureOfSearch Rate your content ratemycontent.co.uk If

    you are a journalist, take our test your-inside-story.co.uk @BeckyReflect Thank you