The future of search is understanding human psychology

Transcript

3. My talk is not going to... #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
4. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Blow your mind about some new technical SEO wizardry
5. Teach you anything new about Google #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
6. Or fundamentally change your overall SEO strategy #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
7. You are already doing awesome SEO work #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
8. But you are curious #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
9. #BrightonSEO @BeckyReflect How can you do more? reflectdigital.co.uk/FutureOfSearch
10. What is the next level of performance? #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
11. We’ve been testing some ideas #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
12. #BrightonSEO @BeckyReflect I want you all to be a part of this reflectdigital.co.uk/FutureOfSearch
13. As I truly believe understanding humans will make us all better at SEO #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
14. So my talk today is going to... #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
15. #BrightonSEO @BeckyReflect Help re-invigorate your editorial flare reflectdigital.co.uk/FutureOfSearch
16. #BrightonSEO @BeckyReflect Whilst keeping SEO at the forefront reflectdigital.co.uk/FutureOfSearch
18. We don’t speak like that, do we? #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
19. #BrightonSEO @BeckyReflect I’m going to make you think differently about content reflectdigital.co.uk/FutureOfSearch
20. #BrightonSEO @BeckyReflect Give you a new focus reflectdigital.co.uk/FutureOfSearch
21. A human focus #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
22. Why? #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
23. #BrightonSEO @BeckyReflect Without this, you are failing your audience reflectdigital.co.uk/FutureOfSearch
24. Economists have realised that people don’t always respond predictably or rationally to things like price and value #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
25. #BrightonSEO @BeckyReflect Neuroscientists have discovered that all decisions are ‘weighed up’ emotionally – even logical ones reflectdigital.co.uk/FutureOfSearch
26. Digital Marketing has become so measurable #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
27. Is this focus at the expense of content? #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
28. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Let’s talk about humans
29. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Google mimics humans better than ever before
30. Who am I describing? #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
31. Skepta Prince William #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
32. We are all different #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
33. #BrightonSEO @BeckyReflect So we need to start thinking about the human behind the search phrase reflectdigital.co.uk/FutureOfSearch
34. #BrightonSEO @BeckyReflect We all get wrapped up in the algorithm reflectdigital.co.uk/FutureOfSearch
35. 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
36. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch So what am I actually going to tell you?
37. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch We’re going to look at neuro- driven content
38. We’re going to cover 4 types of language #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
39. Firstly, uninspiring language #BrightonSEO @BeckyReflect And you’ll be amazed how often it is used. reflectdigital.co.uk/FutureOfSearch
40. #BrightonSEO @BeckyReflect I bet most of us are criminal of the video I played earlier reflectdigital.co.uk/FutureOfSearch
41. Your content needs to be sticky #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
42. It needs to be memorable #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
43. #BrightonSEO @BeckyReflect It needs to evoke emotion reflectdigital.co.uk/FutureOfSearch
44. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Secondly, the balance between self obsessed and self less language
45. #BrightonSEO @BeckyReflect We’re going to explore the difference between content that is ‘inside out’ versus ‘outside in’ reflectdigital.co.uk/FutureOfSearch
46. #BrightonSEO @BeckyReflect Thirdly, static versus dynamic language reflectdigital.co.uk/FutureOfSearch
47. #BrightonSEO @BeckyReflect You may not realise it, but through content we have a lot of power reflectdigital.co.uk/FutureOfSearch
48. #BrightonSEO @BeckyReflect Let me take you to Florida reflectdigital.co.uk/FutureOfSearch
49. #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
50. Group one #BrightonSEO @BeckyReflect Group two Bald, wrinkled, arthritis, Florida, forgetful Random words reflectdigital.co.uk/FutureOfSearch
51. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch And finally visual, auditory and kinesthetic language
52. 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
53. 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
54. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch We’re going to learn how to master content that sparks emotion and action
55. It is like Christmas today #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
56. ratemycontent.co.uk
57. SCORE ?
58. SCORE ? SCORE ?
59. SCORE ? SCORE ? SCORE ?
60. ? words ? words ? words SCORE ? SCORE ? SCORE ?
61. Ford Mustang ford.co.uk/cars/mustang
62. SCORE Fine Ford Mustang ford.co.uk/cars/mustang
63. SCORE Fine SCORE Static Ford Mustang ford.co.uk/cars/mustang
64. SCORE Fine SCORE Selfish SCORE Static Ford Mustang ford.co.uk/cars/mustang
65. 4 words 8 words 4 words SCORE Fine SCORE Selfish SCORE Static Ford Mustang ford.co.uk/cars/mustang
66. Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
67. SCORE Boring Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
68. SCORE Boring SCORE Static Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
69. SCORE Boring SCORE Selfish SCORE Static Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
70. 16 words 0 words 5 words SCORE Boring SCORE Selfish SCORE Static Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
71. Compare The Market comparethemarket.com/car-insurance
72. Compare The Market comparethemarket.com/car-insurance SCORE Engaging
73. Compare The Market comparethemarket.com/car-insurance SCORE Engaging SCORE Dynamic
74. Compare The Market comparethemarket.com/car-insurance SCORE Engaging SCORE Selfless SCORE Dynamic
75. Compare The Market comparethemarket.com/car-insurance 4 words 3 words 0 words SCORE Engaging SCORE Selfless SCORE Dynamic
76. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch To add to all of this, we thought about our own interactions
77. And how we can link these human centric principles with our outreach #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
78. 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
79. #BrightonSEO @BeckyReflect Journalists reflectdigital.co.uk/FutureOfSearch
80. 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
81. So we decided it would be helpful for all of us if we got to know them better #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
82. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch And here is a sneak peak at our next experiment
83. So we built Your Inside Story #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch your-inside-story.co.uk
84. reflectdigital.co.uk/FutureOfSearch #BrightonSEO @BeckyReflect The Storyteller The Thought Leader The Truth Hunter The News Hound
85. reflectdigital.co.uk/FutureOfSearch #BrightonSEO @BeckyReflect What if? How? Why? What?
86. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
87. What does this mean? #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
88. #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.
89. 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
90. We know Journalists are #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Time poor Busy Stretched Looking for their next story
91. So, how can you resonate more? #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
92. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch How can you grab their attention and hold it?
93. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch How can you evoke emotion?
94. If you are curious to know more #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
95. #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
96. Top 10 tips To drive SEO performance and conversion #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
97. #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
98. #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
99. #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
100. Think about context not just explaining the features. What is the impact? TIP 4 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
101. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Consider how you can include visual language. E.g. see, show, dream, horizon, observe, foresee etc. TIP 5
102. Consider how you can include auditory language. E.g. announce, hear, mention, state, tell, listen etc. TIP 6 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
103. Consider how you can include kinesthetic language. E.g. feel, motion, build, support, foundation, active etc. TIP 7 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
104. 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
105. 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
106. Through content you have the power to affect your user’s behaviour - be aware of this TIP 10 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
107. #BrightonSEO @BeckyReflect reflectdigital.co.uk/BrightonSEO Let me tie this altogether
108. We’ve learnt about #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
109. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Language, but not in a boring English lesson way, we’ve learnt...
110. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch We need to use more colourful language to be sticky, memorable, and to evoke emotion
111. We need to balance ourselves and our audience #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
112. #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.
113. reflectdigital.co.uk/FutureOfSearch #BrightonSEO @BeckyReflect The Storyteller The Thought Leader The Truth Hunter The News Hound Remember our journalist profiles
114. Finally, we need to be conscious to use a variety of visual, auditory and kinesthetic language. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
115. On that note... #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
116. It has been great to see you all today. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
117. #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
118. #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
119. #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