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The future of search is understanding human psychology

DDavydoff
September 19, 2019
1.2k

The future of search is understanding human psychology

DDavydoff

September 19, 2019
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Transcript

  1. My talk is not
    going to...
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  2. #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    Blow your mind
    about some new
    technical SEO
    wizardry

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  3. Teach you
    anything new
    about Google
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  4. Or fundamentally
    change your
    overall SEO
    strategy
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  5. You are already
    doing awesome
    SEO work
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  6. But you
    are curious
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  7. #BrightonSEO
    @BeckyReflect
    How can you
    do more?
    reflectdigital.co.uk/FutureOfSearch

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  8. What is the
    next level of
    performance?
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  9. We’ve been
    testing
    some ideas
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  10. #BrightonSEO
    @BeckyReflect
    I want you all
    to be a part
    of this
    reflectdigital.co.uk/FutureOfSearch

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  11. As I truly believe
    understanding
    humans will make
    us all better
    at SEO
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  12. So my talk today
    is going to...
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  13. #BrightonSEO @BeckyReflect
    Help re-invigorate
    your editorial
    flare
    reflectdigital.co.uk/FutureOfSearch

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  14. #BrightonSEO @BeckyReflect
    Whilst keeping
    SEO at the
    forefront
    reflectdigital.co.uk/FutureOfSearch

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  15. We don’t speak
    like that,
    do we?
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  16. #BrightonSEO @BeckyReflect
    I’m going to
    make you
    think differently
    about content
    reflectdigital.co.uk/FutureOfSearch

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  17. #BrightonSEO @BeckyReflect
    Give you a
    new focus
    reflectdigital.co.uk/FutureOfSearch

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  18. A human focus
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  19. Why?
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  20. #BrightonSEO
    @BeckyReflect
    Without this, you
    are failing your
    audience
    reflectdigital.co.uk/FutureOfSearch

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  21. Economists have
    realised that people
    don’t always
    respond predictably
    or rationally to
    things like price and
    value
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  22. #BrightonSEO @BeckyReflect
    Neuroscientists
    have discovered
    that all decisions
    are ‘weighed up’
    emotionally – even
    logical ones
    reflectdigital.co.uk/FutureOfSearch

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  23. Digital Marketing
    has become so
    measurable
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  24. Is this focus at
    the expense
    of content?
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  25. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    Let’s talk
    about humans

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  26. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    Google
    mimics humans
    better than
    ever before

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  27. Who am I describing?
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  28. Skepta
    Prince William
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  29. We are all
    different
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  30. #BrightonSEO @BeckyReflect
    So we need to
    start thinking
    about the human
    behind the search
    phrase
    reflectdigital.co.uk/FutureOfSearch

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  31. #BrightonSEO @BeckyReflect
    We all get
    wrapped up in
    the algorithm
    reflectdigital.co.uk/FutureOfSearch

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  32. 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

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  33. #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    So what am I
    actually going to
    tell you?

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  34. #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    We’re going to
    look at neuro-
    driven content

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  35. We’re going to
    cover 4 types
    of language
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  36. Firstly,
    uninspiring
    language
    #BrightonSEO
    @BeckyReflect
    And you’ll be amazed
    how often it is used.
    reflectdigital.co.uk/FutureOfSearch

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  37. #BrightonSEO
    @BeckyReflect
    I bet most of us are criminal of the
    video I played earlier
    reflectdigital.co.uk/FutureOfSearch

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  38. Your content
    needs to be sticky
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  39. It needs to be
    memorable
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  40. #BrightonSEO
    @BeckyReflect
    It needs to
    evoke emotion
    reflectdigital.co.uk/FutureOfSearch

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  41. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    Secondly,
    the balance
    between self
    obsessed and self
    less language

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  42. #BrightonSEO @BeckyReflect
    We’re going to explore
    the difference between
    content that is ‘inside out’
    versus ‘outside in’
    reflectdigital.co.uk/FutureOfSearch

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  43. #BrightonSEO @BeckyReflect
    Thirdly,
    static versus
    dynamic language
    reflectdigital.co.uk/FutureOfSearch

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  44. #BrightonSEO @BeckyReflect
    You may not
    realise it, but
    through content
    we have a lot of
    power
    reflectdigital.co.uk/FutureOfSearch

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  45. #BrightonSEO @BeckyReflect
    Let me take
    you to Florida
    reflectdigital.co.uk/FutureOfSearch

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  46. #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

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  47. Group one
    #BrightonSEO @BeckyReflect
    Group two
    Bald,
    wrinkled,
    arthritis,
    Florida,
    forgetful
    Random words
    reflectdigital.co.uk/FutureOfSearch

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  48. #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    And finally
    visual, auditory
    and kinesthetic
    language

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  49. 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

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  50. 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

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  51. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    We’re going to
    learn how to
    master content
    that sparks
    emotion
    and action

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  52. It is like
    Christmas today
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  53. ratemycontent.co.uk

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  54. SCORE
    ?
    SCORE
    ?

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  55. SCORE
    ?
    SCORE
    ?
    SCORE
    ?

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  56. ? words ? words ? words
    SCORE
    ?
    SCORE
    ?
    SCORE
    ?

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  57. Ford Mustang
    ford.co.uk/cars/mustang

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  58. SCORE
    Fine
    Ford Mustang
    ford.co.uk/cars/mustang

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  59. SCORE
    Fine
    SCORE
    Static
    Ford Mustang
    ford.co.uk/cars/mustang

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  60. SCORE
    Fine
    SCORE
    Selfish
    SCORE
    Static
    Ford Mustang
    ford.co.uk/cars/mustang

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  61. 4 words 8 words 4 words
    SCORE
    Fine
    SCORE
    Selfish
    SCORE
    Static
    Ford Mustang
    ford.co.uk/cars/mustang

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  62. Porsche 911 Carrera
    porsche.com/uk/models/911/911-carrera-models

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  63. SCORE
    Boring
    Porsche 911 Carrera
    porsche.com/uk/models/911/911-carrera-models

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  64. SCORE
    Boring
    SCORE
    Static
    Porsche 911 Carrera
    porsche.com/uk/models/911/911-carrera-models

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  65. SCORE
    Boring
    SCORE
    Selfish
    SCORE
    Static
    Porsche 911 Carrera
    porsche.com/uk/models/911/911-carrera-models

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  66. 16 words 0 words 5 words
    SCORE
    Boring
    SCORE
    Selfish
    SCORE
    Static
    Porsche 911 Carrera
    porsche.com/uk/models/911/911-carrera-models

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  67. Compare The Market
    comparethemarket.com/car-insurance

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  68. Compare The Market
    comparethemarket.com/car-insurance
    SCORE
    Engaging

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  69. Compare The Market
    comparethemarket.com/car-insurance
    SCORE
    Engaging
    SCORE
    Dynamic

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  70. Compare The Market
    comparethemarket.com/car-insurance
    SCORE
    Engaging
    SCORE
    Selfless
    SCORE
    Dynamic

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  71. Compare The Market
    comparethemarket.com/car-insurance
    4 words 3 words 0 words
    SCORE
    Engaging
    SCORE
    Selfless
    SCORE
    Dynamic

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  72. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    To add to all of
    this, we thought
    about our own
    interactions

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  73. And how we can
    link these human
    centric principles
    with our outreach
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  74. 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

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  75. #BrightonSEO
    @BeckyReflect
    Journalists
    reflectdigital.co.uk/FutureOfSearch

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  76. 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

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  77. So we decided it
    would be helpful
    for all of us if we
    got to know
    them better
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  78. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    And here is a
    sneak peak at our
    next experiment

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  79. So we built
    Your Inside Story
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    your-inside-story.co.uk

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  80. reflectdigital.co.uk/FutureOfSearch #BrightonSEO
    @BeckyReflect
    The
    Storyteller
    The
    Thought
    Leader
    The
    Truth
    Hunter
    The
    News
    Hound

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  81. reflectdigital.co.uk/FutureOfSearch #BrightonSEO
    @BeckyReflect
    What if?
    How?
    Why?
    What?

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  82. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  83. What does
    this mean?
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  84. #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.

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  85. 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

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  86. We know
    Journalists are
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    Time poor
    Busy
    Stretched
    Looking for their next story

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  87. So, how can you
    resonate more?
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  88. #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    How can you grab
    their attention and
    hold it?

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  89. #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    How can you
    evoke emotion?

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  90. If you are curious
    to know more
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  91. #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

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  92. Top 10 tips
    To drive SEO performance and conversion
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  93. #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

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  94. #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

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  95. #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

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  96. Think about context not
    just explaining the
    features.
    What is the impact?
    TIP
    4
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  97. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    Consider how you can
    include visual language.
    E.g. see, show, dream,
    horizon, observe, foresee
    etc.
    TIP
    5

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  98. Consider how you can
    include auditory language.
    E.g. announce, hear,
    mention, state, tell, listen
    etc.
    TIP
    6
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  99. Consider how you can
    include kinesthetic
    language.
    E.g. feel, motion, build,
    support, foundation, active
    etc.
    TIP
    7
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  100. 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

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  101. 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

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  102. Through content you have
    the power to affect your
    user’s behaviour -
    be aware of this
    TIP
    10
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  103. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/BrightonSEO
    Let me tie
    this altogether

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  104. We’ve learnt
    about
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  105. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    Language, but not
    in a boring English
    lesson way,
    we’ve learnt...

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  106. #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch
    We need to use
    more colourful
    language to be
    sticky, memorable,
    and to evoke
    emotion

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  107. We need to
    balance ourselves
    and our audience
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  108. #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.

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  109. reflectdigital.co.uk/FutureOfSearch #BrightonSEO
    @BeckyReflect
    The
    Storyteller
    The
    Thought
    Leader
    The
    Truth
    Hunter
    The
    News
    Hound
    Remember our journalist profiles

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  110. Finally, we need to be
    conscious to use a variety
    of visual, auditory and
    kinesthetic language.
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  111. On that note...
    #BrightonSEO @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  112. It has been great to
    see you all today.
    #BrightonSEO
    @BeckyReflect
    reflectdigital.co.uk/FutureOfSearch

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  113. #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

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  114. #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

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  115. #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

    View full-size slide