Economists have realised that people don’t always respond predictably or rationally to things like price and value #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
#BrightonSEO @BeckyReflect Neuroscientists have discovered that all decisions are ‘weighed up’ emotionally – even logical ones reflectdigital.co.uk/FutureOfSearch
#BrightonSEO @BeckyReflect We’re going to explore the difference between content that is ‘inside out’ versus ‘outside in’ reflectdigital.co.uk/FutureOfSearch
#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
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
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
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
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
#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.
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
#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
#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
#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
#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
#BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch Consider how you can include visual language. E.g. see, show, dream, horizon, observe, foresee etc. TIP 5
Consider how you can include auditory language. E.g. announce, hear, mention, state, tell, listen etc. TIP 6 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
Consider how you can include kinesthetic language. E.g. feel, motion, build, support, foundation, active etc. TIP 7 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
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
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
Through content you have the power to affect your user’s behaviour - be aware of this TIP 10 #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
#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.
reflectdigital.co.uk/FutureOfSearch #BrightonSEO @BeckyReflect The Storyteller The Thought Leader The Truth Hunter The News Hound Remember our journalist profiles
Finally, we need to be conscious to use a variety of visual, auditory and kinesthetic language. #BrightonSEO @BeckyReflect reflectdigital.co.uk/FutureOfSearch
#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
#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
#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
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