The future of search is understanding human psychology

6b68737f9aacb94936b269f2592da891?s=47 DDavydoff
September 19, 2019

The future of search is understanding human psychology



September 19, 2019


  1. None
  2. None
  3. My talk is not going to... #BrightonSEO @BeckyReflect

  4. #BrightonSEO @BeckyReflect Blow your mind about some new technical

    SEO wizardry
  5. Teach you anything new about Google #BrightonSEO @BeckyReflect

  6. Or fundamentally change your overall SEO strategy #BrightonSEO @BeckyReflect

  7. You are already doing awesome SEO work #BrightonSEO @BeckyReflect

  8. But you are curious #BrightonSEO @BeckyReflect

  9. #BrightonSEO @BeckyReflect How can you do more?

  10. What is the next level of performance? #BrightonSEO @BeckyReflect

  11. We’ve been testing some ideas #BrightonSEO @BeckyReflect

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

    of this
  13. As I truly believe understanding humans will make us all

    better at SEO #BrightonSEO @BeckyReflect
  14. So my talk today is going to... #BrightonSEO @BeckyReflect

  15. #BrightonSEO @BeckyReflect Help re-invigorate your editorial flare

  16. #BrightonSEO @BeckyReflect Whilst keeping SEO at the forefront

  17. None
  18. We don’t speak like that, do we? #BrightonSEO @BeckyReflect

  19. #BrightonSEO @BeckyReflect I’m going to make you think differently about

  20. #BrightonSEO @BeckyReflect Give you a new focus

  21. A human focus #BrightonSEO @BeckyReflect

  22. Why? #BrightonSEO @BeckyReflect

  23. #BrightonSEO @BeckyReflect Without this, you are failing your audience

  24. Economists have realised that people don’t always respond predictably or

    rationally to things like price and value #BrightonSEO @BeckyReflect
  25. #BrightonSEO @BeckyReflect Neuroscientists have discovered that all decisions are ‘weighed

    up’ emotionally – even logical ones
  26. Digital Marketing has become so measurable #BrightonSEO @BeckyReflect

  27. Is this focus at the expense of content? #BrightonSEO @BeckyReflect
  28. #BrightonSEO @BeckyReflect Let’s talk about humans

  29. #BrightonSEO @BeckyReflect Google mimics humans better than ever before

  30. Who am I describing? #BrightonSEO @BeckyReflect

  31. Skepta Prince William #BrightonSEO @BeckyReflect

  32. We are all different #BrightonSEO @BeckyReflect

  33. #BrightonSEO @BeckyReflect So we need to start thinking about the

    human behind the search phrase
  34. #BrightonSEO @BeckyReflect We all get wrapped up in the algorithm
  35. And we forget that to truly be good as SEO’s

    we need to spark action from the users #BrightonSEO @BeckyReflect
  36. #BrightonSEO @BeckyReflect So what am I actually going to

    tell you?
  37. #BrightonSEO @BeckyReflect We’re going to look at neuro- driven

  38. We’re going to cover 4 types of language #BrightonSEO @BeckyReflect
  39. Firstly, uninspiring language #BrightonSEO @BeckyReflect And you’ll be amazed how

    often it is used.
  40. #BrightonSEO @BeckyReflect I bet most of us are criminal of

    the video I played earlier
  41. Your content needs to be sticky #BrightonSEO @BeckyReflect

  42. It needs to be memorable #BrightonSEO @BeckyReflect

  43. #BrightonSEO @BeckyReflect It needs to evoke emotion

  44. #BrightonSEO @BeckyReflect 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’
  46. #BrightonSEO @BeckyReflect Thirdly, static versus dynamic language

  47. #BrightonSEO @BeckyReflect You may not realise it, but through content

    we have a lot of power
  48. #BrightonSEO @BeckyReflect Let me take you to Florida

  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
  50. Group one #BrightonSEO @BeckyReflect Group two Bald, wrinkled, arthritis, Florida,

    forgetful Random words
  51. #BrightonSEO @BeckyReflect 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
  53. VAK #BrightonSEO @BeckyReflect Visual “I see what you mean” Kinesthetic

    “It feels to me like…” Auditory “I hear what you’re saying”
  54. #BrightonSEO @BeckyReflect We’re going to learn how to master

    content that sparks emotion and action
  55. It is like Christmas today #BrightonSEO @BeckyReflect


  57. SCORE ?

  58. SCORE ? SCORE ?


  60. ? words ? words ? words SCORE ? SCORE ?

    SCORE ?
  61. Ford Mustang

  62. SCORE Fine Ford Mustang

  63. SCORE Fine SCORE Static Ford Mustang

  64. SCORE Fine SCORE Selfish SCORE Static Ford Mustang

  65. 4 words 8 words 4 words SCORE Fine SCORE Selfish

    SCORE Static Ford Mustang
  66. Porsche 911 Carrera

  67. SCORE Boring Porsche 911 Carrera

  68. SCORE Boring SCORE Static Porsche 911 Carrera

  69. SCORE Boring SCORE Selfish SCORE Static Porsche 911 Carrera

  70. 16 words 0 words 5 words SCORE Boring SCORE Selfish

    SCORE Static Porsche 911 Carrera
  71. Compare The Market

  72. Compare The Market SCORE Engaging

  73. Compare The Market SCORE Engaging SCORE Dynamic

  74. Compare The Market SCORE Engaging SCORE Selfless SCORE Dynamic

  75. Compare The Market 4 words 3 words 0 words

    SCORE Engaging SCORE Selfless SCORE Dynamic
  76. #BrightonSEO @BeckyReflect 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
  78. As SEO’s we are often trying to get the attention

    of very hard to reach and very busy people... #BrightonSEO @BeckyReflect
  79. #BrightonSEO @BeckyReflect Journalists

  80. And we want them to take action, we want them

    to cover our story and most importantly to LINK to us! #BrightonSEO @BeckyReflect
  81. So we decided it would be helpful for all of

    us if we got to know them better #BrightonSEO @BeckyReflect
  82. #BrightonSEO @BeckyReflect And here is a sneak peak at

    our next experiment
  83. So we built Your Inside Story #BrightonSEO @BeckyReflect

  84. #BrightonSEO @BeckyReflect The Storyteller The Thought Leader The Truth

    Hunter The News Hound
  85. #BrightonSEO @BeckyReflect What if? How? Why? What?

  86. #BrightonSEO @BeckyReflect

  87. What does this mean? #BrightonSEO @BeckyReflect

  88. #BrightonSEO @BeckyReflect 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 human
  90. We know Journalists are #BrightonSEO @BeckyReflect Time poor Busy

    Stretched Looking for their next story
  91. So, how can you resonate more? #BrightonSEO @BeckyReflect

  92. #BrightonSEO @BeckyReflect How can you grab their attention and

    hold it?
  93. #BrightonSEO @BeckyReflect How can you evoke emotion?

  94. If you are curious to know more #BrightonSEO @BeckyReflect

  95. #BrightonSEO @BeckyReflect 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

  97. #BrightonSEO @BeckyReflect Be more descriptive and fun. Play with

    your language, humans find descriptive words more engaging to read. TIP 1
  98. #BrightonSEO @BeckyReflect Think about bringing emotion to your content.

    What feelings does your product or service evoke, can you use this? TIP 2
  99. #BrightonSEO @BeckyReflect 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
  101. #BrightonSEO @BeckyReflect 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
  103. Consider how you can include kinesthetic language. E.g. feel, motion,

    build, support, foundation, active etc. TIP 7 #BrightonSEO @BeckyReflect
  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
  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
  106. Through content you have the power to affect your user’s

    behaviour - be aware of this TIP 10 #BrightonSEO @BeckyReflect
  107. #BrightonSEO @BeckyReflect Let me tie this altogether

  108. We’ve learnt about #BrightonSEO @BeckyReflect

  109. #BrightonSEO @BeckyReflect Language, but not in a boring English

    lesson way, we’ve learnt...
  110. #BrightonSEO @BeckyReflect 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
  112. #BrightonSEO @BeckyReflect 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. #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
  115. On that note... #BrightonSEO @BeckyReflect

  116. It has been great to see you all today. #BrightonSEO

  117. #BrightonSEO @BeckyReflect Thank you for listening. I really hope you

    have heard at least one thing that you can implement on Monday.
  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.
  119. #BrightonSEO Download the slides Rate your content If

    you are a journalist, take our test @BeckyReflect Thank you