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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 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

  17. None
  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

  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

  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

  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. 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 ?


  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

  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