brightonSEO | Recognising Cultural Appropriation in SEO to avoid PR problems | Megan Wellman

Hey there!

Please check out my slides from my talk at the PR & Linkbuilding show from the BrightonSEO fringe conference.

My talk covered 'recognising cultural appropriation in SEO to avoid PR problems' and without me speaking alongside, some slides may need clarification, so please reach out to me for a chat.

Thank you,
Megan

Transcript

1. Recognising Cultural Appropriation in SEO to avoid PR problems Megan Wellman WATCH THIS SP_CE LinkedIn:@meganwellman
2. @meganwellman | @WatchThisSpce | #brightonSEO Recognising Cultural Appropriation in SEO to avoid PR problems Megan Wellman Community Lead
3. Recognise Cultural Appropriation in SEO to avoid PR problems @meganwellman | @WatchThisSpce | #brightonSEO
4. What is Cultural Appropriation? @meganwellman | @WatchThisSpce | #brightonSEO
5. It’s appreciation. Periodt. @meganwellman | @WatchThisSpce | #brightonSEO
6. @meganwellman | @WatchThisSpce | #brightonSEO
7. @mellacollective | @WatchThisSpce Jalen Rose LOVE BLACK LIVES, LIKE YOU LOVE BLACK CULTURE.
8. How does this affect individual people? @meganwellman | @WatchThisSpce | #brightonSEO
9. What happens if your brand culturally appropriates?. @meganwellman | @WatchThisSpce | #brightonSEO
10. of young people agree that cultural appropriation is a problem and recognising the cultural roots of trends is vital for brands 64% @meganwellman | @WatchThisSpce | #brightonSEO
11. @meganwellman | @WatchThisSpce | #brightonSEO
12. @meganwellman | @WatchThisSpce | #brightonSEO How does SEO come in to it?
13. @meganwellman | @WatchThisSpce | #brightonSEO Inauthentic Keywords
14. @meganwellman | @WatchThisSpce | #brightonSEO Client: UK Fashion Brand Event: Chinese New Year Keywords: Chinese New Year Fashion, Lunar New Year Clothing Problem: Nothing to do with Chinese New Year
15. @meganwellman | @WatchThisSpce | #brightonSEO Naming Conventions
16. @meganwellman | @WatchThisSpce | #brightonSEO Client: Travel Tours Company Brief: Launching a new Trek tour Name: Mystic Andes Expedition Problem: Didn’t take into account cultural context of the name
17. @meganwellman | @WatchThisSpce | #brightonSEO Language Insensitivity
18. @meganwellman | @WatchThisSpce | #brightonSEO Client: Online language app New product: Learn Japanese SEO Idea: "Master Japanese the Samurai Way!" Problem: Cultural context of ‘Samurai’
19. @meganwellman | @WatchThisSpce | #brightonSEO Insensitive Storytelling
20. @meganwellman | @WatchThisSpce | #brightonSEO Client: Cosmetics company New product: New skincare Concept: Fictionalised version of a caribbean country and a western traveler who finds a magical secret for perfect skin
21. @meganwellman | @WatchThisSpce | #brightonSEO Cultural Stereotyping
22. @meganwellman | @WatchThisSpce | #brightonSEO Client: Food delivery app Brief: Sort categories Action: Groups all African cuisine under “Exotic African Delights”
23. @meganwellman | @WatchThisSpce | #brightonSEO Cultural Trends
24. @meganwellman | @WatchThisSpce | #brightonSEO Client: Fitness & Supplements Trend: Viral TikToks of a South American dance Action: SEO launches a campaign called “Salsa into Shape!”
25. @meganwellman | @WatchThisSpce | #brightonSEO How can you identify this?
26. @meganwellman | @WatchThisSpce | #brightonSEO Cultural Sensitivity & Research
27. @meganwellman | @WatchThisSpce | #brightonSEO Consult the experts
28. @meganwellman | @WatchThisSpce | #brightonSEO Avoid Stereotyping
29. @meganwellman | @WatchThisSpce | #brightonSEO Understand Trends in Context
30. @meganwellman | @WatchThisSpce | #brightonSEO Language & Communication
31. @meganwellman | @WatchThisSpce | #brightonSEO Ethical Keyword Usage
32. @meganwellman | @WatchThisSpce | #brightonSEO Audit your content
33. @meganwellman | @WatchThisSpce | #brightonSEO Feedback & Review
34. @meganwellman | @WatchThisSpce | #brightonSEO Transparency & Apology
35. @meganwellman | @WatchThisSpce | #brightonSEO But how can you incorporate diversity and inclusion into SEO strategies?
36. @meganwellman | @WatchThisSpce | #brightonSEO Research & Understand your audience
37. @meganwellman | @WatchThisSpce | #brightonSEO Keyword Research with Inclusivity
38. @meganwellman | @WatchThisSpce | #brightonSEO Culturally Relevant Content Creation
39. @meganwellman | @WatchThisSpce | #brightonSEO Visual Diversity
40. @meganwellman | @WatchThisSpce | #brightonSEO Language & Tone
41. @meganwellman | @WatchThisSpce | #brightonSEO Accessibility
42. @meganwellman | @WatchThisSpce | #brightonSEO Inclusive Link Building
43. @meganwellman | @WatchThisSpce | #brightonSEO Local SEO with Diversity
44. @meganwellman | @WatchThisSpce | #brightonSEO Training & Education
45. @meganwellman | @WatchThisSpce | #brightonSEO Measure & Analyse
46. @meganwellman | @WatchThisSpce | #brightonSEO How do I measure that?
47. @meganwellman | @WatchThisSpce | #brightonSEO • Define clear metrics & goals • Data Analysis • Content Performance Analysis • Keyword Performance
48. @meganwellman | @WatchThisSpce | #brightonSEO • Conversion Analysis • Backlink Profile Review • Adjustment & Optimisation
49. @meganwellman | @WatchThisSpce | #brightonSEO To summarise…
50. @meganwellman | @WatchThisSpce | #brightonSEO • Understand the content you are creating • Respect other people and their cultures • Work with an expert • Be authentic to your brand
51. @meganwellman | @WatchThisSpce | #brightonSEO Be Mindful
52. @meganwellman | @WatchThisSpce | #brightonSEO of people claim they are more likely to trust companies that showcase diversity in their marketing 64%
53. @meganwellman | @WatchThisSpce | #brightonSEO Recognising Cultural Appropriation in SEO to avoid PR problems Megan Wellman Community Lead