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
   

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2. @meganwellman | @WatchThisSpce | #brightonSEO
   Recognising Cultural
   Appropriation in SEO
   to avoid PR problems
   Megan Wellman
   Community Lead
   

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3. Recognise Cultural
   Appropriation in SEO to
   avoid PR problems
   @meganwellman | @WatchThisSpce | #brightonSEO
   

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4. What is Cultural
   Appropriation?
   @meganwellman | @WatchThisSpce | #brightonSEO
   

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5. It’s appreciation.
   Periodt.
   @meganwellman | @WatchThisSpce | #brightonSEO
   

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6. @meganwellman | @WatchThisSpce | #brightonSEO
   

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7. @mellacollective | @WatchThisSpce
   Jalen Rose
   LOVE BLACK
   LIVES,
   LIKE YOU LOVE
   BLACK CULTURE.
   

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8. How does this affect
   individual people?
   @meganwellman | @WatchThisSpce | #brightonSEO
   

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9. What happens if your
   brand culturally
   appropriates?.
   @meganwellman | @WatchThisSpce | #brightonSEO
   

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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
    

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11. @meganwellman | @WatchThisSpce | #brightonSEO
    

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12. @meganwellman | @WatchThisSpce | #brightonSEO
    How does SEO come in to it?
    

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13. @meganwellman | @WatchThisSpce | #brightonSEO
    Inauthentic Keywords
    

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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
    

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15. @meganwellman | @WatchThisSpce | #brightonSEO
    Naming Conventions
    

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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
    

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17. @meganwellman | @WatchThisSpce | #brightonSEO
    Language Insensitivity
    

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18. @meganwellman | @WatchThisSpce | #brightonSEO
    Client: Online language app
    New product: Learn Japanese
    SEO Idea: "Master Japanese the
    Samurai Way!"
    Problem: Cultural context of
    ‘Samurai’
    

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19. @meganwellman | @WatchThisSpce | #brightonSEO
    Insensitive Storytelling
    

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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
    

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21. @meganwellman | @WatchThisSpce | #brightonSEO
    Cultural Stereotyping
    

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22. @meganwellman | @WatchThisSpce | #brightonSEO
    Client: Food delivery app
    Brief: Sort categories
    Action: Groups all African
    cuisine under “Exotic African
    Delights”
    

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23. @meganwellman | @WatchThisSpce | #brightonSEO
    Cultural Trends
    

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24. @meganwellman | @WatchThisSpce | #brightonSEO
    Client: Fitness & Supplements
    Trend: Viral TikToks of a South
    American dance
    Action: SEO launches a campaign
    called “Salsa into Shape!”
    

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25. @meganwellman | @WatchThisSpce | #brightonSEO
    How can you identify this?
    

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26. @meganwellman | @WatchThisSpce | #brightonSEO
    Cultural Sensitivity &
    Research
    

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27. @meganwellman | @WatchThisSpce | #brightonSEO
    Consult the experts
    

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28. @meganwellman | @WatchThisSpce | #brightonSEO
    Avoid Stereotyping
    

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29. @meganwellman | @WatchThisSpce | #brightonSEO
    Understand Trends in
    Context
    

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30. @meganwellman | @WatchThisSpce | #brightonSEO
    Language &
    Communication
    

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31. @meganwellman | @WatchThisSpce | #brightonSEO
    Ethical Keyword Usage
    

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32. @meganwellman | @WatchThisSpce | #brightonSEO
    Audit your content
    

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33. @meganwellman | @WatchThisSpce | #brightonSEO
    Feedback & Review
    

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34. @meganwellman | @WatchThisSpce | #brightonSEO
    Transparency &
    Apology
    

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35. @meganwellman | @WatchThisSpce | #brightonSEO
    But how can you
    incorporate diversity and
    inclusion into SEO
    strategies?
    

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36. @meganwellman | @WatchThisSpce | #brightonSEO
    Research & Understand
    your audience
    

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37. @meganwellman | @WatchThisSpce | #brightonSEO
    Keyword Research with
    Inclusivity
    

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38. @meganwellman | @WatchThisSpce | #brightonSEO
    Culturally Relevant
    Content Creation
    

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39. @meganwellman | @WatchThisSpce | #brightonSEO
    Visual Diversity
    

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40. @meganwellman | @WatchThisSpce | #brightonSEO
    Language & Tone
    

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41. @meganwellman | @WatchThisSpce | #brightonSEO
    Accessibility
    

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42. @meganwellman | @WatchThisSpce | #brightonSEO
    Inclusive Link Building
    

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43. @meganwellman | @WatchThisSpce | #brightonSEO
    Local SEO with
    Diversity
    

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44. @meganwellman | @WatchThisSpce | #brightonSEO
    Training & Education
    

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45. @meganwellman | @WatchThisSpce | #brightonSEO
    Measure & Analyse
    

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46. @meganwellman | @WatchThisSpce | #brightonSEO
    How do I measure that?
    

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47. @meganwellman | @WatchThisSpce | #brightonSEO
    ● Define clear metrics & goals
    ● Data Analysis
    ● Content Performance Analysis
    ● Keyword Performance
    

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48. @meganwellman | @WatchThisSpce | #brightonSEO
    ● Conversion Analysis
    ● Backlink Profile Review
    ● Adjustment & Optimisation
    

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49. @meganwellman | @WatchThisSpce | #brightonSEO
    To summarise…
    

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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
    

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51. @meganwellman | @WatchThisSpce | #brightonSEO
    Be Mindful
    

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52. @meganwellman | @WatchThisSpce | #brightonSEO
    of people claim they are more
    likely to trust companies that
    showcase diversity in their
    marketing
    64%
    

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53. @meganwellman | @WatchThisSpce | #brightonSEO
    Recognising Cultural
    Appropriation in SEO
    to avoid PR problems
    Megan Wellman
    Community Lead
    

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