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My talk is not going to... #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Blow your mind about some new technical SEO wizardry

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Teach you anything new about Google #BrightonSEO @BeckyReflect

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Or fundamentally change your overall SEO strategy #BrightonSEO @BeckyReflect

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You are already doing awesome SEO work #BrightonSEO @BeckyReflect

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But you are curious #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect How can you do more?

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

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We’ve been testing some ideas #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect I want you all to be a part of this

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As I truly believe understanding humans will make us all better at SEO #BrightonSEO @BeckyReflect

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So my talk today is going to... #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Help re-invigorate your editorial flare

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#BrightonSEO @BeckyReflect Whilst keeping SEO at the forefront

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We don’t speak like that, do we? #BrightonSEO @BeckyReflect

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

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#BrightonSEO @BeckyReflect Give you a new focus

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A human focus #BrightonSEO @BeckyReflect

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Why? #BrightonSEO @BeckyReflect

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

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Economists have realised that people don’t always respond predictably or rationally to things like price and value #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Neuroscientists have discovered that all decisions are ‘weighed up’ emotionally – even logical ones

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Digital Marketing has become so measurable #BrightonSEO @BeckyReflect

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Is this focus at the expense of content? #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Let’s talk about humans

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#BrightonSEO @BeckyReflect Google mimics humans better than ever before

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Who am I describing? #BrightonSEO @BeckyReflect

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Skepta Prince William #BrightonSEO @BeckyReflect

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We are all different #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect So we need to start thinking about the human behind the search phrase

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#BrightonSEO @BeckyReflect We all get wrapped up in the algorithm

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And we forget that to truly be good as SEO’s we need to spark action from the users #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect So what am I actually going to tell you?

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#BrightonSEO @BeckyReflect We’re going to look at neuro- driven content

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We’re going to cover 4 types of language #BrightonSEO @BeckyReflect

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Firstly, uninspiring language #BrightonSEO @BeckyReflect And you’ll be amazed how often it is used.

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#BrightonSEO @BeckyReflect I bet most of us are criminal of the video I played earlier

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Your content needs to be sticky #BrightonSEO @BeckyReflect

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It needs to be memorable #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect It needs to evoke emotion

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#BrightonSEO @BeckyReflect Secondly, the balance between self obsessed and self less language

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#BrightonSEO @BeckyReflect We’re going to explore the difference between content that is ‘inside out’ versus ‘outside in’

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#BrightonSEO @BeckyReflect Thirdly, static versus dynamic language

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#BrightonSEO @BeckyReflect You may not realise it, but through content we have a lot of power

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#BrightonSEO @BeckyReflect Let me take you to Florida

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#BrightonSEO Actually, let me introduce you to John Bargh who in 1996 ran an experiment that has become known as the Florida Effect @BeckyReflect

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Group one #BrightonSEO @BeckyReflect Group two Bald, wrinkled, arthritis, Florida, forgetful Random words

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#BrightonSEO @BeckyReflect And finally visual, auditory and kinesthetic language

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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

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VAK #BrightonSEO @BeckyReflect Visual “I see what you mean” Kinesthetic “It feels to me like…” Auditory “I hear what you’re saying”

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#BrightonSEO @BeckyReflect We’re going to learn how to master content that sparks emotion and action

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It is like Christmas today #BrightonSEO @BeckyReflect

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? words ? words ? words SCORE ? SCORE ? SCORE ?

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Ford Mustang

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SCORE Fine Ford Mustang

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SCORE Fine SCORE Static Ford Mustang

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SCORE Fine SCORE Selfish SCORE Static Ford Mustang

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4 words 8 words 4 words SCORE Fine SCORE Selfish SCORE Static Ford Mustang

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Porsche 911 Carrera

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SCORE Boring Porsche 911 Carrera

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SCORE Boring SCORE Static Porsche 911 Carrera

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SCORE Boring SCORE Selfish SCORE Static Porsche 911 Carrera

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16 words 0 words 5 words SCORE Boring SCORE Selfish SCORE Static Porsche 911 Carrera

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Compare The Market

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Compare The Market SCORE Engaging

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Compare The Market SCORE Engaging SCORE Dynamic

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Compare The Market SCORE Engaging SCORE Selfless SCORE Dynamic

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Compare The Market 4 words 3 words 0 words SCORE Engaging SCORE Selfless SCORE Dynamic

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#BrightonSEO @BeckyReflect To add to all of this, we thought about our own interactions

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And how we can link these human centric principles with our outreach #BrightonSEO @BeckyReflect

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As SEO’s we are often trying to get the attention of very hard to reach and very busy people... #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Journalists

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And we want them to take action, we want them to cover our story and most importantly to LINK to us! #BrightonSEO @BeckyReflect

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So we decided it would be helpful for all of us if we got to know them better #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect And here is a sneak peak at our next experiment

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So we built Your Inside Story #BrightonSEO @BeckyReflect

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Slide 84 text #BrightonSEO @BeckyReflect The Storyteller The Thought Leader The Truth Hunter The News Hound

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Slide 85 text #BrightonSEO @BeckyReflect What if? How? Why? What?

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#BrightonSEO @BeckyReflect

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What does this mean? #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect We have to remember not to just think about our story, but what our story means to the journalist.

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We have to remember not to just think about our story, but what our story means to the journalist. #BrightonSEO @BeckyReflect human

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We know Journalists are #BrightonSEO @BeckyReflect Time poor Busy Stretched Looking for their next story

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So, how can you resonate more? #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect How can you grab their attention and hold it?

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#BrightonSEO @BeckyReflect How can you evoke emotion?

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If you are curious to know more #BrightonSEO @BeckyReflect

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#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

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Top 10 tips To drive SEO performance and conversion #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Be more descriptive and fun. Play with your language, humans find descriptive words more engaging to read. TIP 1

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#BrightonSEO @BeckyReflect Think about bringing emotion to your content. What feelings does your product or service evoke, can you use this? TIP 2

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#BrightonSEO @BeckyReflect Be outside in, not inside out. Think about your audience’s challenges and needs first, before broadcasting what you do. TIP 3

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Think about context not just explaining the features. What is the impact? TIP 4 #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Consider how you can include visual language. E.g. see, show, dream, horizon, observe, foresee etc. TIP 5

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Consider how you can include auditory language. E.g. announce, hear, mention, state, tell, listen etc. TIP 6 #BrightonSEO @BeckyReflect

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Consider how you can include kinesthetic language. E.g. feel, motion, build, support, foundation, active etc. TIP 7 #BrightonSEO @BeckyReflect

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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

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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

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Through content you have the power to affect your user’s behaviour - be aware of this TIP 10 #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Let me tie this altogether

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We’ve learnt about #BrightonSEO @BeckyReflect

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#BrightonSEO @BeckyReflect Language, but not in a boring English lesson way, we’ve learnt...

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#BrightonSEO @BeckyReflect We need to use more colourful language to be sticky, memorable, and to evoke emotion

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We need to balance ourselves and our audience #BrightonSEO @BeckyReflect

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#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.

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Slide 113 text #BrightonSEO @BeckyReflect The Storyteller The Thought Leader The Truth Hunter The News Hound Remember our journalist profiles

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Finally, we need to be conscious to use a variety of visual, auditory and kinesthetic language. #BrightonSEO @BeckyReflect

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On that note... #BrightonSEO @BeckyReflect

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

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#BrightonSEO @BeckyReflect Thank you for listening. I really hope you have heard at least one thing that you can implement on Monday.

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#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.

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#BrightonSEO Download the slides Rate your content If you are a journalist, take our test @BeckyReflect Thank you