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My talk is not
going to...
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
Blow your mind
about some new
technical SEO
wizardry
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Teach you
anything new
about Google
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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Or fundamentally
change your
overall SEO
strategy
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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You are already
doing awesome
SEO work
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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But you
are curious
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
How can you
do more?
reflectdigital.co.uk/FutureOfSearch
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What is the
next level of
performance?
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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We’ve been
testing
some ideas
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
I want you all
to be a part
of this
reflectdigital.co.uk/FutureOfSearch
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As I truly believe
understanding
humans will make
us all better
at SEO
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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So my talk today
is going to...
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
Help re-invigorate
your editorial
flare
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
Whilst keeping
SEO at the
forefront
reflectdigital.co.uk/FutureOfSearch
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No content
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We don’t speak
like that,
do we?
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
I’m going to
make you
think differently
about content
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
Give you a
new focus
reflectdigital.co.uk/FutureOfSearch
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A human focus
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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Why?
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
Without this, you
are failing your
audience
reflectdigital.co.uk/FutureOfSearch
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Economists have
realised that people
don’t always
respond predictably
or rationally to
things like price and
value
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
Neuroscientists
have discovered
that all decisions
are ‘weighed up’
emotionally – even
logical ones
reflectdigital.co.uk/FutureOfSearch
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Digital Marketing
has become so
measurable
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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Is this focus at
the expense
of content?
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
Let’s talk
about humans
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
Google
mimics humans
better than
ever before
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Who am I describing?
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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Skepta
Prince William
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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We are all
different
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
So we need to
start thinking
about the human
behind the search
phrase
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
We all get
wrapped up in
the algorithm
reflectdigital.co.uk/FutureOfSearch
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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
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
So what am I
actually going to
tell you?
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#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
We’re going to
look at neuro-
driven content
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We’re going to
cover 4 types
of language
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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Firstly,
uninspiring
language
#BrightonSEO
@BeckyReflect
And you’ll be amazed
how often it is used.
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
I bet most of us are criminal of the
video I played earlier
reflectdigital.co.uk/FutureOfSearch
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Your content
needs to be sticky
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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It needs to be
memorable
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
It needs to
evoke emotion
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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’
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
Thirdly,
static versus
dynamic language
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
You may not
realise it, but
through content
we have a lot of
power
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
Let me take
you to Florida
reflectdigital.co.uk/FutureOfSearch
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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
reflectdigital.co.uk/FutureOfSearch
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Group one
#BrightonSEO @BeckyReflect
Group two
Bald,
wrinkled,
arthritis,
Florida,
forgetful
Random words
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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
reflectdigital.co.uk/FutureOfSearch
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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”
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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
reflectdigital.co.uk/FutureOfSearch
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ratemycontent.co.uk
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SCORE
?
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SCORE
?
SCORE
?
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SCORE
?
SCORE
?
SCORE
?
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? words ? words ? words
SCORE
?
SCORE
?
SCORE
?
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Ford Mustang
ford.co.uk/cars/mustang
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SCORE
Fine
Ford Mustang
ford.co.uk/cars/mustang
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SCORE
Fine
SCORE
Static
Ford Mustang
ford.co.uk/cars/mustang
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SCORE
Fine
SCORE
Selfish
SCORE
Static
Ford Mustang
ford.co.uk/cars/mustang
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4 words 8 words 4 words
SCORE
Fine
SCORE
Selfish
SCORE
Static
Ford Mustang
ford.co.uk/cars/mustang
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Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models
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SCORE
Boring
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models
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SCORE
Boring
SCORE
Static
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models
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SCORE
Boring
SCORE
Selfish
SCORE
Static
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models
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16 words 0 words 5 words
SCORE
Boring
SCORE
Selfish
SCORE
Static
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models
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Compare The Market
comparethemarket.com/car-insurance
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Compare The Market
comparethemarket.com/car-insurance
SCORE
Engaging
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Compare The Market
comparethemarket.com/car-insurance
SCORE
Engaging
SCORE
Dynamic
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Compare The Market
comparethemarket.com/car-insurance
SCORE
Engaging
SCORE
Selfless
SCORE
Dynamic
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Compare The Market
comparethemarket.com/car-insurance
4 words 3 words 0 words
SCORE
Engaging
SCORE
Selfless
SCORE
Dynamic
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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
reflectdigital.co.uk/FutureOfSearch
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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
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
Journalists
reflectdigital.co.uk/FutureOfSearch
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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
reflectdigital.co.uk/FutureOfSearch
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So we decided it
would be helpful
for all of us if we
got to know
them better
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
And here is a
sneak peak at our
next experiment
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So we built
Your Inside Story
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
your-inside-story.co.uk
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reflectdigital.co.uk/FutureOfSearch #BrightonSEO
@BeckyReflect
The
Storyteller
The
Thought
Leader
The
Truth
Hunter
The
News
Hound
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reflectdigital.co.uk/FutureOfSearch #BrightonSEO
@BeckyReflect
What if?
How?
Why?
What?
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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What does
this mean?
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#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.
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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
reflectdigital.co.uk/FutureOfSearch
human
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We know
Journalists are
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
Time poor
Busy
Stretched
Looking for their next story
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So, how can you
resonate more?
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
How can you grab
their attention and
hold it?
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#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
How can you
evoke emotion?
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If you are curious
to know more
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#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
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Top 10 tips
To drive SEO performance and conversion
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#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
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#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
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#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
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Think about context not
just explaining the
features.
What is the impact?
TIP
4
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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
reflectdigital.co.uk/FutureOfSearch
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Consider how you can
include kinesthetic
language.
E.g. feel, motion, build,
support, foundation, active
etc.
TIP
7
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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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
reflectdigital.co.uk/FutureOfSearch
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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
reflectdigital.co.uk/FutureOfSearch
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Through content you have
the power to affect your
user’s behaviour -
be aware of this
TIP
10
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/BrightonSEO
Let me tie
this altogether
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We’ve learnt
about
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
Language, but not
in a boring English
lesson way,
we’ve learnt...
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#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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
reflectdigital.co.uk/FutureOfSearch
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#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.
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reflectdigital.co.uk/FutureOfSearch #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
reflectdigital.co.uk/FutureOfSearch
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On that note...
#BrightonSEO @BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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It has been great to
see you all today.
#BrightonSEO
@BeckyReflect
reflectdigital.co.uk/FutureOfSearch
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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.
reflectdigital.co.uk/FutureOfSearch
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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.
reflectdigital.co.uk/FutureOfSearch
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#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