Deep Crawl Webinar - 24th June 2020 There is so much noise online today. How do you achieve cut through? How do you ensure your message is actually understood? How do you balance this with SEO? We’re going to take a deep dive into the importance of understanding your audience, understanding their language and writing to be inclusive and to drive conversions. We’re going to balance this all with SEO in mind. Key takeaways: A model to understand your audience’s motivations and how to use this as a competitive advantage. An understanding of comparative linguistics and how this helps you speak your audience’s language. Four psychology led principles for writing better content.

1. How to make your content more human
Becky Simms

2. Content is at the
heart of every
strategy
@BeckyReflect

3. But so are your
audience
@BeckyReflect

4. Humans
@BeckyReflect

5. How often do you
really put your
human lens on
content?
@BeckyReflect

6. Today, i’m going
to give you some
new ways to look
at content
@BeckyReflect

7. To compliment
your existing
strategy
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8. To work in
harmony with
your SEO strategy
@BeckyReflect

9. Meet BERT
@BeckyReflect

10. BERT has become
an SEO icon.
@BeckyReflect

11. A muppet has
given us the gift of
human content
@BeckyReflect

12. Why BERT?
@BeckyReflect

13. Bidirectional
Encoder
Representations
from
Transformers
@BeckyReflect

14. According to
Google it is the
most important
update in the last
5 years
@BeckyReflect

15. I’d agree
@BeckyReflect

16. Google have
said…
@BeckyReflect

17. These improvements are oriented around improving language
understanding, particularly for more natural
language/conversational queries, as BERT is able to help
Search better understand the nuance and context of words in
Searches and better match those queries with helpful results.
Particularly for longer, more conversational queries, or
searches where prepositions like “for” and “to” matter a lot to
the meaning, Search will be able to understand the context of
the words in your query. You can search in a way that feels
natural for you.
Google
“
”

18. This is
AWESOME news
@BeckyReflect

19. We can be more
human
@BeckyReflect

20. But, how does
BERT work?
@BeckyReflect

21. “You shall know a
word by the company
it keeps.”
John Rupert Firth, Linguist, 1957

22. Examples of how
words change
depending on
context
@BeckyReflect

23. @BeckyReflect

24. We need to be
focusing on the
human behind the
search phrase
@BeckyReflect

25. We all get wrapped
up in
the algorithm
@BeckyReflect

26. And we forget that
to truly be good as
SEO’s our job is to
spark action from
the users
@BeckyReflect

27. I believe by
understanding
humans it will
make us all better
marketers
@BeckyReflect

28. Question
@BeckyReflect

29. How well do you
know your
audience?
@BeckyReflect

30. Who am I describing?
Both live in London
Between 30 and 40 in age
Both are millionaires
Both are parents

31. Skepta
Prince William

32. We are all
different
@BeckyReflect

33. Today is about

34. Helping to
re-invigorate your
editorial flare
@BeckyReflect

35. Whilst keeping
SEO at the
forefront
@BeckyReflect

36. By recognising
that BERT (and
Google) loves and
understands
human content
@BeckyReflect

37. Let’s watch some
website content in
real life…
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39. We don’t speak
like that,
do we?
@BeckyReflect

40. I want you to
think differently
about content
@BeckyReflect

41. Take a
new focus
@BeckyReflect

42. A human focus
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43. Why?
@BeckyReflect

44. Without this, you
are failing your
audience
@BeckyReflect

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

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

47. Digital Marketing
has become so
measurable
@BeckyReflect

48. But is this focus at
the expense
of content?
@BeckyReflect

49. I need to add a
check to your SEO
process
@BeckyReflect

50. Define market
Define audience(s)
KWR
Map to sales funnel
*Uncover audience motivations*
And so on…
@BeckyReflect

51. I’m going to give you 30 seconds to think
about what is most important to you about
your career - one word answers

52. Mine could be: fame for the business,
security, team happiness

53. LAB’s unique persona model
Monkey Lion Dog
Monkey represents your customer’s desire
to be aware, recognised, included and make
a difference and our fear of being ignored or
excluded. The dominant values are status,
recognition and purpose.
Lion represents your customer’s desire to be
competent and get our intentions met; we
fear not being good enough. The dominant
values are achievement and mastery.
Dog represents your customer’s desire
to feel connected to friends, teams and
communities and our fear of being
rejected. The dominant values are
affiliation and authenticity.
www.reflectdigital.co.uk/mld

54. Monkey
Contextual Thinking & Feedback
• Attention / Recognition
• Status / Title / Ranking
• Making a Difference
• Leaving a Legacy
• Fame / Anonymity
• Purpose
• Change / Variety
• Spontaneity
• Prestige / Exclusivity
• Uncertainty / Surprise
• Curiosity
• Creativity

55. Lion
Rational Thinking & Feedback
• Control / Autonomy
• Challenge / Achievement
• Mastery / Competence
• Improvement / Growth
• Knowledge / Intelligence
• Competence / Ability
• Quality / Reliability
• Money / Power
• Courage
• Credibility
• Face / Logic
• Qualification

56. Dog
Emotional Thinking & Feedback
• Connection
• Affinity
• Relationships / Friendship
• Openness
• Honesty / Transparency
• Trust
• Loyalty
• Teamwork / Camaraderie
• Community
• Fairness / Empathy
• Love / Affection
• Empathy / Kindness

57. So how do we
make our content
more human?
@BeckyReflect

58. And what is the
impact?
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59. Rankings
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60. Increased
conversions
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61. And how can we
speak our
audience’s
language?
@BeckyReflect

62. We’ve been
listening
@BeckyReflect

63. Listening to
what audiences
are saying
@BeckyReflect

64. Using comparative
linguistic analysis (CLA)
@BeckyReflect

65. We’ve been able
to compare the
trends pre and
post covid-19
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66. We’ve seen that
we have less to
look forward to
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67. In January people
were 4.5x more
likely to say they
couldn’t wait to
get paid
@BeckyReflect

68. Leading to a
higher demand
for immediate
gratification
@BeckyReflect

69. For many of
us we’ve been
sharing our
final straw
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70. Talking in a ‘final
type context’
e.g. I will never
@BeckyReflect

71. People were
6.1x more likely to
be talking about
delivery in April
compared to
March
@BeckyReflect

72. The phrase
customer service
has been
mentioned 1252x
more during
lockdown
@BeckyReflect

73. We also used CLA
with a gaming
business to
compare UK and
US gamers
@BeckyReflect

74. US Gamers are
8.3x more likely to
talk about pay,
money, debts and
bills
@BeckyReflect

75. @BeckyReflect
US Gamers are
15.5x more likely to
talk about
tournaments and
competitive
gaming

76. We can use CLA to
compare any
unstructured
language data
@BeckyReflect

77. This could be
location based
like the gaming
example
@BeckyReflect

78. Demographic
focused
@BeckyReflect

79. Or like the covid
example time
based
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80. The purpose of
this is to drive
relevancy
@BeckyReflect

81. We’re going to look
at neuro-driven
content
@BeckyReflect

82. We’re going to
cover 4 types
of language
@BeckyReflect

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

84. I bet most of us are criminal of
the video I played earlier

85. Your content
needs to be sticky
@BeckyReflect

86. Memorable
@BeckyReflect

87. It needs to
evoke emotion
@BeckyReflect

88. Secondly,
the balance
between self
obsessed and self
less language
@BeckyReflect

89. You need to ensure your
content is ‘outside in’
versus ‘inside out’

90. Thirdly,
static versus
dynamic language
@BeckyReflect

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

92. Let me take
you to Florida
@BeckyReflect

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

94. Group one
Group two
Bald,
wrinkled,
arthritis,
Florida,
forgetful
Random words
@BeckyReflect

95. And finally
visual, auditory
and kinesthetic
language
@BeckyReflect

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

97. We need to learn
how to master
content that sparks
emotion
and action
@BeckyReflect

98. It is like
Christmas today
@BeckyReflect

99. ratemycontent.co.uk

100. SCORE
?

101. SCORE
?
SCORE
?

102. SCORE
?
SCORE
?
SCORE
?

103. ? words ? words ? words
SCORE
?
SCORE
?
SCORE
?

104. Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models

105. SCORE
Boring
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models

106. SCORE
Boring
SCORE
Static
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models

107. SCORE
Boring
SCORE
Selfish
SCORE
Static
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models

108. 16 words 0 words 5 words
SCORE
Boring
SCORE
Selfish
SCORE
Static
Porsche 911 Carrera
porsche.com/uk/models/911/911-carrera-models

109. Compare The Market
comparethemarket.com/car-insurance

110. Compare The Market
comparethemarket.com/car-insurance
SCORE
Engaging

111. Compare The Market
comparethemarket.com/car-insurance
SCORE
Engaging
SCORE
Dynamic

112. Compare The Market
comparethemarket.com/car-insurance
SCORE
Engaging
SCORE
Selfless
SCORE
Dynamic

113. Compare The Market
comparethemarket.com/car-insurance
4 words 3 words 0 words
SCORE
Engaging
SCORE
Selfless
SCORE
Dynamic

114. Over 650 B2B webpages have been run
through Rate My Content.

115. The results might
shock you
@BeckyReflect

116. 45% of B2B content scored
BORING

117. Only 13% achieved an
engaging score

118. 70% of B2B content was
static

119. 40% of B2B content
was selfish

120. So far we have analysed 100
entertainment and leisure sites

121. 52% of these sites achieved a
BORING score

122. 82% of this content was
static

123. 48% of this content was
selfish

124. Top 9 tips
To make your content more human

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

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

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

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

129. TIP
5
Consider how you can
include visual, auditory &
kinesthetic language.
E.g. see, show, dream, horizon, observe, foresee etc.
E.g. announce, hear, mention, state, tell, listen etc.
E.g. feel, motion, build, support, foundation, active
etc.
@BeckyReflect

130. 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
6
@BeckyReflect

131. Consider how you can get
closer to your audience’s
language.
How can you reflect their
choice of language and
match their trends to be
more relevant.
TIP
7
@BeckyReflect

132. Motivations
Remember you are
attracting the attention of
humans. Think about their
intrinsic motivations and
how you can use this to
draw them in.
TIP
8
@BeckyReflect

133. Through content you have
the power to affect your
user’s behaviour -
be aware of this
TIP
9
@BeckyReflect

134. Let me tie
this altogether

135. We’ve learnt
about
@BeckyReflect

136. Humans and how
to think about
their motivations
@BeckyReflect

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

138. How by using CLA
we can uncover
targeted
language and
demographic led
trends.
@BeckyReflect

139. How we need to
use more colourful
language to be
sticky, memorable,
and to evoke
emotion
@BeckyReflect

140. We need to
balance ourselves
and our audience
@BeckyReflect

141. 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.
@BeckyReflect

142. Finally, we need to be
conscious to use a variety
of visual, auditory and
kinesthetic language.

143. On that note...

144. It has been great
to virtually see
you all today.
@BeckyReflect

145. Thank you
for listening.
I really hope you have
heard at least one thing
that you can implement
tomorrow.
@BeckyReflect

146. 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.
Bert
@BeckyReflect

147. Ernie… how did
we do?
@BeckyReflect

148. @BeckyReflect

149. Download the slides
reflectdigital.co.uk/deepcrawl
Rate your content
ratemycontent.co.uk
@BeckyReflect
Thank you