Humanistic SEO | brightonSEO | Megan Roberts

In a digital world obsessed with algorithms and keyword counts, it’s easy to forget the humans behind the search. This BrightonSEO talk explores how we can move beyond mechanical SEO tactics to create richer, more meaningful web experiences. Ones grounded in psychology, language, UX, and real emotional resonance.

I speak openly about the journey that led me from biology to hotel management to SEO, and how that shaped my belief in strategy that feels. While this talk leans into storytelling and personal reflection, it also touches on essential cognitive biases, like false consensus, and how they can silently sabotage brand connection if we’re not careful.

Because the goal isn’t just to rank. It’s to relate. To design digital spaces that feel intuitive, human, and real

Transcript

2. Putting People before the Search Engine Megan Roberts brightonSEO April 2025 Humanistic SEO
3. To drive real impact, sometimes you’ve got to break the rules. #brightonSEO Megan Roberts
4. 4 What is Humanistic SEO? Search is Personal. So is SEO. #brightonSEO Megan Roberts Psychology + UX + Intent = Connection
5. 5 Your Personal Experience Could Be Killing Your SEO #brightonSEO Megan Roberts Your personal experiences shape your on-page & content choices. often in ways that hurt conversions…
6. ❖ What we think users want → influences our language choices. ❖ But the words we use create expectations & drive behavior. #brightonSEO Megan Roberts Your Bias Shapes the Words You Use, And That Shapes Your SEO
7. Words create expectations. And expectations shape behaviour. #brightonSEO Megan Roberts The Priming Effect: How Language Shapes Perception
8. What you say first shapes how they feel next. Primed (Engaging + Keywords) Neutral (Less Engaging) ✅ Harvard Study Reveals Surprising Heart Health Benefits of Green Tea ❌ Health Benefits of Green Tea ✅ 5 Insider SEO Secrets to Skyrocket Your Business Growth ❌ Business Growth Tips and SEO Advice #brightonSEO Megan Roberts
9. Visibility = Getting Found #brightonSEO Megan Roberts Search engines still need clear, keyword-rich signals to understand what your page is about.
10. Engagement = Getting Clicked #brightonSEO Megan Roberts Emotionally charged, curiosity-driven language boosts click-through rates.
11. Rankings = Getting Rewarded Google tracks click and engagement data—primed, compelling headlines help you stay on top. #brightonSEO Megan Roberts
12. Blend psycholinguistic principles with strategic keyword usage in your metadata, titles, and content to improve both visibility and user interaction. #brightonSEO Megan Roberts
13. 13 But how do we change that? #brightonSEO Megan Roberts “The limits of my language mean the limits of my world.” - Ludwig Wittgenstein
14. Immerse yourself in your audiences world #brightonSEO Megan Roberts
15. Your Personal Experience Could Be Killing Your SEO Create audience personas → Use relevant subreddits to build realistic profiles of your target market. #brightonSEO Megan Roberts
16. Your Personal Experience Could Be Killing Your SEO Discover real pain points → Analyse natural language, discussion topics & engagement trends. #brightonSEO Megan Roberts Screenshot from Gummysearch on real reddit thread discussions under r/travel and similar threads.
17. Your Personal Experience Could Be Killing Your SEO Spot content opportunities → See what gets traction & mirror those insights in your content. Stay ahead of trends → The internet moves fast—be in the communities where your audience lives. #brightonSEO Megan Roberts
18. UX & SEO A Broken Connection #brightonSEO Megan Roberts “People don't buy the best products; they buy the products they can understand the fastest.” - Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller
19. Cognitive Fluency & UX: Why Simplicity Wins 19 61% #brightonSEO Megan Roberts of users will leave a website if they can't find what they're looking for within 5 seconds - Forbes Advisor
20. Here’s what happens when a store makes it hard for users to find what they need. 20 ‘Companies that excel in personalisation generate 40% more revenue than those that don’t.’ -Forbes #brightonSEO Megan Roberts
21. Here’s what happens when a store makes it hard for users to find what they need. 21 Too Broad = Too Hard to Find What You Want No User Relevance = No Conversions Unstructured Pages Don’t Rank Well #brightonSEO Megan Roberts
22. Better UX. Smarter SEO. More Conversions. #brightonSEO Megan Roberts Personalised Navigation = Faster Purchases Shoppers don’t browse aimlessly—they go straight to what they need. Better Match for Search Intent Best moisturiser for oily skin" vs. just "moisturiser" → Long-tail SEO win. Users Feel Seen & Understood Budget skincare & skin concerns make customers feel like the site "gets" them Long-tail keywords convert 36% more than short-tail. Monster Insights
23. Make Buying Easy: Your CTA Placement Impacts SEO & Conversions SEO isn’t just about ranking—it’s about guiding users to take action. A great CTA in the right place turns traffic into actual business. #brightonSEO Megan Roberts
24. This above all: to thine own self be true, And it must follow, as the night the day, Thou canst not then be false to any man.’ -Shakespeare #brightonSEO Megan Roberts
25. Let’s Connect meganroberts.ie #brightonSEO Megan Roberts