brightonSEO April 2023 - Sarah Presch - The Psychology Behind Inclusive iSEO Strategies

The Psychology
Behind Inclusive
iSEO Strategies
Slideshare.Net/SarahPresch1
@presch_sarah
Sarah Presch
ARGOS MULTILINGUAL

www.argosmultilingual.com
Trigger Warning

The examples in this talk have been taken from
real life content on the internet.
The point is not to make a joke about it – these
kinds of marketing faux pas are hurtful for the
groups they’re aimed at.
@presch_sarah

As an industry, we need to do better.
@presch_sarah

What is DEI?

@presch_sarah

Diversity is about counting heads;
inclusion is about making those
heads count.
@presch_sarah

Why does it even matter?

Have you ever seen those campaigns that should never been
approved?!
That’s why it matters!
And understanding why it happens can help you avoid that!
@presch_sarah

Stereotyping, Prejudice &
Discrimination

Categorization
• People use mental schemas to speed up cognitive processes
• This involves categorizing people into groups
But this can lead to some undesirable side effects…
@presch_sarah

@presch_sarah
Behaviour
Cognition
Affect
Discrimination
Stereotyping
Prejudice and in-group favouritism

Catholic or Protestant?!
• Area of residence
• School attended
• Name (first & surname)
• Appearance
• Speech (e.g. “h”)
@presch_sarah Stereotyping & in-group favouritism

“You can’t mix Catholics & Protestants”
@presch_sarah Discrimination

Bringing This Back to iSEO
• Be aware of any biases you may have
“China is the home of cheap goods” vs “New Retail marketing techniques are much more
advanced than here”
• Use in-country research for each of your markets to avoid categorizing
your target audience based on stereotypes
@presch_sarah

Social Learning Theory

Social Learning Theory - Bandura
People learn from one another through observational
learning from a very early age
• Observing behaviour
• Encoding behaviour
• Imitating behaviour
@presch_sarah

Mediational Processes
• Attention
• Retention
• Reproduction
• Motivation
@presch_sarah

Bringing this back to iSEO
If you’re a business owner, make sure that you have a culture of
psychological safety.
As individuals:
• Make sure you’re not behaving in a biased way that people can
imitate
• Don’t “reward” biased behaviour
@presch_sarah Stereotyping & Prejudice

Social Identity Theory

Social Identity Theory
1. People categorize themselves into groups
2. They identify within that group
3. Their sense of self-worth comes from group membership
4. They start to compare themselves with people outside the groups
@presch_sarah

Henri Tajfel
We all belong in groups and we compare our group
status in relation to other groups
• Social class
• Nationality
• Language
• Religion
• Sports teams etc.
@presch_sarah

How It Starts
@presch_sarah Stereotyping & in-group favouritism

How it Ends
@presch_sarah Discrimination

Bringing it Back to iSEO
Marketing is all about marketing to certain “in-groups”.
• Make sure you’re not marketing at the expense of an “out-
group”
• Ensure your campaigns bring people together and don’t take an
us/them route
@presch_sarah

Real Life Examples

Stereotyping
@presch_sarah
• Hyperactivity
• Impulsivity
• Emotionality
• Sensorimotor
difficulties
• Struggles with
teamwork
• …

Discrimination
@presch_sarah

Nothing About Us Without Us
@presch_sarah

AI & Antisemitism
@presch_sarah

AI Images & Antisemitism
@presch_sarah

Inclusive iSEO Content
Checklist

Inclusive iSEO checklist
@ChayaCatLady
• Change the way you listen
• Ask appropriate questions
• Shift your frame of reference
• Manage conflict constructively
• Recognise unconscious bias &
stereotyping

Inclusive iSEO checklist
@ChayaCatLady
• Show respect for other ways of doing
things
• Interact meaningfully with people you see
as “different”
• Don’t be judgmental
• Make decisions using a cultural lens

Nothing About Us Without Us!
@ChayaCatLady
• Languages
• Countries (e.g. UK vs SA)
• Minority Groups (LGBTQ+, Disabled,
Religious minorities etc.)

Thank you 
• sarah.presch@argosmultilingual.com
• Linkedin.com/in/sarah-pokorna
• slideshare.net/SarahPresch1

brightonSEO April 2023 - Sarah Presch - The Psychology Behind Inclusive iSEO Strategies

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