The document discusses the psychology behind inclusive search engine optimization (SEO) strategies. It covers topics like stereotyping, prejudice, discrimination, social learning theory, and social identity theory to explain how biases can negatively impact marketing. The presentation provides examples of offensive campaigns and gives recommendations for more inclusive SEO content, including using in-country research, avoiding us-versus-them approaches, and consulting minority groups. The overarching message is that understanding human psychology can help marketers avoid hurtful biases and create more diverse and inclusive content.
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Nothing About Us Without Us!
@ChayaCatLady
• Languages
• Countries (e.g. UK vs SA)
• Minority Groups (LGBTQ+, Disabled,
Religious minorities etc.)