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Are You an LGBTQ+ Ally? Talking Websites, SEO & Marketing

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Are You an LGBTQ+ Ally? Talking Websites, SEO & Marketing

  1. 1. How to be an LGBTQ+ Ally Sarah McDowell (She/Her) SEO Manager | Podcaster @SARAHMCDUK #DRINKDigital
  2. 2. Why am I talking about this? #DRINKDigital @SARAHMCDUK #DRINKDigital
  3. 3. 7 years out and proud 01 @SARAHMCDUK #DRINKDigital
  4. 4. Talk about something I am passionate about 02 #DRINKDigital @SARAHMCDUK #DRINKDigital
  5. 5. Accessibility 03 #DRINKDigital @SARAHMCDUK #DRINKDigital
  6. 6. 1.4 million identified as LGBTQ+ in 2019 04 Office for National Statistics #DRINKDigital @SARAHMCDUK #DRINKDigital
  7. 7. Had my fair share of eye rolls… 06 #DRINKDigital @SARAHMCDUK #DRINKDigital
  8. 8. #DRINKDigital @SARAHMCDUK #DRINKDigital
  9. 9. What is an LGBTQ+ ally? @SARAHMCDUK #DRINKDigital
  10. 10. Why is it important to be an ally? @SARAHMCDUK #DRINKDigital
  11. 11. 52% Stonewall @SARAHMCDUK #DRINKDigital
  12. 12. 18% Stonewall @SARAHMCDUK #DRINKDigital
  13. 13. 1/10Stonewall @SARAHMCDUK #DRINKDigital
  14. 14. 11 ways to be an ally @SARAHMCDUK #DRINKDigital
  15. 15. Language Are you using inclusive language on your website? 01 @SARAHMCDUK #DRINKDigital
  16. 16. Compulsory heterosexuality @SARAHMCDUK #DRINKDigital
  17. 17. Stonewall @SARAHMCDUK #DRINKDigital
  18. 18. Stonewall @SARAHMCDUK #DRINKDigital
  19. 19. Imagery Are you using inclusive imagery on your website? 02 @SARAHMCDUK #DRINKDigital
  20. 20. The Gender Spectrum Collection: Stock Photos Beyond the Binary @SARAHMCDUK #DRINKDigital
  21. 21. Lifestyle @SARAHMCDUK #DRINKDigital
  22. 22. Relationship @SARAHMCDUK #DRINKDigital
  23. 23. Technology @SARAHMCDUK #DRINKDigital
  24. 24. Work @SARAHMCDUK #DRINKDigital
  25. 25. Show Support Show your LGBTQ+ community outreach efforts 03 @SARAHMCDUK #DRINKDigital
  26. 26. @SARAHMCDUK #DRINKDigital
  27. 27. Security Don’t alienate people with security practices 04 @SARAHMCDUK #DRINKDigital
  28. 28. Gender Also don’t alienate people with gender questions in forms etc. 05 @SARAHMCDUK #DRINKDigital
  29. 29. Do you need this data? 01 @SARAHMCDUK #DRINKDigital
  30. 30. Explain why? 02 @SARAHMCDUK #DRINKDigital
  31. 31. @SARAHMCDUK #DRINKDigital Not Good
  32. 32. SOURCE @SARAHMCDUK #DRINKDigital
  33. 33. Pronouns Ensuring pronouns are correct across the website 06 @SARAHMCDUK #DRINKDigital
  34. 34. Keywords Can the community find your products/services/ content? 07 @SARAHMCDUK #DRINKDigital
  35. 35. @SARAHMCDUK #DRINKDigital
  36. 36. Resources Link out to relevant resources for the LGBTQ+ community 08 @SARAHMCDUK #DRINKDigital
  37. 37. Does ‘gay’ or other terms bring back results on your website? 09Search Function @SARAHMCDUK #DRINKDigital
  38. 38. Don’t jump on the bandwagon… 10 @SARAHMCDUK Pride Month @SARAHMCDUK #DRINKDigital
  39. 39. @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  40. 40. @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  41. 41. @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  42. 42. — Matt Bernstein, an LGBTQ+ activist @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  43. 43. Do good stuff instead that supports the community @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  44. 44. #brightonSEO @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  45. 45. @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  46. 46. Adding LGBTQ+ friendly attributes to your business profile 11 @SARAHMCDUK Google My Biz @SARAHMCDUK #DRINKDigital
  47. 47. @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  48. 48. Quote — Survey Respondent GOV National LGBT Survey 2018 @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  49. 49. 18,596 Sexual orientation hate crimes Gov Hate Crimes Stats 2020/21 @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  50. 50. 2,799 Transgender hate crimes Gov Hate Crimes Stats 2020/21 @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  51. 51. @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  52. 52. What we covered today… @SARAHMCDUK @SARAHMCDUK #DRINKDigital
  53. 53. 01 Language Imagery 02 Show Support 03 Security Practices 04 Gender Questions 05 06 Pronouns
  54. 54. 07 Keyword Research Links & Resources 08 Search Function 09 Pride Month 10 Google My Business 11
  55. 55. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, infographics & images by Freepik and illustrations by Stories Thanks!! Do you have any questions? sarah.mcdowell@global.com @SARAHMCDUK http://www.captivate.fm/drinkdigital

Editor's Notes

  • It’s a big community to ignore… An estimated 1.4 million people aged 16 and over in the UK identified as LGBTQ+ in 2019.

    https://www.ons.gov.uk/peoplepopulationandcommunity/culturalidentity/sexuality/bulletins/sexualidentityuk/2019
  • MEME next slide
  • I am totally fine with you being gay.

    Have you tried being with a man.

    I guess you don’t want kids then.
  • Not malicious but…
  • Stonewall is a lesbian, gay, bisexual and transgender rights charity in the United Kingdom. 

    ”To be an LGBTQ+ ally is easy. If you agree in equality and fair treatment in society of people who identify as LGBT then already you are an ally.”
  • Time to hit you with some facts…
  • Half of LGBTQ+ people said they’ve experienced depression
  • 18% of LGBTQ+ have been the target of negative comments or conduct from work colleagues
  • One in ten LGBTQ+ people have experienced anti-LGBTQ+ abuse online directed towards them personally
  • DON’T READ THEM ALL
  • https://genderphotos.vice.com/
  • Here is Kimpton a Hotel and Restaurant chain. On its LGBTQ community page they spell out commitment to diversity. In 2014, they became the first national hotel sponsor for The Trevor Project (the country’s largest organization that works toward crisis and suicide prevention for LGBTQ youth), donating hotel rooms, meeting spaces, and catering, in addition to hosting fundraisers for the organization across the country.

    https://www.ihg.com/kimptonhotels/content/us/en/about-us/kimpton-cares/inclusiveness
  • Mothers maiden name…
  • First of if you don’t need this data don’t ask it from people. Secondly if you do need it, explain why. What’s going to happen with this data.
  • I’ve also seen ‘other’. This is bad. Stop this. Makes the person feel not important or an after thought. That their category doesn’t really matter.
  • Explain what pronouns are and give an example. This will help ensure the data you are collecting is accurate. Make sure you give people the option to not say.

    A recent study showed that in transgender youth, using correct pronouns and names reduces depression and suicide risks.
  • Don’t just start selling I don’t know lesbian soup. Hang on…
  • Who remembers the LGBT sandwhich M&S launched. Even though the sandwhich raised money for charity it divided opinion on Twitter: https://www.pinknews.co.uk/2019/05/02/marks-and-spencer-lgbt-sandwich-dividing-opinion/
  • You should also double check that your firewall does not block words such as “bisexual” and “lesbian”
  • Ask yourself are you getting involved for the right reasons? Are you using pride purely to get more backlinks and sell more products/services? Rainbow washing.
  • QUOTE - The problem with the rainbow flag today is that––despite being a beautiful symbol with a meaningful history––its usage has become so generic and watered down that people and companies can throw up a rainbow flag and claim 'allyship' without addressing or even thinking about the issues that flag represents.

  • In 2020 Starbucks did a social and TV ad campaign called #WhatsYourName. They partnered with trans and gender-diverse youth charity Mermaids to raise awareness of how an everyday experience, such as ordering a coffee to go, can be so significant for those presenting a new name in public. They also raised £100,000 for the charity.
    They didn’t jump on the bandwagon just because. They decided to do something that had significance.
    Dad Trans, a popular Twitter account run by the dad of a trans child tweeted, “This is a lovely, authentic story. It will mean a lot to the trans kids who see this. Thank you,” 
    https://www.pinknews.co.uk/2020/02/03/starbucks-advert-channel-4-mermaids-cookie-transgender-man-trans/

  • In 2020 Starbucks did a social and TV ad campaign called #WhatsYourName. They partnered with trans and gender-diverse youth charity Mermaids to raise awareness of how an everyday experience, such as ordering a coffee to go, can be so significant for those presenting a new name in public. They also raised £100,000 for the charity.
    They didn’t jump on the bandwagon just because. They decided to do something that had significance.
    Dad Trans, a popular Twitter account run by the dad of a trans child tweeted, “This is a lovely, authentic story. It will mean a lot to the trans kids who see this. Thank you,” 
    https://www.pinknews.co.uk/2020/02/03/starbucks-advert-channel-4-mermaids-cookie-transgender-man-trans/
  • It’s hard to go to straight venues because if I kiss my partner guys start shouting and staring. Suddenly an act of love becomes a sexual performance for their pleasure. It’s a degrading experience that I do all I can to avoid. These kinds of behaviours are not against the law. You can’t say “arrest him he stared at me” but there is nothing out there challenging this right now.”
  • https://www.gov.uk/government/statistics/hate-crime-england-and-wales-2020-to-2021/hate-crime-england-and-wales-2020-to-2021
  • https://www.gov.uk/government/statistics/hate-crime-england-and-wales-2020-to-2021/hate-crime-england-and-wales-2020-to-2021
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