On Friday I was lucky enough to attend #BrightonSEO for the first time, the UK’s only free, full day SEO conference. Although there was no official theme for the event, the talks given focused more on wider marketing principals than actionable SEO tasks. However this was covered in the 7 slides in 7 minutes sessions.
I took a lot of notes from the day, so if you weren’t lucky enough to attend #BrightonSEO or couldn’t be bothered to write your own I’ve included a massive 150 key takeaway points below.
Predatorily Thinking - Dave Trott (Executive Creative Director, CSTTG)
Most people will see over 1000 adverts per day, but 90% of adverts aren’t noticed. This is epically true of SEO; 4% are positively remembered and 6% negatively remembered.
There are two types of creativity: ‘Pure Creativity’ (for example Art & Film) and Applied Creativity where form follows function. It’s the latter that gets you noticed.
Media is used to generate a conversion with consumers; this can be broken down as Impact, Communication and Persuasion.
Most advertising fails at the impact stages, make sure you look at what you can achieve to help you marketing standout.
So how do you turn the marketing principals into predator thinking or Applied creativity, to allow you beat the competition
Understand that you’re never going to beat everyone. For example Direct Line spends £81m a year on marketing, if your marketing insurance your simply never going to compete.
Don't solve problems you can't solve, solve those you can. For example: How do you advertise the iPod when its always in somebodies pocket? Change what people can see… in this example changing typically black earphones white. Instantly anybody knows you have an iPod.
Take the approach of going up stream on problems to find solutions
Do You Speak Brand - Antony Mayfield (Founding Partner, Brilliant Noise).
SEO has become a broad church, where people keep dividing in to smaller and smaller camps.
SEO is often miss-sold and can feel like it's SEO vs Everyone rather SEO + Brand
The industry is growing up, which is epitomised by Coca Cola switching a massive 20% of marketing budget to inbound marketing.
Digital marketing budget should be spent across all parts of cycle, not just purchase.
The combination of marketing disciplines such as PR, Content Marketing, Social, SEO and UX is not a is not a coalition, it's a merger
Content is like any long term eCommerce business, you have to invest in the supply chains, both distribution and procurement.
If you pitching SEO talk about the benefits not what it does and create story that anybody can understand.
Speaking Your Users Language (UX) - Stephanie Troeth. (Freelance)
Stephanie provided a great overview of how SEO’s need to go beyond their principal marketing work and think about UX and how it affects a site.
Imagery should convey your main proposition
Understand whether your communicating something emotional or rational. Make sure the on page language matching the right type.
When designing take the ‘mobile first’ principal. Layout you pages as you would for mobile to understand what you most important elements are.
When listing to the user there are two approach, closed listening and open listings, use both:
Closed ended listing answers the ‘how’ and is often driven by data e.g Analytics, A/B testing etc…
Open ended listening answers the ‘why’ and is often driven open ended question system such as Social Media, Listening Tabs and Surveys.
Take time to talk to real users and build this into your UX programs.
How to win friends. And influence robots - Martin Belam (Principal Consultant, Emblem)
Martin Belam worked as one the BBC’s first SEO’s and gave some great insight on thinking about content and UX.
Think about how headlines look when out of context. For example if you write a blog post, how would the headline look on another website without the blog content.
Look at the user flow around site. How does the user think about the way your site is organised?
If you don't need them it, don't publish it. Look at what the opportunity cost to do something, e.g could you be doing something productive or are you spending something that will yield little rewards.
Look at page load speed, it helps build trust both search engines and the user
Look at the law of unintended consequences for UX/SEO. If one change negatively affects the other is it worth doing?
Chasing the Algorithm: Smart SEO or Hopeless Effort? - Rebecca Weeks (SEO Associate Director, MGOMD)
This was a good talk about in the end if you're chasing the algorithm you're never going to win.
Look at correcting exact match links on high quality domains where penalty has been given.
Without good content you are never going to close the gap on competitors.
Learn from your errors to develop a stronger strategy, more importantly learn from your competitors errors.
Best practice is not always possible, you're never going to achieve everything you want.
For local SEO target local exact match domain for high quality link and relevant links.
Finally understand that good SEO never chase.
API WTF? - Will Critchlow (Founder, Distilled)
This session was meant to be delivered by Tom Anthony, however as he wasn’t able to make it. Luckily Will stepped in and lived up to his reputation as a great speaker.
Twenty years ago the web was just text, today it has evolved, so has the way it is consumed. For example 10 years ago users spent an average of 40 minutes online a day, now users spend 4 hours!
Search has changed and it's been refined already from where it starts, result are looking visually different and voice isn’t the answer as “you sound like a dick talking into your phone”.
Visual impact search are about transaction, e.g if you search for something with an attribute
API's is how computers talk to computers and helps to tie together all the different channels.
If you sell anything that has an SKU you’re going to get steam rollered by amazon. The only way to succeed is if you can off buyers something else, beyond Amazon’s cheap price.
How to be a better SEO - Richard Baxter (Founder, SEOgadget)
A something of a current personal focus of mine this was a really great session, where Richard simply covered what makes a great SEO and how to achieve that, he also stated that its important to remember that the depth of discipline is huge.
Understand what your goals are, where do you want to be 2, 5, 10 years?
Get a mentor or somebody you respect and copy him.
Good SEO’s a very curious people and seek to understand the ‘why’ beyond the ‘how’.
Aim to learn something new once a week.
Getting positive feedback? How could you work to make positive feedback even more.
Rehearse everything, meetings, calls and pitches.
Put yourself out of your comfort zone, personal develop occurs at best in this state.
Make yourself indispensable. become an expert on a specific subject.
Build your own websites and blog.
Make people realise that you care so much SEO, to gain traction.
Learn to sell anything.
Always follow up, on questions, interviews and client questions
Known your figures inside. For example how many unique visits do you clients get each month?
Communicate your successes, however minimal make people understand them
Leadership comes from certainty and belief if your own opinions and learning.
Work towards what you do a little better every day.
SEO Deliverance - Tony King (SEO Managing Consultant, Semetrical)
Tony gave an interesting talk about how to gain more traction and deliverance within a in house SEO setting.
How do you deliver SEO in House?
SEO can get pigeonholed into a specific department... Don’t let it.
Be seen as the guru and become the go to guy and gain influence within the business.
To gain influence, you need to deliver change, to achieve change there are 3 stages. Those 3 steps can be described as Research, Development and ImplementationResearch Stage
Know your market, keywords. carry out gap analysis between you and your competitors.
Assess your SERPS. What are the SERPS doing in a specific keyword group. Are they image driven, video, schema?
Know your completion both in paid and organic. Who are they and how are they performing. SEMrush is great for this.
Crawl competitors websites to understand there structure.
Carry out SWOT analysis to help guide your marketing.
Audit XML sitemaps, when were they last update.
Many companies own multiple domains, who manages their renewal, when are they due?
Understand the site and business
What is the site mission
What are is goals, traffic, sales and market share.
Is tracking working across the site. (You can easily check this using Screaming Frog SEO Spider)
Know your strategy and project scope, Who is going to delivery the project, what are costs?
Define a budget, but make sure you consider seasonal search trends for budget and begins
Determine what tools you are you going to need? And push to buy them beginning of the financial year, when there is less pressure
Build teams that you progress
Understand delivery includes extended teams such as PR and traditional advertising
Test what you read in white papers and blog posts
Define and assign responsibility
Who has influence in the sign odd process and what could be their objections?
Pre-emt questions with answers.
Know your plan when pitching:
Start with a business case
Let the figures speak for them selves
It's all about the ROI
Make internal proposal look professional
Include cover and contents pages
Get two people to proof it
Print and bind it
Make a PDF version for easy sharing
Quantify the changes from your work before and after
Separated by a Common Language - Lynne Murphy (Reader in Linguistics, University of Sussex)
Lynne covered some the differences between US and UK English and why they exist, a slightly off topic session, however given marketing on its lowest level is about communication.
The press hate the Americanization (deliberate typo) of British English.
Many ‘Americanized’ words such are erb (Herb) are derived Latin roots, the H was added a later date to denote class in English society.
These difference are often drive by the fact that English is actually French in many cases. For example ‘color’ was the original Latin word and pre dates ‘colour’ in the UK.
English at its roots is a language which thrives on borrowing.
A decade in affiliate marketing - James Little (Partnerships Director, Top Cashback)
James little givens us a condensed breakdown
Affiliate Websites 10 years ago looked “sh*t”.
Many affiliates used spyware and didn’t move away from till around 2005
There was a very negative view of affiliate as a late as 2006-8. This was epitomised ‘ASOS Grubbygate’, where in 2007 ASOS CEO Nick Robertson said that all affiliates were “grubby”.
Next Gate, Next dropped commission to 1%, which ‘pissed off’ many affiliates. Ironic this is now one of the best commission rate in fashion retail.
The grown up dates 2009-12 affiliates began to ‘grow up’.
This growing up period saw the rise of Cashback and Voucher Code site, with some affiliates even becoming mercents (e.g. Wish Club)
There are still some issues though, as the IAB got involved as there were loads fake voucher codes
Affiliates are becoming brands. E.g TopCashBack gets more traffic than confused.com
7 Slides in 7 Minutes Sessions
7 things you need to know about Mobile SEO - Aleyde Solis (Founder, Orainti Search Marketing)
Watch your mobile audience behaviour in Google Analytic, Segment the traffic to gain insight.
Review your mobile results and as shown in WMT.
Understand your mobile search volume using Google AdWords.
Use Fetch as Google Mobile Tot WMT to understand what code mobile Google is seeing.
Mobile is often localised, are you offered tailored to this factor?
Speed is key over mobile, make sure your site speed is fast.
On mobiles site which run in parallel to your (e.g. on sub domains) use canonical tags.
Content Planning in a Post Panda and Penguin World - Simon Penson (MD, Zazzle Media)
Good content planning focuses on content flow, variation and visualization
Serialise, regular content is the ebs of content marketing and should be time effective.
Bangs(flows) are big article or big ideas, which may include:
Look at the hours to market content, peek times should be big bang stuff
Social Media Reverse Engineering - Yousaf Sekander (Head of SEO, Elevatelocal)
Good, shareable content is not cheap.
Find out what worked for your competitors and leverage that for your client. This can easily be done with tools such as Social Crawlitics.
Discover who shared your competitor’s content and target them with similar content.
Use ‘Back tweets’ to understand who shared content for a given URL.
Use sites like Topsy to identify the most influence sharers.
For infographics use your own shorter, as you can control where the link points.
Future proofing SEO on large websites - Berian Reed (Head of Search & Online Partnerships, Auto Trader)
Copy and paste is the biggest method of sharing. The Daily Mail gains 1000’s of links a year through hacked copy and paste functionality using systems like Tynt.
Setup referral alerts: use filter to gain full referral URL. Contact those people
Learn from competitor mistakes. Why didn't a competitor fix/correct a bug?
Change detection; monitor competitor website to identify the pages there changing.
Run link detective on competitor domains.
Client Checklist for SEOs - Sion O'Connor (Marketing Director, Vanquis Bank)
Understand Your Clients:
Do they have corporate or personal objectives?
Are they focused on CPA or effective growth
Who are the stake holders in their business?
Who are their customers?
Who is the competition?
Look for innovation in other environment that you can apply to your customer
Become an editor of new trends for your client, informing them of those which are relevant and actionable.
Things your client wants:
Insights and Best Practice
Uncovers differences of opinion
Discuss risks and issues
Who is the decision maker in the business:
Use plain English to discuss trends, make sure they understand the payoff and risks.
Pinteresting SEO - Danielle Fudge - Head of SEO, Forward3D
Danielle discusses their new Pinterest Search tool developed by the team at Forward3D to identify outreach opportunities
Pinalytics allows you search Pinterest and return return the URL of the original image along with several key stats
SEOmoz Domain Authority (DA)
Social Metrics such a Pins, Tweets and Likes
You can easily export search results and gain a list of link prospects
Currently Pinalytics is 100% Free and will remain so for the forseable future
Attributing beyond the last click - Tom Lewis (Head of Professional Services, DC Storm)
Removing the value from direct and brand traffic (attribution)
Attribute more value to the initiation phrase/point when attributing value to specific part of the purchase cycle.
Attribution shouldn’t be based the 30 day Cookie window as buying cycles can extend beyond this period.
The business of SEO and how it can make our world a better place - Jason Woodford (Chief Executive, SiteVisibility)
There are many reasons to be cheerful about SEO
The industry is currently in a boom time, a reverse to the economy.
Most people in the current economy take 10-19 years to reach the same salary levels as those in SEO with 3-5 Years.
SEO is different to almost every industry as competitors share their knowledge. #BrightonSEO is best example of this.
Reasons to be sad about SEO
Helps sell stuff that goes in the bin, which isn’t very envronmeanlty friendly.
People still get emails saying SEO cost £99 a month.
Many people still see SEO as cowboys
Many still claim ‘SEO is dead’.
How as any industry we can change those views:
Act like a real business.
Do a great job, delivering a quality end product and service.
Develop and nurture talen.
Don’t under sell your services, profit - charge the value of your work.
Other key points
Generating lead growth of recession
Focus on charity work and corporate social responsibility (CSP)
Work clients on charity work, helps you bond with customers.
Work closely with Universities to raise the profile of SEO and attract good talent
Collaborate with other agencies for the collective good.
Quickfire Analytics: 7 Custom Reports in 7 Minutes - Anna Lewis (Digital Marketing Executive, Koozai)
Anna shows us some great custom reports to aid your digital marketing efforts, I’ve listed these below and you can setup them up instantly from the Koozai Blog.
SEO Reporting - Key KPI's
PPC reporting, overview, on page conversions and
Brand monitoring. Social and mentions
Social. Info from data hubs
Geek: understand how user technology influences the website
Host name report. Helps identify duplicate website websites
Email marketing. Make sure you have campaign tracking setup in your email distribution client
GA shortcuts. Make sure you set them up.
June 27, 2012 11:38 by EAOM
Achieving significant search rankings has long been a problem for many businesses in Preston. The growth of Google Places, though, has made the process more complicated for those without experience.
Using a Preston digital marketing agency will be the easiest solution for many, as they can ensure you have a complete Google Places profile that will satisfy the search engines.
The first step in creating a profile will be to claim your listing. If you are not currently listed then there will be an extra step of submitting your business details. You will need a Gmail account for this, but they are free of charge and easy to set up.
The next stage will involve completing your profile, including a business description, categories and operational details. Your SEO Agency Preston will be in the best position to prepare this information as Google can be very meticulous in the information that it wants from a business. Your business description will be important for SEO relevance, but also must be enticing to the visitors who click on your Places page.
To complete your profile you will require some photos and videos. These could be of your place of business or a product line, and they will feature quite prominently on your Google Places profile. Making a good impression with your images and video is vital, and visitors will often decide if they trust you based on this first impression. This is where an online marketing agency Preston based, can really make a difference with their knowledge of the local community and customer base.
Following this stage, you will just need to verify the listing by inputting a code that will be given to you by Google. Your Google Places profile will be live and ready to inform the world about your business.
Unfortunately, your competitors will probably be doing this too, so you still need an edge. This is where an agency specialising in local SEO in Preston can make the difference. They can create an SEO campaign that is tailored to your business, build links to your website, ensure that your copy is written to convert browsers into buyers and much more.
Google Places is almost certainly the future of local search, so you need to make sure you are in the best place to benefit.
June 4, 2012 10:59 by EAOM
If you are a business based in or near Preston, you may want to consider using a SEO agency to help you reach out to more clients and increase sales. SEO Preston agencies can take your business website and employ various tried and tested techniques to ensure it is working to its maximum potential in terms of online presence, visibility and linking. No business today should be working without these kinds of systems in place and those that do are at a severe disadvantage compared to competitors who do.
What is SEO?
SEO stands for search engine optimisation. It utilises targeted keywords that have been identified to increase traffic to your website and therefore increase leads or sales. Search engine optimisation Preston agencies are experts with several years of experience and use various methods to deliver these keywords and drive your business forward.
Methods used by SEO Agency Preston include on page SEO techniques, link building, technical SEO methods, conversion rate optimisation (CRO) and SEO copywriting. Some of these methods are fairly technical and it’s well worth employing experts to ensure you have all your bases covered.
On page SEO techniques consist of a review of web pages to ensure they work well with search engines. This includes ensuring unique content on each page, all links are complete and working correctly, headers are optimised for keywords, the URL is optimised and similar checks.
Link building includes undertaking an analysis of current links, studying and where appropriate implementing links used by competitors, generating quality articles, press releases and blog content to increase links from reputable sources, and producing specialised applications that can generate more links from other websites.
Technical SEO methods consist of reviewing and optimising your website’s code. How your website is written and structured can have a significant effect on how search engines and potential clients interact with your website.
CRO is a way of increasing the conversion rate of visitors into customers. Methods may be simple, such as increasing the prominence of contact details or condensing large amounts of text into simple bullet points, or it may involve more complex layout changes.
SEO copywriting involves producing optimised and high quality content that increases interaction with search engines and users. This includes offline content such as press releases and advertisements.