The third session was Technical SEO. The three speakers were Peter Nikolow, Dominic Woodman and Dawn Anderson. They gave us few pieces of advice on database optimisation, information architecture and so-called “URL – cruft”. Mrs Anderson explained that everything stays on the web, so we need to be careful about our links and content.
The last session, and personally my favourite, was about Strategy. It started with Olga Andrienko and her presentation about agile marketing. She said that companies should embrace change instead of adapt to it. Businesses which empower employees are more successful. Leaders should explain “what” to do, but not “how”. By giving the employees freedom on how to fulfil a certain task, they feel more responsible for it, and they will put more effort into it. Of course, there are challenges to agile marketing. For example, proactive members suffer from those who are not involved enough. Therefore, managers should have company meetings, where everyone feels like an important part of the team and shares their ideas.
The second speaker was Andi Jarvis. He presented the seven questions we need to ask before we start digital marketing. Companies should answer “What do we do” so they know what they offer to the public. A strapline that people remember is a good idea. As said before, know your audience. The general public does not exist. Also, explore how it is done in the industry. To stand out from the crowd, promote yourself differently. Analyse what skills people have and work with them. Except for the capital and what is it worth to your business, know what stories you can tell about your company.
The last speaker was Chris Simmance who talked about good SEO strategy. Many people confuse strategy with goal-setting or individual activities like writing an article. However, a strategy is having a clear result in mind and plan a coherent set of actions to achieve it. We should not rush things through without appropriately diagnose the challenges.
The conference finished with a special guest from Google – Garry Illyes. He answered several questions about link building, content marketing and Google in general. However, he did not reveal any secrets about upcoming projects.
Although I did not manage to attend all sessions, I believe all speakers were amazing. I had a great experience, and I am looking forward to Brighton SEO 2018.
On Friday, the 15th of September, I attended the Brighton SEO conference. It was my first time, so I was both excited and nervous. Over 50 speakers shared their insights about web development, ranking factors, content marketing, e-commerce techniques and even VR. As the talks were happening in eight different rooms simultaneously, I had to decide which were more relevant to my job at Red Setter.
The first session I attended was about Ranking Factors. It started with Christoph Cemper from LinkResearchTools and his trick how to increase the search engine traffic by 500%. The auditorium was full as expected. Everyone would like to know how to do this. After explaining few technical things, he shared the big secret – do a link audit. Companies should check their backlinks and repair all ‘ugly’ links that show errors. Especially those agencies whose websites are more than three years old as some of the domains might not exist anymore and their links will show error. As a result, they might lose customers’ trust if too many pages are broken. However, remember, a link audit is not statistics! Having 60% good links will not make the 40% ugly links disappear. As Mr Cemper compared it, it is like going to the dentist. You do not check one tooth, you check all of your teeth and repair the broken ones. It is the same with links; one broken link might cost you several customers. Also, he used lots of penguin animations (in regards to Google Penguin 4.0), and I loved it!
The second talk in this session was by Jo Turnbull and Daniel Furch from Searchmetrics. They told us that each user is different, so companies should know their audiences. They suggested 5-steps approach to rank higher for your specific audience. We should explore the users’ intention, understand their needs, explore their questions, write content that answers them, and finally measure and optimise the content.
The last person from this session was Duane Forrester from Yext. His talk varied from influentials to voice search and Augmented Reality. However, he shared some useful insights about optimisation. All websites should be mobile-friendly as apps have taken over, consuming 50% of our time on devices. People are spending more and more time on their phones than ever. Also, he told us the shocking fact that there are more devices than people on the planet.
The second session was about Reputation. One of the speakers could not attend, so the two speakers were Myles Anderson from BightLocal and Ben Harrow from Vouchercloud. The presentation of Mr Anderson was more focused on online reviews. He shared that 91% of consumers read online reviews for local businesses. Therefore, companies should show the positive reviews on their websites as they increase the customers’ trust. Also, businesses should not be afraid of asking satisfied customers for reviews, as “70% of consumers will leave a review after being asked to”. Reputation is portable. Share it on your website, at the end of your emails or on your leaflets. On the other hand, Mr Harrow shared few useful sites for companies to get free data and assets.
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