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.
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