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Content Marketing | Digital PR | Google | SEO
2 Min read

BrightonSEO: What we learned

Written by Kerri Rogers
@theycallmekerri

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BrightonSEO is a twice-yearly search marketing conference that welcomes 4,000 SEOs from across the globe to listen to some of the world’s top search marketers discuss the future of the industry.

For their September event, the conference chose a slogan of ‘Understand algorithms, understand the future’ and, of course, this meant they had a Back to the Future theme. Kelvin Newman, the conference’s founder, even came onstage to open the conference wearing a pair of Nike self-lace shoes and carrying a pink hoverboard.

 

the Delorean at brightonSEO

Source: Twitter

 

The conference bought in professionals from all backgrounds in digital marketing to give some great talks and share their keen insight into various aspects of the industry, covering everything from voice search to content strategy.

 

Key takeaways from BrightonSEO:

  • Web design is an important element of SEO. It helps build trust with your audience and provides them with a better user experience – user experience metrics (such as time spent on page) are having a greater ranking influence than ever before.

 

  • Inputting clients first party data into Facebook audience insights can give you insight into their audience, such as who they are, what they’re interested in and what they’ll engage with.

 

  • FOI (Freedom of Information) Requests can be used to gain access to public information that can help with idea generation and pitches to journalists.

 

  • 78% of online audiences are already watching Facebook Live videos.

 

  • Finding broken links to your competitor’s site and offering to replace them with your own content is a great tactic for keeping link building cheap.

 

  • When pitching to a journalist, don’t assume who their audience is, study their publications media and what you find might surprise you – The Daily Mails audience is 78% millennials, 68% mums, 6/10 are foodies.

 

  • Reputation is a ranking factor.

 

  • Related videos and Browse/Featured sections on YouTube are bigger sources of traffic than organic search.

 

  • For every 10 organic clicks on the SERPs, there are 8.8 searches that end in no clicks.

 

  • Google is monopolising its advertising space and trying to answer queries in the SERPS so now is the time to make your website the centre of your campaigns.

 

Rand Fishkin's Keynote at BrightonSEO

Source: Twitter

Highlights

Even though his talk encountered a few technical difficulties, Rand Fishkin’s keynote was one of the standout talks of the day. He covered the future of SEO, focusing primarily on the SEPRs, in a funny, if not slightly cynical 30-minute presentation, that delivered a ton of interesting insights into how Google has started taking advantage of its over 90% search market share.

 

Other highlights included a look into Data Journalism by Ross Tavendale, Marie Haynes dive into Google’s Quality Raters’ Guidelines and Laura Hogans presentation on Using Your Competitors For Free Links.

 

Want to learn more about optimising your content for search results? Check out our post on why content auditing is essential for SEO

Post published on Monday October 8, 2018