Brighton SEO 2016 - Key Takeaways
Once again, Brighton SEO delivered an excellent day of knowledgeable speakers and advice on how to be a better marketer in 2016.
For me, as a content and digital marketer, my interests lay in the less techie subjects although I strongly believe it’s important to have a good understanding of SEO and current best practice.
I came away from the day with my head brimming with ideas to incorporate into my work and client campaigns. Here’s my key take-aways from Brighton SEO:
Key Takeaway 1 – Content is still king
To see not one, but 3 sessions and the keynote session on content marketing at Brighton SEO just goes to show how fundamental it is to a successful SEO strategy.
Key Takeaway 2 – Humanise your approach
We’ve all known for a while that it’s important to optimise your website for humans, not robots. Many of the speakers touched on this theme, demonstrating how we all need to be more human in our approach to content and SEO.
Simon Jacobson of Microsoft highlighted that by 2020, 50% of all searches will be voice search, making search even more mobile, local and conversational. Voice searches are more question orientated and longer, with up to 10 words per search as opposed to 1-3 on text searches, which has implications for keyword planning.
As Alec Bertram discussed in his presentation, Keyword research for Ecommerce entails the exploration of product attributes that people care about, so in retail, for the product category of dresses, there’s around 800 attributes such as party, formal, black, short sleeve, lace etc which can be grouped into ‘colour’ ‘material’ ‘occasion’ etc. You need to then order these into keywords such as ‘black lace party dress’ and then also spend time on looking at keyword orderings, for example, ‘lace party dress in black’ and ‘lace black party dress’ to capture a share of all searches.
Nathalie Nahai, in her entertaining keynote presentation on ‘persuasive content’, spoke about the need to understand personality types of your audience and highlighted how content that evokes intrigue with trigger words such as ‘weird’, ‘surprising’, ‘painstaking’ and ‘odd’ attracts more opens and social shares.
Whilst Natalie Jones of Woo Rank discussed how comedy can be used in content to connect with your audience, particularly on social media where we are primarily looking to be entertained. She described how businesses need to hone in on their own identity, focus on their audience and produce content that evokes feelings.
Saija Mahon added to this theme, when she said that creating happiness is one of the 3 key principles of relationship marketing.
To be able to be more human, use humour and evoke feelings, we need to understand our customers better. Sam Noble’s presentation described how to use remarketing to collect information about our audiences. Her advice to upload customer data into Google Analytics is pure gold as is Rhys Jackson’s advice to use Facebook Audiences and Facebook Insights to analyse your customers and give insights into what they are doing online.
Key Takeaway 3 – Trust
Stephen Kenwright discussed how good inbound links must pass page rank, traffic and trust, advising that you need a diverse link profile and re-linking from the same sites.
James Perrin of Feefo talked about User Generated Content and how it’s influence on a purchase continues to rise with a whopping 89% of internet users saying that reviews influence their purchasing decision. Every marketer should be using customer reviews and plugins to display reviews across their owned media (website & social media channels). If you’re running PPC campaigns, the review stars can increase CTR by 17%, thus increasing your quality score and reducing your CPC.
Going back to Natalie Jones and her talk about using what people want (humour) to connect with your audiences, she said “give people what they want early on and they’re more likely to trust you to provide what they need, later on.”
And finally, a few more things to remember:
- Be specific – know where your audience are online
- Focus your strategy on the social media channels that are most relevant
- Seek to attract audiences that are relevant to your business. Its quality, not quantity!
- Google favours websites which are mobile-friendly. If your site still isn’t mobile-friendly, update it now!
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