Three key Takeaways from Brighton SEO

BrightonSEO3

Brighton SEO is one of the key events in the SEO calendar. The event took place during the last week of April and brought together some of the leading industry experts to share their expertise and help us to get better at what we do.

Our whole SEO team at Verb headed down to Brighton from London, to hear what the knowledgeable speakers had to say. Although there were many insights and highlights, here are some which stood out for the team:

Optimising for Search Bots

One of the first seminars that some of the team went to was focused around ‘Optimising for search bots’. We were keen to attend this seminar as Fili Wise, an ex-Googler, was sharing his knowledge.

Some of the key takeaways from his seminar were:

  • We should be optimising our sites through internal links, as it helps with the crawl budget and suggests which pages need crawling to discover new content. He also touched on the importance of internal linking structure as its key to helping steer the bot to pages of importance across the site.
  • Filli also mentioned Google is moving to Mobile first index. This meaning that Google will create and rank its search listings based on the mobile version of content rather than the desktop. This wasn’t as much of a shock as the majority of Google users are using Google through their mobiles, and the SEO industry had known about it for a while.

Content trends

As we continued throughout the day we attended a seminar about content trends with Steve Rayson who works for Buzzsumo.

Some of the takeaways from the seminar were:

  •    29% of the internet is duplicate content.
  •    Set up Google alerts for your clients to identify new potential links.
  •    Social sharing has halved over the last 3 years.
  •    Always share your own content on social media.
  •    Only 5% of content gets more than 343 shares. The median is 4 social shares.  

Reporting

The last two seminars we attended discussed reporting. One of these seminars was hosted by Stephen Kenwright, who is the Strategy Director at CRM-driven SEO.

Some of the highlights included:

  • Warning Report: To describe to your internal team and the people working day-to-day the things that are not going well such as short-term problems.
  • Indicator Report: This type of report is especially useful to highlight seasonability issues, mainly used on short-term forecasts for MoM (month on month).
  • Long-term Issues: Long-term problems i.e. how page speed might affect rankings long-term. This would be specific to technical issues.
  • Long-Term Success:  This reporting would focus on business results, showing relevant stats (not ranking performance), but increase in revenue, goals, click through rate etc.

The final seminar of the day was with Dana Ditamaso, the president at Kick Point Inc. Her seminar looked at how you should be tracking your revenue and why you should be looking at the user instead of sessions in Google Analytics.

Some of the main conclusions were:

  • Reporting: Always use users not sessions like Google Analytics to calculate your conversion rate.
  • Calculate and compare the gross revenue generated by the user and sessions. If the gap is big (i.e. the number of sessions is a lot larger than users) more of your customers are at the top of the funnel.

If you are interested in hearing more about the latest trends in search strategy, please get in touch with us. We can provide SEO and PPC consultancy for your brand.