Couldn’t make it to BrightonSEO today? Or perhaps you forgot to take notes from the talks? Don’t panic – we’ve put together some of the best SEO, content marketing and link building tips from the day.
Links & Rankings: The story in the data
by Tom Capper, Distilled
- What can replace links? Machine learning and voice search.
- Higher CTR are floating to the top exponentially.
- Joint causation: brand awareness causes better ranking and more links.
- Google is continuously iterating.
- Users like aesthetics and price.
- Top end: links mean very little.
- Competitive end: links are crucial still.
- Key point and questions to ask: brand awareness and perception, would Google value this tactic in a world without links?
Getting the most out of the SEO data you can get for free
by Claudia Higgins, Argos
- Free Data tool: ‘Keywords everywhere’ shows search volume data & superimposes info over a page you’re viewing.
- Moz tools: Moz bar – page authority and element. Moz Cast – Google algorithm weather forecast.
- Search Console: brand and non-brand traffic, total clicks, impressions, CTR.
- External Factors: Don’t forget that data is users, there are reasons why they do what they do.
- Weather effects the UK enormously. Brand queries increase in correlation to immediate gain, i.e. impulse buying.
- Events: school holidays, etc. Certain days will negatively effect buying practices as well as positively.
- Trends: i.e. Pokemon Go influenced console purchases, seemingly unconnected items will sometimes be connected by internet viral trends.
- Payday: financial influx will target buying trends.
- Mixing metrics – Primary metrics = clicks, and impressions, etc.
- Secondary metrics = conversions, CTR, brand visits.
- Learn Excel! Google your way through a project and learn how to find the information you want to know.
- SEO isn’t about Google it’s about users.
Brand: The Only Future Ranking Factor
by Malcolm Slade, Epiphany
- Best Practice gets you to page 2.
- Google is becoming more ‘human’, Google implementing Panda,Penguin, Phantom, HTTPS, UX, Mobile First, will only make this more likely.
- Old ranking signals are less valuable – keywords, links.
- The bigger picture: brand search volume is not a ranking factor.
- Brand may represent the ‘entity type’ Google is looking for.
- Personal Assistants (such as Alexa) will make decisions for users, so you need to be the trusted or preferred brand, time to get people talking about you. Brand advocates, search for you as a brand and what you do. Clicking SERP listings.
- A good website is more important than ever, brands do not rank solely due to this.
- Digital only isn’t enough anymore, multi-channel marketing is imperative.
- Q&A: Brand people? Encapsulate more techniques and don’t solely focus on digital, look outside your skillset and bring in teams to utilise other skills.
- Q&A: Brand entity on Google? Mentions on high end publications + timely fashion not legacy, social growth, ‘educated faith’ will suffice until we can gain more data. Will a user expect to see you if they search a term?
- Q&A: Social Media or No Follow links? No follow is still a signal, similarly to a social mention. Social signals are ‘noisy’, no following will indicate poor brand entity.
Why SEO and Content Marketing must always be data-driven
by Marcus Tober
- Content should be data driven, user intent.
- Optimisation will make no difference if your content isn’t relevant to users.
- Selecting the correct keywords makes a huge difference to your content, many keywords rank highly but wouldn’t be appropriate in your particular article.
- ‘Publish and forget’ will cause huge problems as information can become outdated quickly.
- Global budget for content 2015? $145 billion, 80% is wasted ($116 billion).
- A domain needs to specialise and this will counteract the waste content and subsequent poor visibility.
- People want to feel secure: use HTTPS.
- People love structure: use lists and bullet points.
- People like choices: provide options in eCommerce.
The 10 Step Checklist for Creating a Show Stopping Distribution Plan
by Julia Ogden, Zazzl
- Storytelling is as relevant today as it’s ever been, it’s just the platforms that have changed.
- Most people are online between 6 – 10 hours a day.
- Consider micro-moments and pain points – provide information quickly and efficiently.
- Hero Content: news stories, human interest, unique data, freedom of information, wacky ideas shouldn’t be discounted.
- Create feature articles for journalists, do their work for them.
- Use infographics and include pop culture references.
- Video is now 69% of all consumer internet traffic.
Making the most of Marketing Automation: A Masterclass
by Shane Redding, Think Direct
- Marketing automation tools now number 3,874!
- Choice in tools hinges on Consolidation vs Specialisation, losing many smaller tools and a boom in specialist tools.
- Data is the fuel your automation runs on, if your data collection, governance and qualification isn’t up to scratch then the automation becomes untenable.
- Automated emails from an automation tool often don’t get the same engagement rates as ‘personally’ sent emails.
- Automation needs to concentrate on whether the user is a ‘prospect’ or a ‘customer’ which means revenue isn’t being maximised as it’s being misspent on the wrong tactics.
- Allow your clients to choose their own permissions and automate the system to tailor your marketing to each individual customer, this will fall in line with next year’s GDPR.
How partnerships and sponsorships can help your search marketing efforts
by Alexandra Lever, MEC
- Your partnerships must be mutually beneficial and provide genuine value to your customers.
- Budget shouldn’t be a barrier to great projects: local knowledge and personal partnerships based on talking to people count for a lot. Remember to capture every step of a project and use that as content, speak to local press and figure-heads to launch the campaign and don’t forget to follow up afterwards.
How to build high quality links without spending money
by Sam Charles, Float Digital
- If you can’t offer money, offer them time. Write their content for them, offer to write an article on an unrelated topic instead of cash.
- Offer advice and resources to improve their website.
- Promote their content on company newsletters and social channels, don’t use this tactic if the brand has fewer followers than the blogger does.
- Don’t pretend to be someone you’re not.
- Be upfront and tell bloggers what you want or expect, highlight the mutual benefit for the blogger.
- Keep you emails short and to the point.
- Play nice, if you make a deal or an offer then honour it. Everyone’s time is valuable.
Are we creating a culture where it pays to be boring?
by Rory Sutherland, Ogilvy & Mather, Ogilvy Change
- Over optimising can be self referential and become self fulfilling. Beware super optimisation
- Nature never purely optimises in one route, it builds in its own ‘R&D’ department that allows for trial and error and the chance to utilise long term goals over short term optimisation.
- Look for things which are objectively similar, but subjectively different – or vice versa.
- Change the metric, instead of optimising when its not needed. Focus the consumers attention on something different (for example the Tube wait times rather than making the trains more frequent).
NB. These tips have been collected on the day which means there might be some errors. Please feel free to email us at firstname.lastname@example.org if you spot any!