68 Must-Know Tips from SEJ Summit London 2015


68 Must-Know Tips from SEJ Summit London 2015

Search Engine Journal, in partnership with Search Metrics held their first event outside the USA on Tuesday 12 May with London, England the destination.

Two lucky Receptionals were fortunate enough to be invited to the event at the Ham Yard Hotel in Soho and we’ve brought back 68 tips from nine of the world’s top digital marketers.

SEJ Summit London 2015

Here is what they have to share with you:

Partnering PR and SEO for Brand Marketing Success

David Naylor by David Naylor

1. Before you do anything positive, fix all the negatives first

2. If you spot a failure, fix it early

3. Aim to get links in a good neighbourhood – target newspapers and getting coverage

4. Target one outlet at a time – what have the journalists previously covered?

5. Journalists love surveys and data-led studies

6. Look at your own data – what spin can you put on it?

7. If you get good coverage in one outlet, often a number of the other outlets will cover it too

8. Clean your links and 404 errors every month

9. Research what websites and coverage your competitors are getting

10. If you can get the right brand signals, Google will look more favourably towards you

Mobile In 2015 and Beyond

Pierre Far by Pierre Far

11. Know why your customers visit your website – this will aid your mobile strategy

12. Think about your users’ journey when designing and optimising for mobile

13. About half of all emails are now read on a mobile phone. Consider this a key market/device

14. Your users’ needs may change so be adaptable with your strategy

From Search to Store: How SEO Can Empower Your Brand’s Business Units

Nick Wilsdon by Nick Wilsdon

15. Learn to make a good business case and this will improve your overall service/product offering

16. Drop the technical jargon – you’re trying to sell to people in the business who don’t know the meaning of technical terms

17. Think about and collect evidence behind your case

18. The best way to be a brand in Google is to adopt a mature content strategy

19. Tie your business case back to money

20. Brand your business case so everyone can buy into it

21. Data sharing opens new doors and opportunities

22. It’s not enough just to send an SEO audit

23. Understand how public events will affect product demand

24. Use Keyword Planner to create seasonal keyword heat map

The Content Evolution

Marcus Tober by Marcus Tober

25. Tell Google what your content is – it’s important to get related keywords and the right language in your content

26. If you offer everything (example: eHow), how can you be good at everything?

27. Content optimisation is more important than the page title

28. Redirecting website to mobile website = bad for your users and rankings

29. Page title becoming less important in mobile rankings

30. File size is declining on mobile, as is page load speed

31. Don’t just check your homepage in the Google Mobile test – check all of your important pages

32. Don’t provide keywords, provide answers

Is Combining Search, Social and Content Impossible for Big Brands?

Andrew Girdwood by Andrew Girdwood

34. Work with affiliates (example: to publish infographics)

34. Don’t work with the people who give you links naturally – you want more than that

35. Work within your structure and work to change your structure – don’t work against or fight with your structure

36. Work with experts

37. If you don’t have SEO experts, you shouldn’t be doing SEO

38. Work with other teams within your company as they may have some easy wins you didn’t think about

39. Plan ahead for the future and you’ll always be ready for change

40. Create a toolkit with your client – include season images, approved press releases etc. so you can publish on time

41. Encourage teams to co-ordinate – make it a KPI (Key Performance Indicator)

Thinking Outside the Text Box: 6 Ways to Increase the Life of Your Content

Kelsey Jones by Kelsey Jones

42. 87% of the most-shared content on Facebook is images

43. People want to be able to download your videos, podcasts, etc. and watch/listen to them on their own time – we are the ‘Netflix’ generation

44. Make your content more accessible – as mentioned above: people want to be able to engage with content on their own time, on whichever device they choose

45. Content syndication increases email signups and social interactions

46. Convert written format into different formats

47. Video content can be turned into written articles, key takeaways, etc.

48. Images can be overlaid with key takeaways, statistics and quotes to create content

PPC Best Practices: Getting to Your Bottom 10%

Jim Banks by Jim Banks

49. PPC is not a magic wand – you need a well thought out strategy

50. There is no such thing as a bad keyword

51. You don’t need to spend a lot of money to test a theory – 100 clicks is usually enough

52. Set up macro and micro goals in Analytics (funnel the steps)

53. Google Tag Manager keeps your code clean

54. Get rid of keywords with quality scores of 1-2

55. Rogue tactics – Google Display Network, RSLA, YouTube Ads

56. Aim to dominate prime keyword terms, not every term

57. Run different ads for different times of the day

58. Get really good at Analytics

59. Create YouTube competitor companion ads

60. Don’t re-target people forever

Unifying Search with Performance Media

Jon Myers by Jon Myers

61. Think about your audience and their intent

62. Competitor keyword analysis should play a big part in your paid and organic campaigns

63. Search and social have become go-to channels

64. The buyers’ journey is highly fragmented – aim to match your users’ journey with the right content

65. Think how to bring search and social together

66. Mobile is the big player

67. We live in a mobile world

68. Competitor keyword analysis should play a big part in your paid and organic campaigns

These tips were collected on the day so if you spot any errors, please tell us so in the comments below.

Barrie Smith

Digital Marketing Consultant

Barrie implements link building campaigns for several of our large clients, ensuring it’s a profitable part of their online marketing strategy. With over 13 years’ experience, Barrie is an expert at researching and advising clients on which methods work, which are more successful, and which to avoid for optimum results. Outside of work Barrie enjoys travelling, watching football and reading.

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