It was a full house at the Brighton Dome on the 13th September as online marketing professionals from all over the world packed in to this year’s BrightonSEO conference for a day of talks by the leading digital marketing thought leaders. With three theaters running simultaneous topics ranging from Creative, to Mobile Marketing to Analytics the day was a gold mine of information for those wanting to make a real impact with their web marketing.
This jam packed post brings you some of the best insights that were shared by the speakers at the event so if you missed our live tweet broadcasts here are all the highlights.
A big thank you to all the BrightonSEO speakers that shared their wisdom on the day and to Kelvin Newman (@kelvinnewman) for organizing such a great conference.
On Page Marketing And SEO – Lisa Myers From Verve Search
- The door on link building is firmly shut, but as one door closes another one opens.
- Searches on Google are getting very specific
- Understanding the behavior of your users, investigating long tail keywords and giving a great user experience is the real on page SEO
- Make sure your website has an XML site map and that your pages are included in it (n.b. our own top tip for WordPress users is to install the SiteTree plugin it makes an XML map of your website for you!)
- Make your page titles and page URL’s descriptive and enticing so that they draw people in from the search results
- Not everyone is taking advantage of Rich Snippets so investigate if these could give you an advantage in the search results (https://support.google.com/webmasters/answer/99170?hl=en)
- Create a blog and post regularly at least once a week
- Create content around your brand, your product and your services, make it engaging and make sure you market that content
- Create valuable content for other websites as this will give you worthy backlinks
Google Analytics – Dara FitzGerald From Fresh Egg
- Smarter measurement is smarter marketing so make sure you’re always thinking about how you’re analyzing your website visitors
- Not every website visit is equal. Users don’t just visit your site once and convert, and customers don’t only convert once.
- Make sure you are measuring the lifetime value of the customer (what they are buying over time) not just individual transactions
- Don’t measure your visitors in vertical silos, investigate and thing about the links that tie visits together
- Conversions are not always based on the last click, users may return later to buy, or they may be buying from another device or location
- Be aware that more and more visitors to your site are using multiple devices
- The challenge is tracking visitors across devices and not just by visits
- Google’s Universal Analytics in currently in Beta and promises to sync offline and online data plus track users across devices
The Keyword Is Dead, Long Live The Keyword – Stefan Hull From Propellernet
- There’s more to insight that just keyword research
- Voice search is influencing the way we target what people are searching for. Think what people would say rather than what they would type.
- Use keywords to give a broader understanding of why your customer is searching for that phrase
- Pan for gold in your keywords rather than using them verbatim
- Keywords give you clues about your customers – investigate.
- Use your keywords as the basis for creating ideas for content
- Map out the real world interactions that are sourced from keywords, what’s the real customer pain behind the search
Link Building Tactics That “Seemed Like A Good Idea At The Time” – Paul Madden From LinkRisk
- Old school article marketing and link directories are now risky strategies for online marketing.
- Google gives negative value to your “old school” links so clean them up and get rid of them to avoid trashing your search engine results
- Look out for paid links, suspect forum posts and article directory entries when cleaning up old links
- Think about how your pages and content might be perceived by a wider audience, don’t focus just on what they are
- Old links can really hurt your search engine rankings, cleanup does work but penalty removal means getting rid of every bad link in most case
Peter Passaro: Social media topics can become great new keywords, i.e. monitor the twitter trends in your market
Peter Passaro: Break down your website analytics into distinct communities and decide who and how you want to target them
Allesandro Vinciarelli: Group your analytics data into emotional groups to measure non verbal communications about your brand, product or content
Dom Hodge: Tumblr doesn’t add value for links as every post links to every other post on Tumblr
Rob Bucci: Go deeper and think more broadly about keyword research. Find themes in the long tail
Tony Samios: Build landing pages for your content and identify customer pain points for each landing page
Tony Samios: Repurpose your content for wider reaching engagement. Transcribe your videos into eBooks for example.
We’re already looking forward to BrightonSEO 2014, hopefully we’ll catch up with some of you in person at the conference next year!
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