BrightonSEO is the biggest search event in the UK and attracts marketers from all over Europe and the rest of the world. The programme featured some of the world’s leading experts speaking on topics such as SERPs, Link Building, Technical SEO, Local SEO, International SEO, Mobile, AI, VR, and much more. Unfortunately, you can’t be everywhere at the same time, but we’ve done our best to put together our 5 key takeaways from the day.
1. ‘The Knowledge Graph’
If you take a look at most Google results pages, they’re no longer the 10 blue links we were once used to. We now see a collection of structured data; maps, names, address, opening times, ratings, whether the place is cheap or not. This gives us an idea of the complexity of the SERP’s today.
These results draw from ‘the knowledge graph’ and if you’re not telling the search engines the most important information that your customers want to know, you’re not on the graph!
2. By 2020 voice search will account for 50% of Google queries.
Intelligent agents such as Apple’s Siri and Amazon’s Alexa automatically filter their results. When a customer asks ‘Show me the best Coffee shops in Manchester’, if you’re user ratings aren’t in the top 3, then your name won’t be read back to the user. So we need to make sure we’re optimised. Search engines need all the information we want them to have, and see that we’re curating the user-generated portion of this.
3. Partner with other companies to add authority to your content marketing campaigns.
Alex Lever, of MEC Global, spoke about the how partnering with companies can be mutually beneficial to both sides. Alex stressed the importance of trust, setting clear goals and objectives to manage expectations, and transparency before going ahead with any partnership.
4. Incentivise bloggers to link to your content without paying by offering time or skills.
Instead of offering money to buy links from Bloggers, instead, offer your time. Can you write them a ready-made article? Can you offer them some advice on their site? Can you design them a header for their blog? Or offer to promote their content on your brand social channels.
5. ‘Test the counterintuitive things, because your competitors won’t’
Keynote speaker Rory Sutherland shared this gem. Whilst explaining about how modern day work places drive employees to make safe decisions and discourage them from taking risks, Rory advised us to try ideas that at first seem illogical because they can sometimes be a winner. Take soft drinks, for example, for years people thought the only way to beat Coca-Cola was to come up with a product that was tastier, cheaper and came in a bigger can, until Red Bull came along with a drink that was more expensive, came in a smaller can and tasted awful!
6. An added extra…
Always remember to wear suncream, you can still get burnt in the space of just one Brighton lunch break.