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By now, you’ve probably seen part 1 and part 2 of our BrightonSEO 2018 roundups and are knee deep in search marketing presentations. Well, we’ve got part 3 from the Koozians on the ground in Brighton (don’t forget to check out part 4), taking in as much information from the digital marketing conference as they can to pass on to you.
Without further ado, here is Koozai’s recap on BrightonSEO 2018 part 3 of 4, with slides:
Nicole’s talk focuses on how to report thoroughly without using Analytics. In this interesting presentation, Nicole covers how to use tools and use SEO in a human-to-human way.
Something we’re likely all au fait with, but Nicole talks about how to turn these stats into a story, using mobile queries, desktop queries, top mobile pages and top desktop pages.
If you’re not using tools like Answer the Public, you should be. This tool gives you great insight into the questions people ask in search engines. There’s also Ready.Mobi that can show you the user experience on four different devices.
Hannah shared a number of stories of influencers having the power to damage brand reputation, or rather, allowing brands to damage their own reputation.
Brands must not underestimate the power that bloggers and influencers wield. There are countless examples of brand representatives being rude to bloggers and social media influencers, damaging the brand’s reputation in the process.
Make the most of the connections that influencers hold. Building a relationship with one influencer can lead to their connections approaching you to help promote your campaign.
If you are agency-side, be clear with this in your pitch emails to bloggers, to differentiate your pitches from others.
Rob explored the opportunities with featured snippets on the SERPs, including taking data to show what they mean to voice search and how they’re set to stay in search.
A PDF download of Rob’s slides is available from https://getstat.com/brightonseo/
Snippets are less volatile than we thought. 69% of snippets showed zero volatility which is great unless you’re trying to find your space… But, there’s still an opportunity with the other 32%. That’s where you should focus.
Local and snippet almost never show at the same time. Google sees snippets as not having anything to do with local intent.
We’re set the start debating semantics rather than SEO. Here’s a key example: User input: How do I bake a Bundt cake? User correction: How long does that take? Google correction: How long does a Bundt cake take to make? This will change the way we do keyword research.
Sam offered tangible methods and techniques on how to dominate major news events and capitalise on the increase in keyword mentions.[Slides TBC]
A friendly reminder to tidy up pages you are not looking at, are probably not the ones search engines are having a problem with.
Search volume is not the best judge of what keywords you should target. For instance, at TechRadar their preferred Black Friday ranking was long tail… rather than outright Black Friday, as they saw that it drove more revenue.
If you are operating the users best interest. You will most likely see an improvement as updates come through automatically! That’s what we preach at Koozai!
In this talk, Maria cited how site speed performance can become a culture of performance, rather than a mundane box ticking exercise. She explained the value and impact to the user and insight on how to improve site speed.
Maria shows us some useful tips on how to analyse site-speed, with a particular focus on using the Lighthouse tool – this can do things like showing you how long each request takes
Maria talks about the importance of education for the rest of your team, to ensure that they are empowered to help improve site speed. Creating benchmarks and guidelines as well as having regular meetings and training sessions are key actions that you can do.
Site-speed is a never-ending endeavour – maintain expertise, continue to measure performance, keep working on it, and continue to celebrate successes.
Great presentation from Laura on boosting your digital PR and outreach with a fast paced talk and lots of Peaky Blinders references.
Unlinked brand mentions, simply set up Google Alerts and Talkwalker Alerts.
Journo request on tweetdeck is all about the speed of turnaround #journorequest #prrequest #bloggerrequest. With newsjacking only stick to positive events – Oreo is the kings of this
FOI (freedom of information) requests – this is really good for stats releases – request info from public services, but it can take up to two months to turn around, so plan these campaigns ahead.
PR needs a good story – local press will promote anniversaries and talent acquisition, but National press will want something a bit more fun and ‘out there’ to break through the noise.
Corinne explained how businesses don’t need to spend thousands on their PR to get great press with an insightful talk offering specific strategies for SMEs working on a tight budget.
One thing that journalists want (that many marketers forget) is photographs.
One way to get ahead of the competition is to provide stories that predict the future.
Appeal to communities to give your stories further reach.
An interesting talk on understanding answer engine optimisation, Jason discussed brands and brand identity and convincing Google that their brand is the answer for the users’ query.
Google algorithm is comprised of supervised, unsupervised & semi-supervised machine learning. Only so much of this can be supervised. There isn’t enough data in the world for search engines to use without the machine learning aspect. They have to teach machines to learn.
60% of the answers in the related answer box do not rank for the actual result! This is another big pointer to voice search guided keyword research.
Always search your brand and reviews. Have a look and consider that that’s what search engines think about you. Pick four review platforms and work hard at them.
Great Local link building presentation with engaging movie images for every slide, what more could you want.
Local link building is about asking the right questions when you onboard a new client, you’ll find a lot of clean-up opportunities (it’s already happened, you’re just linking the unlinked menus.
It’s quite easy to get links locally, lots of ways you can through looking at what events/clubs that you provide sponsorship for (local football team etc). Local clubs and organisations – would they be interested in your product/service? Council sites – add to the events section and list your event with a link – high DA.
Offer an exclusive discount code for your service for that organisation/area.
What do competitors have that you don’t have? If they’re linking to your competitors then it’s probably easy for you to get a link, too. Although you need unique links to win the algorithm, so if you have the link too, it’s no longer a unique link for your competitor!
Look at similar businesses in OTHER cities – so you’re not stuck in a bubble.
Bastian’s talk gave insight into how to make your website work as fast as possible with a particular focus on content above the fold.
It’s important to think about the different stages to load time. You can use the profiling tool within Chrome to see when different elements load:
So how can we optimise so that above-the-fold content as quickly as possible? Bastian points out that Google doesn’t use style sheet information on its own website and this actually helps to reduce load times. However, is not practical for most websites. An interesting technique is to ensure that critical information is in the HTML, and below-the-fold is in style-sheets. He mentioned a tool called CriticalCSS to help with this.
Other important considerations include optimising images – images can take up 50-70% of request time. Bastian cheekily pointed out that even the BrightonSEO homepage has a background image of 1.2MB that could be optimised much better! There are services such as Cloudinary that actually automate this process by serving up the most suitable image format automatically. Also, worth considering is use of custom fonts as this is something else that has to be requested externally, therefore slowing down load times for critical content.
There were obviously more talks than Koozians at BrightonSEO, as such we weren’t able to review everything, however all the remaining slide presentations from the talks we didn’t get to watch are available to view here:
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