You may have seen from earlier this week, we published our blog on the BrightonSEO conference and training event, the twice-yearly trade show that is a must for anyone involved in digital marketing and web development.
If not, refresh your memory here.
Here we look at three specific speakers, all from different backgrounds and companies, who examine some key elements of SEO and web development. If you’re reading this and you’re already advanced in SEO, some of the strategies and skills these speakers advise will be second nature to you, yet might benefit others with less expertise under their belts.
As a side note, one of BrightonSEO’s most rewarding traits is the depth of knowledge shared among so many business owners, strategists and influencers. Communicating ideas and insights is all what these conferences are about, and they provide a great opportunity to network with sponsors, other businesses and representatives from Google, Bing and other SEO influencers.
Here are the talks that stuck out:
Alexandre talked about methods in which to grow organic traffic on product pages, as a result of keyword and SERP analysis.
Talking from experience and using a case study of the 14 largest E-commerce websites in the UK, Alexandre discussed the SEO opportunities that existed within the trade and the ideal steps to take to hit those high conversion rates.
While blogs are a phenomenal way to boost organic search traffic, optimising product pages in the same way can offer a higher chance of conversions.
He delved into some key areas:
Some other interesting takeaways:
Clearly there’s more than just writing alt tags for images!
It would be fair to say that Lukasz, a well-established, highly-rated, London-based speaker and consultant, knows his onions when it comes to SEO. His speech centred around comparison sites and how to identify areas where SEO could be improved using GAP analysis.
Picture this; you run a price comparison website.
Shocking right? But…there’s a remedy.
By using Lukasz’s SEO Search Volume Golden Circle (based on Simon Sinek’s Golden Circle) look at the keywords objectively.
First, we have to look at keywords that ask “HOW”, followed by “WHAT” and then “WHY”.
By narrowing down keywords in this order, by the time you finish, you are likely to have a far more condensed set of keywords that you can utilise to enrich your content pages to the fullest.
Using SEMRush, you can narrow it down further by finding the top 20 keywords containing “HOW”, as an example, that your competitors are ranking for.
You can also maximise the keyword difficulty limit, which makes your parameters somewhat easier to pinpoint.
Using Keyword Magic Tool, you’re able to find common and duplicated keywords from your GAP analysis and determine your final list of organic keywords that will work for you.
Very insightful and entertaining speech from Lukasz.
One other talk which I found supremely beneficial was Ant Robinson’s speech around localised SEO in terms of entity development and brand building.
Ant provided some insight into how local search produces higher buying and footfall conversion rates, and that 28% of local searches result in a purchase within 24 hours.
Local SEO is dependent on something called entity development, which is built upon several factors (or ‘signals’) which will, collectively, help boost organic traffic to your website in local (AKA “near me”) searches.
25% of the signals is made up of Google My Business (GMB) account optimisation.
In other words, ensuring that Google has important and up-to-date information about the business and the Services page encompasses applicable and relevant search criteria.
Linking to individual location landing pages, predominantly as ‘no-follow’ links and Reviews are both signals that Google uses to assess an entity’s quality.
Regarding the latter, prompt responses to reviews is best local SEO practice.
Citation accuracy, social signals, local personalisation and on-page optimisation are all of paramount importance in ensuring wholesome localised brand development.
Supremely detailed, informative and a popular choice amongst attendees. Surprising to see that so many local businesses haven’t mastered simple GMB techniques.
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