The best brightonSEO takeaways
The search conference brightonSEO might be over for another year, but the ideas and knowledge learned will help the team at Relevance roll out impactful campaigns for our clients.
Spanning two actioned-packed days, brightonSEO is one of the world’s largest SEO conferences, featuring 120 talks by leading industry experts.
We summarised 100 brightonSEO takeaways – have a look and feel free to download our full document below:
BrightonSEO takeaways: Content marketing and branding
- It’s not possible to calculate the full return on investment when it comes to content. A common-sense approach is required.
- Content cannot not bring value if it gets traffic and talks about your product.
- Before developing any content, gauge its search traffic potential, business potential, ranking difficulty, and the effort and resources required.
Social media and video content
- Content isn’t king anymore. Instead, it’s the emotion that you are selling with your content. Videos are perfect at conveying emotion, therefore more if not all marketing should be video-first.
- Short content is on the rise. The big social media platforms are investing in short formats by offering content creators high shares of advertising fees to create even more short content.
- Platforms monetise the tools they offer. Marketers should always be on the front lines of testing new tools and features as they promise high engagement and trending content.
BrightonSEO takeaways: E-commerce marketing
- Optimising PDPs (product detail pages) is the first crucial step for successful e-commerce as it drives conversion. Indeed, 81% of consumers remember PDP.
- The best strategy for e-commerces using Amazon and other marketplaces is to filter products by keywords.
- Don’t forget to add at least one relevant keyword to each product specification section – specifically, in the six descriptive bullet points on Amazon PDPs.
- Check what customers or potential customers think of you. Type your brand name + reviews on Google to understand your starting point.
- Choose a relevant platform to generate reviews. If it is good to have feedback on different websites, it is even better to have multiple reviews on a platform that really matters to your audience.
- Don’t be scared to ask for reviews: customers are more likely to leave a positive comment if asked. Be friendly and make sure you make it easy for your customers to leave feedback. But above all, be sure it’s the right timing when requesting feedback.
Google Analytics 4
- Don’t fear Google Analytics 4. GA4 helps give clarity between users and sessions and makes data analysis easier to understand.
- GA4 can analyse helpful content, allows for important integrations, and allows for cross-platform app analytics.
- With server-side GTM, GA4 enables teams to track events and conversions in a server-side environment, bypassing browsers and privacy implementations.
SEO & technical SEO
- To avoid keyword gap fear understand your potential customers, know the competition better than they know themselves, and be ready to immediately adapt. Research your digital space and who else is appearing there.
- Always be aware when doing keyword research that people use different names for the same stuff and the meaning of words can change depending on countries and cultures.
- Explore what content is current and what people want to know. This will help you understand the desires of your audience.
- Create your client’s wish list, and source the journalists on Twitter, or directly on the magazine’s website. Subscribe to their Twitter account so you can receive their email alerts or requests when they send one out.
- Make sure you only send journalists PRs that are relevant to what they write about.
- Be quick to react to any email/journalist alert and be mindful of deadlines.
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