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Relevance at BrightonSEO

Relevance at BrightonSEO

BrightonSEO – always worth it! The ideas you pick up from these SEO authorities is invaluable. Our clients demand cutting-edge strategies, and this is a great place to find them. And, it’s free entry. This year a 4-person team from Relevance met in sunny Brighton (NOT). Two came from our UK offices, two from our Monaco HQ; a meeting of minds. We were also treated with a John Mueller from Google interview on the main stage. He is a legend – it was so nice to tap right into Google him/herself. He was pretty Google and standoff-ish, but it was great to get some advice about the huge new mobile-first algo change.

Look, I know you don’t have time to spend all day reading waffle, and I don’t have much time to write pages of content about the hundreds of issues that came up during BrightonSEO…… I have put everything down in bullet points. I have added the presentation notes where possible to if you want to dive down any particular vertical; that would be your best bet.

Here goes……

John Mueller – Google 

What happens if there is less content on the mobile version and what can we do?

We are only indexing one version don’t worry about it.

What about hidden content on mobile version?

At the moment you can have hidden content, but we will see.

Should a company with low mobile traffic still give the same importance to mobile?

Yes – mobile is the future.

With so many changes happening – do they still know what is going on at Google?

Yes we have a huge and highly efficient team.

When can we expect a better Search Console?

Check the API there is a lot of good info in there.

Can you confirm the best way to deal with huge websites that have thin content & don’t change much?

Should we be proactive for disavow?

Yes take care of issues yourself but disavow is mildly dead.

Is Google Male or Female?


Peter Watson-Wailes – Tough & Competent – Customer Experience Agency

A New Era for the Digital Agency

Charlie Whitworth – Banc

Dealing With Tricky Development Resource


The relationship between devs and tech SEOs has always been a battle

It is very difficult trying to get SEO implemented

From July mobile responsive will be most important plus HTTPS


These make it difficult to get your items implemented

At Banc we always do forecasts for our clients


A few hacks

Mark Thomas – VP Customer Success EMEA at Botify

How much positive impact can crawl budget optimization have in a mobile first index era?

Mobile 1st

How to Audit your mobile site

5 areas

Recommended Approach

Barry Adams – Polemic Digital

Technical SEO in the Mobile First Indexing Era


Responsive design is what Google wants

Double check everything

Arianne Donoghue – Epiphany

Paid Media Development Manager at Epiphany Search

The PPC Automation Revolution is Coming




ASAP Utilities – templates, process




Most reports never get opened

Ask why things happened – what worked, what didn’t

Metrics that are valuable

Full Automation – GOAL

3 potential workflows

Start Simple – General Summary

Need to add value to the business

Magnificent 7

Ryan Bertollini

CDK Global

Combining PPC and SEO strategies to improve CPC averages and save money with your ad budget

Chris Rowett

Journey Further

Supercharging Google Shopping

Google is showing more shopping

Shopping spend has increased over search campaigns

Creating Shopping Ads

Sharing Data

Differentiate your product

e.g. Thread count for linen

Get Nerdy

Shopping is a game

Stephen Kenwright – Branded 3

How to Report in 2018

Grit by Angela Duckworth

Performance Metrics

Predictive Metrics

User Metrics

What have you done and how does that compare to what you wanted to achieve

  1. The Boss wants the pure numbers
  2. Client wants to see your performance over time
  3. The other teams want the same metrics as you
  4.  IT wants what has gone wrong


Scaling Up by Verne Harnish

3-5 years where do we want to be

Metrics that are going to happen in 6-12 months

Scroll depth

I can increase revenue by 400%

I can increase revenue by £432K if we spend 20K over the next 2 years

Anna Lewis

Polka Dot Data

Top Customisations in Google Analytics

Tag Manager Tag Manager Tag Manager

Event Tracking

Engagement, micro, and macro conversions

Event Tracking – always add category, action, event

Custom Dimensions

Product Level

Session Level

Enhanced Ecommerce

Lead Gen

Tag Manager God =


Best Practice

Dana DiTomaso

President at Kick Point

The Math Behind Effective Reporting

Google Data Studio IS GREAT

Google Data Studio is about Math!

Revenue reporting into a non-ecommerce website

Sessions don’t convert, users do

How much more would you make if you increased conversion rate?

Show client predictions if they spent more

Use custom metrics more

Minimalist reporting

Quitter la version mobile