SEO News and Tips from BrightonSEO 2017

September 20th, 2017 in SEO 2 minute read

The 15th September rolled around and there was only one place you could have found us and that was at BrightonSEO.

Based in the seaside location, BrightonSEO is the perfect one-day conference and training for SEO’s from all over the country. For us here at Zeal it’s a great way to take in new SEO insights and use it as a checklist to back-up our methods as an agency. We’ve put together our top 5 SEO takeaways from BrightonSEO 2017.

Righteous tips for building totally excellent local links

Greg Grifton themed his entire presentation around 80’s movies, filled with hilarious dad jokes and SEO related puns his seminar gave a thorough-run- through about the basics of link building and why it’s important, stating facts such as links are votes for your website, the more “votes” you get the better your site ranks. He moved onto talking about local link-building, a strategy that consists of getting links from a local business in the same or related industry.

Why micro-influencers aren’t the only solution to a case of Marketing FOMO (Fear of missing out)

With statistics such as “92% of consumers trust earned-media above all forms of advertising” (Nielsen, Global Trust in Advertising 2012) and “75% of UK marketers will up their spend on influencer marketing in 2018” (Rakuten & Morar Consulting, July 2017), it’s easy for marketers to feel pressured into influencer marketing without thinking about media challenges, such as how to stand out in a competitive market and how to measure results. Allyson Griffiths explained how to get it right with four key points:

1. Mission – focusing on a single-minded objective, whether it be direct revenue, data capture, increase in social following, the list goes on and defining your strategy.
2. Matching – knowing your target audience and matching that with the type of influencer you choose.
3. Measurement – measuring according to your objective, what does engagement mean to you? Direct sales? Increase in social following etc.
4. Maximise – push to your owned channels and drive, drive, drive!

Have you got a brand story?

Mindy Gofton shared some great insight on brand and audience engagement. A key point raised was about brands taking the time to not only know their audience but to know their own voice and narrative.  When it comes to audiences recognising a brand’s personality, 41% of consumers felt that brand personality is expressed through website
content while 59% felt that personality is expressed through the way brands talk to their customers.

With that being said, do you know your brand story, do you know your customers and the language they use and are you authentic with it? These are all key not only in putting your brand out there, but also keeping your audience loyal.

Google Tag Manager has some SEO ability which is both scary and worthwhile considering

Google Tag Manager is capable of adding all sorts of in-page search engine optimisation (SEO) elements, including those that affect no-follow and no-index meta-tags. This is very alarming and useful for SEO’s to investigate.

Influencer marketing desperately needs tracking metrics

85% of brands do their influencer marketing in-house and as a consequence do so very often in silo and outside of any greater joined up campaign planning or way of measuring ROI across their own sites.

If you’d like to talk to us about any of the above topics and how we can help further your own SEO efforts don’t hesitate to get in touch.

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