BrightonSEO 2014

Strategy

Ian MillerMatt Roberts Stephen Croome

“Google is no longer a search company, it’s a data platform” -Ian Miller

● Google doesn’t want to be the company that didn’t react or change as a business● Content isn’t king; context is. It will matter more where your users are and what

they are doing● SEO teams should be working with media buyers to optimise the entire search

funnel● It's important to think about what other pages the user will be visiting at each

stage of the buying cycle● SEO is a two sided education coin with learning on one side and teaching on the

other

Insert Picture

SERPsModerated by Gerry White

Gary Moyle Alec BertramDavid Whatley & James Robinson

“I realised I’d had to download 50k CSV’s a day – which is impossible – so I did what any sane person

would do; I automated it.” -Alec Bertram

● Data shows that people are far more willing to scroll down...even onto the second page

● Branding plays a huge part in CTR – around a 10% difference on P1 clickthrough.● CTRs used for forecasting is vital – both in winning business and working out

what’s feasible.● The launch of OpenCTR a project to create anonymised open CTR data● It’s all about NAP (name, address, phone number) consistency● There aren’t shortcuts to local, just make your way through citation, citation,

citation

OnsiteModerated by Teddie Cowell

Dipesh PattniDan PatmoreJon Earnshaw

Insert Picture “Content Strategy was the past…Content Journey is

the future.” -Dipesh Pattni

● Content factors can be summed up in the Content ARC:

○ A: Audience

○ R: Relevant

○ C: Compelling

● Content has to relate better to the audience in a compelling manner

● Driving presence wherever it can be organically driven is vital

● Technical natural search should be prioritized

● Monitor the visibility of your content daily

● Always investigate suspicious flux

Links

Aleyda Solis Laura CrimmonsKirsty Hulse Gisele Navarro

“We can create content that’s actually meaningful to them – because we’ve been stalking them – and that’s

powerful”- Kirsty Hulse

● PR agencies are rightfully worried about engaging due to SEO’s history of spam● Use SEO tools to show changes in traditional PR metrics● Online personas are often different from offline personas● SocialMention is a good social analysis tool● Translation, tone and outreach are very different in different markets● The 5 types of content curation are aggregation, distillation, elevation, mashup

and chronology

DataModerated by Matt Roberts

Aaron FriedmanEmma HaslamAlexandra TachalovaDaniel Kershaw

“Let data change how we visualize concepts and present them to clients”

–Aaron Friedman

● Know the story you want to tell with your data

● Visualize your data in cool new ways; think outside of the box

● Objectives, KPIs, and targets are very different things; treat them as such

● 70% is the most effective motivating discount when dealing with value hunters

● Tweets including the word "hungover" statistically lag 12 hours behind other

drunk tweets

Technical Moderated by Dan Bell

Tom BennetAdrien Menard & Annabelle BouardTom WhittamGerry White

“Set your own thresholds and don’t be afraid” -Tom Whittam

● Link Monitoring:○ Negative SEO○ Ahrefs New/Lost links○ GWT link dates

● Download links, use multiple sources (GWT, Majestic SEO)● Use pivot tables to identify patterns (anchors, number of links, type of links)● Contact webmasters directly to remove links● Google Docs can be used to monitor clients● Google Sites can create dashboard for google docs data

SemanticMatthew BrownJan-Willem BobbinkDawn AndersonMarcus Tober

“You shall know a keyword by the company it keeps.”

-Marcus Tober

● SEO has become more of a strategic element within the company

● Organize your site like a library to make it easier on Google. Take a good look at

your categorization

● You don't need to go to battle over links if you win on relevance

● Context is king is right. But without content you can't give context to Google

● From 2013 to 2014, site speed is the biggest game changer in ranking factors

within Google

● A page beats a page, not a site beats a site

AnalyticsModerated by Phil Haslehurst

Nikki RaeLukasz ZeleznyDara FitzgeraldAdam Lofting

“Effective visits like a sir!” – Lukasz Zelezny

● GA Project Stages: Initiation, Analysis, Design, Implementation, Testing

● Audit is conducted to:

○ Understand the business problem

○ Understand ability/knowledge of client

○ Specify issue and tasks

○ Write recommendations

○ Propose further opportunities

● Effective visits = Visits – (visits * bounceRate)

○ It represents a real quality of traffic and value

○ It affects on page optimization and conversion rate optimization

See you at #BrightonSEO

2015

@vervesearch