This was my second visit to BrightonSEO, run by Kelvin Newman from SiteVisibility. As the one in March, this was jam-packed full of speakers all with interesting presentations covering every element of SEO you could think of.
This was the reason there were 1700 attendees, the biggest number at BrightonSEO so far (hence the line of those in the photo on the right).
Once again, Kelvin has exceeded himself with Brighton SEO. A great event and the best part is there are high quality speakers and it is open for all (as it is free).
Here is a look at the line up at BrightonSEO, I nearly every session and have tried to summarise most, where I have the presentations, have provided a link to them.
Dave Trott was a great speaker, he did not have any slides and also used an overhead projector, classic.
Dave spoke about pure creativity and applied creativity.
Predatory thinking is about changing a problem you can’t solve to a problem you can. How can you stand out against all the advertising messages?
The big problem is that people do not understand the media. That is why 89% of advertisements are not remembered. The media is actually the “punter”, the buyer of your goods or services and there are three ways to communicate with them to be effective.
These are all in a triangle, with Impact being the smallest and Persuasion being the bottom and largest part of the triangle.
You need to stand out if you want to get ahead of your competitors. Dave went on to say it may be hard to be different but you cannot blend in. You need to target one group of people for these advertisements, opinion formers.
Dave said there are 2 types of people:
1) Opinion formers (those who are the leaders, are the first to try out something new)
2) Opinion followers (those who follow and listen to the opinion formers)
Do the advertisement for opinion formers who are the ones to stand out and who make 6, 12, 24 followers. The Opinion formers will like the new advertisements and buy the products. Their opinion followers will then copy them and buy the same products and then tell their opinion follower friends and so on.
Case Study: Advertising the iPod
The original iPod was a fantastic invention, it was best way to have 1000 songs on a small device which you could carry around in your pocket. But if you have it in your pocket, how can people know you are listening to an iPhone? Everyone at that time had black headphones and therefore Apple sold the iPod with white headphones. Therefore it was clearly visible to those who had an iPhone or not. The opinion formers liked the fact that they were different by wearing the white headphones and the opinion followers then followed.
A great example of how to turn a problem you can’t solve into a problem you can solve.
Antony Mayfield gave an interesting presentation about putting SEO in the context of brand marketing.
He talked about the fact that many people are too dramatic. It is always SEO against another media as below:
SEO vs Content
SEO vs Social
SEO vs PR
SEO vs UX
sEO vs Creative
SEO vs Customer
SEO vs Insight
SEO can be very strong as part of the marketing mix. It is weakened when:
SEO is not a monopoly, it is about collaborating with others as they are all after the same goal.
Mckinsey highlights industries may be spending money in the wrong sector. Customers are using search and social media reading reviews before they buy a product.
To sell in SEO to prospective clients, you should have an SEO case study,
Stephanie Troeth – User experience strategist, Freelancer
Stephanie gave an interesting presentation about user experience (UX).
Stephanie prefers to define UX as the photo below:
Stephanie said customers have two reactions to your brand, either emotional or rational. You have to decide what reaction you want for your brand.
Great presentation from Stephanie, unfortunately she had to shoot off straight after, but she can be contacted via Twitter @sniffles.
Martin Belam – Principal Consultant, Emblem @currybet
Martin gave an insightful presentation about 5 things that make sure that your SEO efforts are part of making a better UX. The summary of his presentation can be viewed on his site.
3) Crazy antics
4) Site performance
5) The law of unintended consequences (UX and SEO)
Rebecca Weeks – SEO Associate Director, MGOMD @BeccyWeeks
I really enjoyed Beccy’s presentation which was based on a client they had for a 7 month trial. The clients had 52 keywords and wanted MGOMD to improve their rankings during this time through only through link building.
In house they have a great team of content writers and initially they carried out the following:
Then Penguin hit !
OMD did not want to see their rankings change after each update, they therefore went amended their strategy and used a mixture of branded keywords and local keywords in their link building. They also went back to their previous sites they had syndicated to and amended the anchor text.
Will Critchlow – SEO Consultant, Distilled presented the deck from @TomAnthonySEO
Will Critchlow presented Tom Anthony’s presentation who was unable to make BrightonSEO. Will went through the deck about where the internet was, where we were 10 and 20 years ago. The full presentation is on slideshare. Tom also published the write up of API?WTF? on SEOmoz.
How the web is consumed
20 years ago we had to make a conscious effort to go online. 10 years ago, we could acess web from more places. But average user was only spending 40 mins a day, now it is 4.5 hours. We can do it anywhere. Where can we go from there? Are we going to spend 48 hours online? Probably not.
How the web is searched
At the beginning directories was they only way to find good websites. Now the web has evolved and when we are searching for something with an attribute, different results come out, local, video, images, news etc.
At the moment, we are at a turning point. We are already explaining to the machine, taking to the robot. In the next 5 years we will see? More computers talking to computers? There is already Google glasses. There is already the Nokia App, augmented reality – integration with the real world, it is talking to another computer. There is also the Amazon app where you can scan a bar code with your mobile.
The next questions will be, how do you do SEO for APIs?
Richard Baxter – Founder, SEOGadget @RichardBaxter
Richard’s presentation about how to be a better SEO gave some great tips for all those in the search industry. SEO takes a long time master. To stay on top is no small task and it takes a long time to keep your knowledge fresh. SEO Gadget is the result of a dedicated team which has grown to 14 people in the space of a couple of years.
Two of the first two ways to be a better SEO are:
1) Decide what your goals are
2) Get a mentor
It is important to set goals from the beginning, then you have a plan to work with you. Your mentor can also help you to achieve these goals. I would like to write more, but this post for the Brighton SEO Roundup is already getting very long
The full list of how to be a better SEO are on the SEOGadget blog.
In SEO, you need to be the one to influence the business. If you want to be the SEO guru, you need to do something different, Tony summarised to deliver SEO in your organisation, you need to follow these 3 main steps (each with 3 sub steps).
- Know your market
- Know your competition
- Know your website
2) Development phase
- Know your objectives
- Know your strategy
- Know your limits
3) Implementation phase
- Know your audience
- Know your stuff
Lynne Murphy – Reader in Linguistics, University of Sussex @lynneguist
Lynne put together 5 lessons which highlighted some of the differences in spelling and the reason why between American English and British English. Lynne is going to present this deck at a few other conferences and therefore was unable to share the presentation. If you are interested in it, please tweet @lynneguist.
I really enjoyed this presentation by Lynne, probably because I have experienced this first hand coming from English parents yet growing up through the American school system.
Aleyda Solis – International SEO Consultant / Founder, Orainti Search Marketing @aleyda
An excellent presentation by Aleyda about how to create and optimise a mobile site.
Yousaf Sekander – Head of SEO, Elevatelocal @ysekand
Yousaf believes content is not king, it is the kingmaker. Producing shareable and compelling content is not easy or cheap to do, here are Yousaf’s slides from Brighton SEO.
Simon Penson – MD, Zazzle Media @simonpenson
Berian Reed – Head of Search & Online Partnerships, Auto Trader @berianreed
Sion O’Connor – Marketing Director, Vanquis Bank @sionoconnor
Jason Woodford – Chief Executive – SiteVisibility
Jason talked about the reasons to be cheerful as an SEO industry:
Going forward there are 4 things we need to do as SEOs:
1) Act like a real business
Quality – for a great job and deliver the promise.
People – develop and nurture our people.
Profit – charge for the value your creating.
2) Lead growth out of recession
3) Help a charity achieve its wildest dreams
4) Solve the skills shortage
- including 1 million 16 – 24 year olds who are out of work.
SiteVisibility already collaborate – SiteVisiblity, iCrossing and WhiteHat Media. We are working together for WiredSussex for the collective good.
Danielle Fudge – Head of SEO, Forward3D
This was a really interesting presentation on how to use Pinterest for SEO.
Danielle recommended a tool that her company has built called Pinalytics with SEOs in mind. They are currently giving out free data trials. Contact Danielle.firstname.lastname@example.org if you are interested in taking a trial.
Tom Lewis – Head of Professional Services, DC Storm
Tom Lewis addresses the issue that everybody thinks attribution is a new term, it is not. People know that branded SEO and PPC get a lot of that cake. Tom said the attribution needs to evolve and we should not be limited by the cookie window. It should focus on clustering visits based on delay between interactions.
Anna Lewis – Digital Marketing Executive, Koozai @Koozai_Anna
Anna went through 7 useful reports in Google Analytics.
BrightonSEO took place at Brighton Dome on Church street, same location as last time. Headline sponsors were:
Advanced Web Ranking
Brighton Digital Festival
And of course Site Visibility
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