Brighton SEO September 2016 - Bigger and better than ever!

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Last Friday myself and Elliot made our bi-annual journey down to Brighton for the fantastic Brighton SEO. Instead of wandering to Brighton Dome, this time around the venue had been supersized to the beachfront Brighton Centre. 

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Kelvin Newman and his team have taken this event from 'a room above a pub' to one of the most well-respected SEO and Content Marketing conferences in the world. Offering insights to its delegates free of charge. 

So what did we learn? We mainly stuck around the Main Stage due to the broad range of talks and giant deckchair (more on that later). 

Links

The day kicked off with Stacey MacNaught who spoke about the principles of link building. Recommending how best to approach bloggers, regional press and national press and build relationships with them over time. One particular top tip was to request their Forward Features document prior to contacting the site about a specific piece of content.

Paul Madden then followed up Stacey's talk with further recommendations to treat outreach as a continuous process, not just part of a project or campaign. He also suggested niche publications can perform better than nationals in some instances as the link has more ongoing equity. 

Content 

Following on from the technical aspects of links and third-party content placements, Hannah Smith from Verve Search talked passionately about the importance of creating content that people have a strong feeling or opinion about. Ultimately creating content that resonates with people. If you don't do this, your content will fail as people don't share formats, they share ideas.  

Email

In the content marketing track, we also heard about the latest email marketing trends. Steve Linney from emrkting discussed how to ramp up email advocacy for event mailings from first signup to the event itself. He also recommended partnering with others to send out affiliate emails to their database to extend reach. 

Social Advertising 

The excellent Greg Gifford flew back over from the states again after his Local SEO talk became the stuff of legend at the April conference. His 'bullet points kill kittens' quick-fire swear fest once again went down very well to a post-lunch audience. He talked about the importance of using the Power Editor to setup Facebook Adverts to utilise the enhanced demographics and targeting options. A further recommendation was to load in your email database and use it for lead nurturing adverts, you can even segment your list and show ads exclusively to recent purchasers, or even exclude depending on the advertising intent. 

Overall Takeaways 

In terms of top tips, the key points we saw mentioned across the day were:

  • To consider customer motivation and what would resonate in every piece of content you produce. 
  • Invest time in strategy, data and relationship building to garner the greatest results. 
  • Use email marketing and social advertising to extend the reach of your content, build customer advocacy and ultimately, get good quality links back to your website.

We also learnt that Brighton seafront can be brutally cold, wet and windy in bad weather, as our lunchtime selfie proved. But the afternoon seating arrangements provided light relief.  

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That's all for now folks, roll on April! 

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