Key Highlights From Brighton SEO 2015
Insightful, eye-opening and highly-varied, Brighton SEO 2015 delivered in abundance. Held last Friday in the Brighton Dome, the event once more combined some of the biggest names from the world of digital marketing to great effect.
Throughout the day, our eyes from Evoluted were fixed firmly on the Concert Hall stage - which showcased some fascinating talks on current search engine, social media and content trends. Intelligently positioned to discuss the crossover between the three, the day threw up plenty of thought-provoking suggestions for how to grow a brand online.
Some of the heavy-hitting talkers gracing the stage included David Mihm from Moz, Greg Clifford of DealerOn and Dave Trott; who provided the closing keynote speech. Each offered their own unique insight into their respective fields – with their views further enhanced by all the other excellent speakers.
To highlight some of the key issues from the conference, we’ve digested, summarised and offered our own opinion on some of the key themes that stood out from the day. The points are worth a read if only to reinforce your existing strategies:
Your Approach to Content Creation
As content marketing has become more influential in terms of ranking websites, the amount of copy online has increased and led to a somewhat diluted marketplace - often consisting of businesses talking about themselves.
To stand out, you need to adopt a content creation strategy that’s carefully-targeted towards long-term results. Some of the relevant points raised at Brighton SEO 2015 included everything from the evaluation of your entire creative thinking process to the often lost art of proper research.
Highlight: Christoph C. Cemper’s intelligent views on why long-term link-building ‘impact’ is a far more tangible way of measuring content marketing success than disposable ‘buzz’ from social media.
The Importance of Outreach
Equally important as the content you create is the way in which you distribute it. One thing that really stood out in terms of how best to go about this was the importance of building up long-term relationships.
Whether that’s a strategic partnership with competitors, or a mutually-beneficial one with the press, there are various tactics you can employ to further the reach of your content. As ever, the quality of the copy you put together will have a big say in how successfully it’s linked to.
Highlight: Pippa Moyle’s presentation on the benefits attached to becoming a media source - and how you can leverage competitor brand campaigns to your advantage.
Understanding the Limits – and Potential – of Social Media
When leveraged in the right way, social media can be one of the most powerful tools in your digital marketing arsenal. It can also be the making of your downfall. So how do you make sure to take advantage of the benefits it has to offer?
The key is to understand where to use it to your advantage. For enhancing brand reputation and building momentum around a product or service, it’s perfect. If you’re hoping for long-term link building effects from social shares however, you may be better focusing your efforts elsewhere.
Highlight: Cathal Berrigan’s talk on how he’s helped combine parody Twitter and Instagram accounts into one of the leading influencer marketing agencies in the world.
The Changing Landscape of Local and Mobile SEO
Advances in mobile technology - and a change in how users are accessing information online – are both increasingly altering how businesses are required to approach mobile and local website optimisation.
One thing which really stood out from Friday’s edition of Brighton SEO was how reading slightly ahead of the existing search engine algorithms could put you ahead in the rankings - effective app optimisation and encouraging mentions on specific sites are two factors which are likely to become increasingly important.
Highlight: Greg Gifford’s memorable slot on local SEO, which used colourful movie references to illuminate a very strong presentation on how to generate results in the local SERP’s.
Looking Ahead and Adjusting Appropriately
As 2015 rapidly disappears, SEO’s and digital marketers will need to adapt more than ever to survive in what’s continuing to prove a widely competitive and crowded industry. Simply sticking to the tired ‘Content is King’ mantra will no longer be enough to get the rankings you desire – it’s malleable, well-researched and skilled marketers that are sure to enjoy the most success.
Handily, here at Evoluted we have a number of such professionals within our team who can help implement the marketing strategy you need to stay ahead of the competition. Call us today on 0114 272 9753 to find out more.