Brighton SEO is a digital marketing conference held twice a year. The conference has grown from a conversation in a pub about some SEOs getting together to the biggest conference of its kind in the UK. I, along with several of my colleagues, recently attended for the third time, hoping to boost our digital marketing skills and learn new ways of working. One of the reasons I am always keen to attend is that I find the talks insightful and I am able to take away actionable tips that I can apply to my daily activities. As I work within content and outreach, the majority of talks that I decided to attend this year covered these two topic areas. In this post, will be sharing five things that I learned from the conference that I hope you find useful as well.
Utilise Facebook Audience for Data Led Campaigns
In his talk ‘Data Journalism: A practical guide to winning big links’, Ross Tavendale spoke about the importance of research before pitching to a client. During his talk, he spoke about using Facebook Audiences to help determine your target audience in detail.
He described how you should start by inputting keywords and products into Facebook Audience to see stats and pages that people interested in these topics follow. From this activity, you can then brainstorm a list of ‘this person is’ vs ‘this person isn’t’ to help build an idea of your customer base and make general assumptions about their interests.
He went on to say that you can then add these elements to your ideation project, thus helping you to create ideas that will target people more likely to share and engage with your content. The result of this activity would be that you increase the potential for earning big links from your marketing campaigns.
Re-use Successful Content
This learning might seem like an obvious one but is something I can imagine is largely overlooked. In his talk ‘Creating the best content in the world’ Matt Siltala emphasised re-using content that has worked well for you in the past, repurposing it with a different angle.
As an example, Matt shared with us a cute cat infographic called ‘Social MEowDIA Explained’
As this performed well it has since been re-purposed with the same format, but instead of using cats they used dogs to demonstrate ‘Social MEdogIA Explained’ as well as creating a feline redux edition ….. you get the drift. Matt says that: ‘Every single day this graphic continues to get shares and mentions, as well as used in presentations all over the country. Government and Education use this graphic and it has been translated into 5 different languages (by request).’
Equally, as well as repurposing your own content that has performed well, you can look at previous competitor content that was successful – if it is outdated or if you can put your own unique new angle on it, then go for it!
Think of Your Website as an Ecosystem
In his talk on ‘Contextual optimisation: How to create value led content for your ecosystem’ John Brasington explained that your content needs to build your website as an ecosystem with topics, articles, and sub-topics that develop a network of authority.
To do so, John suggested that you consider how any new content will impact your existing ecosystem. And that to get your ecosystem in order first, you will have to look at ordering your existing content into categories and subcategories. Making sure that you have grouped together any complimentary ideas already on your website.
He went on to explain that you can perform a site command to find any relating content that can be grouped to create new categories or hub pages – depending on the amount of existing complementary content you have. Also, he said you should think in terms of what is useful for people reading your website and group these topics together as well. He argued that not only will this tactic help with your rankings, it will also make your content and website more user-friendly, too.
Get Journalists Lined Up Before Creating Content
In her talk on ‘Securing Your Links Before Producing Your Content’, Stacey Macnaught said that you should secure an interest in your content pre-production. Her top tips for doing this include:
1. Understand the audience to which you wish to pitch your content
2. Study media kits: You can find a lot of information in there for free that can help you to pitch at the correct angle to publications and get them interested in your story.
3. Contact 3-5 journalists with your idea before starting your content: They may come back to you with interest and feedback.
During her talk, Stacey also recommended reading the following book, which I have since purchased: Influence: The Psychology of Persuasion.
EAT (No, I wasn’t hungry – this is a new SEO buzzword for 2018!)
In her talk ‘Super Practical Nuggets from Google’s Quality Raters’ Guidelines’, Dr. Marie Haynes reported the importance of reviews as a huge part of ranking factors, and that content generated by users will help your site. Actions you can take include moderating your comments and creating a Wikipedia page (if possible) because references are important for website credibility.
A buzzword for 2018 is EAT, which stands for Expertise, Authoritativeness, and Trustworthiness. These are the factors in 2018 that will help your site in the ranking stakes.
Dr Haynes recommends reading through the latest updates to the Google Quality Raters Guidelines as she has seen a lot of things mentioned within this document rolled out in the latest algorithm updates.
What Did I Take Away From Brighton SEO?
So there we have five content tips that I took away from Brighton SEO this September. I have embedded the slides for each of these talks above, should they also interest you, too. If you visited Brighton for the conference this year, I would love to know in the comments below what nuggets of information you took away from the talks … until next year, Brighton!👇 Like what you read? Share what we said! 👇