Every year in September, the SEO team here at Kingsland Linassi heads off on their yearly Brighton SEO “pilgrimage”. This year, our team not only attended the conference but also attended two different training courses the day before the main event, which was held on the 18th of September.
Over the years, this huge, twice yearly search marketing conference has become quite popular within the SEO community. The massive turnout of SEO professionals from within the United Kingdom and from all around the world made us think, “if all the SEO professionals are in Brighton, who is looking after the SEO world for the next two days?”
Anyway, getting back to the point, this year, the Brighton SEO trip was all about identifying new strategies in the SEO world, both nationally and internationally. We split our team up to attend two training courses, covering both international SEO and advanced Google Analytics training.
To refresh our memories and pin down the key takeaways from the Brighton SEO 2015 Conference, here, we have compiled some of the main pointers.
1. Your Content is Awesome – Now What?
We were quite drawn to this topic, as if you hadn’t already noticed, we recently launched a big content piece, the luxury wedding guide, for one of our clients – GHM Hotels. Our promotional strategy consisted of targeted blogger outreach, social media marketing and Google advertising. The below phrase summarises the approach to content marketing.
“Treat a piece of content the way you would treat a key product or service page”.
2. Cannibal Content
If you have ever noticed unexpected fluctuations in your rankings, seemingly recovering and falling off again, this could be the cannibals! This is when another page on your site starts to rank (at a lower point) for the same term effectively ‘eating away’ at the effectiveness of the original page. Check that ‘lower value’ pages aren’t harming your top performers.
3. Concept is King
A bad idea can be dressed up and made all shiny, but ultimately, it’s still a bad idea.
1. Who Actually Are Your Competitors?
Your perceived competitor could be entirely different from your search competitor for each country and market. Identify search term visibility both locally and internationally. Perhaps even address how you communicate differently to each market based on your search competitors.
2. Barriers to International SEO – Little Things Do Matter
When carrying out international SEO, little things do matter. For a global e-commerce website, make sure you research payment methods. Check whether the payment system on your website accepts credit cards, and if not, are there any other options available? Not only is researching into popular payment options for each country important, but so is finding out the payment preferences for each market.
1. Have You Configured Your NAP Correctly?
For local and mobile SEO, ensuring your business Name, Address and Phone number are all up to date is more than essential.
1. Which Option Should You Go For? Subdomains, Subfolders or ccTLD’s?
Although each option presents its own benefits and drawbacks, there is no right or wrong answer and it all depends on your site structure and what you want to be visible for on search listings.
2. Unconnected Pages
Identify unconnected pages when carrying out the technical audit.
When choosing the next marketing tool, specify the questions that will allow you to give answers to your problems and specify the data you will need to answer these questions.
1. Is Your Website HTTPS?
Recently, Google has been investing a lot of time into making sure that websites use industry-leading security like HTTPS encryption, by default. Lots of discussion took place around the correlation between HTTPS and Google rankings.
1. Google Are Pushing HTTPS Hard, Why?
HTTPS authenticates the site, grants data integrity for the client and gives encryption that is good for the user. If you are getting a new website, definitely build on HTTPS, and for existing websites that are HTTP, make sure you plan well when migrating the site from HTTP to HTTPS.
1. With Each New Account You Set Up, Make Three Distinct Views
With Analytics spam on the rise, SEM professionals are applying more and more filters and blocking IPs in order to clean up the data. However, all this filtering can cause irreversible issues, so by setting up a ‘Raw’, ‘Filtered’ and ‘Testing’ view, you have three data sets to make your analysis. The ‘Raw’ data set is untouched, the ‘Filtered’ data has all filters and IP blocking applied, and the ‘Testing’ area allow you to test new filters and blocks.
2. Add More Search Engines
Google Analytics comes with a handful of search engines set up. Traffic from these goes into the organic traffic channel. However, there are hundreds of search engines, some general, and others that have more focus. In the admin section of Analytics, you are able to customise organic traffic settings to add these new search engines and improve your organic search results.