It may have started off as a meeting between a few Brighton-based SEO managers in a room above a pub, but BrightonSEO has since become one of the most popular and respected conferences in the UK. Dedicated to natural search, the most recent event held on April 12th 2013 was attended by over 2,500 people, all working within the SEO industry or with a keen interest in its principles. Each part of the day had three sessions, involving different speakers on different aspects of SEO; from content and PR to links and data.
Instead of giving you a rundown of each presentation, we’ve created quick key learnings from each of the topics covered as well as the panel session with the ‘Ex-Googlers.’
Ask the Ex-Googlers Anything – Fili Wiese (@filiber), Jonas Weber and Alfredo Pulvirenti
This strand gave the participants the inside track on everything Google. Although the panellists no longer work at Google, they were able to give a Google perspective and insight as what to expect from Google going forwards.
The key takeaways from this session were:
• Brand: It’s important to identify your brand as it’s becoming an important ranking factor for Google. It’s likely that this will increase in importance in the future.
• Link building: This is not just for SEO benefit. It should also be for your customers and traffic acquisition.
• Social signals: One of the hot topics for this year. The Ex-Googlers announced that whilst Google does recognise them, social signals are not of great value yet but will be soon. Their advice was to start using Google+, Facebook and Twitter now and you'll be ahead of the curve when the time comes.
Using structured data
On-site SEO has come a long way from the days of meta-titles and keyword stuffing. Now the buzz word is structured data; code that allows you to optimise what you want your users to see on other websites. This structured data can take many forms, the most popular being customer reviews, ratings, Twitter cards and social media connectivity, such as Facebook and Google+ connect.
By implementing structured data on your website you can optimise what you want your users to see. What happens when a user shares a page from your website on Facebook? Is it showing the correct title and image that you want others to see? Is it reflecting your brand? Optimising specific data can lead to better CTRs and better interaction with your brand. Don’t leave it up to the algorithm to serve up your data; it won’t always get it right.
Going global with SEO
Every website deals with international traffic. It’s important to understand whether you are missing a potentially valuable market. By analysing your current international traffic via an analytics package such as Google Analytics, you can see if there is the need to commit to a new international market.