Missed #BrightonSEO or want to look through all the awesome stuff that you've learned? Here are the main takeaways of the conference!

1. TAKEAWAYS
APRIL'19

2. Missed BrightonSEO or want to catch up and look through all
the awesome stuff that you've learned? We've got exactly
what you need - here are the main takeaways of the
conference!

3. #BrightonSEO
DRIVING *MEANINGFUL* CLICKS WITH
ENRICHED SERPS
Structured data provides machine-readable meaning to our delicious content and data
IZZI SMITH | SIXT RENT A CAR
Enrich your entities. I.e. make sure Google steals the right data
Target and win Featured snippets that have transactional effects
Mobile image thumbnails are on the rise, invest now!
Incorporate SERP enriching strategies into content briefings and page templates:
achieve them organically

4. #BrightonSEO
FEATURED SNIPPETS - THE ACHIEVABLE
SERP FEATURE?
Find Keywords you rank for with featured snippets:
Avoid Keywords with commercial intent
Flag where you rank higher than the current owner
EMILY POTTER | DISTILLED
Add on-page content for well performing pages
Steal headings (especially if you rank higher)
Join two points together with “However”
Look for low hanging fruit:
Re-Format your content to math that of current owner
Turn your paragraphs into lists, lists into tables, ect.

5. #BrightonSEO
A STRUCTURED DATA CASE STUDY: HOW TO MAKE YOUR
WEBSITES STAND OUT IN SEARCH
Rich results have the potential to enhance search performance
KENICHI SUZUKI | FABER COMPANY INC.
Choose wisely which structured data to implement.
Add as much structured data as possible and you’ll get more
opportunities to be visible in the search
Key takeaways:

6. #BrightonSEO
IMPROVE YOUR RANKINGS WITH INTERNAL
LINK BUILDING, AND NO HEADACHES
✔Change branded phrases to money phrases
✔Go for money keyword links throughout your whole site
✔Generic explanatory phrases that people search on your site and on Google
CHRISTOPH C. CEMPER | LINKRESEARCHTOOLS
Network-, Subdomain- and Internal Links allow for:
Much better keyword targeting
Much faster testing
More aggressive use of money keywords
External links bring the Power and trust to your sites
To do's:

7. #BrightonSEO
GET YOUR TICKET
MAXIMISING YOUR MEDIA THROUGH SEO – HOW TO DRIVE
MORE FROM YOUR ATL CAMPAIGNS
Wherever your content sits online, it can be optimised
SEO isn’t direct response; give the team time to work
Media campaigns can be great for driving new links. But don’t invest in media unless
you’re visible on page one
Make your CTAs branded; it’s easier to rank for these
Microsites sound cool, but can be an SEO headache. Don’t make “vanity” site changes
for the campaign. It may also impact generic queries.
Communicate throughout – this is absolutely critical
Branded searches make for a great measurement tool
Use search conversion data to prove your effectiveness
Keep measurement simple; use KPIs that make sense and remember, any site change
could impact SEO results
RIC RODRIGUEZ| IPROSPECT

8. #BrightonSEO
GOOGLE SMART BIDDING: HOW TO TRAIN YOUR
ALGORITHM
Pick a realistic goal (+- 15% of current)
Always use portfolio bidding strategies
Try & follow the testing framework
Review your measurement tools
Transition away for SKAG's
Trial setting ad rotation to optimise
Limit KPI changes to +- 10% jumps
Don't set and forget
KIAN NJIE | INCHORA

9. #BrightonSEO
WHY I ADORE SITEMAPS, AN EX-GOOGLE
ENGINEER'S LOVE STORY
How to avoid common mistakes when composing a sitemap:
The sitemap should only have the canonicals and the indexable URLs
Keep your site up to date
Don’t nest indexes
Location matters
FILI WIESE | SEARCH BROTHERS
Choose the one type of Sitemaps that works best for you
Have canonicals of indexable URLs
Sitemaps can creatively help to solve other SEOproblems

10. #BrightonSEO
UNCOVERING SERPS: WHAT HAPPENS IN SEARCH
RIGHT NOW AND HOW TO BENEFIT FROM IT
Google has moved from the search engine to the answer engine. He wants to give a quick
and direct answer as often as possible and tries to guess the search intent of users
OLGA ANDRIENKO | SEMRUSH
Neither organic nor paid traffic from Google had any significant impact on positions in
search.
When it comes to loses because of Google updates, poor content is not always the reason,
an important factor for local would be schema optimisation.
“Priced” keywords make up 75% of list snippets across all questions, prepositions, and
comparison phrases.
Use PAA to rank higher in SEPR. Google displays topics of related Featured Snippets in the
"People Also Ask" box. So you can gain a lot more visibility.

11. #BrightonSEO
BUILDING AN SEO EXPONENTIAL GROWTH
MODEL BY CLOSING YOUR CONTENT GAPS
RAZVAN GAVRILAS | COGNITIVESEO
How to create content that stand out:
What does the searcher really need? (Identify the real intent)
Validate Links & Content difficulty (Check ranking content
types)
Be better! Bedifferent!(Provide higher value for searcher
intent)
Create 7 optimise content

12. #BrightonSEO
WHY UX IS SEO'S BEST FRIEND
MICHELLE WILDING-BAKER| TMG
LUKE HAY
Traffic in isolation is just a vanity metric. Traffic requires context for showing
true value
Conversion goals help you measure user journey so u are fulfilling their intent
Get with user testing, make it part of your job.
Take a user-centered attitude to your work, users want a quality experience, no
pop-ups, accessibility, clear signposting.
Consider blockers (slow load time, poor usability, information overload, etc.) and
persuaders (social proof, likability, anchoring) on your key landing pages

13. #BrightonSEO
PODCASTING FOR SUBSCRIBERS, MENTIONS
AND REALLY BIG LINKS
Establish a mission for your podcast that can be explained clearly and succinctly to the
audience
CORINNE CARD | FULL STORY MEDIA
Create a clever name - celebrities often name podcasts after themselves, the best option
is for newbies is a name the audience will find when asking their questions online.
Strong interviewees (alongside a brilliant host) can make you famous. Treat them like
VIPs they are, but not like a commodity
Craft a solid intro - the first 30 seconds of your podcast are absolutely crucial. Use them
to explain to your listeners what they’ll get out of your podcast.
Build trust and cherish your audience – your business will reap the rewards of their
loyalty.

14. #BrightonSEO
COMPETITOR ANALYSIS: A SCIENTIFIC
METHOD
Categorize keywords (By page targeted, by topic, informational vs transactional)
Exclude branded keywords
Track your keywords by geographic region
PAOLA DIDONE | DISTILLED
Categorize keywords
Analyze rankings
Discover all your organic rankings competitors and how much traffic are they getting and how often
they are ranking for the keywords they use
Content outreach opportunity:
Compare backlink quality
DA is the wrong metric for reposting on the Link-Building
Topic searches and trends:
Identify which topics/products are more important, find evergreen content
Avoid targeting trends and be aware of seasonality

15. #BrightonSEO
KILLER COMPETITOR CONTENT RESEARCH
AND STRATEGY
1. Meet search intentions faster and more.
2. Tell readers exactly what you’ll cover
3. Write for a lower reading age.
4. Use an even clearer structure and formatting
5. Give deffinitions of key terms
6. Expand on the topic as you progress through the piece
7. Let your brand voice shine throught
8. Use more, primary sources
9. Quote experts. include social proof
10. Link to related content on your site.
11. Tell readers what to do next.
LANA BURGESS
11 tips to write better content

16. #BrightonSEO
HOW YOU SHOULD BUILD YOUR NEW ETAIL CONTENT
STRATEGY BASED ON SERP AND COMPETITIVE ANALYSIS
Introduce the ‘Pixel ranking’ concept:
Use ‘pixel rankings’ and visibility above the fold to prioritize best queries and
content, optimising CTR.
ALEXANDRE SIGOIGNE | MYPOSEO
Use SERP to find content ideas
Use People Also Ask and Featured snippets in SERP to build your content
production plan and landing pages.
Compare the relevant intentions
Use intent analysis with SERP opportunities to write the best comparison
content.

17. #BrightonSEO
THE CIRCLE OF TRUST: SEO DATA
Shoot for the fewest # of pages per keyword segment/market
MATTHEW BROWN | MJBLABS
Ruthlessly eliminate everything else from Google’s crawl - Quarterly
Segment XML sitemaps into as many index files as you can for granular
data
Reshuffle based on URL-level metrics
GSC isn’t getting better. Your own data is the way

18. #BrightonSEO
HUGE SEO SUCCESS STORIES AND WHAT WE
CAN LEARN FROM THEM
SEO is coming towards product management direction. You
have to deal with technical SEO, UX and business.
MARCUS TOBER | SEARCHMETRICS
The user is the key for good ranking
Following Ranking Factors without applying them to your
business will lead to failure
Go and run your own studies with google Lighthouse

19. #BrightonSEO
HOW TO DRIVE BIG SITE SEO IMPACT IN
GOOGLE'S NEW, LINKLESS ALGORITHM
Integrate Social & Brand monitoring to Link Analysis and Pre-qualify your
content like it’s 2016!
Drive up traffic from already earned rankings
Remove paid Search cannibalization
Develop a positive-feedback loop for top 3 rankings.
CHRIS LIVERSIDGE | QUERYCLICK
Study SER CTR behaviour vs Expected and:
Drive multichannel activity into ‘See’ & ‘Think’ phrases.
Track ‘Rank Volatility’ and target quick rank opportunities.

20. #BrightonSEO
Q&A SESSION
«Featured Snippets have value for websites - we highlight the website, we show
branding of the website, we send them traffic there too.»
«When it comes to voice search, we have a lot of metrics, but it’s really hard to
provide them in a way that is actually useable. That’s the challenge we have
with the Search Console every time. When we talk with the team, there are like
‘We have all of these fancy things that couldn’t be shown outside’»
JOHN MUELLER | GOOGLE
KEYNOTE
«User signals won't be used for a direct ranking. But Google do use signals to
analyse algorithms in general.»