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BrightonSEO April'19 Key Takeaways

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

BrightonSEO April'19 Key Takeaways

  1. 1. TAKEAWAYS APRIL'19
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.»

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