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BrightonSEO 2014
Strategy 
Ian Miller 
Matt Roberts 
Stephen Croome
“Google is no longer a search company, it’s a data 
platform” -Ian Miller 
● Google doesn’t want to be the company that di...
SERPs 
Moderated by Gerry White 
Gary Moyle 
Alec Bertram 
David Whatley & James Robinson
“I realised I’d had to download 50k CSV’s a day – 
which is impossible – so I did what any sane person 
would do; I automa...
Onsite 
Moderated by Teddie Cowell 
Dipesh Pattni 
Dan Patmore 
Jon Earnshaw
Insert Picture 
“Content Strategy was the past…Content Journey is 
the future.” -Dipesh Pattni 
● Content factors can be s...
Links 
Aleyda Solis 
Laura Crimmons 
Kirsty Hulse 
Gisele Navarro
“We can create content that’s actually meaningful to 
them – because we’ve been stalking them – and that’s 
powerful”- Kir...
Data 
Moderated by Matt Roberts 
Aaron Friedman 
Emma Haslam 
Alexandra Tachalova 
Daniel Kershaw
“Let data change how we visualize concepts and 
present them to clients” 
–Aaron Friedman 
● Know the story you want to te...
Technical 
Moderated by Dan Bell 
Tom Bennet 
Adrien Menard & Annabelle Bouard 
Tom Whittam 
Gerry White
“Set your own thresholds and don’t be afraid” 
-Tom Whittam 
● Link Monitoring: 
○ Negative SEO 
○ Ahrefs New/Lost links 
...
Semantic 
Matthew Brown 
Jan-Willem Bobbink 
Dawn Anderson 
Marcus Tober
“You shall know a keyword by the company it keeps.” 
-Marcus Tober 
● SEO has become more of a strategic element within th...
Analytics 
Moderated by Phil Haslehurst 
Nikki Rae 
Lukasz Zelezny 
Dara Fitzgerald 
Adam Lofting
“Effective visits like a sir!” 
– Lukasz Zelezny 
● GA Project Stages: Initiation, Analysis, Design, Implementation, Testi...
See you at #BrightonSEO 
2015 
@vervesearch
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BrightonSEO 2014

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BrightonSEO is by far the biggest search marketing conference in the UK and its long awaited September 2014 edition did not disappoint. The Verve Search team attended and came away with some fantastic tips and tricks on Content Marketing, Analytics, Link Building and SEO! This is our slideshare deck which covers the main highlights and takeaways of the day.

BrightonSEO September 2014: The Ultimate Write -Up: http://goo.gl/L08aEd
BrightonSEO September 2014: Exclusive Video Footage: http://goo.gl/0exZ4B

Published in: Marketing
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BrightonSEO 2014

  1. 1. BrightonSEO 2014
  2. 2. Strategy Ian Miller Matt Roberts Stephen Croome
  3. 3. “Google is no longer a search company, it’s a data platform” -Ian Miller ● Google doesn’t want to be the company that didn’t react or change as a business ● Content isn’t king; context is. It will matter more where your users are and what they are doing ● SEO teams should be working with media buyers to optimise the entire search funnel ● It's important to think about what other pages the user will be visiting at each stage of the buying cycle ● SEO is a two sided education coin with learning on one side and teaching on the other Insert Picture
  4. 4. SERPs Moderated by Gerry White Gary Moyle Alec Bertram David Whatley & James Robinson
  5. 5. “I realised I’d had to download 50k CSV’s a day – which is impossible – so I did what any sane person would do; I automated it.” -Alec Bertram ● Data shows that people are far more willing to scroll down...even onto the second page ● Branding plays a huge part in CTR – around a 10% difference on P1 clickthrough. ● CTRs used for forecasting is vital – both in winning business and working out what’s feasible. ● The launch of OpenCTR a project to create anonymised open CTR data ● It’s all about NAP (name, address, phone number) consistency ● There aren’t shortcuts to local, just make your way through citation, citation, citation
  6. 6. Onsite Moderated by Teddie Cowell Dipesh Pattni Dan Patmore Jon Earnshaw
  7. 7. Insert Picture “Content Strategy was the past…Content Journey is the future.” -Dipesh Pattni ● Content factors can be summed up in the Content ARC: ○ A: Audience ○ R: Relevant ○ C: Compelling ● Content has to relate better to the audience in a compelling manner ● Driving presence wherever it can be organically driven is vital ● Technical natural search should be prioritized ● Monitor the visibility of your content daily ● Always investigate suspicious flux
  8. 8. Links Aleyda Solis Laura Crimmons Kirsty Hulse Gisele Navarro
  9. 9. “We can create content that’s actually meaningful to them – because we’ve been stalking them – and that’s powerful”- Kirsty Hulse ● PR agencies are rightfully worried about engaging due to SEO’s history of spam ● Use SEO tools to show changes in traditional PR metrics ● Online personas are often different from offline personas ● SocialMention is a good social analysis tool ● Translation, tone and outreach are very different in different markets ● The 5 types of content curation are aggregation, distillation, elevation, mashup and chronology
  10. 10. Data Moderated by Matt Roberts Aaron Friedman Emma Haslam Alexandra Tachalova Daniel Kershaw
  11. 11. “Let data change how we visualize concepts and present them to clients” –Aaron Friedman ● Know the story you want to tell with your data ● Visualize your data in cool new ways; think outside of the box ● Objectives, KPIs, and targets are very different things; treat them as such ● 70% is the most effective motivating discount when dealing with value hunters ● Tweets including the word "hungover" statistically lag 12 hours behind other drunk tweets
  12. 12. Technical Moderated by Dan Bell Tom Bennet Adrien Menard & Annabelle Bouard Tom Whittam Gerry White
  13. 13. “Set your own thresholds and don’t be afraid” -Tom Whittam ● Link Monitoring: ○ Negative SEO ○ Ahrefs New/Lost links ○ GWT link dates ● Download links, use multiple sources (GWT, Majestic SEO) ● Use pivot tables to identify patterns (anchors, number of links, type of links) ● Contact webmasters directly to remove links ● Google Docs can be used to monitor clients ● Google Sites can create dashboard for google docs data
  14. 14. Semantic Matthew Brown Jan-Willem Bobbink Dawn Anderson Marcus Tober
  15. 15. “You shall know a keyword by the company it keeps.” -Marcus Tober ● SEO has become more of a strategic element within the company ● Organize your site like a library to make it easier on Google. Take a good look at your categorization ● You don't need to go to battle over links if you win on relevance ● Context is king is right. But without content you can't give context to Google ● From 2013 to 2014, site speed is the biggest game changer in ranking factors within Google ● A page beats a page, not a site beats a site
  16. 16. Analytics Moderated by Phil Haslehurst Nikki Rae Lukasz Zelezny Dara Fitzgerald Adam Lofting
  17. 17. “Effective visits like a sir!” – Lukasz Zelezny ● GA Project Stages: Initiation, Analysis, Design, Implementation, Testing ● Audit is conducted to: ○ Understand the business problem ○ Understand ability/knowledge of client ○ Specify issue and tasks ○ Write recommendations ○ Propose further opportunities ● Effective visits = Visits – (visits * bounceRate) ○ It represents a real quality of traffic and value ○ It affects on page optimization and conversion rate optimization
  18. 18. See you at #BrightonSEO 2015 @vervesearch

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