Apr 20 2015 | by LYDIA TAYLOR
BrightonSEO turned 5 this year, and to celebrate they hosted undoubtedly the best search marketing conference to date! Somewhere amongst the ~1,700 SEO’s were us AlphaQuadders - Lyds and Conor - and, despite the morning’s pollution caution, we had a great day in the beautiful Brighton Dome!
Throughout the day we listened to some fascinating talks from the likes of Gary Illyes (Google Switzerland), Erica McGillivray (Moz) Samuel Scott (Logz.io) and more, giving us plenty to chat about on our 4-hour drive back to Bidford on Avon… So much so we thought we’d put together this blog post to kindly share with you our 11 best tips gained from BrightonSEO 2015.
Social image sharing is essential for good engagement levels but sometimes difficult if lacking in design resource… so make the most of free-to-create Twitter cards in your tweets! In a test by Moz, using a large image within a Twitter card rather than a small one, increased their click through rate by around 50%.
Erica McGillivray, Moz
Google and other search engines tend to roll out updates in the US before the rest of the world. Google’s Pigeon update hit the US in July 2014 before being rolled out to the rest of the world in December, giving you 6 months to prepare and anticipate (and learn from other peoples’ mistakes).
Greg Gifford, AutoRevo
When designing or developing anything for the web, create the mobile version first (before the desktop version!) By focusing your energy on the constraints of mobile, you will ensure that the final product doesn’t become a watered-down version when accessed on mobiles and tablets.
When launching a competition or prize draw, try hiding the answer within a short video! As we all know, you can’t search within a video so people have no choice but to watch and engage!
4 out of 5 people are likely to base their purchasing decisions on reviews making them integral to your local SEO. But unfortunately, happy customers aren’t as vocal as unhappy ones, so you may need to incentivise them to encourage your customers to leave reviews. Whilst doing so, don’t limit yourself to Google+ - there’s a world out there that’s not run by Google! For example, Apple Maps also show reviews but these are powered by Yelp, TripAdvisor and Booking.com - your reviews need to be consistent across the board.
When selecting which keywords to target for PPC and SEO, consider their seasonality before deciding where to focus your efforts - PPC can get you to the top of the search engine when you need it and be switched off when you don’t!
Shaun Russell, Adthena
Lots of pages on Wikipedia are in need of citations or contain broken links - help the people’s encyclopedia to help you by providing answers to what you can, on things that are relevant to your industry.
When you’re trying to find a great angle on a story for link-building and digital PR, start by trawling through a selection of the biggest newspapers and magazines - it’s a great way to become familiar with the types of stories that journalists want!
For some businesses, apps have a number of benefits that mobile-friendly site can’t offer, such as offline access and push notifications. However, there can sometimes be an issue with app discoverability - this is where app indexing comes in! Tell Google to index your app just like a website and they will offer users the chance to ‘Open in App’ from SERPs, directing traffic straight to the native content on your app.
Gary Illyes, Google Switzerland
Google is getting better at understanding natural language through its ‘conversational search’ voice tools (available in Chrome). For example, asking Google ‘Who is the president of the US?’ gives a reply of ‘Barack Obama’. Follow that query up with ‘Who is his wife?’ and Google will answer ‘Michelle Obama’ remembering your previous question. It’s thought that this will only continue to grow in popularity, indicating a departure from the traditional keyword-centric search we’re all familiar with. Bear this in mind when optimising your site with keywords.
It may seem maverick, but headlines that contain odd numbers have a 20% higher click through rate than those with even numbers. So next time you write a list, make it more intriguing by keeping it odd!