Insights

brightonSEO: top takeaways

Our team visited the world’s largest search marketing conference, brightonSEO, to delve into talks with fellow leaders in Search, Content and Influencer Marketing. We’ve collated our top takeaways below from the range of talks across the two-day search event.

 

Storytelling, not storyselling

Pascalle Bergmans, Founder and CEO of PresenTales, focused her presentation on the power of using a good story to drive attention and, therefore, revenue. Her research discovered a 30% increase in conversion when SEO optimisation was coupled with engaging storytelling across multiple fields and industries. 

Pascalle then highlighted how to structure engaging storytelling copy content on your website: always lead with a relatable problem and leave your results-orientated stats until you’ve already drawn in the prospect. This is how you “turn lurkers into leads”.  

 

“You can have all the impressive data and results in the world, but consumers and clients want to feel something”.

 Pascalle Bergmans, Founder and CEO of PresenTales

 

Creating EEAT super content

Rin Hamburgh, Strategic Copywriter at Rin Hamburgh & Co, led a discussion on the key to creating SEO-friendly EEAT content. What is EEAT content? It’s the website content that demonstrates experience, expertise, authoritativeness, and trustworthiness, which are essential components of Google’s Search Quality Evaluator Guidelines. Rin claims that leveraging your subject matter experts is the key to creating this. Rin highlighted that using the experts within your business can allow you to create content champions. These content champions can then begin to collate a following as influencers in their niche. The expertise of the individuals will ladder back through your content, elevating all four of the EEAT content qualifications. 

Rin also highlighted how essential it is for businesses not to fall into the trap of self-authoring content – no one wants to see content written by a brand. Instead, you can allow your subject matter experts to become the personal brand of your organisation, bringing authenticity and genuine EEAT super content.  

 

SEO optimisation for video

Video is an important asset for businesses looking to increase engagement and build a loyal following, but how can you ensure your content is seen in the SERPs? 

Ana Llorente Perez, Independent SEO Consultant, voiced her top tips for YouTube channel optimisations, highlighting that YouTube is a powerful search engine in its own right – and the second most popular, after Google. Ana discussed the importance of researching your content before diving into video planning or production to ensure that you always centre content around relevant and searchable keywords. It’s vital to then include these ranking keywords within the:

  • Video title 
  • Video description 
  • Video captions 
  • Video thumbnail 

 

Ana went on to address the key issue to overcome for YouTube success – the first 24 hours are critical for viewership. The YouTube algorithm tracks initial engagement and, if it’s slow to perform, it refrains from organically pushing the content further. Therefore, ensure you share the content with your network immediately once the video goes live. Share within emails, blogs, work channels, and anywhere to increase the immediate viewership and boost the algorithm.  

For tracking the SEO ranking of your YouTube videos, use https://vidiq.com/, a free tool,  to track performance and ranking keywords. You can also use the autocomplete feature on YouTube’s search bar to tailor video content to what your audience is seeking out. Ana emphasised that we should never make videos “just for the sake of it” and, instead, need to commit to creating a searchable piece of content that audiences will want to watch.    

 

“With YouTube, you only get one shot – and that’s within the first 24 hours of the video going live” 

Ana Llorente Perez, Independent SEO Consultant.

 

Stevy Liakopoulou, SEO Specialist at Search Magic, added that there are certain types of videos that are guaranteed to increase views, and, therefore SEO ranking:

  • Behind the scenes 
  • Testimonials 
  • Comparison videos 
  • Lifestyle videos 

 

She said it’s important to create genuine and down-to-earth videos, to build trust with your clients or customers. Furthermore, embedding these videos into your site should boost your SEO rating through a decreased bounce rate, as the viewers’ time spent on the site should be greatly increased. 

 

Category creation

Filipa Olmo, COO at UniK SEO, discussed category creation, the unchartered practice of taking an unknown and unranking keyword and building your own category from scratch. You can then create search interest with your brand-new concept.

Her three-tip approach to getting started was: 

  1. Find a need 
  2. Create awareness around the need 
  3. Be the solution 

 

Diving into SEO optimisation without the security of tried and tested keywords and without strong competitor analysis on hand to guide you can feel like an impossible task. However, Filipa demonstrated how it was possible to bend the SERP results, with time, research and enough expertise. She highlighted that, if you succeed in optimising a brand new keyword, then you can benefit from the following advantages:

  • The highest-ranking content (you just need people to start searching for your term!)
  • Controlling the narrative 
  • Expertise and instead thought leadership 
  • Owning your niche and boosting your competitive advantage

 

“At Journey Further, we know the search landscape is constantly evolving, so we prioritise attending industry events to ensure we’re at the forefront of that change. Our digital PR offering incorporates learnings from the wider organic landscape to ensure that we deliver impact for all our clients and their specific needs.”  Ellie Hearn, Senior PR Strategist, Journey Further.

 

Missed us at the event? Drop our Head of PR, Katheryn Watson, or Organic Director, Paul Norris  a line to discuss further!   

Want to supercharge your organic presence? Read about our SEO and Content services or  contact us.