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22 top takeaways from BrightonSEO conference September 2016

brightonSEO seaview

Oh we do like to be beside the seaside...

Despite Brighton looking decidedly underwhelming in the rain, SEO guru Kirsty spent a wonderful day at probably the best UK search marketing conference, held just across the road from the beach and the remains of the iconic pier.

Not that she saw much of the seafront, spending all day eagerly capturing top tips from the movers and shakers in website content management, search, social media and more.

Here are just a few of them. Enjoy!

 

 

Content AND SEARCH hints and tips

  • Don’t just create new pages, update old web pages to keep them fresh and relevant
  • Interlinks (links between internal pages) are very important - almost 25% of people click through to new pages via interlinks.
  • Have a good piece of content that worked with one set of customers? Rework it to appeal to another set, and get double benefit from your work.
  • Translate successful content into foreign languages to capture international trade.
  • You don’t have to like what you create! Not everyone has the same tastes.
  • Mobile searches contain many more words than typed search terms on a PC.
  • 50% of all search terms contain 4 or more words.

Buying and selling online

  • 92% of B2B purchases start with a web search.
  • Do click through rates (CTR) from paid adverts affect rankings? Yes, as they create more traffic!
  • 90% of consumers read online reviews.
  • 88% trust online reviews as much as personal recommendations.
  • So, add a review capability to every product on your e-shop!
  • Launching a new product? Use video to brief the press on your product - quicker, easier and more visual than a press release.

Mobile websites

  • The usage of mobiles for searches varies from market to market: 75% of healthcare searches are from mobile devices, but only 65% for retail.
  • Mobile searches tend to be for information people need NOW.
  • Mobile searches are often in the form of a question as they are dictated, not typed - How do I? Where can I? Is there a xxxx near me?
  • For most of today’s young business people, video = phone, They have never used a video camera and rarely view video footage on a screen bigger than they can hold in their hand.

Social media

  • One size video does NOT fit all - tailor your footage size and content style to the platform it’s appearing on.
  • Always use amazing images sized at 600x314 on Facebook to accompany your posts.
  • Any content created for a phone must be visible/understandable if the phone is held at arm’s length!
  • Interactive content needn’t be cutting edge - a simple quiz can be as effective as a fancy app game.
  • Choose the content that suits the social media channel - Facebook is visual, YouTube is aural, Snapchat is ephemeral.
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