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The key takeaways from BrightonSEO for digital marketeers 2017 | Agency97

After a great Thursday and Friday last week with our clients down at BrightonSEO. We have put together what we see as the main takeaways from the conference and the list of slide decks and videos.

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Brand is key (Tom Capper and Malcolm Slade)

Brand has a strong correlation with rankings. So as digital marketers you should continue to focus on the bigger picture. This is nothing new. There are several examples where this has quite obviously happened in my career. One is a hearing care company running TV adverts on ‘invisible hearing aids’ Guess what they rank number 1 for?

Malcolm Slade BrightonSEO

Stop taking the effectiveness of links for granted (Tom Capper)

Links work but it's becoming increasingly hard to assign and attribute value to them. The graphs below show a website whose content picked up 168 referring domains in November, 22 in December and then we finally see a movement after picking up a further 191 in February.

Tom Capper BrightonSEO


Content – Less is more (Marcus Tober)

Marcus Tober BrightonSEO


By focusing on quality and not quantity you can gain results more effectively. If you specialise, keep it clean and update older content you can provide much more effective results. did this a while ago and they asked the question “Should we be answering this? Or is there another website better placed to?" This led to them having much less but more effective content. Google understood their website much more concisely and ranked them higher for the terms that they focused on.

Structure your content effectively to rank in Google’s answer box (Adrian Phipps)

Adrian Phipps BrightonSEO

Look around at the top answer box queries. How you label and structure your content is absolutely pivotal to your chances of appearing in the answer box or Ranking “0”. This is becoming more common in brands especially within competitive niches

Make user experience part of your SEO strategy (Polly Pospelova)

Polly Pospelova BrightonSEO


Enough said.

50% of search queries will be voice by 2020 (Raj Nijjer)

Raj Nijjer BrightonSEO

And...Some interesting correlations around data:

The number of people who drowned by falling in a pool correlates with the amount of films Nicholas Cage appeared in that year (Tom Capper)

Nicolas Cage BrightonSEO

But in all seriousness it's important to not take everything in digital at face value because of correlations in data.

Here is a list of the talks, slides and videos from BrightonSEO

Courtesy of 

Raj Nijjer – AI and Structured Data: How Voice Search Raises the Stakes for Businesses | Video

Purna Virji – Keywordless Searches: How Your Camera is the New Search Box | Video

Will Cecil – Developing an enterprise level SEO data strategy – challenges and experiences from the frontline | Video

Tom Capper – Links & rankings: The story in the data

Malcolm Slade Brand The only Future ranking factor

Claudia Higgins – Getting the most out of the SEO data you can get for free

Neill Horie – SEO & Artificial Intelligence Optimisation

Lotty Chudley – Persuading Consumers to Part with Their Cash: Tips & Tricks for Conversion

Laura Hogan – Utilising Search Console for SEO Quick Wins

Marco Volpe – How to create your own dynamic remarketing

Sam Vandermark – Looking beyond paid search for better biddable results

Daniel Rowles – Mobile first indexing – what it means to you in practice

Zak Edwards – Don’t be Awesome! Just be alright at everything!

Alina Ghost – Managing SEO in a Complex Business

Sophie Moule – Using Search Data to Inform Business Strategy

Marcus Tober – Why SEO and Content Marketing must always be data-driven - Video

Tom Bennet – Measuring Content Success with GTM | Video

Julia Ogden – The 8 Step Checklist for Creating a Show Stopping Distribution Plan - Video

Adrian Phipps – How to rank in the answer box | Video

Polly Pospelova – How to take advantage of Google using Usage Metrics for rankings | Video

Sam Auchterlonie – How to hack your SERPs using a lean approach | Video

Alexandra Lever – How partnerships and sponsorships can help your search marketing effortsVideo

Sam Charles – How to Build High-Quality Links Without Spending Money | Video

Christoph Cemper – 5 Years of Google Penguin | Video

Rory Sutherland – Are we creating a culture where it pays to be boring? | Video

Anita Valentinova – Power of simple – Python scripts to automated SEO checks

Philip Gamble – Technical SEO beyond the initial audit

Charlie Whitworth – How To Combat Crawl Bloat & Prune Your Content Effectively

Sean Butcher – So You Think You Know Canonical Tags?

Janet Plumpton – How to use XPath for eCommerce Websites

Omi Sido – Beyond the Basics of Website Migration: Tried, Tested & Successful

Greg Gifford – Advanced Local SEO Tips to help you murder your competitors

Barry Adams – Google AMP Case Studies

Bastian Grimm – Beyond the bullshit: 3x Hardcore Site Speed Optimization Techniques

Tony Lu – How realtime dashboards can help you make better decisions.

Al Wightman – How can Google Data Studio help me?

Alban Gérôme – Easy page element tracking with Kermit

Sophie Turton – The psychology of language for PPC

Tara West – How to boss Sequential Advertising in Facebook

David Cox – Needles and haystacks: The challenges of discoverability in academic publishing