The Brighton SEO search marketing conference began, as many know, in a room above a pub, and it very often ends – at least for some – with skinny-dipping in the sea. Those facts don’t change, but the SEO landscape certainly has, and Brighton SEO’s second event of this year catches search on an upswing, with plenty of live topics to address and advertisers’ attitudes to SEO freshly rejuvenated.
Organic search’s fortunes have fluctuated over the years in the eyes of marketers, usually in direct proportion to the amount of data Google makes available. With visibility on keywords and traffic lately restored, SEO is back at its best, challenging for the top table again by proving its strength at delivering quality and breadth of traffic for brands.
The ups and downs of SEO
Directly and indirectly, Brighton SEO has charted the ups and downs of organic search over the years, and the current vitality of the channel is reflected in the shift back towards data and technology in its speaker sessions.
In leaner years, content marketing and ecommerce moved very understandably towards the top of the agenda in Brighton, while SEO discussions tended to slide towards Google and the fact that, where search is concerned, the house always tends to win. But although content and e-commerce are still certainly being talked about, Brighton SEO this year seems set to derive its thrust from the technical SEO side, as brands once again address themselves to the nuts and bolts of using search to maximize visibility.
Notes on this year’s Brighton SEO
The main auditorium gives a solid impression of the editorial mix, with a morning of content marketing and content strategy and an afternoon of SERPs and ranking factors, rounded off with SparkToro founder Rand Fiskin’s keynote on how SEO’s future will be played out on the results page, rather than in driving traffic to websites.
That session SERPs, as well as those on SEO reporting and crawl management, which variously touch on such issues as featured snippets, contextual optimization and auditing your rel=canonical configuration, get to the heart of the matter for specialists. Mind you, the fact that a disproportionate amount of the more technical sessions appear to take place in the early afternoon spot makes a good case for lunchtime discipline at the Brighton Centre bar.
It’s sometimes overlooked – blame it on the name – that Brighton SEO has long aimed to appeal to more than just hardcore SEO techies. So, delegates are well advised to browse the schedule carefully and spread their team, if they have one, across a range of sessions, including those outside the cavernous Auditorium 1.
Session options abound
For newcomers or all-rounders, there are plenty of sessions addressing fundamentals of SEO and content, as well as insights into millennials and social media, the subtleties of Google search in French, voice search, budget link-building and the importance of ‘the long click.’ Some of the chunkier technical discussion happens on the fringes too, and old hands tend to find their experience gets richer the more they branch out.
At the heart of good SEO lies the combination of new techniques and old ones – link profiles, using different types of links in pages to gain wider and more varied visibility, harnessing competitive links, focusing on long-tail links – all with the aim of increasing performance for marketers. In an SEO world where improving brand visibility is, more than ever, a highly achievable ambition, we’re looking forward once more to another day on the south coast.
Eoin O’Neill is CTO & Global Head of SEO at Tug
Related reading
Last week, the industry’s first ever technical SEO conference was held in Boston. TechSEO Boost, organized by Catalyst, set out to be a “technical SEO conference that challenges even developers and code jockeys”. Here are the highlights from a packed event.
Digital marketers gathered in Chicago last week for Share17, an event hosted by SEO and content marketing platform BrightEdge. The event provided a welcome opportunity to take stock of where the industry stands, discuss common challenges marketers are facing, and consider the upcoming trends we should all aim to capitalize on. Here are some of the key highlights.
This month’s Brighton SEO delegates all hoped for Google’s Gary Illyes to enlighten them on the major talking points in search this year, and they weren’t disappointed. Here’s what Illyes had to say about one of the hottest subjects of the search industry this year – Google “Fred”.
According to the 2017 Local Search Ranking Factors, inbound links are the most important ranking signal. At Brighton SEO last Friday, master of local SEO Greg Gifford shared some “righteous” tips for a kickass link-building strategy.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Eoin O’Neill
For more SEO, PPC, internet marketing news please check out https://news.scott.services
Why not check out our SEO, PPC marketing services at https://www.scott.services
We’re also on:
https://www.facebook.com/scottdotservices/
https://twitter.com/scottdsmith
https://plus.google.com/112865305341039147737
The post The rise and fall and rise of SEO: notes from Brighton SEO 2018 appeared first on Scott.Services Online Marketing News.
source https://news.scott.services/the-rise-and-fall-and-rise-of-seo-notes-from-brighton-seo-2018/
No comments:
Post a Comment