The 8 largest takeaways from BrightonSEO for digital entrepreneurs [April 2023]

Writer: Sophie Roberts, Managing Director of Koozai.

Couldn’t make it to BrightonSEO this Spring? Then you definately’ve come to the proper place! In case you’re working in digital advertising and marketing, or have been simply too busy spinning plates to make it to all the talks this time round, then you definitely’re most likely right here on the lookout for the largest or most related takeaways to your digital advertising and marketing technique.

Fortunately for you, we despatched a military of website positioning, PPC, PR and Content material specialists from the Koozai staff all the way down to the UK’s largest search advertising and marketing occasion on Thursday and Friday this week. In between a spot of lunch and a stunning stroll on Brighton’s well-known seashore, we’ve lined all the primary talks and conferences in website positioning, Content material Technique, Hyperlink Constructing/PR, PPC and Paid Search so that you don’t must.

As normal, BrightonSEO didn’t disappoint and this time round most of the talks have been extra targeted on technical website positioning, content material, and the influence of AI than in earlier years. Whereas there have been some actually attention-grabbing new learnings and insights to remove from almost all the conferences we attended, there are a couple of headline takeaways that significantly stood out to us as being price a point out for these of you that weren’t in a position to attend.

So, in case you’re on the lookout for the highest line on what the most recent developments are in search advertising and marketing, in addition to among the skilled perception on the forecasted influence of latest expertise comparable to ChatGPT and what it means to your digital advertising and marketing, then learn on!

With out additional ado, right here is our tackle probably the most salient learnings from BrightonSEO to your website positioning, digital PR, PPC or content material advertising and marketing…

Table of Contents

The highest 8 takeaways from BrightonSEO (April 2023):

First up is our senior technical website positioning and information guru, Gary Hainsworth. A passionate website positioning with over a decade of expertise within the trade, Gary was all around the main conferences at BrightonSEO this week and was impressed with a lot of them, significantly these on the Friday, together with:

Claudia Higgins – “Breaking down silos: how built-in information units improve website positioning methods”
Claudia O’Shea and Sergey Lesnikov – “The best way to create a tradition of search”
Will Critchlow – “The best way to generate 8 million website positioning check concepts”
Michael Boosalis – “Successful Google’s coronary heart with CMS”
Chris Spann & Anna Uss – “Succeeding at scale: How Snyk doubled their site visitors utilizing Lumar & programmatic website positioning”
Jon Earnshaw – “Optimising for the SERP multiverse: a 4-step course of for fulfillment”
Anna Moragli – “Taking your small business to the subsequent degree with the facility of ecommerce website positioning”
Emanuel Hoch – “How PPC opened up probably the most environment friendly Content material Monetization Strategy for website positioning”

Listed below are Gary’s largest takeaways from BrightonSEO this April…

1) The largest takeaway for Gary was AI and the way forward for digital advertising and marketing.
There’s a number of dialogue in regards to the execs and cons of AI for digital advertising and marketing. The reality is we don’t know the way Google and different engines like google will cope with this, or if the content material generated might be “identified” to them.

Generated content material has been seen as dangerous for a very long time for engines like google, however customers are way more accepting. Nearly all of customers are superb with it getting used, however there’s additionally an enormous push on customers eager to know what’s AI content material. How this might be used when it comes to authorship and EEAT is but to be totally decided.

Layoffs from huge tech corporations and the elevated use of AI have occurred on the similar time, so there are worries within the trade. This may go away some businesses behind, however typically we see an additional push into on-line advertising and marketing. How this ranges out will stay to be seen, however embracing AI to streamline your work is necessary to remain forward.

2) The second largest takeaway for Gary was website positioning and Web site construct expertise. Web site speeds and crawlability are details for this, so the main focus is on server response occasions, JavaScript frameworks and the way completely different gadgets see your website. The simplistic model is to maintain your website quick and to offer alternate options for crawlers.

This isn’t at all times possible and people websites with bigger budgets will be capable to accommodate this, giving them an additional enhance. For smaller websites and budgets you will need to get servers quick in your goal space as a precedence and to get a website which is navigable with JavaScript disabled.

Our proficient Head of Operations, Kelly-Anne Crean, additionally took slightly day trip from her desk to hitch the Koozai staff in trying out BrightonSEO, and attended a plethora of conferences, together with:

Nick Vines – “Why web page pace issues, WITHOUT mentioning conversions as soon as”
Aymen Loukil – “What your Google Lighthouse rating hides from you”
Amir Glatt – “Optimizing 1 million web sites for Google core net vitals”
Sam Oh – “Totally automated hyperlink constructing – is it actually potential?”
Tom Pool – “Fundamental automation hacks for website positioning”
Robin Allenson – “Automation recipes for website positioning success”
Genie Jones – “Entity website positioning: tips on how to use the SameAs tag in schema to utterly revolutionise the sport”
Ian Helms – “The best way to persuade even the pickiest editors to take website positioning extra significantly”
Anthony Barone – “The best way to future-proof website positioning technique for SME companies”

Right here is Kelly-Anne’s largest takeaways from the occasion:

3) The largest takeaway for Kelly-Anne was from Nick Vines and why web page pace issues. The web can be the fifth largest polluting nation if it was a rustic. This statistic simply blew my thoughts and made me actually take into consideration the significance of constructing websites quicker and never simply from a customers perspective. By making websites quicker reduces the carbon footprint.

How can SEOs assist?

Use a inexperienced internet hosting supplier
Offset your carbon value
Make your web site quicker

Use this carbon calculator the place you’ll be able to estimate your web site’s carbon footprint.

4) The second largest takeaway for Kelly-Anne got here from the speak on automation from Tom Pool. Automation will not be there to take your job, we should always use it to do the ‘boring’ stuff. You may present Chat GPT with prompts that will help you write code to make use of in Google Apps Script. This will help with duties you must do on a regular basis like formatting sheets or slides and making them uniform comparable to the identical font color, font, measurement and so on. By doing this it might actually enhance the effectivity of your work.

A Sussex native, our Head of PR & Content material, David Wilson, took the brief journey to BrightonSEO this week, and visited numerous the conferences on the Friday too, together with:

Niki Mosier – “The worth of characteristic snippets Rohan Ayyar- STOP Dissing Rankings!”
Carrie Rose – “Proudly owning TikTok, Pinterest and YouTube SERPS”
Andy Timmins – “Utilizing Python with (Chat)GPT to assist automate content material creation”
Greta Munari – “The redemption of content material automation: tips on how to scale distinctive content material to 4M+ pages”
Ashley Liddell – “The place ought to – and shouldn’t – AI & ChatGPT play a task in your website positioning technique?”
Ashleigh Midday & Sunny Matharu – “Your metrics are my metrics”
Chloe Smith – “How content material design impacts website positioning & accessibility”
Dr Kiran Webster – “Why empathy needs to be a key participant in your advertising and marketing technique”
Prashant Puri and Lomit Patel – “Information-driven website positioning & content material technique to scale back your buyer acquisition prices”
Dirk Schembri – “Making a future-proof content material technique with Topical Clusters”
Sante J. Achille – “Strategies and instruments to plan and create your content material”
Toju Duke – “The brand new period: embracing AI applied sciences in advertising and marketing”

Right here’s his tackle the BrightonSEO conferences he attended…

5) The large takeaway from the primary morning session on the Friday for David was the influence that social media platforms are having on search outcomes. Carrie Rose’s speak confirmed how a pattern is beginning to emerge in that Google is beginning to prioritise person generated content material over branded content material. That is prone to proceed to be the case, significantly if corporations over use instruments like ChatGPT to spam the SERPs. On the similar time, an increasing number of persons are turning to engines like google like TikTok and Pinterest first. All of this factors to at least one factor – the significance of “off web page website positioning”, influencer advertising and marketing, and PR to make sure that your manufacturers and merchandise are being beneficial by others and proceed to dominate the SERPs.

6) The second huge takeaway for David was about featured snippets from Niki Mosier. Featured Snippets are a extra helpful advertising and marketing software than individuals first assume. It’s not unusual for individuals to dismiss them, as a result of the person doesn’t must enter your website to get the data they want. Nonetheless, Niki’s presentation highlighted that 17% of SERPs have them, and so they cowl about 50% of the preliminary SERPs on most cell gadgets, so you’ll be able to’t actually keep away from them. We additionally noticed some actually attention-grabbing examples of how featured snippets can truly drive substantial site visitors, model authority, and consciousness.

Our Senior Paid Specialist, Joaquin Lopez (additionally affectionally identified within the Koozai staff as ‘Quags’), attended a number of conferences on the Thursday too, together with:

Rachel Pearson – “TikTok for search advertising and marketing”
Carlos Meza – “Is content material the king in fashionable website positioning?”
Dale Bertrand – “Cease writing website positioning articles: templated content material that ranks”
Hinde Lamrani – “Congratulations, you’re going world! What you want somebody instructed you.”
Sarah Presch – “The psychology behind inclusive worldwide website positioning methods”
Natalia Witczyk – “Search engines like google and yahoo past Google”

Listed below are his prime takeaways from BrightonSEO this April…

7) The largest takeaway for Joaquin was from Rachel Pearson. TikTok advertisements don’t require massive advert spend to realize nice efficiency. The platform has a low barrier to entry making it an incredible place to begin promoting and reaping rewards. TikTok doesn’t penalize customers for deleting and reuploading content material if efficiency is weak. The place different social media platforms dislike this observe to the purpose the place it might have antagonistic results, TikTok incentivizes customers to curate their content material to place the very best model of their message on the market. Don’t be afraid to delete posts that haven’t fairly landed, simply you should definitely check completely different captions or hashtags and optimise the place potential to get probably the most genuine model of your story. Utilizing that data, having optimised captions and subtitles utilizing researched key phrases, ought to provide you with a greater consequence. Combining this natural technique with the convenience of TikTok promoting, you’ll be capable to enhance your advertising and marketing and technique for fast wins.

8) The second largest takeaway for Joaquin got here from the speak on the psychology behind inclusive worldwide website positioning methods from Sarah Presch. A fantastic takeaway from Sarah Presch was to optimise for the person and never for Google. Simply because your web site seems first doesn’t imply that the content material customers are on the lookout for is there. Ensuring you will have beneficial content material is a should nevertheless it’s additionally necessary to have correct and related H1s and descriptions that match the content material you’re offering. Individuals have a tendency to recollect the primary and final phrases from a bit of information so having the proper key phrases at the beginning and finish of your advert is essential. Ensuring that probably the most beneficial data is in the proper place might result in you successful the clicking. Utilizing emojis is an effective way to draw that click on as our eyes divert to apparent variations in a search outcomes. What’s much more attention-grabbing is that no matter high quality of product, buy behaviour is led by who has probably the most critiques. Our brains are socially wired, and now we have a pure intention to mimic others round us. Asking for critiques out of your clients and displaying them in your product pages or in your advert would possibly simply be the lacking piece that will help you convert a click on into a purchase order.

That’s it! For these of you that wish to study extra about these matters, our digital advertising and marketing sources are additionally price trying out as they embrace a whole bunch of articles, whitepapers, and digital advertising and marketing guides.

As and once we discover them, we’re additionally linking above to the slides from the BrightonSEO conferences we attended, so you’ll be able to recap in case you missed one thing or have been unable to make a specific speak.

Alternatively, if you wish to study extra about how website positioning, digital PR, PPC or content material advertising and marketing can leverage your digital advertising and marketing, then get in contact with us or try certainly one of our on-line digital advertising and marketing coaching programs.