This post is part 2 of the ultimate list of 129 takeaways from BrightonSEO (read part 1 here). This post includes all of the industry best practices, useful tips, pointers and breakthroughs that I picked up during the afternoon session on the day:
Richard’s talk had to be one of my favourites of the day. He was asked by Kelvin to speak about something he never had before, so away went the awesome Excel tools and API usage and in came the inspiration; kind of like an SEO TED talk.
57. What ideal qualities does an SEO have? It’s beyond the material things – Excel, learning to code, copywriting etc…
58. The golden rule is that you have to decide what your goals are
59. Get a mentor or find somebody you respect and copy them
60. If you don’t love what you have just done then keep working on it
61. Be entrepreneurial
62. Pitch yourselves correctly
63. Pick the most elegant way to communicate
64. Think about the perception that people have of you
65. SEO are very curious and not afraid to ask why
66. Learn something new once a week
67. Keep good feedback and use it to make yourself feel better, then revisit it and think how you could have made the feedback even better
68. The difference between an SEO executive and an SEO consultant is they are not afraid of reinventing the wheel
69. Make it your job to put your boss out of their job
70. Rehearse everything – client phone calls, meetings, pitches
71. Take yourself outside of your comfort zone
72. Make yourselves indispensable – ask yourself what is your special knowledge/discipline?
73. Build your own websites
74. Think about the job that you want, not the job that you have.
75. Learn to sell anything, anything at all – if you can do that you will have no problem selling SEO
76. Always follow up
77. Know your figures, all of them
78. Communicate your successes regularly – it’s exciting and it makes everybody feel great
79. Leadership comes from certainty and certainty comes via confidence
80. Be independent
81. Work towards making what you do, a little bit better every day
Richard has written these points as well as some other inspirational ways to make you a better SEO on the SEOGadget website click here to read more.
SEO Deliverance – Tony King (SEO Managing Consultant, Semetrical)
82. Being an SEO in a large organisation (a big brand) can be difficult
83. Step back and think about how you position yourself
84. You need influence in the business, deliver genuine SEO change
85. Research phase: know your market – through keyword research & searchers intention
86. Research phase: know your competition – Assess the SERPS conduct gap analysis
87. Research phase: know your competition – Know your SERPS and who’s competing with you, ask yourself – who is competing? Who performs consistently well?
88. Research phase: Know your website – understand it’s purpose, what it’s been in. The assets behind it
89. Development phase: know your objectives – what’s the company mission?
90. Development phase: know your strategy
91. Development phase: know your limits – are you tracking them correctly?
92. Implementation phase: know your audience
93. Implementation phase: plan
94. Implementation phase: know your stuff
Lynne’s talk was both funny and very informative and completely off the topic of SEO. She discussed the differences between American English and British English debunking a lot of the ‘Americanisms’ that many of us Brit’s love to hate so much; by proving that the Americanisms actually came first. Having studied English Language I thoroughly enjoyed this talk, although Lynne didn’t publish the slides if you contact her on Twitter (@lynneguist) then I’m sure she’d be happy to share.
A Decade in Affiliate Marketing – James Little (Partnerships Director, Top Cashback)
Unfortunately I only saw half of James’ presentation and therefore didn’t make notes, I’ll be sure to publish the slides here if and when he publishes them.
One thing that I really enjoy about BrightonSEO is that Kelvin changes the format of the presentations in the afternoon, opting for 7-minute presentations instead of the thorough 45-minute slots from the morning session. These help to keep the attention of the crowd and get some great points across in a short period of time. A rundown of these talks has been included below:
95. What’s your mobile audience on your site – does it exist?
96. What’s your site behaviour in mobile SERPS? – you can check this in Google Webmaster Tools (see below)
97. What’s your audience behaviour in Google’s mobile search? – Check in Google keyword tool, filtering by mobile
98. What’s your site behaviour by mobile devices? – Google Webmaster Tools > fetch as Google mobile bot
99. What’s your content and product offering for a mobile site? – Are you going to get specific content for your mobile site?
100. What’s your technical capacity to develop a mobile site?
101. Based on the previous slides decide what type of mobile site is best for you…
102.Yousaf took the time to introduce the tool that he has built Socialcrawlytics – This a fantastic tool especially useful for social profile research and link building!
103. Find a write up of Yousaf’s talk over on the RocketMill blog.
104. Most people are completely unimaginative when it comes to developing their content strategy
105. Great content schedule needs peaks and troughs
106. Peaks are made up of big content ideas, examples include: The Voice (TV show) and FHMs 100 sexiest women (Print)
107. Troughs are made up of small but frequent (‘regular’) content ideas, examples include: top 5s, quick tips, Q&As
108. Data visualisation can help with the peaks…
109. Peaks can also come from ‘big ideas’ for linkbait, either: ‘ big budget’ (e.g. Incredibox.com) or ‘small budget’ (e.g. Ross Kemp folds)
110. Then visualise your flow across each channel – Simon recommended highcharts.com for this…
111. Ask yourself – ‘how can I make my content work harder?’
112. Copy and paste is the most popular form of sharing online
114. Use this GA hack that allows you to pull the full referring URL
115. Keep ahead of the curve against your competitors when Google algorithm changes are put live, use ChangeDetection.com to see what your competitors are changing on their site and learn from it!
117. When placing infographics on your own site ensure that you use your own URL shortener
Client Checklist for SEOs – Sion O’Connor (Marketing Director, Vanquis Bank)
Unfortunately I missed Sion’s talk, but have included her slides below:
Jason presented a pretty inspirational talk on assessing the state of the SEO industry, he summarised it saying that we are in a time of boom and we should capitalise upon this. Should you wish to hear about some of the proposals Jason made, I’m sure he’d appreciate you getting in touch with him on Twitter (@JasonAEWoodford).
Danielle spent her talk explaining how her team at Forward3D had used Pinterest as a link building research tool to research for link targets in the ‘garden shed’ category (seriously!). It was a really interesting talk and showed that this activity actually achieved some great results, they even built a tool for it (Pinalytics.com) and I’d strongly suggest you check it out [currently in beta, but live soon].
The day finished with a wave of generousity from Anna, resident Analytics genius at Koozai who offered 7 awesome custom Google Analytics dashboards for managing your SEO campaigns. Links to these dashboard and reports are included below:
120. SEO report
122. PPC report
126. Tech dashboard
127. Anna also shared a great explanation of tracking email marketing
128. As well as a brief guide to event tracking
129. If your site is a WordPress site, use Yoasts Google Analytics for WordPress plugin – this enables the event tracking to be added to all external links just by ticking one box.
I strongly recommend you check them out – I’ll certainly be using them!
All In All: A Summary
BrightonSEO not only offered many fantastic insights into many aspects of the SEO landscape that will leave us professionals scratching our heads over the coming months. It also reinforced the collegial nature of the SEO industry; with most of the social times such as the coffee and lunch breaks, as well as the post conference beers, offering almost the same amount of value in terms of netorking as everything learned during the day.
I would highly recommend the #BrightonSEO conference to any SEO professionals or any who are in an industry that thinks they need to consider SEO, and lets face it that’s most (if not all!) of them…
We’d love to hear your thoughts on September’s BrightonSEO, did you attend? Did you miss out but are planning on attending next time?