Last week, over 8000 marketers from all over the world joined together in Brighton for round two of BrightonSEO and fringe events 2022. We were even lucky enough to have two of our very own speaking at the event, Danny Smith with How to Feed GA Data into BigQuery with R and Alex Jones with Landing Links in Regionals & Red Tops.
We’ve compiled some of our favourite talks from this year’s speakers. So, if you didn’t make it to Brighton this time, here’s a little bit of what we learnt…
Anna Gregory-Hall, Head of SEO at Snaptrip
Anna shared some fantastic insights on how to reduce the amount of work you need to do in order to get the same amount of traffic. That sounds too good to be true, right?
Less can be more when it comes to content creation. Publishing too much content on your site not only takes time and effort, but can lead to cross-site duplication, keyword cannibalisation and may exceed crawl budget.
So, you need to inspect all your URLs and decide what to keep (200), redirect (301) or delete (404). It’s time to throw sentimental feelings out the window and remove any content that does not serve a purpose. Anna recommends going full ‘Marie Kondo’ on your webpages!
Some of the key elements to look out for include the page’s traffic, backlinks and future potential. After conducting a brutal ‘keep, kill and redirect’ mission, you can get started on thoroughly optimising your pages now that there are fewer to do.
Every marketer will know the challenges that come with measuring content ROI. During his talk, Tim explored the meaning of ROI and how to ‘measure’ the success of your content. I use the word ‘measure’ here loosely, as Tim states it may actually not be possible to measure this.
Return on investment, or ROI, is calculated as return minus investment, so the value of your work minus the cost to do said work. Value is usually defined by the number of leads, conversions and sales you obtain from a piece of content, but Tim explains that this is just the tip of the iceberg – literally.
As you can see, there are many other factors to consider when it comes to the value of content. In the words of Tim…
Steph Naylor, Senior Content Strategist at Journey Further
Keyword research is finite, so Steph discussed some of the tools and methods you can use for content ideation that don’t involve search volume. These include:
Ellen Cole, Marketing, PR & Social Media Director at Little Seed Group
The 2010 Equality Act states that providers of services need to take steps to make their communications accessible, and that includes social media. Ellen discusses the steps social media professionals can take to make their sites more accessible to benefit both users and business.
Some of Ellen’s recommendations include:
October 2022 BrightonSEO was packed with insights and information on the latest search marketing developments. Don’t miss your opportunity to watch the virtual event and check the full list of talks from BrightonSEO and fringe events.
You can watch a recording of Danny’s Measurefest talk and Alex’s BrightonSEO talk for free at anytime