35 Hints, Tips And Facts We Heard At BrightonSEO
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It’s that time of year again when the Docnet SEO and social media team head south to Brighton for the biggest search marketing conference of the year.
BrightonSEO moved to its bigger (and better) Brighton Centre venue this year and the extra space was needed - thousands of delegates packed into the centre for a day of presentations, seminars and networking.
We listened intently. Here’s what we heard…
‘35 useful facts, figures, hints and tips we heard at BrightonSEO’
- Google Shopping product titles can be 150 characters in length - send separate, optimised titles to Google that include keywords and highlight key product features.
- Products on Google Shopping do not have to link to product pages - the link can take customers to a specific landing page - but it must be relevant.
- Local search is the bridge between a physical store and ecommerce - it should be utilised.
- For local search to be successful, it’s important to have a consistent name, address and postcode (NAP).
- Customer reviews left about a store should always be associated to a business address to show up in local search.
- Google My Business - ensure local search results take users to specific localised web pages - such as contact information about that store.
- Linking local search customers to an un-optimised store page is like asking a customer to enter a shop through the back door.
- Site migrations are a big deal and one of the most dangerous online marketing “adventures” - get the SEO team involved from day one and benchmark current visibility early on in the process.
- 5 things to think about to avoid a migration disaster - sort redirects and mapping ASAP, utilise data, ensure there’s an owner of the migration, keep the staging site from getting out there.
- A growth-focussed SEO audit should be strategic, prioritised and actionable.
- An SEO audit should always start by understanding the context and current situation - where are the opportunities? - this should become the central focus.
- Focus an SEO review on the top converting pages which have a higher than usual bounce rate - they offer a good opportunity.
- Always try to understand which of your competitors are getting the most out of mobile - focus your mobile SEO efforts accordingly.
- 95% of adults in the world today have an email address - email marketing is still a player.
- Relevant, targeted email campaigns drive 18 x more revenue than a generic broadcast email - get going on data segmentation.
- Email list subscribers are three times more likely to share brand content on social media - they represent an engaged audience.
- Facebook advertising - focus on where people are spending the most time: mobile.
- The key to successful Facebook advertising is to be extremely picky who you target - but don’t be creepy!
- Be sure to utilise Facebook scheduling for adverts - make sure you’re hitting your audience at the right time i.e. when your store is open.
- Local awareness ads - only show on mobile devices within a set radius of a location.
- Think outside the box when it comes to local - run ads on local event locations, run them at sporting events - connect with a local audience.
Video marketing across social platforms
- All social platforms now have the opportunity to utilise video. It’s not longer the case that “Creating a video” = “Marketing Strategy” - there’s more to think about.
- Think about your video style and edit per platform - aspect ratios, thumbnails, silent autoplay - make sure you’re making the most of the functionality available.
- Think platform first, video second. Where are your target market active? Facebook? Instagram? Create content FOR the platform - change your thinking.
- Think of your thumbnails as film posters - remember to capture an audience’s attention as they flick through social media.
- 70% of consumers place peer recommendations over professionally written content - content isn’t king, customers are king.
- Tap into what your audience loves and get them involved in developing your brand - get your audience to be your content creators.
- Give people an opportunity to show off - everyone wants their 15 minutes of fame.
- If you have the budget always use paid social to promote your campaign - organic social will only get you around 1% reach.
- If you have little budget partner with another company and offer a joint prize. Make sure you are talking to influencers about the campaign.
- Understand your business vision, mission and values - what is your long term purpose?, what do you believe in? and how do you make your decisions?
- Your reputation precedes you - the confirmation bias means that people have a tendency to use new evidence as a confirmation of what they already believe.
- A general public doesn’t exist - understand every one of your target audiences - what are they looking for and what values do they share with your brand?
- Make sure you are auditing your online communication - are you communicating the right messages? Don’t just look at your website but look for consistency in social media, search results, reviews and press.
- Review sites are your friends. Make sure you keep on top of what is being said about you - it is worth more than what you are saying about yourself.