Last week, Joanna and Allaina took a trip to the beautiful Brighton coast. No, not to eat ice cream and feed the seagulls, but to learn about new SEO techniques, practices and well, maybe eat some ice cream.
We always have Brighton SEO marked on our calendar. The event, which takes place twice annually, is always chock-full of inspiring talks from leaders in SEO and content marketing, and we always come away feeling super-inspired and ready to try new things.
If you made it to the event, you’ll know exactly why we enjoyed it so much, with talks from some of the most exciting innovators in SEO, but if you couldn’t make it, don’t fret! We did all the work for you. Here are eight content marketing ideas from Brighton SEO that you can implement now:
1. Get your PR and SEO team to hang out
Laura Crimmons talked about the similarities between PR and SEO teams - let them spend some time together and have a chat! It’s likely that your SEO and PR teams are covering some of the same ground, so encouraging them to work together helps them to gain traction and learn from each other. Combining two old ideas can result in a new idea!
2. Conduct comparitive measuring
Of course, we all know to keep an eye on our competition, but think outside the box in terms of comparison. For example, don’t just track your own domain authority - keep an eye on your competition too. If your clients’ domain authority drops by 20%, you don’t look too hot, but if you can show that their competitor’s domain authority dropped by 60% over that same period, your result is suddenly positive. Keeping an eye on the competition helps you see if that huge boost in traffic is a result of your awesome strategy, or if it’s an overarching trend in your sector.
3. Mitigate the risk of failing content by remembering four simple things
We’ve all built it, and to be honest, they didn’t really come. Kirsty Hulse’s presentation addressed four main areas to consider when making brilliant content:
Audiences - who are they and what do they like?
Influencers - who your audience listens to and who Google trusts
Content - create tailored content for them
Paid promotion/seeding - boost who sees it
By following these four basic principles you can ensure that the content you produce is fool-proof and ticks all the boxes.
4. Understand that personas are not the same as demographics
Most people behave differently online. Even the most classy and sophisticated of us still stalk our exes on Facebook after a few glasses of wine. Bare this in mind when considering your personas - who are they really online? Use surveys, and tools such as Social Mention, Simply Measured and Visible Thread to find out who your content is really attracting. It could be that your personas need a refresh if they don’t match your demographic, or that your content is attracting the wrong people. Frequent the sites your target audience love and try to speak their language, literally.
5. Present your data as a story
Aaron Friedman’s talk, entitled “Bringing Sexy Back” was beautifully peppered with Justin Timberlake pictures, but the message was clear: data may be difficult to understand, but stories can make it much easier and compelling. As Aaron says in his presentation: “If you know how to use the data to tell the stories then the power is yours."
Find a way to present your data in a fun and interesting way, instead of just as numbers - give it context, give it personality. Rather than screenshotting your Google Analytics graphs, export the data and create your own beautiful bar and pie charts.
6. Make sure everyone gets what you’re trying to say
When you write a report, you often don’t think about the person receiving it. Or you might not think of everyone who is going to receive it. Emma Haslam explained that there’s a good chance your report might go through a chain of two or three people before reaching the person it was intended for. Make sure you report could be understood and is of interest to every person it might reach along its way, from the CEO to the marketing intern.
7. Report on effective visits
We all fear admitting to ourselves or to our clients that despite our efforts their traffic has decreased. Fear no more, as Lukasz Zelezny suggested a simple solution: effective visits. Rather than reporting on the size of the traffic, we should focus on highlighting its quality. If you take away the number of users who bounced out of the comparison, it is very likely you will be able to show much more positive stats to your client.
8. Keep it local
Both Matt Brown of Moz and David Whatley addressed the importance of localised search as a priority in the future of Google, and made it clear that the changes you need to make to your site are simple. Google Local involves a simple algorithm which helps Google to index a location. Unlike normal Google search, local search puts more focus on location rather than content and relevancy - and it’s more about quality than quantity. Ensure your site, social media and all the directory listings are consistently updated with the correct address, phone number, business category and relevant content. Additionally, reviews are becoming increasingly important, and Whatley emphasised the importance of ensuring happy customers leave reviews, as unhappy customers won’t hesitate in slagging you off online, which can result in a black mark on your record as far as Google is concerned.