“Oh, I do like to be beside the seaside. Oh, I do like to be beside the sea.” So sang our Marketing Manager, Amy Card, as she travelled to one of the largest bi-annual search marketing conferences in Europe last month – BrightonSEO.
BrightonSEO is a one-day event that brings together experts in pay-per-click (PPC) advertising, search engine optimisation (SEO), and digital marketing strategy with a strong focus on social media channels.
Sarah Bradley, Head of Student Engagement and Communications at Oxford Student Union, spoke early in the day on her experiences of engaging “millennials” on social media. (Slides available here:https://www.slideshare.net/SarahMBradley1/getting-students-attention-on-social-media).
Sarah has conducted several experiments over recent years, notably staging a week-long student takeover of the University of Nottingham social media channels. Her takeaways? Students are often labelled and pigeonholed – do make the effort to understand their circumstances and engage with their interests and the return on your time investment will be enormous.
Another talk of note came from Stacey MacNaught, (slides:https://www.slideshare.net/staceycav/securing-your-links-before-producing-your-content-stacey-macnaught-brightonseo-september-2018) who shared her positive experiences in validating ideas for resource-intensive content pieces (such as market research) before investing in production. Pitching an idea to a journalist at the earliest possible moment enables testing of the potential reception to a piece, offers an opportunity to iron out potential pitfalls and can secure coverage in principle before you commit any resources to creation.
From a search marketing perspective, a keynote from marketing, tech and start-up industry leader, Rand Fishkin, echoed the sentiments heard throughout the day with two difficult truths for marketers:
1. It’s never been harder to earn organic traffic from the web’s major players.
2. It’s never been more important to mark your website (and email list) the centre of your campaigns.
Businesses must now actively include SEO and website performance as a priority in their digital marketing mix. At TBI Communications we are trialling various technology solutions that streamline website keyword auditing and tracking backlinks, just two pieces of an increasingly complex puzzle our clients are facing in an effort to keep their site in front of their customers. Events such as BrightonSEO enable us to advise clients on best practice and suggest new strategies that maintain their competitive edge.
Contact us here if you would like to get a better understanding of how we can help you increase your organisation’s SEO performance.