Brighton SEO is a firmly established fixture in the SEO calendar, and this year Linkdex had the pleasure of the being the official pre-party sponsors of the event.
So after a fun-filled night meeting and greeting industry friends, and “official” breaking of ice — namely, a few drinks to keep our search-hungry minds limber — we rose from the post-party slumbers to take in a exciting schedule of talks and presentations.
This year’s event took place at the Brighton Dome, not a small venue by any means, yet absolutely packed by 10 o’ clock.
Talks took place across the five rooms of the venue, and were grouped into categories including: links; content; ecommerce; ux; and technical SEO amongst others.
Whatever route you chose, you were sure to see some great talks.
Highlights, for me, included James Perrott’s Guaranteeing Success with your on site strategy which tied together some clever SEO forecasting, opportunity analysis, conversion optimisation and on-site strategy.
In the Dome Concert Hall, Lisa Myers and James Finlayson gave a fantastic talk on Why SEO needs to get emotional.
Drawing from science, psychology, and the work of Antonio Damasio, Myers and Finlayson explored the relationship between SEO and the human connections that people make which influence their decisions. To illustrate their point, they unveiled Lava the “emotional search engine”, which measures sentiment over time for celebrities (although it’s assumed the tool could also be used for other entities and brands) across 8 million media articles. Lava confirmed that Katy Hopkins, perhaps as expected, is the most hated person in Britain (above Donald Trump and Vladimir Putin), but perhaps more surprising that amongst prominent democrats, Bernie Sanders is actually better received that Clinton or Obama. Do check out the slides above if you missed the presentation as it was a fantastic talk.
Greg Gifford, Director of Search and Social at DealerOn, gave a presentation, Marketing to Local Businesses, packed with SEO goodies, local-search insights, and no less that 88 movies references from car movies.
Greg’s talk was a mile a minute and covered everything from best-practice local SEO, Facebook targeting, and iBeacons, and I’d strongly recommend having a look through the slides if you have an investment in local SEO.
Collette Easton, from Linkdex, gave a presentation in the Corn Exchange on The Secrets of In-House SEO Teams. Collette has the inside track on in-house SEO, and spoke to heads of SEO from in-house teams at uSwitch, JD Williams, and Skyscanner to gain some insight on the secrets, as well as the challenges brands face, when it comes to in-house SEO.
It was a fascinating perspective on in-house SEO, but there were lessons there for all organizations invested in the channel. Key takeaways included the notion that in-house need to operate in a consultative manner for other in-house departments, and that communication and perceived availability are very important. Teams, also need to be very flexible and be able to pivot and change direction as required, which is often a challenge for in-house teams. You can view the slides from Collette’s presentation below.
All in all it was a fascinating day of talks. If you want to revisit any of the speakers slides from the day, you can find them all here courtesy of Nick Wilsdon.