#BrightonSEO – Session 3
To kick off the afternoons proceedings we had four amazing talks in session three beginning with Richard Baxter founder of SEOGadget. He began by illustrating how SEO offers great depth as a marketing tool for businesses however, he stressed that it takes a long time to perfect! Indeed it does, so how do you get to be a better SEO?
Well Richard highlighted the key attributes that he believes make a good SEO. One of the first qualities is to have goals in order to understand and analyse your projects fully. Not only that, it’s important to have an SEO mentor. A good SEO needs someone to look up to and admire, someone who has an experienced SEO skill-set who shares their ideas. If you want to be the best then you need to be proud of your work as well as being curious, if something doesn’t make sense in your data then follow up on it, inspect and investigate anomalies. Learn something new every week and make sure that what you’re learning is making yourself indispensable within your team. Don’t expect all the processes and tools you are using now are the best, there is always room for improvement. We certainly agree with this point, you must be able to build a website, and own your own site to practice SEO techniques.
After learning on how to be the best at SEO, Tony King (SEO consultant from Semetrical) took the stage for his talk on getting things done or as he puts it – SEO deliverance. He believes that in order to deliver results on big brand websites you need to follow these 3 steps.
The research phase – involves knowing your market, competition and general industry outlook. The development phase encapsulates the objectives you are looking to achieve as well as your goals and strategy. Finally, then comes the implementation – where you understand your audience and develop a plan. Ultimately the session looked at how Semantical’s tools can be used to achieve the above goals – which mainly included analysing and crawling competitor sites.
Following this was something a little different, Lynne Murphy’s talk on how us Brits and Americans are separated by a common language. One of the most difficult tasks an SEO can have is to convert copy for the American market. Yes we both speak English, but what differences exist between the two? Lynne gave us her unique view on how American English is often perceived as the enemy in Britain, something that is seen as as a threat to British English Language. She described this feeling amongst Brits as Amerilexicophobia and Amerileximania (the fear of American words). When creating copy try not to reject or omit the spellings simply because you do not like them or perceive them as being incorrect. She concluded by acknowledging that English is a living language, one that thrives on borrowing. Do some research before bemoaning the American language. Be less hypocritical or, blame the Australians!
Finally, Mr James Little from Topcashback brought the third session of BrightonSEO to a close with his – decade in affiliate marketing. James took us on a guided tour through the highs, the lows and the downright outrageous; to illustrate not just how much affiliate marketing has changed over the last decade but where it’s heading in the near future.
Starting off our journey in 2002, when James received his very first affiliate cheque, we looked at some of the very first affiliate networks ever, together with the PR disaster surrounding the so-called “spyware wars” in which hard-working affiliates were cut out of their commissions by cookie-stuffing malware applications. The journey moved on, highlighting Nick Robertson, CEO of Asos, referring to affiliates as “grubby little people” and Next slashing commissions paid to affiliates by 80% before deleting affiliates who voiced concerns. It was, it’s fair to say, a time of turmoil, mistakes and PR disasters for many.
However these initial growing pains subsided over the next few years as both merchants and affiliates gained a better understanding of the market and what they could expect from each other. Regulations were introduced, which lead to more ethical marketing practices, while the affiliate industry illustrated it was coming of age by launching not just the first affiliate awards ceremony but also the first conference dedicated to affiliates.
Today’s affiliate marketing industry barely compares to the “wild west days” of old. We’re now seeing the growth of affiliates as valuable brands in their own right, and even a small number of high profile companies leveraging their traffic to come full circle and become merchants. Affiliate marketing may have changed, but it’s also shown the survival instincts of Bear Grylls – and it looks like it’s here to stay for a long time to come.
Session 3 gave us some great insights into improving your SEO skill-set as well as mastering how to deliver better results on big websites. A linguistic approach enabled us to attain a greater knowledge of how to convert website copy into a common language. Finally, we took lots of great advice from an experienced pro in affiliate marketing.
Session 4 came after the last break of the day. In this last session we quickened the pace with a lightning round of 7 minute talks! Here’s what was to come in the final session of the day!
7 things you need to know about Mobile SEO – Aleyda Solis
Social Media Reverse Engineering – Yousaf Sekander, Head of SEO, Elevatelocal
Content Planning in a Post Panda and Penguin World – Simon Penson, MD, Zazzle Media
Future proofing SEO on large websites – Berian Reed, Head of Search, Auto Trader
Client Checklist for SEOs – Sion O’Connor, Marketing Director, Vanquis Bank
The business of SEO and how it can make our world a better place - Jason Woodford, Chief Executive, SiteVisibility
Pinteresting SEO – Danielle Fudge, Head of SEO, Forward3D
Attributing beyond the last click – Tom Lewis, Head of Professional Services, DC Storm
Quickfire Analytics – 7 Custom Reports in 7 Minutes - Anna Lewis, Digital Marketing Executive, Koozai