Today we’ll be wrapping up some of the key takeaways and tips from some of the BrightonSEO sessions.
This morning, we’ve got our team in the sessions for future-proof.
So, if you’ve missed out on a place, couldn’t attend today or are still stuck in that mega long queue, fear not, we’ve got eyes and ears everywhere.
Got something to add? Email firstname.lastname@example.org with your tips and quotes.
Future-Proof Sessions with Nichola Stott, Mel Carson and Rob Bucci
Nichola Stott – How and why UX must be front and centre to your technical strategy
A fantastic talk from Nichola Stott she discussed some of the challenges for UX and content that people face right now.
- The 18-24 year old demographic spend 25% less time looking at content
- Build your site, your app and everything else to deliver the content quickly. Young people don’t care about the experience, they care about your ‘product’
- By 2020, 40% of consumers will be Gen Z – show them what they want, and fast
Consider alternative sources to get your content seen. Buzzfeed draws 70% of its traffic from sources other than its website. The majority of this is Facebook embedded videos and 21% comes from Snapchat. Consider strategies like App indexing to deliver users to the content they need.
— SiteVisibility (@SiteVisibility) April 22, 2016
21% of buzzfeed traffic comes from Snapchat #BrightonSEO
— Nicky (@nickyhumfress) April 22, 2016
Mel Carson – Personal Branding
Personal branding = defining your professional purpose and being able to articulate your experience and value to your TA through digital media and in-person
Golfer Ian Poulter – check out the twitter moan about his nanny being downgraded from business class in British Airways and his wife having to travel alone for 10h taking care of 4 kids.
How to be a good brand
1. Be discoverable
2. Be shareable
3. Be memorable (the result of the first 2)
15% of people believe what a brand has to say
95% of people believe in trust
Be your own brand:
· Own your own name – buy a domain and make that site future proof to make sure when people search for your name your own website talking about your work experience comes up first
· Make your Out Of the Office work harder – add calls to action (e.g. sign up to our newsletter)
· Create a social media ratio – balance pro and professional (e.g. 60% social presence is professional and 40% personal)
· Label your photos with your name for SEO – whenever you submit then anywhere add name and profession
· Business cards
· Make LinkedIn a living profile
— Marcos Álvarez (@markookami) April 22, 2016
— Jack Telford (@JackTelford) April 22, 2016
— Amy merrill (@MissAmyMerrill) April 22, 2016
— SEMrush (@semrush) April 22, 2016
Rob Bucci – Deep Diving into featured snippets
How to provide useful content for a number of key terms that can give you a huge boost in quality, relevant organic traffic. A fantastic talk by Rob Bucci (@STATrob) which was full of data, insights and actionable takeaways.
- Can be a valuable opportunity to drive a significant amount of valuable, organic traffic.
- Give your site instant authority in the eyes of the user and can have a significant impact on conversion rates. If Google has decided your site offers the best answer to a user’s query compared to the millions of others out there, what does that say to the user?
- Allows you to leapfrog the competition. Rob referred to this as Position 0. Sites that may not be ranking number 1 in the SERPs can still make it to the top of the page. In fact, 70% of featured snippets come from sites that don’t rank in position 1 organically for that term.
- Find keywords that Google already uses Featured Snippets for, and target those.
- Create targeted content
- Consider Q&A format content that answers the specific question posed by the user.
- Consider optimising pages that are already performing well organically, these give you the best chance to be featured.
- Format your content well. Use headings, tables, lists etc – Make it easy for Google to use your page!
- Continue to refine and polish your existing snippets to ensure they remain relevant.
— Greg Gifford (@GregGifford) April 22, 2016
— Nicole Bullock (@cuteculturechic) April 22, 2016
— BrightonSEO (@brightonseo) April 22, 2016
— BrightonSEO (@brightonseo) April 22, 2016
— Andrew Martin (@AndrewDoesSEO) April 22, 2016