Brighton SEO 2015
Leo Davie / April 10, 2015
Brighton SEO is upon us once again and, as always, it doesn't disappoint with it's line up of talkers and industry experts. This year's event has plenty of knowledge gravitating towards the stage of the Brighton Dome with the likes of James Agate, Matthew Barby and Matt Barker all imparting some pearls of SEO wisdom that can be digested and used going forward into 2015.
Jon Earnshaw - Cannibalisation / Intelligent Positioning
* Connect content and assets together / form basis of semantic search.
* Cannibalisation on increase - effecting the way content is presented / answering questions like why rankings dropping / unstable positioning
* Cannabilisation is something that effects most sites to some extent
* Easyjet effected by cannabalisation problems - rankings dropped without them doing anything. Google saw their content wasn't connected together effectively.
* The pages didn't explain to google what the pages where doing and how they were connected with the main Easyjet page.
* Argos also hit by cannibalisation - dropped out of the SERPS for iPad price - caused by one URL coming in and replacing the other one that was near identical - didn't make it clear to Google what had changed and it massively impacted rankings for that specific search term.
* Competing URLS that are the same are stopping pages from ranking - more or less the same - Debenhams is a good example of this where their rankings can be approved through cannonical tag.
* Sites that have URLS that are essentially the same are competing unnecessarily with themselves and effects their rankings.
* House of Fraser badly hit by cannonical issues - i.e. "Loafers" has been plummeting due to internal cannocalisation / not linking the pages back up to the main loafers page leaves too many URLs for Google to examine and not making the statement about what the main page is will invariably lead to rankings to fall.
* Getting your page structure right is imperative
* Subdomain conflicts / main domains can be pulled down by subdomains
* store. shop. subdomains can make parent sites fall in the rankings because of lack of cannonical tags if they are essentially the same pages - makes it different for Google to differentiate.
* Always look for internal conflicts first when rankings are acting unusually.
* Semantic Flux - currys / PC world seen as the same site in the eyes of Google and not using cannocial tags
- Monitor content daily
- Investigate suspicious ranking changes
- Make sure you let Google know which page you want to rank through use of cannonical tags
Rob Bucci / GetStat
Advanced Competitive Intelligence
* What can we learn about sites by looking at SERPS alone?
* Go after accessible keywords
* Get user experience right on product pages and search pages
* Always try to rank your best UX
Dave Naylor / Bronco
Future of Search
* Mobile update / making sites mobile friendly / responsive
* Start checking mobile results over desktop results
* Google is looking at information sites vs ecommerce
* App indexing / lets you connect pages from website to apps / some google search results now open directly into app platform when searched from mobile
* Different sorts of sales avenues i.e. small value items / travel etc will have different sorts of conversion insomuch as people are more likely to book things like travel on a desktop than on a mobile.
* Websites that had users details stored on mobile excelled because of ease of ordering things on mobile
* Making it easier to buy on mobile is something that is going to become much more important
* Agencies need to make sure they evolve and embrace mobile
* Still key to build sites for users not search engines / But not to take too literally because you need to make sure it's SEO friendly as well
* Make sure you utilise webmaster tools
Matthew Barby / Wyatt
* Content and great links are key to rankings
* Press requests / Earning editorial mentions / People looking for content / HARO a free service for PR requests / Use hashtags like #journorequests to find the sort of people looking for content you can then supply
* Use wikipedia to get links / broken links through wikipedia / wikigrabber.com tells you pages that need citations / Lets you create a piece of content but should pass your bit of content to experienced wikipedia editor who will get the content published
* Use wikigrabber to find dead links that lets you recreate the content with the right links placed in it.
* Write a wikipedia page for your clients if they don't have one
* Use Reddit to build links / look for relevant subreddits for your clients / If there is no subreddit, create one
* Use sponsorship for local SEO i.e. sponsor local events etc go on meetup.com to see local events and groups and offer to sponsor their event
* Build a content influencers list / build relationships and offer great content / ask them to write for your sites / maybe consider contributor badge on their site
* Interviews / guest blogs still work / use sites like hey-press and mention.com
* Buzzfeed is treasure trove of links to be cashed in on / Just create a buzzfeed account and make sure you follow submission guidelines
* Repurpose interesting data to generate links
* Backlink discovery is a great link building opportunity / let's you keep an eye on any bad links that can be removed / disavowed
* Look at sites linking to competitors to give you a basis for approach
* Majestic good tool for backlink discovery / start building relationships with sites linking to your competitors
* Backlink discovery lets you gauge ROI / adapt your strategy / lets you allocate time more efficiently
* Lets you stop bad links at source before they become too detrimental to your sites / Get rid of irrelevant links / low authority / exact match anchor text
* Lets you see if your clients are doing an SEO that they shouldn't be i.e. paying for hundreds of links from sites like Fiverr.com
* Backlink discovery lets you prioritise SEO tasks and makes you more proactive rather than reactive
Sam Scott / Logz.io
Importance of PR
* Doing good deeds etc can help generate buzz / make something go viral i.e. the guy who gave away free pizza to homeless / leads to potential coverage and links from highly valuable sources
* Think about PR before you think of traditional types of link-building / best links are invariably by-products of good public relations activity
* When pitching journalists etc make sure you do your research and only pitch relevant content to them / if you offer something not relevant you risk being black listed
* Real marketing and PR driven links are more or less resistant to the likes of Penguin and Panda because the links are entirely natural and not engineered by you
This year's Brighton SEO has been another resounding success and this year's event was finished off with what could have been an ill-fated talk with Apprentice winner, Mark Wright, given this is an SEO event and he's been somewhat panned for his apparent lack of knowledge of the industry but it is interesting to see it from a perspective of how the show has helped him establish a seemingly thriving business.
For those with experience in SEO and the complete novices, Brighton SEO caters to them both in a number of ways and, as always, there were some genuinely interesting takeaways for those looking to up their linkbuilding game in 2015.