BrightonSEO sees the best movers and shakers in the digital marketing sector get together to share their wisdom about the biggest trends to look out for and to discuss how brands can improve their service to customers. It’s exploded in popularity over the last few years, as agencies have flocked to Brighton to learn something new. BrightonSEO actually started out in a small room above a pub and this September, it took place in The Brighton Centre for the first time – a bigger venue but definitely just as much opportunity for a pint. So, what were the buzzwords and ideas on everyone’s lips this year?
Content is a big theme every year and it was no different this time around. Content needs to be personalised in order to build long-lasting relationships with customers. Do your homework and research your audience properly, address your user’s needs and concerns with catered content for each platform. Bring your team together to create ideas for content, because every employee will have a different viewpoint and will bring value to your brand identity. User-generated content is also useful; getting your customers or influencers involved in making their own content. Basically, content marketing is a long-term gig, make it work.
It turns out that online reviews need to be a big part of your SEO strategy, even though they’re often overlooked. 90% of consumers actually look at reviews before they buy and they’ll spend 31% more time on a site with excellent reviews. It’s not hard to see that if your brand or client doesn’t have reviews or they’re unfavourable, you need to do some soul searching. You need a review strategy.
Local SEO was mentioned in so many talks this year. It’s integral to e-commerce strategy and digital marketers need to ensure that their providing their clients with effective, locally-optimised store pages. Lots of businesses are competing locally, not globally, so it makes sense to focus on local search and make it even more specific. Drive traffic by increasing local awareness. Analyse keywords closely.
Marketers need to be re-thinking keywords because the way customers are searching is changing. Voice search is shaking up SEO. People are searching with shorter, sharper and more conversational language and you need to be on top of this and analyse who’s using it, what they’re saying and adapt your SEO strategy accordingly. 50% of searches will be by Voice Search in 2020, get going!
Get the Audience Right
Finally, with all of the focus on creating killer content to make you stand out from your competitors, there can be a danger of oversharing or generating ideas and content that simply isn’t relevant to your audience. This can be alienating and put people off, so it’s crucial that you research, research, research. Your brand’s reputation can be scuppered if you misjudge your audience and try to make something that isn’t authentic.
BrightonSEO is usually a really good marker for what challenges are facing the digital marketing industry so taking note of advice and watching talks back or downloading slides from the conference is a fab idea.