Brighton SEO Round Up - Part Two
Produce Kick-Ass Strategies for a Customer-Focused Content Plan…
Laura, our second speaker of the Content Strategy session was full of ingenious ways on how to ensure our clients get what they pay for and more importantly make sure we as digital marketers stay on top our game. Humming in on 6 key strategies, her practical and productive methods on how to produce an original piece of content ranged from “hacking the press”, by this she meant staying topical when it comes to Content production or making comments on news stories, and including as much data as possible in order to be considered a valuable contributor to the digital world.
Aside from keeping on top of trending subjects, Laura also suggested that if we don’t have the budget to produce our own data then we should look elsewhere, to places such as governmental platforms, utilise discovery tools like Buzzstream and Hootsuite and even re-invent content that can be found on Wikipedia. She drew her talk to a close by asking one question “So what…?”, reiterating that every piece of content should make our audience have a reactionary response.
Connecting APIs Without Coding Skills To Design Your Own Dashboards
Yigit owns the top SEO agency in Istanbul, ZEO, and started with an example of how his company resolved a major issue without using traditional analytics tools.
One of their clients (undisclosed) saw a 40% drop in organic traffic but no one could understand why.
Possible reasons for the drop were:
o Backend made big mistakes that they weren’t aware of
o Front end removed content
However, no one was owning up to anything. There seemed to be no explanation for the drop in traffic, traditional web analytics tools did not offer a clear explanation, there were no penalties in Search Console and everyone claimed to have “not changed a thing”. SO ZEO set out to help them.
Quality PR Linkbuilding - With Terrible Budgets
After the morning's session and a three-pint lunch with some old colleagues, I found myself in the reputation seminar finished off by VoucherClouds very own Ben Harrow, presenting a deck entitled Quality PR Linkbuilding - With Terrible Budgets. His talk focused on how to create highly successful link building campaigns with little to no available budget and the tools you can use to help you achieve your goals.
In particular, Ben focused on free data sources that are available online that you can use to build out content for your clients. These include TripAdvisor, company data, price comparisons, data available from Google such as search trends and volume, as well as freely available data from Wikipedia.
This isn't rocket science, it's actually pretty obvious, but as often is the case with these things, the obvious things are often overlooked. The content created from these sources ranges from price comparisons for Airbnb apartments across Europe, most popular tourist attractions in some of the worlds biggest holiday destinations and the most popular sex toys bought in Europe. So from double-ended dildos to Walt Disney World, the data to grab people's attention and drive traffic and links back to your site is out there - you just need to find the right place to look for it.
Next, Ben moved onto how to visualise your data on the cheap and also how to find prospects for your outreach. Here he mentioned a lot of super useful tools:
- theatlas.com - graph database and visualiser, a very good one too
- mapcharts.net - heatmap generator
- voilanorbert.com - corporate email database (super sneaky and useful)
- hunter.io - another email address finder
All in all, this was a really good talk, probably one of the best in my five years of attending Brighton SEO. I'll be using the tools and strategies in my linkbuilding campaigns moving forwards and you probably should too.
Performance-Based Optimisation Using Google Search Console API
I found Kostas Voudourises talk on performance-based optimisation using the Google Search Console API particularly insightful as it provided me with 4 new query ideas for my clients.
Query Idea 1
His first suggestion was to track and analyse the keywords that the website has content for - not the ones we would hope the site ranks for. Pulling a list of all keywords driving clicks to the site should be rather quick and, once compared against our own tracked keywords in GetStat, should provide us with a list of non-tracked ranking keywords.
Query Idea 2
Secondly, Kostas suggested building a monitor for new keywords. If a keyword that isn’t already in our keyword database starts driving impressions and clicks to our site it should be recorded and reported on as a win to the client. As a follow-up step these new keywords should then be imported into GetStat so that we can start tracking performance over time - which would be particularly useful in presenting the performance of new product categories, PR pushes and link-building campaigns.
Query Idea 3
Kostas also recommended finding multiple URL rankings for the same keyword. If the ranking pages are not sitelinks, it would be a good action point to consolidate all our ranking power into our preferred page using canonicals and 301 redirects. Again this should be an easy alert to create.
Query Idea 4
Lastly, Kostas suggested creating a custom CTR model to benchmark performance. Indeed CTR models can be built for different types of pages (PDPs, PLPs), devices (desktop, mobile) and keyword types (brand, generic). This would also be quite interesting to graph over time to record seasonality and should enable for creation of particularly accurate traffic and revenue forecasts.
Olivia Stone - Trainee Content Executive
Stephen McQuinn - Content Executive
Tom Bowers - Senior Content Marketing Manage
Artiom Enkov - Senior Organic Performance Executive