Tag Archives: Brighton SEO

Brighton SEO – Google+ For Brands

Adriano Accardo from Google’s presentation about what G+ can do for your brand, was an insight into how communities work on line and how brands are seen and used in this forum. Community was the keyword throughout this presentation- people love being part of a community, we are constantly with a number of devices throughout the day.

People are also expressing themselves now using pictures and the thing that really stands out on G+ are images and moving images. The biggest feature on G+ are the circles, these ensure that you are talking to the right people at the right time about the right thing, whether it is personal or for business. This is how brands can use these circles well, this is how they can drive the engagement with their users. Cadbury, for example, as a brand they have over three million followers, one of the biggest followings on any of their platform. Ford photo community is one of the biggest communities on Google +

The thing with Google + is as a brand you can get all the information from alltour other social platforms in the same place. this is where YouTube works really well. An easy way to grow your brands presencebybusing video you can really engage with your audience. Great content generates great stories. Toyota for example allow you to build a  without the need to visit a dealership. As a brand this is a great way to keep the momentum going with your customers. Keep sharing and keep posting let people recommend you and measure the impact. Simples!

#BrightonSEO 2013: 6 Tips for Successful Outreach by Danny Ashton

Danny Ashton’s look at the best ways to successfully outreach your content

To connect with a wide audience and ensure that his talk really hit home with everyone here, he used the analogy of outreaching content as similar to outreach in terms of a romantic relationships – genius and easy to follow!

Here are his 6 top tips….

1. Vulnerability

- Making yourself vulnerable by thinking outside of the box and reaching outside of your comfort zone will increase the possibility of success.

- You should also be prepared to accept that this will also increase your possibility of failure- but by not putting yourself out there, you are limiting your results.

- In terms of content, this means being open to the vulnerable nature that is an unavoidable part of building relationship with bloggers or possible websites. The good news is that a blogger that you’ve reached out to and built a relationship with will be far more likely to want your content in the future.

2. Honest Communication

- The easiest and most effective way to build and ensure your relationship is by being honest about your intentions. Just like real life, lying about common ground may work initially, but will not build a sustainable relationship.

- With regards to content, this means being honest about what you hope to gain from placing your content, as well as how you can benefit each other. This will eventually lead to a successful partnership that you can rely on for your content. Honest communication leads to honest content outreach.

3. Affinity

- Affinity is about looking in the right places for people with similar interests to yourself, in order to benefit each other. For example, if you enjoy wine, a wine tasting evening will theoretically be filled with like-minded people with a lot of common ground with one another (you all like wine, of course).

- With content, this means targeting appropriate sites where you will gain the most benefit – for example, targeting an eco site with a travel related angle, such as green-friendly hotels or wellbeing holidays. This is something of a specialty at Verve Search, where we love a fresh and creative take on an old or overused angle.

4. Overcoming Fear

- Your internal dialogue runs through your head 24/7 and will always be doing its utmost to keep you safe. This means however, that it will also limit opportunities that may be a bit more daring – it will tell you not to do things that might seem a bit stupid.

- In terms of content, ignore that small voice and push yourself further! This means pushing aside the thought ‘The Guardian will never use my infographic’ or ‘BBC News wouldn’t ever print my article’ – you don’t know until you try!

5. Rejection

- A rejection isn’t always a straightforward no. There could be a number of reasons that are nothing to even do with your content, such as bad timing, the relevant person being out of office or a too similar piece of content having recently been published on your target website.

- Basically, this means don’t give up! Don’t get disheartened by your failed efforts – try again somewhere else. You’re looking for the right fit for your content, the right relationship takes time to build.

6. Confidence

- This is about having the confidence to put all of the previous steps together and go forward with your outreach. Accept rejection as part of the process and use it to fuel your next steps.

The main points to remember are that to ensure successful outreach, you must build real and honest relationships with those that you are contacting – don’t place your content with a blogger that you’ll never speak to again. Building a long term relationship is mutually beneficial, helping each other with worthy and relevant content that is valuable to both of you. Don’t be afraid to make yourself vulnerable or contact “big” publications. Don’t be afraid of rejection.

My main take away’s from Brighton SEO 2012

Brighton SEO

 

Brighton SEO

“Cath, make us a cup of tea? If you make us a cup of tea I’ll put the rubbish out after the TV Programme” Dave Trott.

The above sentence has everything you need to know about advertising. It’s all there, part of me is tempted to finish this blog post here and let you unravel things…. But I’ll go into a bit more detail, because at the end of the day it’s nice to share… as they say.

My mind is like a huge empty hanger, not a small hanger, a big hanger. The type you park a B52 bomber in. A large empty cave of a place so when someone comes in and adds a small amount of information to my cave I feel very grateful, so thank you David Trott, you added to the cave.

Brighton SEO kicked off with an informative and insightful speech by advertising man David Trott: “Predatory Thinking”,  was the title and the aim was to make us, as SEO’s think about how we approach our challenges? What are our challenges? Well I soon found out that I was already at a handicap: I was English and I was middle class, being predatory wasn’t my natural state.

Pure creativity is paintings, drawings, music and so on. Applied creativity is taking the pure and appling it to advertising or SEO or anyother medium we use to motivate a buyer, social media and be thrown in there too, because at the end of the day the reason Starbucks has a Facebook page is because they want to sell more coffee.

The advertising world, David tells us, is incredibly bad at its objectives  89% of advertisements that we see are forgotten. You and me are exposed to 1000 advertisement a day… now try and remember 10 adverts from yesterday… It is a struggle, right? Amazing so what you need to do is stand out. You need to make an impact, you need to be heard. And how do you do that? You do that by being different.  You cannot run with the status quo.

Forget about the medium, be it TV, Internet, Radio or search. Instead focus on the punter, on what do they do?  What would be the best campaign? A viral campaign that goes international and breaks all records? Right, just try booking some ad space for viral. You can’t, you have to influence viral, you have to find the evangilists and you have to let them do what they do best, influence the group.  You have to be predatory you have to kill the competition. (Honestly my middle classness was killing me by this point, ‘kill the competition?!, I feel bad when I step on an ant)

The three main things you need to focus on, within any campaign are: Impact, Communication and Persuasion. Let’s go back the opening sentence “Cath”, there is your impact. “make us a coup of tea” Communication and finally ? If you make us a cup of tea I’ll put the rubbish out after the TV Programme”  persuasion. Simple right? Well not really when a million conversaions go like this, but do all those conversations have all the hooks that you need to get that cuppa?

Remember 90%  fail at the “Cath” stage, they fail to make an impact, no click in SEO language. And if you have no click how many conversions can you get? Well David said “The square root of fuck all”, but being so middle class, I would say, not a great deal. This is where a lot of campaigns fall down, they don’t want to rock the boat by being different, they look at the analytics and they play it safe, very middle class, and eventually they fail.

What we as SEO’s need to do is look at what drives people. If you can work that out and speak their language then happy days, the only caveat is we need to be bilingual we need to speak to the customers and we need to sell to our clients. Marketing departments speak marketing language, you need to do this to win pitches, then you need to switch and write to the actual customers, who thankfully speak plain English.

What I took away from David is that we need to think about how to impact the 10%and they will influence the 90%, but without even reaching the 10% your doomed. David would have use a far stronger word but I’m far too middle class to even mutter it.

Do You Speak Brand?

The other stand out speaker for me was Anthony Mayfield, who had a tough act to follow. Anthony also touched on the ability of SEO’s to be able to speak brand. The SEO industry is still relatively young and the way it’s explained and sold is changing and we, as SEO’s need to be able to communicate to potential clients what we do and why it’s important to them. By showing potential clients how SEO integrates into the wider scheme of marketing.

One huge indicator of how this market is changing and evolving is the fact that Coke-a -Cola has moved 20% of its over-all marketing budget to internet marketing, including content creation and SEO services. This is a big step for one of the biggest companies in the world and as we know, a  sign  of things  to come for other companies.

Anthony went on to explain how he saw SEO evolve over the past years and how there were direct connections between the raw data that we have form analytics and how we can react to that data into practice. How we divide these jobs up and how we speak to our clients about how and why is what the industry has be wrestling with over the past few years. Is it going to be all ‘inbound media’ or ‘in bound marketing’ in the next few years?

What we know for now is that the companies that produce good content, consistently are the ones who are seeing success. Anthony explained that SEO is a medium in its own right and should be refered to as such, so that along with TV, radio, Magazines and so on, SEO should be seen as something that has its own measurable worth within a marketing budget.

SEO as an industry has to find where it comes into the users buying cycle. People go through a number of different stages before making a purchase: consideration, bond, advocate, enjoy, evaluate and buy. As an SEO we can see the natural places to put reviews and help conversion factors, which in turn with all the factors finally bring people to the al important buy section of the process.

What I took away from Anthony’s speech was that SEO has to learn how to explain its benefits to marketing departments because these are the departments that we should be talking to. It’s come a long way, SEO and it has a long way to go. I for one am enjoying the journey.

Linkdex updates…

Things have been evolving at Linkdex over the past few months and some of these updates are going to make life easier for us all. You might have missed Matt Robert’s speech as he was hidden away in another room within the Brighton Dome.

Geo Rankings: Linkdex has the ability to see how your rankings for particular keywords are doing in different cities and areas. So you might be number one in one town but not in another. Because Google uses one data center for displaying your rankings to you this doesn’t mean your rankings in a town the other end of the country are the same. With this information you can fine tune your optimization for particular areas, areas where you might be losing out on business.

Competitor Analysis: One of the things that is practically industry standard is to keep an eye on what the competition is doing. Linkdex has the ability to find who your competitors are in any particular country based on keywords. One thing that we can say is we know ho we think our competitors are in any particular market but it’s reassuring to have a third party find competitors too. By analysing this data it’s possible for Lindex to estimate the market share that a competitor has and put an actual monetary value on that share.

 

Brighton SEO is a good way to get a snap shot of the industry and to see how people were engaging in the market. I would highly recommend Brighton SEO it to anyone who is working in the  industry and to anyone who uses SEO service providers. The relationship between provider and client is developing and finding the right language is part of this process.