Once again the SEO Team took to their laptops for 2 days attending the different talks available at Brighton SEO last month. There was a great range of talks to choose from, all delivered by expert talkers, opening up topics for debate and enabling SEOs from across the globe to hone their skills.
After 2 days of attending talks brimming with information, here are the insights and tips we took away from virtual Brighton SEO:
- An internal search results page could end up ranking better than a dedicated category page. As SEO’s, we usually try to have a suitable landing page to help us rank for our target search terms – but after all the optimisation, Google may still opt to prefer the internal search page if it believes it provides a better answer to the user search queries.
- GPT-3 from OpenAI is scarily good at generating human-like text from a prompt. But how can this help us as SEOs? Using GPT-3, it is possible to copy & paste content from a web page and have it summarise the article within ~160 chars for a meta-description. While it may not be perfect, this could be a great timesaver for a situation where you would need to create meta-descriptions for a large number of pages.
- Use data to drive your user-centric navbar design! You have plenty of data within Google Analytics that shows how users navigate around your site. Make sure you pick out the most important pages and ensure they are easily navigable to the user.
- We use DevTools regularly, but it’s always been something we pick up as we go. It was great to hear some tips about how we can use this powerful feature of Google Chrome to help within SEO. For example, local overrides can allow you to changes elements of the page locally and run lighthouse tests with your changes. This could be great to see the impact of your Core Web Vitals recommendations before they are handed over to the developers.
- Longform content doesn’t belong in FAQ’s. This area is for users who have been unable to find the content that they were looking for in your existing content and are looking for a pithier response.
- When pitching your new content via email, password protect your articles or emphasise when your post is due to be published. Doing so means that you avoid clients accidentally referencing your content prior to your article being published!
- Image Tags need to go beyond identifying the objects in the image. Consider using topic mapping to identify the links between the objects you are trying to describe, and the areas that you might be missing by keyword search terms.
- Make use of pagination on the comments on your article posts to reduce the DOM size and improve loading speeds.
- Create a Pivot chart in excel based on user traffic to decipher which pages are the most popular on your site. Organising the information this way helps you to identify popular pages that you might have missed from your navbar or highlight the need for a restructure.
- The bigger your site the more at risk you are of index bloat. Rather than letting Google crawl everything, it’s good to have more control over the different pages and sections Google indexes to ensure the focus is on pages that have the potential rank well and bring in leads.
- Neural matching impacts 30% of queries and is used to understand the patterns and concepts behind various search terms. This means your page doesn’t need to match the text, it needs to match the idea behind the search. So think less about keywords and more about the topic.
- When looking at your content, look beyond the keyword. Instead focus on how users interact with the site and products. This can inform any necessary changes to your content. It also allows you to embrace the ‘fuzzy’ keywords: Google wants to match you to users with unclear search terms.
- Accessibility is crucial! Currently, 70% of UK and US sites do not meet accessibility standards, whilst 90% of sites don’t meet accessibility standards worldwide. There’s also data to show that if a disabled person visits a site that isn’t easy to use, there’s only a 12% chance they’ll return.
- When developing an internal linking strategy, consider the pages your backlinks point to. Backlinks are more likely to point to the informational pages on a site, rather than the transactional ones. It’s important that the link equity and value of these backlinks is passed onto the pages more likely to convert.
We checked in with some members of the team so see how they found the experience. For our recent joiner Ellie, it was her first time! When we asked if it lived up to expectations, this is what she had to say:
“Overall, I really enjoyed my first Brighton SEO Conference as it gave me a great insight into the many different specialisms that exist within the industry. I’m looking forward to being able to (hopefully!) attend the event in person next time!”
Eleanor, Digital Marketing Assistant
We also spoke to one of our more senior members of the SEO team.
“Having been with Uprise Up for a few years, I’m fortunate enough to say this is not my first time attending Brighton SEO: both off and online. There’s always something to learn from these talks, it’s never time wasted! Over the last few conferences there’s been a growing focus on automation. Whilst it’s generally agreed automating where possible is the way forward, there still seems to be contradiction over what should be automated and what still needs human interference. This is a conversation I can see progressing more in the future.”
Aimee, SEO Consultant
As lovely as it is to attend Brighton SEO in loungewear, we collectively look forward to having the opportunity to go in person once more. What were your favourite takeaways? Did something stand out to you that we haven’t mentioned? Feel free to get in contact today and start a conversation, we look forward to hearing from you.
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