BrightonSEO put on another event packed full of great talks about all things Digital Marketing this month. The Fandango team spread out over the different talks to cover as much ground as possible.
Last Wednesday, Carla and James attended Measurefest which was all about analytics and what we should be measuring for success in business.
Carla and James attended the first day of talks, getting fully stuck into the talks and networking. Dan joined James on the second day to build on his digital marketing knowledge with a focus on content and social media.
User intent and CRO
Carla attended talks which discussed the customer journey in detail. The speakers talked about attribution, focusing on where users are coming from and mapping out different touchpoints. With first and last-click attribution we lose a lot of valuable data about the influence of every touchpoint in a customer journey.
A talk about user intent inspired SEOs to consider where to send users after they land on your site. Let’s say a user lands on a blog article with informational intent, does the blog content lead on to the next bit of content they might read or do they just leave the site altogether? On the other hand, a user with transactional intent might land on a helpful article but does that page lead them to the right products to complete their user journey?
Timing also cropped up among these talks. At different times of day, people have different intentions. Looking at how content helps users with a range of user intentions throughout the day, especially at peak conversion times, is important.
Another talk Carla attended discussed conversion rate optimisation. SEO and CRO go hand-in-hand. Why optimise for search engines if your page isn’t optimised for conversions? CRO is definitely something the Fandango team will be looking into further.
Video content for social
Video content is still generating the most engagement across the web. However, Facebook videos are on a slight decline. This could be because Meta is focusing its effort on Instagram reels. The platform is in a race with TikTok which they joined late putting them on catch-up. Users who post regular reels will be rewarded by Meta on Instagram. You do need to be on top of it though. Posting 3 reels a week is ideal but tricky to do in a working week.
Helpful content with a strong brand voice
The talks James went to discussed boosting helpful content in your digital strategy while keeping your focus on brand voice. This includes translated web pages. Using translator tools is the easy way to build up webpages for different regions but is the content in the right context? When writing other web pages, you should write with meaning in mind for the benefit of customers across all your regions. You should never sacrifice your brand voice for more traffic!
AI for SEO
Artificial Intelligence (AI) tools cropped up in the talks James attended. From content writing to web page element code writing tools, it sounds like AI is getting more advanced. There’s a definite upward trend for AI as software becomes more accessible. It’s going to be interesting to see where AI takes SEO and vice versa.
Improving and developing great content
Dan’s main takeaways revolved around improving and developing content. Immediate improvements include making images accessible on web pages and social. Forgetting alt text obviously affects accessibility but it can also affect your ranking capabilities. Alt text is a great way to target secondary keywords and promote more content. For example, in a tweet with a short caption and three images, each image could have different alt text. Using alt text in this way is extremely clever and is something to consider for different platforms.
Creating great content for users
There were lots of content tips with a focus on there being no such thing as a bad idea. One tip focused on reframing negative viewpoints about particular content ideas and saying, “What if it isn’t?”. A great tip Dan took from Chima Mmeje was to treat each H3 as a mini-article. This is great advice for creating high-quality content that provides a great reader experience. One talk revealed that, for niche topics, Quora and Reddit had some great questions and answers. This is perfect when going after topics that might have a low search volume.
The information that the team learnt over the weekend will be used to improve our work going forward.
BrightonSEO is the largest search marketer gathering in the world making it the perfect place to learn more about our industry. Everything we learned will help us ace our digital marketing strategies.
If you’re a current client and you’d like to chat about new ideas for your strategy, make sure to pop over an email to Carla or James. Are you considering SEO? We’d love to start talking SEO and content with you. You can send an email to hello@fandangodigital.co.uk or call us on 01243 200444.
