On Friday 22nd April, members of our SEO and development teams attended the Brighton SEO conference at its final year at the Brighton Dome. Thanks to its huge popularity, the annual event, loved by SEO and digital marketing professionals alike, will now be moving to the Brighton Centre from September onwards. This move means the event will be able to cater for the ever increasing number of attendees that flock to this conference.
If you didn’t manage to make it, here are just some of the new practises and highlights from the SEO and marketing worlds that are not to be missed:
How and why UX must be front and center to your technical strategy – Nichola Stott
UX differs greatly depending on various factors; one of which is age. In general, Generation Z and Millenials have a different UX experience compared to those of an older generation and this is something we should be bearing in mind. Whilst the Millenial generation have grown up with access to a variety of devices and internet access, Generation Z (the newer and “younger” group) are using the “internet of things” in a vastly different way with a greater variety of devices, a wider access to the internet and even more social apps and platforms. What makes Gen Z stand out is the fact that they will account for at least 40% of the market in the next two years and, on average, only have a retention span of 8 seconds when browsing the web, attracted by the more streamlined “cool” product experience.
Nichola also taught us that there are a host of new HTML 5 elements available that allow for faster loading of resources and loading times to help counteract this reduced attention span. New techniques and details to watch include:
- Resource delivery HTML
- Resource latency issues – new rel attributes in use for html5 which include “preconnect”, “prefetch”, and “prerender”.
- Critical path analysis tools
- Server modules / autopilot modules
For further details, this article on increasing site speed by 68% is well worth a read.
Other details worth knowing:
- 18-21 year olds are most inclined to buy online from a mobile phone
- Google AMP is another way to up-sell your brand with news and article releases
- App indexing of URLs is now possible taking users directly to reviews online and not just being pulled into the application
Fundamentals of video SEO – Rachael Dines
Did you know that 69% of internet search this year will be video based? This includes YouTube, Vimeo and Instagram; it’s certainly impressive. Since the Hummingbird update, video now accounts for a 41% click through rate online, something you should definitely not ignore if you have products and reviews available for customers to look through that can, in turn, help generate additional sales. In fact, on site videos help keep users on a website for 2 minutes longer than those without.
- Website users are 64% more likely to make a purchase with a video review
- Videos are proven to increase click through rates and overall interaction on site
- You can use videos to help provide answers and solutions to your customers – giving them that extra value through your content
- It’s always key to ask your audience what they want to see – you’re more likely to generate positive results if you’re sharing content that’s wanted
- By including video in emails, you could see an increase of 19% in your open rates, especially sharing buttons are included
- Vimeo is worth considering over YouTube as the service doesn’t include adverts
Basic guide to server analysis – Andrew Halliday
Andrew Halliday, SEO specialist, taught us plenty about server analysis and how server logs allow you to view how often Google re-crawls your website. If Google starts to re-crawl more frequently than normal and there isn’t an obvious reason why this is (i.e. a lot new fresh content published) then it may be because they are monitoring your site and could be about to penalise you so it’s worth staying on top of it. Read more about Andrew’s talk here.
Marketing to local customers – Greg Gifford
Greg Gifford went over the importance of marketing to local customers in his insightful talk. Key points to watch:
- There are two types of SEO – traditional and local
- PPC for local business will always appear above any search results going forwards though so it pays to pay!
- Email marketing needs to have a responsive design – this increases open rates by at least 55%
- Wistia allows you to host your videos without adverts and create custom thumbnails – you can even include an enquiry or capture form inside the video once it finishes
- Facebook ads, drop pins on events and locations can help generate extra links back to your site so it’s worth paying attention to those in your social media management
- Beacons are new tiny devices that allow you to track what customers enter within your shop (subject to them downloading an app) and you can then “beam” emails directly alerting them of new products, current offers or sale products you have in store today – this technology has already been trialled in several stores and businesses and has driven sales in advertised products up by 60%
Don’t forget – if you want to explore SEO and find out how BritWeb can help with your SEO practises, call us today on 01403 261491 or email firstname.lastname@example.org.