Brighton SEO conference

The SEO team to Brighton to attend the Brighton SEO conference, organized twice a year. This is the first time that RED Performance participates. BrightonSEO is a GREAT conference! An estimated 3500 marketers, technologists and other interested participants attended the conference just outside of London.

On the first day, Kristin, Julie, Erlend, Silje and Christoph C. Cemper joined Link Building and the Link Research Tools (LRT) tool. Kristine, Michael and John also received a course in Practical CRO, led by Joe Doveton.

The Link Building course was extensive and took a lot - but a few immediate things were quite excited:

301 we have moved vs 302 immediately back ticked
Also use temporary forwarding (302) than 301.

302 forwarding is better to use than 301. The reason is that Google downgrade the value of links pointing to a 301 over time.
Mass forwarding to the main page from "deep" URLs is treated as a soft 404 by Google.
In other words, forwarding is important to take seriously. Taking shortcuts can punish it.

In the Practical CRO course, Doveton described how important it is to start the CRO process with a "Google Analytics Health Check" and to perform speed tests and optimization as an initial part of the work with CRO.

On Friday we went to Marcus Tober, who works for Search Metrics. The theme of the lecture was data driven SEO and content marketing. Even though he had a selling lecture, it was selling in a comfortable way. The Star Trek theme in the presentation was good and thorough and he delivered many useful take-aways:

The ranking factors are increasingly specified across industries, themes and keywords. There are therefore different rules for what good SEO depends on which industry you are in.
Video accounts for almost 70% of the content consumed on the Internet, so it becomes increasingly important to create this type of content where relevant.
Clean up content with low traffic by setting up forwardings. This way the remaining pages can get better visibility and improved position in the results list.
Keywords early in the customer license have a higher search volume than keywords further down the purchase stretcher. This was not new, but remains an important point towards branding.

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