The shining sun and the chiming of the steel drums heralded the start of 2019’s first Brighton SEO, the world’s biggest search marketing conference, on Friday (12 April). Over 3,500 search marketers gathered from around the world to share their wealth of experience and knowledge.
But what did we learn? Some of our main takeaways are listed below, along with some quick wins to get you started.
1. Make it easy to be found locally by customers
Google recently revealed that every one in three Google searches has local intent. This means that millions of people look online for a pizza joint, a dry cleaner, or a salon nearby. If your company relies on local consumer traffic, this clearly shows the importance of making your business visible in the search results.
SEO specialist Oliver Ewbank gave us a ton of tips to boost your local SEO including using the phrase ‘near me’ in PPC ads, running user location reports in Google Ads editor, and linking Google My Business to Google Ads. First things first though..
Quick win: set up Google My Business with your registered address and encourage existing customers to leave reviews. This will help improve your Google ranking and be locally visible.
2. Audience first content and sales funnel creation
There is no such thing as a one touch conversion. Find audiences that are interested in your product and take them on a journey from awareness to sale. You can do this by creating a video, turning it into an ad and re-targeting anyone who watches more than 10 seconds. These people have interest in the content and are more likely to have intent to buy highlighted Matt Whelan from the Specialist Works.
Quick win: get a developer to insert Facebook Pixel code into the header of your web pages. You can then track and re-target interested parties with relevant content on both Facebook and Instagram.
3. Keep your website speedy
A one second delay in site speed can decrease conversions by up to 20%, claimed Deep Crawl’s Rachel Costello. People expect a great user experience when visiting a site, and best practice indicates loading above the fold in less than 3 seconds is ideal.
Even if you have a slow website people will assume it’s their internet, rather than the website itself – win! Regardless, you aren’t doing yourself any favours if people drop off in the buying process.
Quick win: use tinypng.com to compress images. This tool ensures images remain high resolution but are small in size, meaning they’ll load quicker.
4. Repurpose existing content
Just because something isn’t new to you doesn’t mean it’s not new or useful to others. Rice Media’s Coral Luck reminded us how to maximise the potential of what we already have.
Re-purposing content is a great way to obtain links, increase brand awareness and referral traffic.
Quick win: if you have a blog, update it and share it again on the relevant social channels. Contact all those who linked to the old blog and ask them to link to the new one and share it again.
5. Consider user experience
UX is a big part of a big part of Google updates, Marcus Tober Founder of Searchmetrics lamented. The ease of the user journey is key to conversion and also highly valued by Google.
If you’re putting in a ton of effort to get people to your site and then losing people when they’ve arrived it’s a wasted journey. Ensure their experience is at the forefront of any development work.
Quick win: check out your Google Analytics. Visit the User Flow tab under Audience to find out where people are dropping. Understanding what pages users are leaving the site from is the first step to improving user experience.
6. Use Google Lighthouse to audit web pages
A few speakers mentioned Google Lighthouse and with good reason. This free and extremely useful tool has audits for performance, accessibility and progressive web apps.
Each audit has a reference doc explaining why the audit is important, as well as how to fix it – it doesn’t get much clearer then that. Working your way through your pages is a must.
Quick win: download Chrome if you don’t have it already and run Lighthouse in Chrome Dev Tools. Act on any recommendations you discover.
If you’d like to discuss or get help with anything in this blog please get in touch. We’re your guiding light in the world of social media and digital marketing.