The sun smiled on Brighton last week, as the ever popular natural search conference played host to over 2,000 visitors and almost 40 speakers. Ian and Katy visited the event to see what shiny gems of search engine marketing could be gleaned from the multitude of specialists, all sharing their latest insights. We’ve compiled a short list of some of the top tips we thought you would find useful in 2015.
1. Content Marketing: MVP – for big content, dream small! Think of a Minimal Loveable Project, one that can start small but grow big. Create bite-size chunks of content along the way, but ensure they are cohesive and all lead to one final, awesome piece of content.
2. Content Marketing: Content Audits are a great starting point “Audits save time and money. For every 5 hours spent auditing near beginning of project, you might save 20 at a later stage.” Kristina Halvorson
3. Content Marketing: Marketing has never been about keywords. It’s about people.
4. Ideation: Always be user-centric and your designs will be successful.
5. Social Media: When creating and selecting social images, make sure they are of high contrast, clean and crisp, on brand, bold and unified. Above all, make sharing beautiful and easy.
6. Content Marketing: Always aim for creative messaging over content clutter. Aim for traffic quality, not just traffic; make it user focused over results focused; optimise for intent, not for keywords.
7. Ideation: Combinations of old ideas are where new ideas are created.
8. Content Marketing: Great content is not about what you want your target audience to know or what interests you. It’s about what your target audience wants to know and what interests them.
9. Content Marketing: Consistency is key in great content. Make sure you are focused to your audience, offer value, build relationships, remove doubt and aid their decision making process.
10. Content Marketing: When it comes to content creation, never underestimate the power of your team. They will hold amazing talent, just get them excited about your project and they will enjoy taking part.
11. Google Analytics: Use segmentation to create four buckets for customers with; no value, low value, medium value and high value. Use this to see which customer types make you the most.
12. Google Analytics: Clean up data by grouping attribution types. By making custom groups in Google Analytics, data will be broken down into your campaigns/projects so it becomes more useful to you and your business.
13. Google Analytics: Keywords are dying out because it’s about context, but you can’t trust wobbly demographics on Google yet. See who Google thinks you are here
14. Google Analytics: Add the USER ID tag to Analytics. User ID enables the analysis of groups of sessions across devices by using a unique, persistent and non-personally identifiable ID string representing a user.
15. Google Analytics: As data collection and analysis grows, use Tag Manager to keep on top of all your Analytics codes.
16. On site SEO: Internal conflicts between pages can steadily decrease overall page rankings for your website. Use canonical tags on similar pages to show Google your most important page.
17. On site SEO: Don’t think of your site map as a top down tree but an interconnected sphere. You might find over half your traffic may not enter your site through the homepage.
18. On site SEO: When the Google mobile update hits on the 21st, re-check your website for mobile friendliness as it might be mobile friendly to THIS algorithm but things might change.
19. Link building: Approach journalists using the hashtag #JournoRequest #PRrequest on Twitter and look into using online services such as HARO (Free), Response Source (UK) and Muck Rack (paid) to gain real natural links from trusted sources.
20. Link building: Use a trusted Wikipedia contributor to add your details to the online resource in order to increase you chance of being approved. Also, build a relationship with Reddit moderators in your niche to get your link added to the resources section of that target area.
21. For list articles or ‘listicales’ use a number not divisible by 5. The larger the number, the better. Research suggested that 21 was a sweet spot.