3 Takeaways from BrightonSEO
Last month, we attended BrightonSEO, one of our favourite conferences of the year. Learning is a big part of working in the digital space and a 2-day focused SEO event was brilliant to learn from experts, socialise with like-minded people and come back feeling refreshed and making actions for clients and ourselves.
With a jam packed schedule, it was hard to narrow this list down, but we have compiled our 3 key takeaways from the SEO conference below.
Back to SEO basics
In an ever-changing digital world, where the fast paced nature can be exciting but albeit overwhelming at times, it was refreshing to get back to the basics of SEO with Niki Mosier, including talking about featured snippets (feels like its been a while!)
19% of SERPS have featured snippets
50% of a mobile screen is dominated by a featured snippet
Results for featured snippets are happening faster, sometimes within 24H
So there is massive opportunity with featured snippets! Yes, you may lose some traffic if your featured snippet answers a question without someone having to click through BUT you get awareness which can often be seen in a spike to direct traffic.
Key Action: Do what your competitors are doing better! Build a featured snippet strategy focused on great, factual content using FAQ schema and don’t forget to answer the question early on in your content.
The importance of social and search
As an agency Part Three Digital was formed to break the barriers between social and search, having them work closely together for optimum results. We loved how social was weaved into so many talks but none quite as much as Carrie Rose from Rise at Seven deep dive into social SERPS. A particularly reaffirming talk as Carrie also discussed the importance of Influencer Marketing in creating demand for products.
Content creator content is further up SERPS than ever
Social media is a search platform, and the main point of search for some target audiences – do not ignore this!
TikTok & Pinterest in particular are channels where consumers spend a lot of time in the discovery phase
Key Action: Download GLIMPSE chrome extension to help discover keywords and analyse search demand across google and social to make more informed decisions about where to target your customers.
You can read the full case study on how Rise at Seven used content creators to dominate SERPs for Revolution Beauty.
3. Creating TikTok content for Search
A very validating talk as TikTok SEO is something we talk about A LOT at Part Three Digital. Rachel Pearson, Head of Creative & Communications at Watch This Sp_ce discussed how TikTok is effectively stealing search volume from Google and how you can get involved.
Can you answer your audience’s question in 15-30 second?
80% of content watched on TikTok is from people you don’t follow, great for discovery!
People retain 90% of a message in a video compared to 10% in text
Key Action: Do not be afraid to delete and reupload a TikTok you think was stung by an algorithm update or a fast news day, TikTok does not penalise you for this. This allows you to test by tweaking the content slightly and seeing if you can get improvements.