- Posted by Alice Morgan
- On May 7, 2018
- 0 Comments
I’ve spent a lot of time at conferences and events in the last two weeks. First, Tamara and I spent two days at the Inbounder in Madrid. And then – last week – I went along to the Adobe Summit. Interspersed among these two big ones were three events organised by Visit Kent, where it was my turn to be on the panel, answering digital marketing questions from SMEs in the region. Oh, and we also watched the live stream from Brighton, too.
A lot of time out of the office. A lot of un-billable time. Stressful, right?
Yes, I admit, it is a bit, but that’s not how to look at it. It really isn’t. It’s an investment. Tamara and I strongly believe this.
Keeping up, keeping ahead
Anyone in the digital game knows how important it is to keep up to speed and educated, especially in this period of what a lot of people are calling digital transformation. It’s why we read a lot of stuff and go to conferences and events. It’s why we spent two days last month at the Inbounder Digital Marketing conference in Madrid.
Inbounder. The same as Brighton SEO?
For anyone who’s been to Brighton SEO, the Inbounder gig would be recognisable. Some of the same topics and ideas are discussed and – in a couple of cases – the two events share the same speakers (I even saw a couple of familiar slides…). As with Brighton, the event isn’t exclusively about SEO – a relatively wide range of related topics were covered. What isdifferent is that the Inbounder doesn’t offer the multiple tracks. Personally, I welcomed this because I find the cornucopia of choice at Brighton a little stressful – it’s a bit like choosing salad dressing in an American supermarket. It’s easy to feel a bit of FOMO, especially if the talk you chose isn’t quite living up to its billing.
So, what did we learn over the course of two days in Madrid? Far too much for one article. But here are three top themes.
1. Basic SEO hygiene, process and due diligence all really matter
Frankly? This was music to our ears and great validation for us, because we – quite regularly – face a bit of “oh that stuff is so boring, so old school”. Both may be true, but they also matter now more than ever. And that’s because they’re rooted in improving understanding of context and meaning, ostensibly for people. And getting the right things done to achieve this. Pure SEO principles.
A great example – thanks to the extraordinary growth in image search – is all the stuff you need to do with images, from file naming and captions to image sitemaps and ALT tags. Ironically – but also obviously, too – these hygiene factors play an important role when it comes to (the also growing exponentially) voice search, too.
2. We need to pay even more attention to intent
Again, as a concept, not new to us, but it is very important that our clients also understand the shift – thanks to machine learning – which allows Google to (nearly always) accurately infer a user’s underlying and real intent from a query. It goes back to understanding what drives our customers – what motivates them. It puts the onus on us to anticipate their intent and create content for them.
3. Google itself is your new competitor
Rand Fishkin – ex-Moz SEO celebrity (Tamara was truly star-struck) – drew particular attention to the (when you think about it) obvious fact, which particularly affects mobile. Here, data for North America shows that 61% of SERP views don’t result in a click, because the user’s query is resolved without the need to. And this is down to the information that Google presents in its various SERP – I really want to call them – things,like the Knowledge Graph, Google My Business, flight comparators/bookings and local results. And local results don’t click through to business websites any more. They go to the Google My Business…
A couple of final thoughts
There’s so much more to say about structured data, keyword research, fake news, growth hacking… Another time. But what’s really important to remember is that – despite the challenges – SEO is still very important. It still drives 92% of clicks.
And what about the Adobe Summit? All in all, very impressive (Rob Brydon was really funny too), but not nearly as interesting or valuable. Much better to invest your time conferences like Brighton SEO or Inbounder if you want to advance your knowledge.
If you want help to get your digital marketing strategy working properly, or to plug a gap in your digital resource, find out more about what we do at ALTA Digital?