Sophia Choudhury, SEO Executive at Threepipe Reply, recently attended Brighton SEO 2024 and shares her insights below.
“The sun was shining for my first visit to Brighton SEO and I was ready to soak it all in; it was a well organised event with a number of great presentations and an opportunity to connect with SEO experts across the industry. There were two stand-out presentations that I’d like to mention, ‘How to turn data into feel-good copy that converts’ by Tasmin Lofthouse and ‘Practical ways to harness GenAI to drive 10x more value’ by Seb Dziubek, which I thoroughly enjoyed.”
At the end of day I was ready for a stroll on the pier followed by some fish and chips! But first my key take-aways from the day:
- With the change in how users are searching for information, particularly amongst Gen Z, it is more important than ever to understand which platforms are being used by each demographic group across each stage of their purchase path. Brands can then ensure they are visible to each target audience at the right time with the right information, increasing relevancy and propensity to purchase.
- Google’s AI Overview has meant that traditional organic listings are being pushed down SERPs and so whilst achieving top ranking positions has been the focus over the last few years, there is now a shift towards ‘visibility’, particularly through featuring in the AI Overviews. This not only means ensuring content is useful and well-placed to target longer search queries, but also making sure the technical health of websites is optimal, so search engine crawlers can easily understand and extract the relevant information from webpages.
- User feedback and complaints, both through formal methods and other platforms such as social media, can help to identify content and information gaps on websites, such as missing specifications and product features. Updating the content or producing pages in response to these concerns, it is possible to reduce bounce rate and increase conversions, as well as highlight any USPs identified by users.
- To improve lead generation, as well as CRO, experimenting with different strategies can help to uncover promising optimisation opportunities, particularly when small changes produce significant results which can then be scaled across the website. For example, split testing meta title updates on templated pages can help to show what users are most receptive to and these learnings can be easily scaled to cover all relevant pages on a website.
- The percentage of searches that are satisfied without the need to click onto a site is increasing. This means it is becoming more and more important to consider shifting away from traditional metrics such as Clicks and CTR, and instead move towards understanding the role of Impressions, Share of Voice and Mindshare for generating conversions.
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Published: October 15, 2024
Author: Sophia Choudhury