The Biggest and Best BrightonSEO Roundup Ever (Probably) Part 1

April 16, 2019

How to Marie Kondo your SEO – Rebekah Dunne

Sebastian Leacock

“I love mess”

To those unacquainted with the Netflix (cleaning) superstar, Marie Kondo has revolutionized the way we all see clutter, possessions and ourselves. The organisation expert’s KonMari Method, advocates a minimalism-inspired approach to tackling your stuff category-by-category, letting go & ultimately whether it “sparks joy”.

Rebekah Dunne’s Brighton SEO talk provided an alternative perspective on conducting keyword research for a new client, in relation to the four pillars of the KonMari method. For us SEOs why wouldn’t we boost efficiency by treating keyword research in the same way?

“Imagine your ideal lifestyle”

Before you open Keyword Planner, ask yourself, what is the ideal ‘lifestyle’ for your client’s website?

 “Discard first”

Before you have your final clean list, discard any terms that do not meet the brand’s tone of voice and image

“Tidy by Category”

Get an understanding of your client’s brand, products and services by looking at their Top Nav categories.

Put these into a keyword research tool and Google Trends to get an idea of potential core keywords.

Throw your potential terms into Answer the Public to get an understanding of users and question-based categories.

Categorize your primary, secondary and tertiary keywords into core categories.

“Does it spark joy?”

The most important question: will these keywords spark joy inside your client’s heart?. If no, say thank you first, and let them go.

Improve your Rankings with Internal Link Building, and no headaches – Christoph C Cemper

Nick Harvey

Christoph took to the main stage of Brighton SEO to discuss the importance of internal link building for improving the search engine rankings and UX of a site. He spent the talk looking into various examples of poor internal linking practice, pointing out that there is little use in simply using anchor text for navigational purposes, i.e. “Terms & Conditions”, “About Us” etc. Using the Brighton SEO website as an example, he highlighted that the site’s anchor text did not actively target high value keywords.

Christoph went on to explain that SEOs need to be “more aggressive” if they want to ensure better rankings for their site. Rather than using internal links with branded phrases, Cemper suggests that “money keywords” and generic explanatory phrases are the way forward in terms of maximizing the SEO potential of internal linking anchor text. He argued that this gives your anchor text more relevancy, while also providing a further opportunity for targeting high value keywords. Using an Austrian Locksmith’s website as an example, we saw how aggressive internal linking could produce some astonishing results – as the page ranked as the number one result for many relevant keywords. Evidently, it will be worth taking Christoph’s suggestions onboard when optimizing internal linking for our own clients in the future.

How to Trim JS, CSS and External Stuff to Slim Down and Speed up your Site –  Chris Simmance – Under2 and Opus

Hiten Patel

One of the most crucial points with having a faster loading web page, is ensuring you are loading only what is required. Chris covered some good examples of sites which have a lot of unnecessary lines of code, impacting page load speeds (https://edition.cnn.com), whilst other sites in the same industry were championing the matter (BBC). He went on to mention that a lot of companies have various tracking codes within their website for software they don’t use anymore, so simply removing unwanted tracking options would help towards improving page load speed site wide.

Image optimisation is another great way to improve page load speed. Tools that can help towards image compression are:

https://tinypng.com/

https://compressor.io/

https://imageoptim.com/api

Bloated Ads on a site can also impact page load speeds. It would be best to assess whether you need them all, and if so deferring ads that exist below the fold, so they load later.

Lastly, plugins. Don’t install plugins where possible. They add a lot of additional script to the pages compared to hard-coding the codes into the html. Working with Dev/IT teams would help speed up this process as well as ensure the code is placed in the right place. Taking this approach, will thus continue the efforts towards having a leaner website that performs faster in devices/desktops for end users.

8 Ways to Increase your E-commerce Conversion Rate – Faye Watt

Henrietta Mensah

No matter how amazing your SEO is or how much traffic your website gets, if that traffic doesn’t convert then you are wasting time and money. There are LOADS of ways that you can increase your ecommerce conversion rate, but here are 8 suggestions.

Personalise your homepage – Personalising your homepage can increase sales by 7%, in fact, 35% of all Amazon sales come from their personalised recommendations.

Promote alternative and compatible products on the product pages – Ad blocker extensions hide secondary products on 26% of ecommerce sites.

Use multiple product images – 56% of users interact with product images before any other element on the page.

Provide user reviews – 95% of users rely on reviews to evaluate a product, so reviews are clearly an extremely important aspect of the buyer journey.

Display shipping costs on product and cart pages – Users hate paying for delivery and 55% of users will abandon checkout due to high delivery costs.

Always offer a guest checkout – 34% of users abandon checkout if there isn’t a guest checkout option available.

Simplify your checkout process – 26% of users abandon their cart if the checkout process if too long or complicated.

Promote trust using icons, badges and copy – 17% of users will abandon their cart because they don’t trust the website with their credit card details.

By implementing the above changes on your website, you will hopefully see an increase in conversion rates and sales. As with all conversion rate optimization, always consider testing any changes to your website before fully implementing them.

Voice Visibility: Tracking voice results on Alexa & Google – Steff Preyer

Akin Coward

In recent years there has been a large increase in voice search, with there currently being 1 million searches per month worldwide. This is due to the advancement of virtual assistants, such as Siri and smart speakers such as Amazon’s Alexa becoming an increasingly more integral part of people’s everyday lives. By 2020, 50% of searches are predicted to be conducted via voice.

Getting Voice Results

Typically, Google Answer Boxes = Voice Results (the virtual assistant answers questions with answer box results) thus optimising your page/site for Google Answer Box is a good way to gain voice results. This includes conducting researching to find questions, answering the questions, page level SEO, including correct HTML structure, and implementing Schema Markup.

However virtual assistants don’t always use answer boxes to answer user queries, e.g. if the answer box result is too long or not completely relevant to the question.

Voice Optimization Process

  • Check current voice results  

  • Categorize/classify voice results

  • Decide if there is an opportunity

  • Optimize featured snippets OR

  • Develop and launch actions (setting up specific actions for the Google Home speaker that can be prompted via certain voice commands)

This typically sees much quicker results than with traditional SEO and seeing as the search landscape will be changing over the next few years, SEOs should look to take advantage voice search sooner than later.

See Part 2 of our BrightonSEO roundup!

By ForwardPMX
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