This month Wave took part in the biggest SEO conference in the UK. This popular event gathered a large group of digital marketers and SEO experts from across the country. Initially started as a discussion in a pub, it has now turned into an event that gathers over 3 thousand SEO enthusiasts each year. It is a place where you can hear the best practice and knowledge sharing from experienced professionals working in this industry.
Whoever is involved in website search engine optimisation and web analytics, whether as a brand or an agency, knows how tricky it can be to rank at the top of Google search results. Although, currently there are a lot of articles and blogs covering this topic, there is not any simple solution. The most complex problem is the fact that Google constantly changes its algorithm without providing updates or comments for users. Unless there is a significant update, it might take time for webmasters to discover the reason of a sudden drop in ranking. That’s why sharing knowledge among other experts can be very beneficial and help to solve the problem quicker.
Measuring website performance
Google Analytics is the most popular tool used for web traffic and user behaviour analysis. During the conference Dara Fitzerald talked about the benefits of a premium version – Google Analytics Suite 360 and its key difference areas from a free product. Differences such as a data collection process, technical support and other advanced features for example.
The analytic session also covered the benefits of using Google Tag Manager and common mistakes that happen in analytics and how to prevent them. Anna Lewis, a web analytics specialist, emphasised the need of close cooperation between web developers and web analysts, to be more successful at website measurement and its performance.
Best practice for keyword research
Keywords research is one of the most significant aspects in SEO. Some people also say that it’s the most boring task. Going through hundreds of key phrases in a spreadsheet can be a very repetitive and time consuming job. However, the Internet offers a variety of tools that can be used to support this process, such as Google AdWords, Search Console, Searchmetrics, Semrush and many more.
According to Yigit Konur, a key focus should be on the following steps:
- understanding your market
- rank tracking to measure KPI’s
- alignment strategy
- continuous content marketing improvement
He also advises using an opportunity score (a combination of how targeted keywords rank and where our website rank) which might give us the ability to identify how much more traffic we can get.
3 factors of Google local search
This interesting session, about local SEO, presented by Christian Ward and his colleague explained recent recommendations for local search results improvements.
According to them, 3 factors that Google takes into account for local search results are:
- Relevance – how relevant the business is to the search term
- Distance – how far the business is from the users current location
- Prominence – how well-know (popular) the brand is.
Considering these tips should have a positive influence on the local search engine optimisation, especially for small businesses.
The whole day event covered many interesting topics, so much so that we are not able to mention all of them in this article. The conference is definitely a fantastic opportunity to explore the subject of SEO further; whether you are new to the business, an SEO veteran, marketer or developer. Apart from interesting talks from the speakers, it’s also an event where when the afternoon bar opens so you can socialise with colleagues allowing you to discuss the topics covered over a pint or G&T.