The Major Highlights From Brighton SEO 2014

Lorna Gill Posted by Lorna Gill

Brighton SEO was a great event with some enlightening highlights. Talks, workshops and roundtables to attend and stopping by the booths of various exhibitors for a chat were just some of the options to choose from. To summarise all of this interesting information we put together this post with highlights, tips and insights.



Keynote: How I earned loads of links by ignoring SEO

Malcolm Coles

  • Historical print brands are being threatened by online newcomers. SEO is still the biggest operator.

  • Make sure content is clearly visible on mobile devices.

  • People will naturally connect to interesting content.


International: Facebook Who? The lesser known world of social media

Gemma Birch

  • Look outside the box when choosing social media platforms that you want to use, because there are more sites than the big five out there. Often times local sites have big impact as well. Furthermore be real, relevant and up to date. And lastly, you should always be aware of your surrounding environment.


Lightning Talks: Competitive Intelligence – How to steal your competitor’s lunch

Shaun Russell

  • By integrating SEO and PPC your ROI can be increased

  • Keyword driven monitoring tools are dead. Market driven tools are the future.

  • Start looking at your competitors keywords and target those you are yet missing.

  • For further information and the video of his presentation just visit Adthena.



Crawls: Breaking Bad SEO – The science of crawl space

Tony King

  • The size of available crawl space does matter. Otherwise you will waste Google’s time.

  • Make sure you don’t harm yourself.

  • Be consistent with your URL structure.


Earned: Do links still matter in 2014

Dixon Jones

  • Hummingbird links and pages are very important in context.

  • Google’s attempts to build a search engine without links failed – Matt Cutts stated in 2012 that links will be present in the future

  • Links are about affiliations. They go deeper than just deciding if a page of a website is accurate.


Data: Google as a predator: the evolution of search

Dr. David Sewell

  • These are the characteristics of Google as a predator:

    • sharp senses: Panda & co., chrome, android..

    • extra abilities: street view, navigation, lots of data

    • agility and speed: 100ns loadtime, VP9 video format, Google Fibre

    • Antagonistic reactions:  winner and loser

    • Interactions: Yahoo,…

    • Predator impact: Blog,prey is easily consumed, SEO friendly framework

  • Optimization is only for Google to digest content and not for our website visitors! So stop being prey for Google and don’t follow them to get eaten. You have to think like them, distract them and stay ahead of changes in your environment.


Data: Value your data – Knowledge is power

Ammon Johns

  • Data has value that you shouldn’t give away to Google.

  • “JavaScript tracking is the worst!”

    • it is poor on mobile devices and the tracking is limited to the point where visitors get to your site and no data for interactions on site are being recorded.

  • There are other options than Google Analytics which track more data.

  • “Companies use Google Analytics and tell their customers on the other hand that data tracking is really important, but they don’t put enough thought into it by only using Google Analytics”

  • “How many of you have used another tracking program than GA in the last six months?”

    • Surprisingly only a couple of people actually used another program, while everyone else just used Google Analytics.

  • Google is buying our data. Google Analytics is a free tool, but the real cost is an opportunity cost. So think about it, is it really justifiable? and how long will you survive relying only on Google Analytics?


SERPs: Think eyes… not just keywords

Adrian Durow

  • An eye tracking study revealed that keywords at the beginning of a page title get more attention in search results than when placed in the middle.

  • Sales based/ review language and numbers get you more attention in search results.

  • The position of the ad is not everything!


Future: SEO for brands in 2014

Matt Roberts

  • Why? – organic search is the most dominant channel users turn to when searching.

  • How? – optimize your content for customers and not for google

  • What? – give them the answers to their questions


Content: Using Content for direct response

Matt Evans

  • A switch from keyword stuffing to content stuffing on Google?

  • Better information for consumers is more likely to lead to more conversions. So be relevant and up to date when it comes to your content.

  • Target the unaware audience through PPC, Twitter and other social media channels.


Please let us know if we missed any highlights.


See you at Brighton SEO 2015!

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.