brightonSEO is one of the biggest search marketing events globally, and October’s edition saw SEO managers and experts from all over the world converge on The Brighton Centre on October 3 and 4 to dive into the latest developments and strategies in the world of SEO.
The conference was divided into different tracks with 20-minute talks moderated by industry experts like Becky Simms and Jon Earnshaw.
The majority of attendees were SEO specialists and marketing managers looking for insights and best practices to apply to their own strategies – and they weren’t disappointed!
Topics and highlights
In one of the opening sessions about SEO analysis, Carrie Rose emphasized the importance of diversifying organic traffic, and Chaitanya Gatreddi spoke about schema scraping for low-volume keywords – an approach that gives search engines additional context using structured data, which can help improve rankings.
Tom Winter closed the session with an amusing but important message, namely: “A fool with a tool is still a fool,” to highlight the ever-present need for a sound strategy alongside the use of SEO tools.
During the content auditing session, Jonathon Roberts and Lazarina Stoy, among others, looked at the role of artificial intelligence, and ChatGPT in particular, in analyzing content and keeping it topical.
Especially when it comes to international SEO strategies, machine learning and automation are playing an increasingly important role in tailoring content effectively to different target groups and markets.
The future of search and the impact of AI
Subsequent sessions looked at the challenges faced by SEO. Tom Vaughton spoke about the role of “awesome” in the age of AI-powered search and the growing importance of content that is both informative and inspiring, and based on user experience.
Marcus Tober addressed the zero clicks phenomenon and how it is changing the role of SEO.
This is where search engine result pages (SERPs) come into play, increasingly providing users with answers that represent zero click searches – particularly relevant for international strategies since users have different search habits, click behaviors and expectations.
Travis Tallent brought the session to a close with an inspiring illustration of how companies can use artificial intelligence (AI) to build on their success, underlining its potential to grow teams and support strategic decisions.
This is exciting stuff for language service providers who use automation for international content and localization.
International SEO and localization
The conference also featured sessions on global SEO strategies and localization. Elizabeth Pokorny spoke about the relevance of content localization as the next big traffic win, and about how important it is to adapt content to local cultural and linguistic differences to appeal to both search engines and users.
Li Peng presented strategies for scaling growth using global paid search programs, something that is close to the heart of any international brand.
For language service providers, this translates – pun intended! – directly into their localization expertise, given that linguistic and cultural adaptation is a prerequisite for successful international SEO.
E-commerce and enterprise search marketing
This was an opportunity for speakers to share their knowledge of scaling SEO in large companies. Sujata Ghosh spoke about implementing large-scale SEO strategies in enterprise companies, offering pointers for global SEO campaigns and companies with multiple websites and international markets.
Digital PR and link building were also addressed as important aspects for increasing visibility in competitive sectors such as financial services, and how specific issues as well as what are perceived to be “boring products” can be marketed successfully, something that is crucial when it comes to doing business globally.
E-commerce marketing was the subject for Michelle Haslam, who showed how online businesses can use TikTok for product-based advertising. Steve Paine looked at the best of e-commerce SEO and the most successful strategies for winning in Google.
This session brought home to international e-commerce companies the extent to which a combination of local and global SEO is required in order to maximize reach.
Technical optimization and local SEO strategies
Further sessions dealt with topics around technical optimization and gave practical insights into server optimization and keyword management.
Carlos Sánchez Donate and Sophie Gibson delved into the significance of server andoptimization and how the technical features of a website can have a lasting effect on rankings.
The local SEO session saw speakers like Greg Gifford offer methods for tailoring content specifically to local markets.
Particularly for companies with interests in multiple regions or countries, this remains a central factor for success.
The two-day conference ended with Google’s John Mueller talking about current and future plans for the company’s algorithm (without giving too much away, of course!), offering an exclusive look ahead, which will undoubtedly shape many an international SEO strategy.
SEO community and networking opportunities
The SEO community is at the heart of the BrightonSEO conference. The event offered numerous networking opportunities that allowed attendees to engage with other professionals and make valuable contacts.
Whether at informal meetings, dedicated networking events, or during breaks, the conference was a hub of innovation and learning.
Participants were able to share their knowledge and experiences, form new partnerships and shape the future of SEO together. BrightonSEO 2024 was not just a conference, but a vibrant place for exchange and collaboration.
Accessibility and SEO
Accessibility is currently a much-discussed aspect of SEO, which was also given attention at BrightonSEO.
The importance of accessibility for websites and online applications was highlighted in various talks and workshops. These sessions emphasized the importance of creating an inclusive and accessible online presence that meets the needs of all users.
By integrating accessibility into their SEO strategies, companies can not only increase their reach, but also ensure a positive user experience for everyone.
Storytelling and SEO
Storytelling is a powerful tool in search engine optimization, which was discussed in detail at the BrightonSEO conference. Various talks and workshops showed how storytelling can be used to improve the online presence of companies and organizations and to effectively reach the target group.
By telling compelling stories, brands can build a deeper connection with their users and convey their messages clearly and memorably. The conference offered valuable insights and practical tips on how storytelling can be integrated into SEO strategies to achieve sustainable success.
Summary
brightonSEO encapsulated just how fast-paced SEO is and how technologies like AI and automation are playing an increasingly significant role.
This environment offers language service providers some fantastic opportunities in light of content localization and adaptation gaining ground internationally.
The event also made clear how inextricably linked technology, content and strategy are, and how important this is for remaining competitive against the backdrop of globalization.
Not only is Brighton a lovely English seaside town, it also plays host to one of the most important events in the SEO industry calendar.
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