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Yomp’s top takeaways from BrightonSEO

brighton-seoLast Friday four members of the Yomp team ventured south in search of SEO enlightenment and found it in the form of BrightonSEO’s April conference. There were many experts from Britain, Ireland and beyond!

I’ll start off by saying that this was my first such conference, and in a word the experience can be described only as ‘invaluable’. With 38 different talks by over 40 speakers taking place over three rooms, it’s easy to see why.

With our notepads well and truly exhausted from all the note-taking we did, we thought we’d compile some of what we learned into a handy guide for anyone who couldn’t make it to the event.

Evergreen/Topical Content

These are two distinct concepts, but with a fine line between them. ‘Evergreen’ content is so-called because it is constantly relevant, and as such retains its value over a long period of time. An engaging, useful, creative piece of ‘evergreen’ content will continue to be read long after it is first released.

Conversely, topical content is a riskier option due to its short-lived relevance but the promotion of appropriate, popular content can generate huge amounts of consumer interest in a short amount of time.

These nuggets of information came from Hannah Smith (@hannah_bo_banna) and Lexi Mills’ (@leximills) respective talks, ‘Go Big or Go Home’, and ‘Secret Weapons of Successful Content and Outreach’.

Problem-Solving Content

A great way of creating effective, popular content is to solve a problem. Instead of simply describing something, or focusing solely on promoting your brand/products, structure your content so that it solves a problem that your target audience might have.

Creating genuinely useful content will constantly generate great results.

This was covered during a panel consisting of three ex-Googlers: Fili Weise (@filiber), Jonas Weber and Alfredo Pulvirenti.

Understand the Human Element

One of the highlights of the day was Dave Coplin’s (@dcoplin) supremely entertaining and informative talk. One of the biggest takeaways from this was the importance of understanding the human relationship when using the web.

This is hugely important from a content marketing perspective, and ties in neatly with the previous point: understanding the people who will be reading your content and how to make it most useful for them will lead to consistently successful content.

Consistency is Vital for Local SEO

David Whatley (@MiShoplocal) stressed the importance of brand consistency in Local SEO.

What does that mean?

It means dominating your address, removing old businesses’ details who no longer trade from the building you occupy (as is the case with Yomp) and having a consistent name (for example putting ‘ltd’ after your brand on some pages and not on others, which can confuse Google) and phone number across all local directories. This is hugely important in terms of showing credibility and consistency.

So there you have it, each member of the Yomp team’s most important takeaways, and four things to bear in mind when thinking about content and SEO for your company.

For more information about BrightonSEO and future events, check out their website: http://www.brightonseo.com.

However, if you’re looking for more information about Yomp, SEO, digital marketing Surrey and online marketing Surrey, head over to our website now.

Alternatively you can join the Yomp community – and find out more about our trip to BrightonSEO – by liking us on Facebook or following us on Twitter.

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