BrightonSEO April 2018

by in SEO

Another BrightonSEO attended and enjoyed by the seaside this week. We have come back to the office to implement some of the tips that were discussed at the conference, and also to communicate to the team about how our SEO strategy compares to other processes. Not to mention, talk to our colleagues about how the seaside and the smell of fish and chips brought back that nostalgic feeling to the point we enjoyed a cheeky meal by the pier at lunch!

Amy’s Review

Friday was the conference day. There were two of us so we split the talks into two so we could cover more ground. I focused on all talks about social media and advertising, whereas my colleague went to other sessions focusing on SEO and content-specific talks (later discussed in this article). The two talks that stood out to me were from David Whatley and Ashley Ward because they were informative and interesting.

brighton seo


David Whatley’s talk was about Facebook location structures for multi-location brands. What interested me about this talk was the examples he used to demonstrate his point about how companies are setting up their business location Facebook pages wrong. Big corporate companies were used as an example to show the lack of control they have over their Facebook pages, emphasising the importance of a strong social media strategy.

Ashley Ward spoke about the importance of having a good-quality copy on Facebook ads. The talk included many useful tips to ensure you attract and engage with the correct audience. However, what I found useful was the marketing theory Tofu, Mofo and Bofu in your advert copy.

From my experience, when it comes to Facebook advert copy, there was never a structured process in place. I mean this in terms of what to say to the audience once they have already seen your advert once. The Tofu, Mofu and Bofu method that Ashley talked about was a great tip to implement in Facebook adverts to get people to follow through into making a conversion.


ToFu, MoFu and BoFu

ToFu: Top of the Funnel

Top of the funnel advertising is where you attract a huge audience with relevant content to deliberately address their need or pain point.

MoFu: Middle of the Funnel

It’s here where conversions become more complicated to generate leads. But with this advert, you should position the product as the solution with case studies, testimonials, interviews and webinars.

BoFu: Bottom of the Funnel

BoFu is the stage where you advertise to your healthy hand full of leads with advert copy that is more direct with discounts and free trials to make them take the call-to-action.

This time the conference also included very interesting talks in Auditorium 1, everything from content management tips and link building strategy to advanced keywords research advice.

Kamila’s Review

As usual, it was difficult to decide which sessions I should go to. With so many interesting topics and only one day, it was tough to choose. The day was quite intense but enjoyable at the same time (especially with free drinks from DeepCrawl bar). Like previously, we could listen to inspiring case studies and learn from SEO experts across different fields.

SEO tips for content optimisation

One of the BrightonSEO speakers, Marcus from Searchmetrics, talked about Google ranking factors. Here, we can give you some takeaway tips from his talk:

  • Review Word Count – Websites that are more content-heavy with word counts up to 2000/page are performing better in Google ranking than, for example, the ones with 1,600/page or less.


[Source: SearchMetrics]

  • Use Microdata – Applying microdata is another factor that affects website performance in the search results. The more specific we are with marking the content using microdata, the better Google rewards the site with a higher ranking.
  • Add Videos – The fact that video content can help boost the ranking isn’t new. However, Marcus showed an interesting graph on how websites about fitness use this approach effectively.


[Source: SearchMetrics]

  • Optimise Text Length – With the word count getting longer for well-performing sites, it’s important to make it easy to read for humans, not just search engines. He recommended splitting long text into smaller paragraphs, as well as including tables and lists, which make text more human-eye-friendly.
  • Share content on Social Media – Signals sent from social media, such as the number of likes and shares, also have the effect on the website ranking. If we share a Facebook post with a link to our website, which got a lot of users’ interactions, this page will have a positive feedback in the Google ranking.
  • Apply Images – Pure text on the page might be boring and doesn’t encourage users to read it. Images are a good way of making the content more interesting. It could be used as the opportunity to help the website rank better if it’s optimised correctly.

The importance of keywords research

During the sessions, the importance of keeping your website content maintained was highlighted several times. Researching keywords effectively play a significant part. It helps you prevent losing money from investing in keywords which aren’t being searched for. There are different tools and methods you can use to do your own keyword research. Stephan Spencer gave more insight about it during his presentation.

Link building

It was also useful to hear about the link building strategy applied by Laura Hogan and how she uses her tactics to get links for better Google ranking for free. Laura seemed to be very enthusiastic and passionate about link building (and about Peaky Blinders) as we could see during her presentation.

With all that being said, there were many more stories and topics that we listened to whilst at the BrightonSEO event. Both of us will definitely be back for BrightonSEO in September, ready for more talks with SEO experts.

If you want to know more about this event, then head over to the official website to see information about the next conference and training days – brightonSEO