Chasing the Algorithm: Smart SEO or Hopeless Effort? Rebecca Weeks – BrightonSEO Roundup

Rebecca Weeks SEO Associate Director, MGOMD
Rebecca Weeks SEO Associate Director, MGOMD

A client challenge:

7 months
52 keywords
No on-page optimisation

2 routes

Good SEO
Black hat


Wrote lots of copy for placement on Page Rank 2-4 sites

Then Google released updates:

Venice – showed results based on searchers location.

Panda – penalised poor site content, couldn’t control.

Penguin – penalised black hat practices. 80% exact match anchor links caused rankings to drop. OMD switched to brand + anchor, more variation.

Without good content you will only close the gap.

Best practice SEO is not always possible – in this case don’t do it.

Chasing the algorithm is a hopeless effort.

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Do you speak brand? Antony Mayfield, Brilliant Noise – BrightonSEO Roundup

Antony Mayfield Founding Partner, Brilliant Noise
Antony Mayfield, Founding Partner, Brilliant Noise

SEOs are too dramatic, we need to calm down!

SEO is a broad church

Certain things have changed in last 5 years but constants remain.

Black hat has just become very black!



SEO is weakened when:

  • Undersold
  • Missold
  • IT and ecommerce

A bigger market opportunity. It’s not a monopoly.

Coca-Cola spending 20% of marketing budget on inbound.

What do CMOs want?

  • Deliver value to empowered customers
  • Foster lasting value
  • Capture value, measure results

What happened to the database of intentions?

Searchers bored of same ‘vanilla’ optimised results. Shows a discovery gap.

SEO is earned media

Important to have meaningful conversations with clients through social media.

SEOs need to consider UX and UI, not just links.

Invest in:

  • Good content
  • Fresh content
  • Fast content
  • Useful content

SEO is

  • Distribution
  • Customer insight
  • Medium

Have an SEO that makes sense to everybody.

Segment your marketing audience.

Get the client focused on what their client is doing in the buying cycle.

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Predatory Thinking, Dave Trott – BrightonSEO Roudup

Executive Creative Director, CSTTG
Dave Trott – Executive Creative Director, CSTTG

Everyone must have some creativity, everyone says it but what does it actually mean?

Form follows function. Start with reason why you should do something.

The problem that needs solving – 90% of advertising not noticed or remembered.

Predatory thinking helps you stand out against the crowd.

The big problem is that you don’t understand the media.

Media changes but punters don’t.

Viral is an adjective not a noun.

Media is about conversation

– impact
– communication
– persuasion

If you don’t get past impact, you don’t get to communication or persuasion. 90% fail at this stage.

If you can’t explain it to an 11 year old, you havent really understood it. – Einstein

You need a client language to sell a concept and a customer language to sell a product.

The mind is a pattern making machine. Advertisers need to group things by concepts.

Creative people have to sell to people who have a love of the obvious, you have to convince them to be different.

By being different you can gain a much larger share of mind.

2 types of punters, opinion followers and opinion formers. You want to influence the opinion formers. If you want to get opinion formers you need to be different.

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