BrightonSEO has proven its value once again
Back in April, we asked whether the hype was worth it. Today, after our third visit, we can confirm it has become a staple in the Targeted SEO calendar.
The conference is a bustling hub of ideas, showcases and ideation. The carefully planned agenda allows visitors to digest takes in 20-minute bite-size chunks.
By attending a single stage in a one-hour time slot, we listened to three different speakers, all with different ideas and perspectives on challenges fuelling the overarching topic.
The crowds can be tricky to navigate at first. But, as the day progresses, you can get into the flow of the conference, bouncing between talks and exhibitors.
Before you know it, you’re barreling back out onto the seafront with your hands full of freebies, a book full of notes and a bunch of ideas that you cannot wait to go and test.
The well-designed schedule allowed us to listen to 20+ talks from talented speakers across the two-day event. We also got a chance to meet with suppliers who are shaping SEO trends. It was inspiring to hear and share ideas with our peers and industry leaders.
The Role of Curiosity in Digital Marketing
We are a curious bunch, marketers. Most of us are in the industry because we latched onto a business challenge that we just couldn’t just walk away from.
One talk that we found insightful was “Is SEO Killing Curiosity?” by Carla Dobson-Elliot from Sticky. In a world where information is so readily available in the form of online content, the talk asked if we need to break away from traditional marketing demographics to better understand and appeal to our audiences. Carla presented five different ‘curiosity types’ that could be used to target audiences, ignite curiosity and cultivate brand loyalty.
As search result pages develop and zero-click searches grow, this gives us serious food for thought.
Inspired, we want to share how BrightonSEO got us thinking about curiosity and where digital marketers could maybe learn a thing or two from traditional marketing.
BrightonSEO; for the Curious.
Curiosity is a powerful state of mind. It pushes us to explore, learn, innovate and discover new possibilities. For marketers, a deeper understanding of curiosity can help us create content and campaigns that resonate with audiences, driving engagement, trust, and, ultimately, conversions.
The BrightonSEO team knows this only too well. Using five curiosity types in Carla’s talk, I’ll demonstrate how the event appealed to each one, and give some ideas on how this might translate to websites.
1. Clarity Seekers: Craving Answers and Precision
A person seeking clarity needs action and direction. Cut the noise, and let’s get to the point. A clarity seeker just needs the key points required to make an informed decision.
BrightonSEO, for all its hype, knew what this person needed and delivered.
Focused, Actionable Agendas and Sessions
Ahead of the event, attendees get a full schedule of the talks, allowing them to organise their agenda for the day. Each talk is arranged by topic, with three subtopics per talk, meaning you can be exactly where you need to be and when.
If that isn’t enough, attendees were greeted with a broadsheet-style paper on arrival, with key times, talks, and a map. For those wanting ultra-clarity, well, you can just purchase the videos of the talks (but even when seeking clarity, we need a little fun, too!).
How clarity may translate to your website
- Concise content. Bullet points, just like this one.
- Clear call to action (CTA).
- No-nonsense user journeys.
2. Novelty Explorers: Hungry for New Ideas
Novelty Explorers appreciate a fresh perspective on an idea. Being able to catch their eye and relay the same message in a different light is always going to get a Novelty Explorer on board.
Now, we aren’t sure whether this is where BrightonSEO excelled or whether it was what spoke to us the most.
Entertaining the masses
From an end-of-day free drink voucher to a magician pulling in leads for data visualisation software, BrightonSEO and its exhibitors knew exactly how to offer an alternative perspective.
Some other items we loved were the ice cream truck supplying treats between talks and, ultimately, the location! BrightonSEO does a fantastic job of showcasing this great city and using some great venues along the seafront. The best ideas are shared over a drink, right?
How novelty may translate to your website
- Quirky promos.
- Interactive layouts, like cursor interactions.
- Non-traditional content formats (who doesn’t love the messages through a Spotify playlist trend!)
3. Socio-Eco Empaths: Seeking Meaning and Impact
Socio-Eco Empaths need to understand the impact their actions and behaviours have on the world and the community around them. They are powerful curiosity types, and one may argue that they are the most driven by their motives.
We felt this curiosity type portrayed the community best.
The Impact of Ethical SEO
Each talk, where appropriate, was very aware that many attendees act on behalf of clients. In an industry where it is easy to get carried away, it was important to highlight the risk of unsolicited AI usage, mass scaling and costs to website owners.
Exhibitors and speakers also sparked greater conversations, highlighting the need for greener SEO practices. This highlighted how we should remain mindful of digital consumption in relation to sustainability and its impact on the planet.
How this may translate to your website
- Efficient hosting.
- Consideration for your brand and TOV.
- Carbon offsetting through charities.
4. Exhilaration Hunters: Thriving on Excitement
Exhilaration Hunters don’t just want to be thrilled. They need it.
Perhaps an evolution of the Novelty Explorer, Exhilaration Hunters have to make a conscious decision to pursue the sensation. They need to break the mould of what is perceived to be normal.
BrightonSEO delivered.
Bold Exhibits and Events
We have attended many trade shows across different industries, but we’ve never been given the choice of starting the day by networking at a 7.30am beach run or a yoga session (maybe next year!).
But we didn’t have to adjust our morning alarm to be thrilled. Exhibitors made a fantastic effort to gamify their stands, and we felt rewarded when we walked away with a variety of fantastic merchandise.
How this may translate to your website
- Gamified journeys.
- Product randomisers for eCommerce.
- Spin to wins.
5. Expressive Individualists: Celebrating Creativity and Uniqueness
Expressive Individuals seek a level of uniqueness in their journey and decisions. They want an experience they can truly own. They thrive on creativity and value self-expression. An expressive individual would rather stand out and be known for it than fade into the crowds.
BrightonSEO knew what to do.
Creative SEO Techniques and Masterclasses
BrightonSEO’s talks are fantastic for quickly sourcing insights in a manageable format. However, this year, they introduced Masterclass.
During these seminars, attendees could interact with experts and dive deeper into the challenges they face. Sessions included “Client Retainer Growth” and “Introduction to Machine Learning for SEOs.”
How this may translate to your website
- Quizzes for suggested services.
- Dynamic landing pages.
- Customisable interfaces in Saas.
Why BrightonSEO’s Approach Worked
BrightonSEO’s ability to cater to these five curiosity types made the event, in our opinion, a resounding success. By tailoring sessions and topics to appeal to different types of curiosity, the event ensured that every attendee could find something that resonated with them, whether they sought clarity, innovation, meaning, excitement, or creativity.
The talks have inspired not only this blog but also the conversations we are having as a team and will have with our clients and providers over the coming months. It’s this kind of thought leadership that, in our opinion, makes BrightonSEO essential for digital marketers.
We cannot wait for April 2025’s event!
Not sure where to turn with your SEO strategy? Get in touch with Targeted SEO
SEO is vast and complex, and it’s impossible to tackle all aspects at once. In fact, most brands don’t need to!If you are unsure what your website needs, where it is heading, or how you want it to progress, reach out. We are more than happy to take your call.
