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Is Brighton SEO worth it?

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is brighton seo worth attending?

Hi, I’m Caroline, an SEO consultant at Targeted SEO. I represented our company at brightonSEO in April 2024 and would like to share some key insights with you.

So, was BrightonSEO actually worth attending?

Yes, Brighton SEO was an incredible experience and well worth it! As an SEO consultant, it was great to be among the diverse and dynamic SEO community. The conversations and insights shared throughout the event were truly inspiring, and I highly recommend attending to anyone looking for fresh and innovative ideas to bring back to their digital marketing teams or agencies.

What is brightonSEO?

brightonSEO is the biggest search marketing conference in the world. It takes place twice a year in beautiful Brighton, UK and brings together over 4,000 attendees for two days of insightful talks by industry experts. 

These talks cover topics like SEO, content marketing, and influencer marketing. Along with the talks, there are training workshops and exhibitor booths that showcase the latest tools and resources for digital marketers. 

Targeted SEO is passionate about staying up-to-date with the latest opinions, insights and techniques in our industry, so naturally, we just had to be there!

My top 4 key takeaways from brightonSEO 2024

The day was an exciting blur of talks and more talks! Fortunately, I managed to make some coherent notes, among which the following four big insights stood out. If you are already invested in SEO, or considering taking the leap, read on for some interesting….

1. The importance of E-E-A-T

E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. Google evaluates websites using this concept, especially those offering advice on critical topics like health or finance. Websites with high E-E-A-T are more likely to rank well in search results because Google sees them as reliable sources of information.

The take-out from brightonSEO 2024 is that E-E-A-T is as important as ever. Google favours content from credible sources, so it’s really important to emphasise your company and personal expertise and build trust through high-quality content and positive online reviews.

For example:

  • Push and push for more Google Reviews! We can’t emphasise enough how much this adds credibility to your website and helps to improve search performance. As Google starts to implement more AI functions within search (see more on SGE below), it may start to summarise Google Reviews to make it easier for users to make a decision on where to click.
  • Include a strong author bio in blogs, including name, experience, recent articles with publish dates and links to external content. 
  • Use schema markup to provide clear signals to Google about the author’s expertise. For the uninitiated, schema markup is a standardised code that helps search engines understand the specific content on your webpage, improving its searchability.
  • To establish yourself as a credible figure in your industry, it’s crucial to maintain an active online presence. This means consistently publishing high-quality content and building a significant social media following to demonstrate your expertise and involvement in your field. 
  • Consider working on PR about the author to increase attention around the article. 

2. SEO and social media campaigns are partners in crime

The days of isolated SEO and social media strategies are long gone. Social media is now much more than just a tool for brand awareness. In fact, it plays a crucial role in establishing brand authority and trust signals, which can significantly enhance your SEO efforts. By harnessing the power of social media to promote your content and engage with your audience, you can actively drive organic traffic to your website.

3. PPC is not organic SEO’s enemy

By exchanging data between SEO and PPC teams, you can create a highly synergistic digital marketing strategy that leverages the strengths of each channel, increasing the effectiveness of your overall marketing efforts. 

Analyse the calls to action (CTAs) on your PPC campaigns, and if they are compelling, consider using them within your organic pages. Also, identify the keyword gaps and see which keywords are performing better than others. You can then use these insights to fine-tune your organic strategy and boost your overall digital marketing performance.

4. Search Generative Experience (SGE)

Now, this is a biggie.

SGE is a proposed feature by Google that uses AI to directly answer user queries and generate summaries on Search Engine Results Pages (SERPs). SGE, which stands for Search Generative Experience, is a new way Google uses AI to present search results. Instead of just seeing links, you might see a summarised answer to your question at the top, links with images to explore further and related questions to help you dig deeper into a topic.

With SGE, Google is looking to reduce decision fatigue by providing innovative ways to present answers to search queries and keep users engaged for longer periods. 

It’s not officially launched yet, but Google has been testing it in the US, and it’s expected to have a big impact on SEO strategies when it goes live.

Search Generative Experience (SGE) at Brighton SEO

As a result, organic search results will be pushed further down the SERP. It will become, therefore, crucial to optimise content to appear within this feature, for example, with short-form content. That means creating high-quality, well-categorised content that caters to specific user needs. Fortunately, Targeted SEO is serving up this type of content on a daily basis 🙂. We’re determined to continue to do so and stay ahead of the SGE curve.

5. How is AI affecting SEO, and how will it evolve?

Last but not least, what everyone and their mother is wondering: how does AI affect SEO?

At Targeted SEO, we think AI is a great tool to assist in the creation of content, but it should be used in moderation, with integrity and always augmented with human intelligence. But is it working and what does the future hold?

Evidence shows that AI-generated content initially boosted website traffic, but its effectiveness has waned as Google has cracked down on the sea of generic, inaccurate and just plain bad website content.

This is how to optimise content for search engines now:

  • With E-E-A-T in mind, build your trust and expertise. To distinguish your content make sure it’s useful and based on what users are genuinely looking for. 
  • Anticipate user intent. Understand your user needs throughout their buying journey (“What,” “How,” “Where,” and “Why”) and address them comprehensively.
  • Bridge content gaps: Look at your competitors and see where their content gaps are to help guide your content strategy.

At the end of the day, AI has access to all of the knowledge, but can’t replicate the energy, creativity, empathy and adaptability of a human. 

At Targeted SEO, we will continue to utilise AI for what it is, a great tool to generate ideas and gather research; a common sense approach that helps us to elevate our output but keeps the reader first in mind.

Looking for an SEO expert? Get in touch with us

I hope that’s given you some interesting food for thought! If you’re looking to explore SEO as a long-term digital marketing channel or looking for a strong content strategy, get in touch with us at Targeted SEO.

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About Targeted SEO

Targeted SEO is a specialist search engine optimisation company based in Southampton. We focus on developing websites which grow in organic traffic, resulting in more leads, online enquiries and sales for our clients.

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