Future-Proofing your SEO Strategy: Unlocking the Opportunities of Generative AI
James Bentham, Head of SEO at Search Laboratory
User journeys are becoming more fragmented, and the role of search is expanding, creating a disconnect between search behaviour and business search strategies. Marketers must shift their approach and optimise across a broader range of touchpoints to provide a seamless brand experience and deliver future growth.
In this talk, James explores how to navigate the evolution of user journeys, uncovering the quick wins you can utilise right now to drive your business forward in an AI-powered organic search landscape.
Key Delegate Takeaways:
- Uncover how to adapt your SEO strategy to suit the modern user journey
- The blueprint to achieving search maturity and fostering collaboration across marketing teams
- Start to leverage generative AI and discover the immediate tactics you can use to your advantage as this tech evolves
Brand vs Non-Brand Traffic: Why You Don’t Want To Miss Out On Either Ben Garry, SEO Lead at Impression
The most successful SEO strategies make a distinction between their branded and non-branded search growth, but don’t let either of them fall by the wayside. Non-branded search growth is crucial for reaching new audiences and gaining against competitors, but branded traffic is higher for most sites and converts better.
In Ben’s talk, learn how to monitor, measure and take action for both types of search in order to get the most out of your organic traffic.
Key Delegate Takeaways:
- Unlock the power of Search Console for your brand vs non-brand monitoring and reporting
- Top tips for locking down branded traffic with low resource
- How to integrate brand and non-brand keywords in your long-term SEO strategies
How to Reduce your Reliance on Paid Search with SEO
Paul Norris, Organic Director at Journey Further
As CPCs continue to rise, brands need to reduce reliance on paid search activity, however it can be difficult to shift mindset from single channel-search mindset to a holistic view and approach. Doing so will pay dividends in return.
In this talk Paul will uncover the four key steps you need to make your organic strategy work harder to unlock ROI for business growth.
Key Delegate Takeaways:
- Map and measure the available opportunity
- Create commercial clusters and identify the immediate opportunity
- Build a business case for SEO
- Be relevant to rank – authority is required to compete – relevancy is required to win, it’s quality over quantity.
The Missing E: How to Demonstrate First-Hand Experience in Your E-E-A-T Strategy
Olivia Day, SEO Lead at Digitaloft
In a web full of fake news, AI, and mass-generated content, it’s no secret that businesses are having to work harder to prove to customers that they’re trustworthy, reliable, and genuine experts in their field. Enter Google’s E-E-A-T guidelines – experience, expertise, authoritativeness, and trustworthiness.
With the addition of an extra E – experience – in December 2022, there’s an extra challenge: proving not only that you know what you’re talking about, but that you’ve experienced it, too. And it’s not something a lot of sites are doing well. In Liv’s talk, she’ll uncover exactly how to demonstrate that first-hand experience Google is looking for (along with the OG E-A-T signals, too), leaving you a cut above the competition.
Key Delegate Takeaways:
- A clear understanding of Google’s E-E-A-T – what it is, why it’s important, and how it’s evolving.
- A deeper understanding of the “experience” side of E-E-A-T, and how sites can easily demonstrate first-hand experience to users (and Google!)
- Quick wins for website owners – how to utilise existing content and internal data to satisfy these guidelines.
