Talk 1. Leveraging Machine Learning to Outsmart the Competition
Beth Nunnington, PR Director at Journey Further

Links are still one of the most powerful ranking factors in SEO, so why hasn’t our understanding of them changed for 10 years?

Google is getting smarter and can understand the wider context of content through machine learning and natural language understanding. This means it’s no longer enough to just be popular (and build as many links as you can), you also need to be relevant.

This session will educate the audience on what relevancy is, how to measure it and the best way to leverage it to drive a winning SEO performance. It includes an independent study into 3 link metrics – DA, number of backlinks and a relevancy score to see which correlates to biggest organic market share. Relevancy score wins in 13/15 topics.

Key Delegate Takeaways:

1. The cross-channel data & insight you should be using to inform your strategy
2. Why Google’s use of natural language understanding means relevancy is more important than ever
3. High quality, brand-led coverage and links can drive so much more than just SEO rankings

Talk 2. Combining Social and PR to Drive Online Performance and Deliver Growth
Tim Grice, CEO at connective3

Building links is still a ‘must’ investment when it comes to driving SEO visibility and organic performance. A steady flow of high quality links will produce good results over the long term when combined with all round SEO strategy. However, what if you want to see results faster? What if you’re willing to invest in something bigger to see an instant impact on your visibility and rankings?

It has long been debated as to whether or not social signals count towards you SEO rankings. Google has consistently denied it and there have been mixed reports/tests from around the industry. What we do know, is that if done right, a solid social strategy can lead to increased brand search, citations and even help to produce more natural links from sources you cannot reach from your PR outreach.

In this session, Tim will take delegates through a campaign that delivered rankings, traffic and revenue; fast. By combining digital PR with social media, the strategy was able to drive significant results within 10 days of go live. Results you can see in Analytics and not just on a visibility chart.

Key Delegate Takeaways:

1. Creating a link between the idea and the product for maximum impact
2. How to build a digital PR campaign that also translates to Social
3. Structuring paid social promotion to reach the right audiences and driving engagement

Talk 3. Zero to 300k Monthly Organic Sessions in Less Than 6 Months (Industry Case Study)    James Brockbank, Managing Director & Founder at Digitaloft

It took less than six months to grow a brand-new site in the travel niche from 0 to 300k monthly organic sessions, outranking industry giants including Tripadvisor and Booking.com for high conversion-intent search queries.

In this session, we’ll share the exact roadmap we followed to achieve this. You’ll see under the hood of the strategy that we’re rolling out right through from the site’s pre-launch planning (keyword and topic research to choosing the right site structure) to our scalable content strategy (how we decided on content publishing velocity, how we brief writers and how we optimise content before hitting publish) and how we’re using digital PR to establish a new player as an authority in the space, earn authority links, build trust and raise awareness.

Key Delegate Takeaways:
In this session, delegates will have the answers to the following commonly asked questions:

1. What tactics are really driving SEO success right now?
2. Where should marketers focus their efforts and resources for maximum impact and growth?
3. What does a scalable content strategy look like?
4. What happens when digital PR and content align around a single goal?
5. How do you keep the momentum going once a site’s organic visibility starts to accelerate?

 

Register To Attend Digital Superchats #6 (SEO)