Talk 1. The Skyscraper Method is Dead. Understanding Why Adding Value to Search Results is Imperative to Success.
Daniel Liddle, SEO Lead at Impression
We’ve all tried to rank higher than our competitors in the SERPs by implementing activity that is almost exactly the same as them… but “better”. As a result, we see pages taking a long time to become indexed and keyword rankings are mediocre. This is when we start to look at wider market factors, or we suggest that our backlink profile or authority might be to blame.
What if I told you that this method is obsolete, especially in competitive verticals and there’s a different proven way to approach beyond the skyscraper method?
In this talk, Daniel will explore how you can revamp your SEO & content strategy, add meaningful value to the search results and drive success for your website without the help of external factors.
Key Delegate Takeaways:
- Understanding why more creative, unique content drives better results
- Process for ideating & identifying opportunities to add value to search
- How this plays into building a website’s authority & brand awareness for search and beyond
Talk 2. How to Deliver Creative Organic Strategies in Hard to Market Sectors
Rosa Mitchell, Head of Digital PR at connective3
Navigating the complex world of compliance, legal and brand can leave you feeling constrained and frustrated with what feels like limited options and campaigns.
With increased competition for press coverage and links, your marketing strategies and campaigns need to stand out above your competitors and cut through the online noise. To do this it’s important to always have creativity at the heart of what you do.
No matter what sector you’re in, from legal to finance, your organic strategies can be innovative, creative, and most importantly, newsworthy. Using research and real-life examples, Rosa Mitchell, will explain how to deliver creative organic strategies in sectors that are more traditionally hard to market. She will focus on how by understanding your audience and using divergent thinking, you can elevate your organic strategies and deliver campaigns that are not only better than your competitors but drive meaningful results for your business.
Key Delegate Takeaways:
- Learn how to create campaigns that adhere to brand identity and compliance without sacrificing creativity
- How to always have creativity at the core of everything you deliver
- How to use divergent thinking to enhance your organic strategies
Talk 3. How do you Track Brand? Understanding the Real Impact of your SEO Strategy
Thierry Ngutegure, Head of Insight at Journey Further
Creating good content and generating relevant links will only take your organic search performance so far. To unlock the next phase of growth, it’s time SEOs started to think about brand – how to track it, the opportunities it presents for SEO, and what can go wrong when brand isn’t a consideration.
Key Delegate Takeaways:
- Your brand is the culmination of how people feel when they interact with you – not just SEO
- Don’t build links or create campaigns just because it benefits SEO
- The tools you can use to get started with tracking the brand impact of your SEO activity
Talk 4. Creating a Scrutiny-Proof Methodology for Creative Campaigns
Katie Swann, Campaign Manager at Digitaloft
Creating a really great PR campaign is about more than just coming up with headline-grabbing concepts. If we really want our campaigns to perform, they need to be able to stand up to scrutiny, and the buck stops with the methodology.
Katie will explore how we can balance creative campaigns with accuracy and integrity, ensuring that only our best work goes out, with key takeaways covering:
Key Delegate Takeaways:
- The importance of a strong methodology for journalists, clients and us as creatives and marketers
- Where we can find reputable and accurate data sources
- The limits of some data sets
- What we can and cannot extrapolate from data