Some of the atoms were lucky enough to attend the recent search marketing conference, BrightonSEO. Here are our top 5 tips from the event:
Too much time is spent on communication and persuasion in advertising, and not enough time is spent on creating impact. We see around 1,000 ads every day and 90% of these don’t even register. The way to get yours noticed is to focus on impact, making ads which are unique and really stand out from the crowd.
Before you decide on your advertising message, work out what drives your consumer and consider how you can address that. Nagging people to do something, without considering their true motivation, won’t work. Address users’ needs and interests and they are far more likely to do what you want them to.
When creating content, make sure it comes across clearly to consumers and search engines in any of the contexts it’s likely to appear. For example, don’t use confusing puns and abbreviations in your headline if you’d like the article to be shared on Facebook, because this new context will mean users need to know more before they click.
If you find yourself working hard to hide some of your content, whether it’s with nofollow tags, strange presentation or a complicated site structure, stop. If you don’t want your page to rank, get rid of it.
…and see if they understand your content. As Einstein said, if you can’t explain it to an 11-year-old, you haven’t fully understood it. To make your text easier on your users, ensure you’re speaking their language. Remove or improve any sections which are confusing or overly wordy and keep your messages simple and clear.