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BrightonSEO: Time for local and mobile marketing to shine

September 18, 2013.

Emma took herself off down to Brighton for a day of search engine optimisation (SEO) learning. Read her account of the trip below:

On Friday 13th September I travelled to Brighton for one of the search engine optimisation industry’s biggest events of the year. I was joined by over 1000 of the country’s leading digital marketing, PR, web design and development professionals for a day-long conference of lectures lead by industry-leadings brands, including Twitter and Google to name just two.

What to do with all the data?

The morning session was all about data and social signalling. ‘Big Data’ was a key theme throughout the conference and specialists talked through the importance of leveraging the insights that can be gained from this data to improve marketing strategy, as well as tactical work and overall return on investment. The growth in volume, velocity and variety of the data we now have access to has resulted in a huge demand for skills, tools and resources to help brands make sense of all the information they can now gather. The speakers talked through some of the latest data visualisation tools being developed in the industry and shared techniques into working with this data in the short and long term.

Opportunities for local businesses

The second session of the day was of great interest to us as it focussed on two main elements that are intrinsic to how we work with clients. The speakers were discussing latest developments in mobile strategy for small businesses and effective Adwords tactics for local businesses. As an agency, many of our clients operate in a specific location - with a growing proportion of their search traffic coming from mobile. Recent studies show that almost 40% of search traffic made via mobile devices is with a local intent. Such a high number of people searching for information/products/services in the surrounding area is an exciting prospect and huge opportunity for brands looking to engage with this audience.

What’s next for Google?

The final main session of the day was held in the main theatre of the Brighton Dome which was soon filled with hundreds of people looking to learn about the latest about next generation measurement in Google Analytics and how keyword research is evolving. Staying on top of latest industry developments is essential for those working in search, and the speakers certainly didn’t disappoint. The speakers were able to share new product releases from Google, some of which are currently only in beta. Key developments include User Segmentation advances which will enable us to segment data based on multiple sessions rather than by a single user. This will allow brands to identify their most valuable visitors with a cross-session view. The soon to be launched Universal Analytics update will mean marketers can import offline data about their customers into their online profile. This key development will allow us to track more reliably across multiple platforms. Attribution advances will mean we can look beyond the last click and examine the ‘contribution’ factors behind each conversion. And finally, the remarketing tool through Adwords will enable brands to develop cart abandonment lists from visitor data within Google Analytics. This additional information will be a powerful resource for those looking to engage with visitors who didn’t convert on their last visit.

What it means for us

Search engine optimisation is a broad field. It is proud to encompass a range of marketing disciplines. BrightonSEO was a great reflection of all the different contributing specialists involved with this type of work. Continuing to invest in our knowledge and develop our skills using insights from those at the coal face is an important part of our offering at Mackman as we take everything we learn and put it into every piece of work we do.

For more information about our search marketing services, take a look at a summary of what we can do to learn more.


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