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Brighton SEO is one of the biggest SEO conferences globally. Speakers and attendees jet in from all over the world to discuss the latest trends and topics in the SEO realm.
Once again, ATG was in attendance as we strive to stay at the forefront of the marketing landscape. Over the two days, we attended many great and interesting talks. Here are some of the most significant takeaways:
Paul Ngoie from Williams Commerce kicked off the main stage talks with this staggering statistic. According to the latest study by BrightEdge, organic search contributes to over 53% of total website traffic across various business websites.
The demise of SEO is often suggested, but in reality, that is far from the case. Having your brand visible on Google remains imperative.
Another takeaway and another impressive statistic. Sebastian Hauch from Uberall, joined by Jaime Arribas from KFC, discussed local SEO. Recent statistics from Google Maps reveal that 86% of users utilize the platform to search for local stores and businesses.
By claiming and optimizing your Google Business Profile, your business can ensure visibility on Google Maps when potential customers search for products or services in their area. This increased visibility can lead to more foot traffic, website visits, and ultimately, more sales.
Google appears to consider a business's current opening status as a ranking factor for local pack rankings (the local pack is the combination of a map and listings that appear in most local searches).
Ensure your opening hours are correct and continue to verify them (we have seen instances where Google wants to update these hours itself). It’s vital for your visibility to ensure your Google Business Profile matches your opening hours.
Speakers Tom Capper, Kapwom Dingis, and Marcus Tober tackled the hot topic of Google Search Generative Experience (SGE). Although SGE is forthcoming, the whys, whens, and hows are still uncertain, and the talks at BrightonSEO only emphasized that.
SGE is still in beta, and interestingly, 18-24-year-olds reported the highest satisfaction scores using the tool.
All speakers agreed that EEAT is the new king (i.e., 'content is king' is now 'EEAT is king'). The bar for click-worthy content is going to skyrocket. If your pages aren’t well-maintained with diverse media and those all-important author pages, they are less likely to get clicked or even surfaced.
Term-Weighting Bert (TW-Bert) was launched in August 2023. It’s a framework that assigns scores to words within a search query to more accurately determine which pages are most relevant to the user, as Dave Cousin explained in his talk.
TW-Bert was created to help Google think more like a human, understanding the entire search query rather than looking at each word in isolation. For example, if you search for "race car," you want to see videos of cars racing around a track, not a Ford Fiesta driving at 30 mph down a B-road.
TW-Bert understands you’re looking for something specific and weights the words according to their importance. In this case, ‘race’ would get more weight than ‘car’ because you’re looking for high-speed action.
Natalie Arney spoke about Content Success. Refreshing your existing content can help you rank for new keywords and increase your organic visibility. Content audits are key to finding refresh opportunities. You should update content at least annually (this is more than updating the year in the title!).
Make use of available metrics to help prioritize what content needs updating and what opportunities are available.
Ana Llorente Perez presented this significant statistic from Wyzowl’s State of Video Marketing Report. 96% of marketers agree that videos play a pivotal role in enhancing user comprehension of their product or service.
Google has started testing short videos in search results. They will appear on mobile searches for queries where videos fit search intent and can provide the best and quickest answer. If you’re not using videos yet, now is a great time to start.
Valentina Stragliatto discussed how SEOs need to embrace social media. Brand loyalty continues to evolve. Loyalty isn’t what it used to be, as there are many businesses out there competing to offer and sell similar products.
Standing out is more important than ever. The sense of community has been dwindling, so businesses need to create more engaging content that potential customers can explore to regain that sense of community.
- ENDS -
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About Automotive Transformation Group (ATG)
As a leading provider of retailing software to the automotive sector, Automotive Transformation Group exist to make car-buying easy. With 20 years of experience, technology deployed across over 80 countries, and over 13 billion digital interactions captured to date, they have developed a deep understanding of car-buying behaviour, which allows them to design consumer-first software for Retailers, OEMs, Financiers and Fleet Suppliers across the globe. By harnessing the full power of their proprietary Fusion suite, their customers can simultaneously manage vehicle supply and proactively drive consumer demand, empowering them to stay agile in the face of rapid changes in consumer behaviour. Furthermore, through automation such as AI, their SaaS technology continues to optimise operational efficiency, inject tangible cost savings, and ultimately help clients acquire, convert and retain more customers via a world-class omnichannel experience. Automotive Transformation Group currently service 82% of the top 200 UK Retail locations, 65% of the world’s Manufacturers, 60% of Europe’s Financiers and 80% of the Top 10 UK Fleet and Leasing companies.
