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The biggest technical SEO takeaways from brightonSEO.

Welcome [or if you read our last blog, welcome back] to our brightonSEO key takeaways. This time, we’re focusing on technical strategies to optimise your SEO, including building longevity, designing an integrated ecosystem, and performance measurement.

Go on – our final recap awaits!

The importance of an SEO audit

One of the key takeaways from the conference is that for a successful SEO strategy, you must first audit a website to understand it. An SEO audit and strategy implementation are the first steps in diagnosing your website’s weaknesses.

Based on your findings, you can address your page speed, core web vitals, H tags, meta content and site structure.

Not sure where to start with your SEO audit? Claim a free SEO audit from Ketchup Marketing to set your business on the right track.

Building longevity into your SEO-strategies

Building longevity into your SEO strategies

There have been continuous updates to search engines over the years, particularly with the rise of AI, but some key SEO principles have remained constant. Here’s a recap:

  • Relevance and quality of content
  • Keyword research and targeting
  • User experience
  • Backlinks
  • Technical SEO
  • Adherence to webmaster guidelines
  • Adaptability to search engine algorithms
  • Meta tags and descriptions

Managing these principles is one aspect of your SEO strategy, but also overcoming challenges, including:

  • Multiple teams of specialists
  • Multiple product sites
  • Multiple audiences across different countries and languages
  • Multiple technologies

To craft an SEO strategy for longevity, you need to determine the scope and size of your project, the resources available and how best you divide the work – whether it's internal or an extended team of specialists is needed. Then, you can perfect your approach.

SEO ecosystem

Design an integrated ecosystem

An SEO ecosystem needs to include:

Technical infrastructure integration for tech SEO

  • Crawlable infrastructure
  • Relevance built into templates
  • SEO in the localisation process
  • Continuous optimisation

Content, social media and EEAT as part of your content strategy

  • Content planning and prioritisation, searcher intent modelling, keyword page mapping 
  • Content promotion

Keyword performance, measurement, analysis and reporting

  • PPC/SEO co-optimisation 
  • Keyword level performance 
  • Always on monitoring

Education, expertise and structured learning

  • Testing and experimentation 
  • Updates and adjustments 
  • Integration and communication

Need help with better understanding any of these components? Our friendly SEO team are happy to help – just get in touch.

Conducting performance measurement and analysis

There are three areas you should focus on: analytics and SEO performance, SEO tech audits, and competition.

Your SEO performance measurement and analysis should include website traffic, users’ behaviour, conversion and ranking, whilst your SEO tech audits should account for any technical issues that need addressing, tech audits, and Google Search Console. With competitor analysis, focus on identifying opportunities and refining your SEO tactics and approach.

Brand SEO

Brand SEO

Haven’t come across the term “brand SEO” before? It’s time to get acquainted. 

Brand SEO refers to the SEO activities that reinforce brand signals (the cues that help search engines understand your brand) and support organic growth. It can help improve visibility, reputation management, integrated messaging and brand awareness, and support your SEO with a competitive advantage, authenticity and results. 

With search engine results pages (SERPs) becoming increasingly cluttered, it’s getting much harder for brands to stand out from the crowd. Strengthen your brand signals to help search engines view your brand as an entity.

We hope you learned a thing or two to supplement your current SEO strategy. If you’d like some direction with implementing the next steps for your business, our search experts are here to help.