BrightonSEO April 2023: Diving into the Future of SEO and Embracing the Power of AI
It's that time of the year again, and I couldn't be more excited to attend my 7th BrightonSEO conference (IRL)! This event never fails to amaze me with its wealth of knowledge, networking opportunities, and of course, the classic fish'n'chips on the beach (if the seagulls don't have other plans). This time, I was particularly looking forward to diving deep into discussions around AI, the future of SEO, and international SEO strategies.
Let’s talk about my expectations
A lot (and I mean, A LOT) has happened in the past 6 months. AI took over our timelines and experimentations, Bing is… hype now (what ?!), it feels like every tech company is either working on a search engine or infusing AI just about everywhere.
Our job as SEOs is shifting, morphing in something more about Search Experience Optimisation than Search Engine Optimisation – good news, we won’t need to update the acronym.
I remember in October 2022, the chatter at BrightonSEO was a little bit about AI, and somewhat about the probability of Apple releasing a search engine. 😂 That feels like a lifetime ago!
This time around, I had the feeling AI would be more present in conversations, I also felt like we’d hear a lot about techniques to make websites lighter, load faster and more accessible to users. In general, I was very excited to learn more about international SEO, content strategies and ultimately, improving the user experience across the board.
Highlights from key talks
Here are a few highlights from the talks I attended as well as the links to the slides. Full disclosure, I couldn’t catch all the talks I wanted, and I am planning on watching quite a few replays, I’ll update this section as I catch-up!
- DAY 1 -
TikTok for search marketing by Rachel Pearson
I’m not a huge TikTok fan, but I was curious to learn a bit more with this talk.
TikTok is not the new Google. 😮💨
TikTok content can be indexed by Google but not embedded.
Consistency is key on the platform, and testing different optimisations is encouraged.
Stop writing SEO articles: templates content that ranks by Dale Bertrand
I’m considering using templates more in the SEO and content strategies I deliver to my clients. For me, this is about simplifying the content production process while making content that performs for users. Dale also shared a bunch of handy recipes to follow.
Consider templates like:
Collection Pages
Niche buying guides
FAQs, Niche calculators
Comparison content
etc.
Use datasets to create content, comparison pages, calculators. See government-issued data for ideas.
Google Bard, ChatGPT, the sky is falling and SEO is dead (again) by Simon Lesser
SEO is not dead.
Chats are another way to interact, and content should be future-proof.
Focus on content that can't be replaced with a summary.
Don't be a middleman - add value to your content.
- KEYNOTE -
The future of SEO: What the past decade can teach us about the next by Areej Abuali
Areej’s keynote was fascinating and very moving. I highly recommend you watch the replay, my few notes definitely don’t do justice to the journey she took us on with this keynote.
Leverage AI tools for more efficient SEO activities.
Investment in SEO will grow, as it becomes more cross-functional in companies.
Prioritize audience over Google - optimize for user discovery.
Create your own space.
- DAY 2 -
Value of feature snippets by Niki Mosier
Probably one of my favourite talks, I learned a lot and had loads of ideas for client projects!
Paragraph featured snippets dominate, followed by lists.
Quick wins are possible with feature snippets, which help with brand awareness.
Schema markup can help get feature snippets.
19% of all SERPs have featured snippets
77% of questions start with “why”
50% of mobile screen is covered by featured snippets
70% of articles in featured snippets are no older than 2-3 years
Google’s local knowledge panel - the CMS you never knew you had by Claire Carlisle
Research "sameAs" property in schema, "hasMap", and other schema properties for local SEO optimisation. 😉
conversations
BrightonSEO is as much about the talks than the conversations I have with fellow search professionals. I was half expecting to have loads of conversations about AI, but as it turned out, most of the chats I had were about freelancing. From figuring out how to operate as a freelance in SEO to pricing, using the right title on your badge, or managing client relationships, I think we covered everything!
I’ll update this section with any thought that tickled my curiosity during the chats, and numerous coffee breaks.
Reflecting on the future of SEO and the industry
This edition of the BrightonSEO conference left me with several thought-provoking takeaways about the future of SEO and the industry as a whole:
Diversity in SEO conferences is crucial 💙
A more diverse lineup and crowd lead to more balanced conversations and foster a sense of belonging that I find lacking in other contexts within the industry. Areej's keynote had me pondering the next decade and how our industry must become more open to better reflect the needs of users. Furthermore, the Women in Tech SEO gathering on the first day was, as always, highly engaging and work-focused. The exceptional expertise these women bring to the table is both outstanding and inspiring. I am so grateful to be part of this community, and more generally to be part of this industry. Our work has the power to have such a positive impact on the world!
The international SEO community is exceptional. People are friendly, open-minded, and relaxed. While I know this may only reflect my own network, I feel that my bubble is expanding for the better, with incredible individuals joining the fold.
AI has undoubtedly made its presence known in the SEO world 🚀
Many speakers incorporated AI into their presentations, emphasising that it is how it’s another tool for us to use. While AI won't replace us anytime soon, it can significantly aid our day-to-day tasks and help our clients. Personally, I actually feel in control when it comes to the AI topic, as I continuously research and test the new tools I can get my hands on. While I wasn't surprised by the speakers' insights, I did learn about some new tools and tricks to try out.
The future of the SEO industry is looking bright ✨
SEO is far from dead, and I find it thrilling to delve into the nitty-gritty of the field at conferences like BrightonSEO. I'm eager to see where the future takes us and how our industry will evolve. BrightonSEO provided a wealth of actionable ideas for me to implement immediately with my clients. This conference is always hands-on, and I came away with numerous valuable insights this time around.
