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Key Takeaways from Brighton SEO 2024: Diversifying Beyond Google

To stay competitive in today's digital world, brands must adopt a multi-channel approach to SEO, expanding beyond Google to engage a new, digital-native generation. AZoNetwork attended the recent Brighton SEO event to gain insights into the latest SEO strategies, helping brands refine their approach and adapt to these evolving trends. From SEO diversification and social media optimitisation to the role of AI in search, analytics, and UX in the future of digital marketing.

Here are 5 key takeaways, actionable strategies, and a reminder of why SEO diversification is more crucial than ever.

Diversifying SEO Traffic and Leveraging Social Media

In Carrie Rose's session on SEO Analysis, she emphasised the need for brands to diversify their SEO strategies across multiple platforms, rather than relying solely on Google. As Google's AI-driven search engine results pages (SERPs) evolve, brands that maintain a narrow focus on Google traffic risk becoming vulnerable. One particularly striking insight from Rose's presentation is that 41% of younger users now use platforms like TikTok as alternative search engines.

To stay ahead:

  • Broaden your digital footprint by optimising content on various platforms
  • Build brand demand across channels, particularly through social media, where a 151% increase in revenue has been observed by brands that leverage demand triggers and link-building techniques.
  • Prepare for emerging trends, including TikTok’s eventual support for embedded web links in video content, which could offer new avenues for link building and SEO visibility.

For a deeper dive into Carrie Rose's insights, you can view her full presentation here.

Are We in a Race To Zero Clicks From Search?

Marcus Tober raised thought-provoking points on the shift toward zero-click search results. As platforms like Perplexity begin to integrate sponsored content seamlessly, brands may struggle to capture clicks directly from search. Tober suggested that brands explore community-driven platforms like Reddit, where engaging with audiences can drive visibility and trust.

Actionable strategies to implement:

  • Optimise for featured snippets and rich results to capture user attention directly on the search results page.
  • Create high-value, answer-driven content that satisfies informational queries without forcing users to click away, positioning your brand as a trusted source of knowledge.

To dive deeper, check out Tober’s full presentation here.

How ‘Awesome’ Will Define SEO in the New Era of AI-Powered Search

As AI reshapes the SEO landscape, Tom Vaughton's session, highlighted a key shift: quality and user-centered value will be critical for success in AI-driven search environments.With AI increasingly used to assess content relevance, SEO strategy will need to focus on creating truly awesome content—high-quality, engaging, and valuable. Simply producing high volumes of content won't be enough; instead, each piece needs to offer unique insights, solutions, or entertainment value that stands out in search.

Actionable Strategies:

  • Focus on creating valuable, insightful content that stands out, rather than just churning out high volumes.
  • Adjust for natural language and long-tail keywords, as AI increasingly favors conversational and contextual queries.
  • Ensure content directly addresses user needs and provides clear answers, with a seamless experience across devices.
  • Follow E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) to ensure credibility, which AI-driven search values highly.

To dive deeper into Tom Vaughton’s insights, you can access his full presentation here.

Diversifying Beyond Google

Nathan Height’s talk underscored that while Google remains the primary search engine, there’s a rising trend toward alternative search engines like Bing and Perplexity. Bing’s market share is growing, and Perplexity has seen a five-fold increase in traffic over the past year. As alternative search engines gain traction and social media becomes a vital information source, brands must adapt to new consumer behaviors.

Practical ways to implement this:

  • Conduct testing with AI-driven search tools like Perplexity and Bing to see if these platforms might bring more qualified traffic.
  • Develop in-depth blog posts that address conversational queries, as long-form content ranks better with large language models (LLMs).
  • Make essential information, such as pricing, easily accessible to build trust and improve engagement.

For more details, Height's full session can be reviewed here.

The Evolution of Video SEO

Video is more important than ever in SEO, and Rana Abu Quba Chamsi’s presentation provided valuable insights into optimizing video content. Today, video SEO goes beyond YouTube; brands should optimize video content across multiple platforms like TikTok and Instagram to reach their audiences effectively. This approach not only expands reach but also improves engagement metrics, which are essential in a video-first digital world.

Key tactics for video SEO:

  • Optimise video titles, descriptions, and thumbnails with relevant keywords to improve searchability across YouTube, TikTok, and Instagram.
  • Utilise tools like VidIQ and TubeBuddy to identify trending topics, optimize keywords, and analyze competitive content.
  • Repurpose long-form video into short-form clips for maximum reach and impact on platforms like TikTok and Instagram Reels, where short-form content thrives.

For further insights on video SEO, check out Chamsi’s full presentation here.

 

Learn More About Our Video Services

The insights gained from the recent Brighton SEO event highlight the critical importance of diversifying SEO efforts across various platforms, including social media and alternative search engines. By embracing a multi-channel approach, optimizing for emerging trends, and focusing on high-quality content, brands can engage a new generation of digital users and enhance their visibility in an increasingly competitive marketplace.

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Book a Free SEO Audit with our team to identify new opportunities for your brand to reach new audiences and generate better leads across all digital channels.

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Posted by Frank Barker

Having spent his younger years playing Rugby in the sunny climes of Spain and Australia, Frank graduated from Loughborough University with a BSc in International Business before settling back in rainy Manchester. Frank has helped numerous Science, Engineering and Healthcare companies to create marketing strategies that engage with niche audiences. Having started his career in Sales, he now runs the Marketing department for AZoNetwork. He specialises in data management for sales teams, equipping them with the most actionable, real-time marketing insights from the first touch point through to revenue generating opportunity. A sportsman at heart, Frank still enjoys lacing up the boots for his beloved Macclesfield 1st XV Rugby or pulling on the whites to represent the more serious Macclesfield 3rd XI Cricket team.    

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