Jo opens with a look back on what SEO used to be like. Poor quality link building and over optimisation was a short term gain, until Google got its penalty on!

Today, it’s all about putting the user at the centre of our work.

search metrics brighton seo

Daniel talked about the Search Metrics ranking report. Having run the report for five years, they see clear trends in ranking factors. But with so many people asking them what those ranking factors were – to which they’d respond “your mum is a ranking factor!”.

By this, they mean that the user is a ranking factor. We need to be emphasising tailored content that’s not one size fits all.

What does this mean?

We need to think about our user in all we do.

(If you’re wondering who your user is, check out my talk on personas from last year!)

Splitting your keywords by intent will help you craft relevant content.

 

This post is one of 25 in our Brighton SEO 2017 collection

Laura Hampton

Head of Digital PR

Head of Digital PR at @impressiontalk specialising in user-centred SEO, digital PR, content marketing and digital strategy. My team won the Best Use of PR in an SEO Campaign award at the European Search Awards 2019. In my spare time, I jump out of planes.

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