What I learned at brightonSEO – before it had even started!

Last week, three of us ventured down to the South Coast for the biannual brightonSEO conference, which is one of the largest search marketing conferences in the world attended by over 3,000 people in the search engine optimisation (SEO), digital PR and marketing industries.

On Wednesday, we attended the fringe conferences, which we hadn’t been to before, and even these turned out to be a huge learning experience for me. I attended the Measure Fest conference, which was all about Google Analytics and data. This was particularly useful since there were many talks about Google Analytics 4 (GA4), which will be the default Google Analytics as of July this year.

Here are a few takeaways from some of the fringe talks I attended:

10 must-have GA4 reports for all SEOs

This explored the most useful GA4 reports for SEO, which we can use here at Engage Web to get more insights from the service. These included how to set up Scroll Tracking to see how visitors to your site engage with your content, and set up conversion path reports to discover how a user has navigated around your site before they made a conversion.

Named functions: a Google Sheets guide to upgrading your formulas

This looked at how you can create custom formulas in Google Sheets to make your life easier so that you don’t have to remember complex formulas. Instead, you can create your own formula to save your own time – and sanity!

How to craft web pages so they convert AND rank crazy-good

Finally, I found this talk useful as it explored how you can use content formats to engage and convert visitors to your website. This explored how visitors look at your website with various eye-reading patterns, and that understanding these can help you to structure your content. The talk also explored conversion copywriting principles that enable you to encourage people to stop and read your content.

All this was before the main event had even started! In my next blog, we’ll explore some takeaways from Thursday and Friday’s main brightonSEO conference.

Remember, if you’re looking to upskill in digital marketing, EngageWeb.Club would be perfect for you, as this is our digital marketing course that enables you to learn skills from business management to digital marketing.

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Jonathon Roberts

Jonathon lives and breathes marketing, boasting a degree in Business Management and Marketing Management and a diverse list of experiences both professional and voluntary. Having grown up in the thick of the digital and social media age, he has been quick to dive into online marketing and search engine optimisation in his career and spare time, spanning such fields as academics, local business and sport.

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