On Friday Iain Martin from Skipedia enjoyed a packed day of optimisation best practice at Brighton SEO – a free conference ‘helping search marketers meet, learn and do their job a little better’.

It’s packed full of great speakers and the biggest problem is working out which of the seven concurrent sessions to attend. While we have loads of great notes and ideas from the day, tour tl:dr takeaway is

‘Link equity is still massively important and SEO still works’.


brighton seo


Here are some bullet points (although bear in mind that bullet points do kill kittens), four speakers really stood out for me and here’s my top takeaways from their presentations:


paul maddenPaul Madden (@PaulDavidMadden)

  • Rankings do not necessarily improve if you clean up links
  • Most people audit their ‘bad’ links too harshly
  • 65% of disavow files are compiled incorrectly
  • ‘Hi [firstname]’ is the best converting opening for emails
  • Make sure you allocate time in your budget to building relationships with journalists and bloggers: too many content projects spend too much time on production and not enough on promotion



steve linneySteve Linney (@stevelinney)

  • 94% of all adults in the world have an email address
  • Import of high converting landing pages and having CTA in the right place
  • Relevant emails drive 18 times more revenue than broadcast emails
  • For every £1 spent on email marketing £29 in revenue is generated
  • Conversion rates can hit 50% with well-executed email automation




phil nottinghamPhil Nottingham (@philnottingham)

  • ‘View Through Conversions’ are the best metric for measuring YouTube Ads
  • Use playlists for targeting keywords that you don’t have videos for already
  • Video has never been more accessible: the world of social media video is about smaller, lower quality video – focus on quantity, less high quality stuff




greg giffGreg Gifford (

  • The key to successful Facebook advertising is to be extremely picky with targeting (without being creepy!).
  • Always use ad scheduling on Facebook
  • Use Facebook’s ‘Custom Audiences’ to target list subscribers who don’t open your emails
  • Download your ‘Linked In’ connections and upload them to as a Custom Audience to Facebook
  • Use lookalike audiences: this is the best way to target new qualified users and a great way to avoid ad fatigue amongst existing users



Article by Iain Martin