{"id":17425,"date":"2017-11-23T12:30:13","date_gmt":"2017-11-23T12:30:13","guid":{"rendered":"https:\/\/www.heartinternet.uk\/blog\/?p=17425"},"modified":"2017-11-23T12:30:13","modified_gmt":"2017-11-23T12:30:13","slug":"build-your-seo-skills-with-the-top-takeaways-from-searchlove-2017","status":"publish","type":"post","link":"https:\/\/www.heartinternet.uk\/blog\/build-your-seo-skills-with-the-top-takeaways-from-searchlove-2017\/","title":{"rendered":"Build your SEO skills with the top takeaways from SearchLove 2017"},"content":{"rendered":"

SearchLove<\/a> is one of the world’s leading SEO conferences and this year’s London event was another chance to get advice from some of the top minds in online marketing.<\/p>\n

In case you missed it, or in case you were there and need a recap, we’ve put together this bumper post on the numerous highlights of the two days.<\/p>\n

Paddy Moogan – Link Building Case Studies, Myths &\u00a0Fails<\/h2>\n

Paddy\u2019s presentation revolved around busting some link building myths. Some of them relating to budget, and others to forecasts. For example, you do not need a consistent budget to get a piece of content to go viral. And also, if a campaign never goes viral, it does not mean that it cannot get links on a regular basis. Being a brand is not the main prerequisite for a campaign to work because the story is what matters in the end. Journalists want to be pitched with newsworthy topics and not something that promotes your brand.<\/p>\n

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What to take away from this presentation<\/h3>\n

Balance between what\u2019s working now and what will work in the future. Every piece of content is different, and you need to consider the whole environment when seeing if your website is link-worthy: brand, product, experience, price, reputation, trustworthiness \u2013 they all matter.<\/p>\n

Link to presentation deck: Link Building Case Studies, Myths & Fails<\/strong><\/a><\/p>\n

Samantha Noble – Beyond the reach of keyword\u00a0targeting<\/h2>\n

Samantha\u2019s presentation focused on building custom audiences that are served ads according to their needs. This personalisation can be done based on different demographics such as lookalike targeting, location targeting and relationship targeting. Another piece of advice she offered to PPC strategists was: when the AdWords algorithm changes \u2013 wait to see what happens before implementing changes to campaigns.<\/p>\n

She talked the audience through various types of ads for each channel, including some upcoming releases. For example, did you know that you will be able to create Local Inventory Ads and include the Click & Collect feature?<\/p>\n

\"Slide<\/p>\n

What to take away from this presentation<\/h3>\n

Put an emphasis on custom audiences and tailor personalised ad for each category. No more silo targeting. Use the data that you have to build these audiences.<\/p>\n

Link to presentation deck: Beyond the Reach of Keyword Targeting<\/strong><\/a><\/p>\n

Rob Bucci – Reverse Engineering Google’s Research<\/h2>\n

Rob focused on the SEO funnel and explained each stage and how we can be successful if we optimise for each stage in particular.<\/p>\n

\"Slide<\/p>\n

He also presented the results of research conducted by STAT and shared the conclusions regarding featured snippets:<\/p>\n