Unique insights from BrightonSEO – including the importance of social value, memorable experiences, and the power of food in attracting attention (even in SEO).
A quick disclaimer: these are MY takeaways. As the marketing manager and this year’s only delegate from SUSO at the coveted seaside conference, I can’t help but bring a perspective from the content marketing side of SEO, as opposed to the usual technical side.
This was my first time at BrightonSEO, and I was eager to gain insights into the latest industry trends and see so many SEO professionals in one place. While I didn’t have the technical expertise (shoutout to Filip and SUSO’s whole SEO team), my focus on marketing and content allowed me to approach the conference with a unique perspective.
… in short: the power of food at an SEO conference. EEAT. Pun intended.
One of the most unexpected observations I made at BrightonSEO was the popularity of company booths offering food. Semrush, with its fully-fledged cafe, had the longest queue by a significant margin.
Other companies capitalized on this trend with ice cream stands, vegan treats, and high-quality chocolates. Others, like Linkhouse, used a branded Polish caramel candy to celebrate their home country and get some attention from the foodies. This trend was not only impressive but also a valuable lesson: to attract attention, you need more than just a great product; you need a conversation starter
In the case of these companies, food served as an approachable angle that immediately engaged attendees.
It created a relaxed and welcoming atmosphere, making it easier for people to strike up conversations and learn more about the company’s offerings. This highlights a broader shift in marketing: it’s becoming less about hard selling and more about building relationships and creating memorable experiences.
The clear winner here seemed to be Semrush. They demonstrated a clear understanding of what people wanted – coffee. And this wasn’t just a thermos of coffee: they brought in a whole cafe, complete with baristas. The line was intimidating but definitely the longest one in the whole conference.
To be fair – they would have probably had a lot of interest anyway, but this just reinforced their authority.
The Importance of Social Value
Beyond the food, another key takeaway from BrightonSEO was the importance of social value. By participating in a non-SEO activity, attendees had the opportunity to connect on a personal level and build relationships. This type of interaction is far more memorable than a traditional lecture and can lead to lasting connections.
A great example of this type of “social value” event was one of the pre-conference get-togethers hosted by Creative Bloom and Surfers Against Sewage Brighton. The simplicity of this idea was brilliant—you have access to manpower (a lot of people attending BrightonSEO) and you have the location (the event is practically on the beach).
So why not combine the two: give these people bags, gloves, and grabbers, and do a beach clean-up?
I got there a bit late but still managed to put some trash into my bag and have some conversations. The only thing that could have been better was the attendance. Come on, SEOs! This isn’t the 7 AM 5k (did anyone go?).
Key Takeaways for Marketing Professionals
There is a lot to learn from this event about in-person marketing of online services. You have to bring something good to the table.
- Focus on building relationships. Instead of hard-selling, aim to build relationships with your target audience by providing value and creating memorable experiences.
- Embrace social value. Participate in community events and initiatives to demonstrate your commitment to social responsibility and connect with your audience on a deeper level.
BrightonSEO speaker insights – what did I learn, and who am I definitely following on LinkedIn?
It was very difficult to choose the right schedule, but I think I managed quite well. Darren Jacobs and Sophie Coley gave great insights into the evolution of retail media and audience-centric approaches to relevancy. It refreshed my thinking about online PR and SEO as different sides of the same coin.
But then again, SEO has so many sides that isn’t it a D12 die by now?
Maybe.
I unfortunately skipped the talk about website migrations, and I wish I had a buddy from the SEO team so we could split up. Website migrations are a big theme for us this quarter (click below to keep posted on website migration knowledge from us.)
Instead, I headed over to a section on Content Auditing with Jonathan Roberts, Daniela Leitner, and Lazarina Stay. It was another reminder that AI is definitely here to stay and assist us with tasks that no one really wanted to do manually anyway. I wish there was more time to stay and practice some of these skills, but a lot of it went to my “research further” folder.
Next up was the Practical Search Marketing, and if there were two most important takeaways, they were these:
- Other platforms are becoming new search engines, and it’s true. I look for recipes on Pinterest and Instagram.
- Always do the work yourself if it means getting more experience. Work on your own side projects in order to learn.
This is all great advice, and it highlights how important it is to listen to people firsthand – not just read blogs and listen to podcasts. I think this can apply to anything – not just SEO.
To finish off, I attended a panel on link building. I started off as a link builder and was very eager to learn what everyone had to say “in this day and age” after hearing that link building is dead so many times lately.
I wasn’t too surprised that things like relevancy and context were still king. But we all knew that, right? The panel was insightful, and it was great to see people from so many different backgrounds joining the discussion.
Day two in Brighton was off to a great start, too (I did NOT attend the morning 5K, and I’m sure, again, that if someone from the SEO team was here, they would have done us proud).
This was another busy day, so I’m just going to mention my absolute favorites:
Catching a quick selfie with John Muller – I caught him just as he was leaving. Having the energy and focus to tackle an event where everyone wants a piece of you is very impressive, especially while keeping up that smile!
SEO wouldn’t be what it is without Ahrefs, and they were there with some “on-page” marketing bonuses. That is, an actual book that you can hold in your hands. This is a great idea from their content team: an excellent conversation starter, and a perfect “coffee table book” to keep at the office. (If you’re not remote that is!)
Hidden Content Bonus
As I was heading out of the conference, I had to participate in the BrightonSEO swag tie-dye table. I dyed my shirt in a daze, needing to do something artsy with my hands after two days of soaking in long talks.
As I rinsed the shirt the next day, the Easter egg finally dawned on me. The tie-dye, the “Keep on Searchin’” line, the one foot forward… So here is my question:
What does this shirt have to do with Cherry Garcia, and who thought of this amazing nuance? Who is this secret Dead Head of marketing?
Whoever you were, you made my Bay Area roots feel warm and fuzzy.
