SearchLove Conference, 24-25 October, Congress Centre, London

SEO – three little letters, one huge industry. Six months ago I joined Bluepost Digital with (what I thought) was a basic knowledge of SEO – it turns out it was the tip of an ever-changing and ever-challenging iceberg. Emerging from a publishing background as a Senior Writer, there were two rules I quickly learnt. 1) Google is the daddy and 2) Just when you think you’ve worked it out, it sends out an update that, regardless of being named after a cute furry animal, can cause teams of adults to stamp their feet in frustration. I think you’ll agree with me when I say that Google certainly knows how to keep us on our toes.

However, after a few months into the world of SEO I realised that although updates can prove frustrating, I enjoy being part of an industry that is constantly evolving. (I do like a good challenge). With this in mind, my bosses decided to send myself and my colleague Bea to the SearchLove Conference last month to broaden my SEO knowledge and mix amongst like-minded SEO-ers.

When the conference commenced, I was somewhat flummoxed by the technical jargon and abbreviations circulating – until I remembered to put on my SEO hat. Any words that didn’t make sense post-hat I noted down on a ‘to Google’ list, alongside handy websites to investigate. My game plan was water-tight. The regular breaks in between presentations proved crucial as it was during these (complete with a brownie or two) where Bea and I could really get our heads around the tips, techniques and tools that were emerging – and how we can use them to propel our clients into 2012.

Power to the People

A recurring theme that I found particularly insightful, which I thought I’d share with you, was the importance of building a passionate community to propel your business to SEO and social media success.

Rand Fishkin’s opening presentation – Everything’s Easier with Fans ­– set the tone for the conference, with many speakers underlining the necessity of a loyal network of users. Fishkin passionately described how to leverage the power of a community to build a phenomenal inbound marketing machine.

Have a Little Patience

Building a community around your brand requires a lot of initial input, from research to time dedication. However this input is worth every second – once you’ve achieved your loyal community, your brand evangelists will be creating user-generated content and ultimately doing your job for you.

Never Feel Lonely

Don’t let your communities feel empty. A sense of density needs to be communicated to inspire people to interact. Blogs are a great first step in starting a community – but make sure each blog post has at least two comments on it. Use your comments box to spark debate and invite responses – get your community communicating with your brand.

This discovery immediately got me thinking about our company blog. Whether it means starting early or working late – I intend to ensure regular posts go up, starting with this one. (Please feel free to comment…)

Game On

Richard Baxter’s Gamification presentation explored community-building techniques via a dose of healthy competition. Whether you’re looking for brand ambassadors or wish to gather data, users thrive in competitive environments and react well to incentives, which can range from earning points to receiving badges and discounts for interacting with your website. Reward your community and you’ll reap the benefits.

SearchLove was certainly a beneficial event to attend – not only have Bea and I refreshed and expanded our technical understanding, but we’ve been reassured in our dedication to think outside the box when it comes to SEO. As Tom Critchlow said in his talk on Big Business SEO – think visionary. And that’s exactly what we’re doing.