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2nd November 2015 by Lauren Pearson | News & Events

Last month, Yard hosted #SEOJocktoberfest, an inaugural Edinburgh based SEO and Digital Marketing event with expert speakers from companies including Skyscanner, Velocity Digital, VisScore and BuyaGift.

The day itself was informal and relaxed yet informative and engaging with our speakers offering expert insight on topics such as link auditing; attribution; paid social and the future of the web.

SEOJocktoberfest – what was on?

Ian Daniels of Yard on Content Measurement and Attribution for SEO

Yard’s Head of Digital Ian has a wealth of experience in SEO and digital marketing leading the strategy, planning, and senior stakeholder management for our clients. Ian’s talk covered attribution and content measurement, bringing agency experience and insights to shed light on the topic.

Scott McLay of Yard on Link Health Audits and Organic Traffic Recovery

Yard’s Technical Lead and Strategist Scott McLay has worked on technical audits, internationalisation projects and migration support for hundreds of websites, including global household brand names, throughout his 12 year technical SEO career and he shared some of this knowledge in his talk on link health audits and organic traffic recovery.

Richard Shove of BuyaGift on Agency to In-House Culture

Richard Shove has an internet marketing background with 10 years experience in managing SEO, Analytics, PPC and other general internet marketing areas. His current role as Group Organic Performance Manager at BuyaGift means he focuses on the earned and owned side of media. Richard’s presentation focused on his personal experiences of switching to an in-house role vs working for an agency and where he thinks both sides go wrong.

Mike Briggs of Skyscanner on Testing for Understanding SEO

Michael is the Head of SEO at Skyscanner where he’s responsible for SEO and content strategy on a global basis. Michael’s worked across some of the world’s largest blue chip sites in a range of agency environments. In his role at Skyscanner he gets to indulge his love of tech, content and understanding what users and search engines want from websites to create business value. Michael’s presentation focused on testing to understand SEO and failing forward.

Russell McAthy of Deliver Insight on Marketing Attribution

Russell specialises in analytics, search marketing (SEO and PPC), digital strategy and digital management. As Managing Director at Deliver Insight, a data led digital marketing agency, Russell has experience working closely with clients at all levels both in Europe and worldwide and his Moneyball inspired talk focused on marketing attribution.

Andrew Burnett of Burne.tt 

Essentially, Andrew provides tools to make businesses stand out. A great believer in the God-is-in-the-details effect, he’s finicky about matters others might consider unimportant because these so often have a major impact. His talk on content marketing explored its main problems and ways to overcome them.

Stephen Whitelaw on The Future of the Web

Stephen is a digital marketing consultant and prolific public speaker. His talk, ‘The Future of the Web’, was a fun and fast paced presentation that took us through what is coming up in the next 2-3 years and how new technologies will impact people’s careers, lives and businesses.

Mike McGrail of Velocity Digital on Paid Social

Mike is the owner of Velocity Digital, a digital marketing consultancy based in Edinburgh and he has spent his career to date working in the pixelated realm. The world of social media marketing has undergone a huge shift in the last 3 years and we now find ourselves in a place where running paid activity is key. In his talk, Mike attempted to ram home the importance of adopting the right blend of excellent organic and paid social media activity, bringing the subject to life with real-life examples of outstanding campaigns, and of course, the not so remarkable.

Whilst this year’s session was a small, invite-only affair, we’re intending to make it a yearly event open to anyone interested in attending, so keep your eyes peeled next year.

In the meantime, if you’d like to take a look at our speakers’ slides, you can find them on our SlideShare account here.


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