9:30 - 4:00pm April 11, 2019Brighton £600Register

Your Trainer

Meet your trainer

SEM professional since 2003, Andrew founded & manages a performance marketing agency exclusively tailored to the fashion and lifestyle industry. Proven track record of generating millions in revenue for fashion clients.

What to expect

If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to Europe’s biggest specialist SEO event.

100% Money Back Guarantee

There’s simply no worse feeling than putting aside a day out of the office to go to a training course, handing over your cash and a course failing to live up to your expectations.

We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.

The training day will be broken down into seven sessions, so you can learn how to boost your brand visibility, traffic and sales.

Course Outline

Context Is Everything
Assessing your lifestyle/fashion brand situation and how it should inform your decision making for SEO throughout the entire company. Why? Because the biggest SEO influencers in your company are not in SEO Team. That, and you can’t win a Formula 1 race on a Ford Fiesta budget, so you need to learn how to own what you have better than the next brand. Context is everything for coming up with a winning plan. At the very least, it’ll help you forecast. Remember, you are one slide in a CMO’s end of year report if you are lucky, so let’s make it a great one!

Evaluating Your Fashion SEO Tech Stack
How to amplify your team’s strengths and patch weaknesses until your next great SEO hire. Whether you’re a start-up, established brand or global behemoth, we cast a critical eye over the advantages and the many disadvantages of market leading tools. We’ll also discuss processes for research and automation. Did we mention that your approach to images is a show stopper?

Precision Focus On Product Dominance
Build Your SEO Hero Category: Grow It, Protect It, Become Famous For It. AllSaints have the leather jacket, Lacoste has the polo. It’s in our nature to tag people and brands with something easy to remember. If you want to be known for everything, you may well end up being known for nothing. With product searches in the US, UK and Germany shifting from Google to Amazon, new brands are going to kill the old. Just ask Victoria’s Secret.     

Merchandising and Internal Link Architecture
The bigger your inventory, the more things that can go wrong from an internal architecture standpoint. “Cruft” is one word for it. New collection merchandising and/or promotional decisions without SEO input breaks internal link architecture faster than most minor bugs. Supermarkets have a floorplan. They know their user journeys and why they put milk at the far corner of the store. They don’t neglect aisles, stock levels, or experience. User behaviour as a series of SEO signals needs your online shop to equally have a floorplan to maximise journeys by persona, as well as building the right signals without losing them carelessly. But you knew that, right? So let’s talk about your most profitable user journeys while making merchandising a lot more SEO-friendly.

Branding, Audiences, Editorial and International Copyheroes
If you don’t think like a publisher, you’re a catalogue site that lacks a voice, a cause, or any emotional connection. For revenue potential, we ask do you have an editorial and product plan for how to get brand visibility AT THE RIGHT TIME? In fashion, nobody wants to use the word itself fashion, or any keywords for that matter if the brand team can get away with it. With few brands except for the likes of Ted Baker following through on brand tone into even meta data copy, this is a great opportunity to say to brand marketers, “Hey! We want to make the internet less ugly. Let us help communicate your vision while still increasing our visibility, traffic and sales”. Or do we just let the multi-brand stores keyword stuff their way to victory? Of course not! The debate over search volume vs brand positioning is likely to lead to a simple conclusion – always be testing. There’s no point trying to sell £10K+ luxury watches if you are attracting bargain and value shoppers. We’ll show you how to find your audience and tackle informational vs transactional intent as Amazon eats Google’s marketshare for product searches.

Decoding Fashion Backlink Profiles
You don’t have to read too many SEO blogs to spot experts contradicting each other. So who can you trust? From global domain strategy pros and cons making link redirect assumptions (and there’s plenty to cover), to squeezing every bit of value out of your backlink profile, we take a closer look at the backlink as a SEO signal and ask – do you REALLY understand what link analysis tools such as Majestic or AHREFS is trying to tell you? Because forecasting KPI trends that tell agency sales people the truth are not for the faint of heart. If you have a forensic link geek on your team, your rankings could be fabulous. That is, if you can make a real authentic connection in your outreach…

You’re Doing Outreach Wrong. Oh So Wrong.
For this session, Scottish influencer and freelance PR expert, Sheri Scott aka Forever Your Betty, will join Andrew to discuss our approach to outreach. If your outreach email is going straight in the trash, Sheri has plenty of advice and wisdom to share. Most PR firms can’t measure beyond the made up metric that is Moz Domain Authority, so team size and budget isn’t everything. For brands and agencies we discuss the questions most pressing to you: are big agencies delivering links that are part of their own link farm that you don’t realise you are renting from? Are they buying links without you knowing? Does anyone on the PR team know how to do proper backlink analysis? Fashion SEO in terms of outreach is where real value can be hard to achieve. Your negotiation skills will thank you for this session. Your end of year targets even more so.   

Register - Brighton Session

Why Train with BrightonSEO

Experts, not Trainers

We won’t waste your time sitting you in front of full time trainers who haven’t got their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.

Specific, Detailed and Unique

Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.

You Drive the Agenda

We don’t drive the agenda, you do. Before each training course, we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.

Group Sizes

The group sizes are ideal, more than a handful to offer a bit of diversity and substance to the day, but small enough that the training can remain hands-on and personal, making sure all questions are directly answered.

The Perfect Duration

The day runs from 9.30-4.00 to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.

Proper Food & Drink

There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food with beer and wine rather than soggy sandwiches or mush slopped from a tray.


Its always a great experience at Brighton SEO. The whole team learn something new from the industry leaders' experiences.
Danielle Easton

Danielle Easton
SEO Consultant, 22 Digital

I absolutely loved the training I just attended and thought it was completely worth my time and my companies money. My head is about to explode with new information right now.
Juliet Perrachon-Bazire d’Arguesse

Juliet Perrachon-Bazire d’Arguesse
Co Founder, Bébé Voyage

I've gained invaluable learnings and taken away actionable tactics and ideas for strategy formulation which I've been able to act upon almost immediately. The informal yet structured classroom style of delivery provided an excellent inclusive and engaging environment.
Dawn Anderson

Dawn Anderson
Director, Move It Marketing

It's great to interact directly with industry experts in the SEM field, it also gives you the chance to ask some technical questions. I will be going to Brighton SEO again!
Brett Saltalamacchia

Brett Saltalamacchia
SEO Analyst, Lovehoney

I thought you’d like to know how your sessions are genuinely benefitting people and that your instructors are going above and beyond.
Matt Allfrey

Matt Allfrey
SEO Manager, iCrossing UK

The training at BrightonSEO gives you unique, small-group access to some of the best minds in the business who give you actionable tips to take away and improve how you do things straight away. Oh and you get a free lunch
Stuart Kerr

Stuart Kerr
Head of Digital, Liberty Games

So much background information and explanations provided together with clear detailed plans for implementing what was covered.
Mike Glaire

Mike Glaire
Director, Edinburgh Training and Conference Venue

I had a long wishlist of things I wanted to be able to do, It was clear from the start that the trainer was a real specialist who knows the topic inside out.
Rob Watson

Rob Watson
Head of Marketing, Glendinning Group

We attend every Brighton SEO (it's like our Christmas!)
Laura Slingo

Laura Slingo
Digital Campaign Manager, Seeker Digital

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