South Yorkshire
Search Marketing
Conference
South Yorkshire Search Marketing Conference

Welcome

Introducing Dan Broadbent

Delivered by
South Yorkshire Search Marketing Conference

The Agenda

The history of Search Marketing
Why Search Marketing is important...
South Yorkshire Search Marketing Conference

The History of
Search Marketing

Delivered by
South Yorkshire Search Marketing Conference

1994

The first web crawler indexes web pages and ranks them, spitting
out a ...
South Yorkshire Search Marketing Conference

1998

Google launches the PageRank, which indicates the link structure of a
g...
South Yorkshire Search Marketing Conference

2000

As the internet becomes more accessible, SEO starts to gain in populari...
South Yorkshire Search Marketing Conference

2002

Businesses begin selling links to improve the PageRank of a website. Go...
South Yorkshire Search Marketing Conference

2005

Analytics is launched, allowing webmasters to access insights on how vi...
South Yorkshire Search Marketing Conference

2010

Social shares becomes a major ranking factor.

Delivered by
South Yorkshire Search Marketing Conference

2011-2013
Major updates (first Panda and then Penguin) penalised low value li...
South Yorkshire Search Marketing Conference

The Future of
Search Marketing
Introducing
Carl Richardson

Delivered by
South Yorkshire Search Marketing Conference

How Search Marketing
has Recently Changed
New algorithm roll outs: Penguin, P...
South Yorkshire Search Marketing Conference

Search Marketing
Reflects the Real World
Search Marketing has evolved to refl...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Sustainable Search
Marketing is Content Driven
Position yourself as an author...
South Yorkshire Search Marketing Conference

On-Page Techniques
(sorry, it’s a bit technical!)
Page titles are still very ...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

The Importance of
Descriptions
Meta descriptions should be engaging and descr...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Off-Page Techniques
Create and share relevant, engaging, useful content
Share...
South Yorkshire Search Marketing Conference

What are Search Engines
Looking for?

Delivered by
South Yorkshire Search Marketing Conference

Negative

Lots of useless, low quality links
Activity from non UK internet pr...
South Yorkshire Search Marketing Conference

Positive
Frequent updates of unique content
Organic increases in social activ...
South Yorkshire Search Marketing Conference

Inbound Link Review/
Disavow
Review your inbound links

Any link from a page ...
South Yorkshire Search Marketing Conference

DIY
Search Marketing
Introducing
Todd Wright

Delivered by
South Yorkshire Search Marketing Conference

Social Accounts
Claim your social networking accounts

Delivered by
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Social Accounts

Facebook and Twitter are powerful social networking tools
Us...
South Yorkshire Search Marketing Conference

Google + and
Author Ranking
Google Hummingbird has changed how search marketi...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Social Networks Help
Generate Traffic
Use social networks to encourage people...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Linking your
Social Media Accounts
Tools can help link all your social media ...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Linking your
Social Media Accounts
Apps exist in Facebook and Twitter to allo...
South Yorkshire Search Marketing Conference

Populating
Social Accounts
Make your page visually appealing and on brand wit...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Meta Tags
After your URL, search engines read meta tags
Use a content managem...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Blogging and
Creating Content
Remember content is king
Distribute content via...
South Yorkshire Search Marketing Conference

Plan your blogging activity
Ensure blog posts reflect the ‘tone of voice’ of ...
South Yorkshire Search Marketing Conference

Content Creation Tips
Create good content with personality
Think differently ...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Still to Come!
Creating great content
How businesses benefit from Search Mark...
South Yorkshire Search Marketing Conference

Creating
Great Content
Carl Richardson

Delivered by
South Yorkshire Search Marketing Conference

Content is King!
A content driven Search Marketing Plan is more important tha...
South Yorkshire Search Marketing Conference

The Importance of Articles
Well written, informative articles are great for s...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

How Marketing Agencies
Create Fantastic Articles
Your agency can provide a fr...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

The Importance of
Infographics
A creative way to display information
Visual p...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Developing Great
Infographics
Great infographics require:
Extensive research
...
South Yorkshire Search Marketing Conference

Developing Useful
Online Tools
Online tools are great for search marketing
Ca...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Distribution
of Content
Great content is useless if kept to yourself
Share, s...
South Yorkshire Search Marketing Conference

The Advantages of
Outsourcing Search Marketing
Brings an objective, set of ey...
South Yorkshire Search Marketing Conference

How Businesses Benefit
from Search Marketing
Carl Richardson and
Dan Broadben...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

KC Fibreglass
South Yorkshire based owner managed SME
Fibreglass fabricators
...
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Delivered by
South Yorkshire Search Marketing Conference

Successful
Search Marketing
On page optimisation
Great mix of content
Positio...
South Yorkshire Search Marketing Conference

Search Marketing
in 2014
Content is king
Search marketing is hard work, requi...
South Yorkshire Search Marketing Conference

Coffee and Networking
@ObjectiveAgency

Delivered by
South Yorkshire Search Marketing Conference

Useful Resources
Free online tool to resize images:
www.picresize.com
Followe...
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The South Yorkshire Search Marketing Conference Presentation

  1. 1. South Yorkshire Search Marketing Conference
  2. 2. South Yorkshire Search Marketing Conference Welcome Introducing Dan Broadbent Delivered by
  3. 3. South Yorkshire Search Marketing Conference The Agenda The history of Search Marketing Why Search Marketing is important The future of Search Marketing DIY Search Marketing Any questions? Coffee break Creating great content How businesses benefit from Search Marketing Any questions? Coffee and networking Delivered by
  4. 4. South Yorkshire Search Marketing Conference The History of Search Marketing Delivered by
  5. 5. South Yorkshire Search Marketing Conference 1994 The first web crawler indexes web pages and ranks them, spitting out a list of 25 pages. Delivered by
  6. 6. South Yorkshire Search Marketing Conference 1998 Google launches the PageRank, which indicates the link structure of a given website. Delivered by
  7. 7. South Yorkshire Search Marketing Conference 2000 As the internet becomes more accessible, SEO starts to gain in popularity. SEO services, tools and forums are launched. Google launches Ad words, allowing organisations to pay for elevated rankings. Delivered by
  8. 8. South Yorkshire Search Marketing Conference 2002 Businesses begin selling links to improve the PageRank of a website. Google begins to impose penalties on organisations buying links. Delivered by
  9. 9. South Yorkshire Search Marketing Conference 2005 Analytics is launched, allowing webmasters to access insights on how visitors arrived to your website, how much time they spent on it, and how many pages they visited. Delivered by
  10. 10. South Yorkshire Search Marketing Conference 2010 Social shares becomes a major ranking factor. Delivered by
  11. 11. South Yorkshire Search Marketing Conference 2011-2013 Major updates (first Panda and then Penguin) penalised low value links and promoted quality, sharable content. Delivered by
  12. 12. South Yorkshire Search Marketing Conference The Future of Search Marketing Introducing Carl Richardson Delivered by
  13. 13. South Yorkshire Search Marketing Conference How Search Marketing has Recently Changed New algorithm roll outs: Penguin, Panda and Hummingbird Low quality links ignored or even ‘blacklisted’ There is ‘no quick fix’ anymore – Search Marketing is hard work! Create great, useful content that’s shared, liked and receives lots of links Delivered by
  14. 14. South Yorkshire Search Marketing Conference Search Marketing Reflects the Real World Search Marketing has evolved to reflect real people and businesses Authorship is very important Search Marketing isn’t a ‘black science’ and should be an integral part of an overall marketing strategy Great Search Marketing can be creative and sensationalist! Delivered by
  15. 15. South Yorkshire Search Marketing Conference Delivered by
  16. 16. South Yorkshire Search Marketing Conference Sustainable Search Marketing is Content Driven Position yourself as an authority Build your trust online by becoming an ‘expert’ Create engaging content Have a tone of voice and an opinion Delivered by
  17. 17. South Yorkshire Search Marketing Conference On-Page Techniques (sorry, it’s a bit technical!) Page titles are still very important (max 70 characters) Delivered by
  18. 18. South Yorkshire Search Marketing Conference Delivered by
  19. 19. South Yorkshire Search Marketing Conference The Importance of Descriptions Meta descriptions should be engaging and describe exactly what you do – think ad words! Meta keywords considered useless and are ignored Ensure keywords are in H1 tags as well as titles and meta descriptions Delivered by
  20. 20. South Yorkshire Search Marketing Conference Delivered by
  21. 21. South Yorkshire Search Marketing Conference Off-Page Techniques Create and share relevant, engaging, useful content Share industry news – become an aggregator Be a good neighbour – link to other useful resources and content Engage where relevant and where you can add value Delivered by
  22. 22. South Yorkshire Search Marketing Conference What are Search Engines Looking for? Delivered by
  23. 23. South Yorkshire Search Marketing Conference Negative Lots of useless, low quality links Activity from non UK internet providers Low quality content Delivered by
  24. 24. South Yorkshire Search Marketing Conference Positive Frequent updates of unique content Organic increases in social activities: likes, follows and shares Links to your unique content from other trusted and related sources Delivered by
  25. 25. South Yorkshire Search Marketing Conference Inbound Link Review/ Disavow Review your inbound links Any link from a page with a page rank of 2 or less has very little/no benefit and may even be negative Remove links if possible If all else fails: Use Google disavow tool Delivered by
  26. 26. South Yorkshire Search Marketing Conference DIY Search Marketing Introducing Todd Wright Delivered by
  27. 27. South Yorkshire Search Marketing Conference Social Accounts Claim your social networking accounts Delivered by
  28. 28. South Yorkshire Search Marketing Conference Delivered by
  29. 29. South Yorkshire Search Marketing Conference Social Accounts Facebook and Twitter are powerful social networking tools Use Google + for search marketing Delivered by
  30. 30. South Yorkshire Search Marketing Conference Google + and Author Ranking Google Hummingbird has changed how search marketing works Author Rank is very important for search marketing Share content on Google + Gain trust from Google Delivered by
  31. 31. South Yorkshire Search Marketing Conference Delivered by
  32. 32. South Yorkshire Search Marketing Conference Delivered by
  33. 33. South Yorkshire Search Marketing Conference Delivered by
  34. 34. South Yorkshire Search Marketing Conference Social Networks Help Generate Traffic Use social networks to encourage people to visit your website Instagram’s is a great way of increasing awareness Delivered by
  35. 35. South Yorkshire Search Marketing Conference Delivered by
  36. 36. South Yorkshire Search Marketing Conference Linking your Social Media Accounts Tools can help link all your social media accounts Delivered by
  37. 37. South Yorkshire Search Marketing Conference Delivered by
  38. 38. South Yorkshire Search Marketing Conference Linking your Social Media Accounts Apps exist in Facebook and Twitter to allow posts to be shared across both networks Linking accounts helps ensure consistent content and tone of voice Delivered by
  39. 39. South Yorkshire Search Marketing Conference Populating Social Accounts Make your page visually appealing and on brand with your business Utilise image editing software to create a good looking page Delivered by
  40. 40. South Yorkshire Search Marketing Conference Delivered by
  41. 41. South Yorkshire Search Marketing Conference Meta Tags After your URL, search engines read meta tags Use a content management system to update meta Wordpress is a great content management system for search marketing Delivered by
  42. 42. South Yorkshire Search Marketing Conference Delivered by
  43. 43. South Yorkshire Search Marketing Conference Blogging and Creating Content Remember content is king Distribute content via a blog Link your blog to Google + Delivered by
  44. 44. South Yorkshire Search Marketing Conference Plan your blogging activity Ensure blog posts reflect the ‘tone of voice’ of your business Many blogs don’t get seen and don’t have much impact on Search Marketing Increasing likes and shares helps improve your search ranking Delivered by
  45. 45. South Yorkshire Search Marketing Conference Content Creation Tips Create good content with personality Think differently to competitors Review your content Keep up to date with trends Delivered by
  46. 46. South Yorkshire Search Marketing Conference Delivered by
  47. 47. South Yorkshire Search Marketing Conference Still to Come! Creating great content How businesses benefit from Search Marketing Any questions? Coffee and networking Delivered by
  48. 48. South Yorkshire Search Marketing Conference Creating Great Content Carl Richardson Delivered by
  49. 49. South Yorkshire Search Marketing Conference Content is King! A content driven Search Marketing Plan is more important than ever Be seen as an authority on your market/sector Frequent content creation grows your author and domain rank Great content is powerful - There is no comparison Delivered by
  50. 50. South Yorkshire Search Marketing Conference The Importance of Articles Well written, informative articles are great for search marketing They should be original and engaging. Always give an opinion Planning and research are essential Delivered by
  51. 51. South Yorkshire Search Marketing Conference Delivered by
  52. 52. South Yorkshire Search Marketing Conference How Marketing Agencies Create Fantastic Articles Your agency can provide a fresh perspective They can add a creative twist They can create and write informative and well structured articles Most importantly, they dedicate time to keep your activity on schedule Delivered by
  53. 53. South Yorkshire Search Marketing Conference Delivered by
  54. 54. South Yorkshire Search Marketing Conference The Importance of Infographics A creative way to display information Visual pieces of content that are much more digestible Liked and shared the world over Delivered by
  55. 55. South Yorkshire Search Marketing Conference Delivered by
  56. 56. South Yorkshire Search Marketing Conference Delivered by
  57. 57. South Yorkshire Search Marketing Conference Developing Great Infographics Great infographics require: Extensive research Meticulous planning A creative and slick execution Delivered by
  58. 58. South Yorkshire Search Marketing Conference Developing Useful Online Tools Online tools are great for search marketing Calculation tools illustrate benefits and savings Provide tools and information to make life easier Delivered by
  59. 59. South Yorkshire Search Marketing Conference Delivered by
  60. 60. South Yorkshire Search Marketing Conference Distribution of Content Great content is useless if kept to yourself Share, share, share – and make it easy for others to as well Research influencers and media channels Make sharing easy by using tools such as Followerwonk Delivered by
  61. 61. South Yorkshire Search Marketing Conference The Advantages of Outsourcing Search Marketing Brings an objective, set of eyes to your search campaigns Provides a creative part to an overall marketing plan Is a perfect mix of technical & creative expertise Most importantly, ensures Search Marketing gets done! Delivered by
  62. 62. South Yorkshire Search Marketing Conference How Businesses Benefit from Search Marketing Carl Richardson and Dan Broadbent Delivered by
  63. 63. South Yorkshire Search Marketing Conference Delivered by
  64. 64. South Yorkshire Search Marketing Conference KC Fibreglass South Yorkshire based owner managed SME Fibreglass fabricators Specialist service, available nationwide Successful but unglamorous business Delivered by
  65. 65. South Yorkshire Search Marketing Conference Delivered by
  66. 66. South Yorkshire Search Marketing Conference Delivered by
  67. 67. South Yorkshire Search Marketing Conference Delivered by
  68. 68. South Yorkshire Search Marketing Conference Successful Search Marketing On page optimisation Great mix of content Positioning as experts Well shared, useful content Delivered by
  69. 69. South Yorkshire Search Marketing Conference Search Marketing in 2014 Content is king Search marketing is hard work, requiring a committed plan More a creative, rather than technical process A strategy, plan and creative approach is needed to succeed! The business benefits are huge, Search marketing can produce an unrivalled return on investment Delivered by
  70. 70. South Yorkshire Search Marketing Conference Coffee and Networking @ObjectiveAgency Delivered by
  71. 71. South Yorkshire Search Marketing Conference Useful Resources Free online tool to resize images: www.picresize.com Followerwonk: www.followerwonk.com Tweekdeck: about.twitter.com/products/tweetdeck Google Webmaster tools: www.google.com/webmasters/tools Google Analytics: www.google.com/analytics/ Online sitemap generator: www.xml-sitemaps.com Delivered by
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