The South Yorkshire Search Marketing Conference Presentation

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