The 2015 South Yorkshire Search Marketing Conference presentation in full!

1. South Yorkshire
Search Marketing
Conference 2015

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Welcome
Introducing Dan Broadbent

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The Agenda
• The evolution of search.
• Creating great content.
• Social Media and how it’s changing.
• Managing your online reputation.
• The importance of mobile.
• Pay per click - Google AdWords.
• SEM specialist panel.

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1994
The first web crawler indexes web pages and ranks them, spitting
out a list of 25 million pages.

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1998
Google launches the PageRank, which indicates the link structure of a
given website.

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2000
As the internet becomes more accessible, SEO starts to gain in popularity.
SEO services, tools and forums are launched.
Google launches AdWords, allowing organisations to pay for elevated rankings.

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2002
Businesses begin selling links to improve the PageRank of a website.
Google begins to impose penalties on organisations buying links.

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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.

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2010
Social shares becomes a major ranking factor.

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2011-2013
Major updates (first Panda and then Penguin) penalised low value links and
promoted quality, sharable content.

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2014
Major Pigeon update (affecting local search), authorship killed and
subsequently authorship photos removed from search results.

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2015
Mobile search becoming more and more relevant.
Big changes to mobile search results.

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The Evolution
of Search
Introducing
Carl Richardson

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How Search Marketing
has Recently Changed
New algorithm roll outs: Pigeon, HTTP/SSL, authorship photo drop.
Social signals forming a greater part of the algorithm.
Doorway pages to be penalised.
Search Marketing is hard work! Create great, useful content that’s shared,
liked and receives lots of natural links.

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Search Marketing
Reflects the Real World
Search Marketing isn’t a ‘black science’ and should be an integral part of an
overall marketing strategy.
Search Marketing has evolved to reflect real people, situations
and businesses.
Great Search Marketing can be creative and have a REAL effect on
company profits!

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Sustainable Search
Marketing is Content Driven
Position yourself as an authority.
Build your trust online by becoming an ‘expert’.
Create engaging and useful content.
Have a tone of voice and an opinion.

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On-Page Techniques
(Sorry, it’s a bit technical!)
Meta descriptions can be any length, but search engines generally truncate
snippets longer than 160 characters. Best practice to keep meta descriptions
between 150 and 160 characters.
Ensure keywords are in H1 tags as well as titles and meta descriptions.
Meta descriptions should be engaging and describe exactly what you do –
think AdWords!

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The Importance of
Page Titles
Page titles are still very important (between 55-70 characters).
They can be very powerful and drive traffic - if researched and done with
thought - think headline writing.
In a Social Media world, less ‘dry’ and ‘matter of fact’ page titles perform
well in search.

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Off-Page Techniques
Create and share relevant, engaging, useful content.
Identify influencers and ask them what content you could provide.
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.

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What are Search Engines
Looking For?
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.

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Creating Great
Content
Introducing Todd Wright

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Content is King!
A content driven Search Marketing plan is still very important.
Gain trust and reliability from Google and your peers.
Frequent content creation.
Great content is powerful - there is no comparison.

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The Importance of
Great Content
Well written, informative content is great for Search Marketing.
It should be original and engaging.
Planning and research are essential.

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The Power of
Infographics
Highly creative content.
Easier to digest.
More opportunities for ‘traction’.

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The Power of
Online Tools
They are useful problem solvers.
Can be used for fun.
Thought provoking.
People like to help others.

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Distributing Your
Content
Don’t keep your content to yourself.
Make it as easy to share as possible.
Don’t just share your content anywhere.
There are tools to help you achieve the above.

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Outsourcing Search
Marketing
Your content can be part of an overall campaign.
Mix of technical and creative expertise.
Ensures the job gets done.

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Social Media &
How it’s Changing
Introducing Tom Hoyland

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Animals do the
Funniest Things!
Although animals can be very cute, Social Media isn’t just a place for posting
videos and pictures of mischievous cats.

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KPCB, a major venture capital firm based in California, estimates 1.8 billion
cat photos are uploaded and shared on Social Media every day.

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The World’s Biggest
Networking Event
Social Media is a huge opportunity to raise the profile of your organisation.
You can view Social Media as the world’s biggest networking event.
You should always represent your organisation online, as you would in the
real world.

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The Big Question
Whenever we speak to our clients about Social Media, we start with one
simple question:
“What are you trying to achieve?”
All too often we get the same response:
“We want followers, lots of followers.”

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More than Followers
Having thousands of followers won’t improve your business, successfully
engaging with people on Social Media will.
Increasing engagement isn’t simple, it can be time consuming and tedious BUT
the results can be spectacular.
Social Media should be viewed as an effective marketing channel. Always apply
your marketing principles to Social Media activity.

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Short & Snappy
According to the National Centre for Biotechnology Information,
the average attention span of a human being has dropped from 12 seconds
in 2000 to 8 seconds in the latest report; one second lower than a goldfish.
That’s why short viral videos make fantastic Social Media content.

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Vines are short videos of up to 7 seconds in duration. This is a video, shared by
millions of Social Media users. It is used to promote Vitacoco, a new coconut
water.
Keep it Short

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Five Key Steps
Forbes magazine have recently compiled five key steps to increasing Social
Media engagement, these are:

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RULE 1
Make use of the free Social Media monitoring tools.
Facebook and Twitter have both launched free analytic tools so use them.

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RULE 2
Be visual!
Social Media campaigns should include visual content.
Research shows that using images can increase interaction on Facebook by
85% and increase retweets by 35%.

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RULE 3
Include:
• Games
• Giveaways
• Prizes
People are motivated by freebies.

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RULE 4
Ask and you will receive!
Get feedback from customers about your brand.
Even asking general questions such as:
“What are your plans for the weekend?”
This encourages engagement.

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RULE 5
Show your business personality!
Your followers and audience want to know the people behind the logo.

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Importance of Planning
You should develop a Social Media plan to complement traditional
marketing activity.
It’s also important to respond to events happening in national and local
media; if a relevant subject goes viral, jump on it!

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Post at Peak Times
WHEN you post, is as important as WHAT you post!
Use analytics to find Social Media peak times for your audience, this is when
most of your followers are online.

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The average lifetime of a Facebook post is around 3 hours.
Learn your peak and optimum times to post for maximum ‘traction’,
extending the life of a post.
The average lifetime of a tweet is 48 minutes, close to 4 times shorter
than Facebook. Not bad, considering 9,100 tweets are posted every second.
The Life of a Post

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Social Media: The Facts
There are 24 million daily active Facebook users in the UK.
On average a UK user spends 21 minutes a day on Facebook.
26% of Facebook users are 25-34 year olds.
There are 15 million active Twitter users in the UK.
66% of Twitter users are aged 35 or below.
40% are aged 25 or below.

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64% of Social Media traffic to corporate websites comes from LinkedIn but
the average user only spends 17 minutes a month on the site.
Social Media Means
Business

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You Can’t Escape
Social Media
Social Media is considered an important part of our living culture.
A Judge in New York has granted a woman permission to serve divorce
papers on her estranged husband via Facebook.

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On the Rise
James mentioned lots of Social Media channels
but one in particular is on the rise:
Snapchat has 71% of users aged under 25.
There are 100 million monthly active users globally.
News organisations such as Sky News and Sky Sports are now broadcasting
live news in short 15 second videos, especially for Snapchat.

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SEM Benefits
Social Media activity contributes to your website ranking.
A great social campaign will also increase traffic to your website.
Finally, Social Media channels provide fresh content for your website.

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Managing Your
Online Reputation
Dan Broadbent

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Reputation Management
“The process of attempting to shape public perception of a person or
organisation by influencing online information about a business or
organisation.”

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Keep it Positive
A successful Reputation Management campaign should ensure that only
positive reviews appear when people search for your organisation.
Reviews can be found anywhere!
Now search engines rank Social Media posts highly in results.
TripAdvisor or Google+ reviews could appear alongside, or even higher than
your website.

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Sweet Reviews
Cadbury have recently suffered bad reviews after changing the recipe of
their chocolate...

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Cadbury have been widely criticised for failing to respond to
customer concerns.
An effective Reputation Management campaign would have involved:
• Acknowledging and responding to queries.
• Encouraging positive reviews and feedback.
• Asking for feedback through private forums, rather than on Social Media.
Bad Taste

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Customer Service?

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Have a Drink on Us
@ObjectiveAgency
/ObjectiveCreative
/ObjectiveCreative

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Welcome Back
Dan Broadbent

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Still to Come!
• The importance of mobile.
• Pay per click - Google AdWords.
• SEM specialist panel.

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The Importance
of Mobile
Carl Richardson

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Mobile Device Usage
Steady increase for last 7 years.
There are now more mobile devices than people: 7.22 billion.
Tablets and phones are multiplying faster than we are.
0-7.22 billion devices in three decades.

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Mobile Devices Accessing
the Internet
80% of internet users own a smartphone (2014).
89% of time spent on mobile devices is on Apps.
11% browsing the mobile internet (significant by volume).
Last year, internet use via mobile device overtook desktop for the first time.

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The Second Screen
Generation
61% of mobile internet users are on their devices while watching TV.
Twitter is the leading ‘second screen’ platform.
72% of Twitter users tweet during live broadcasts.
26% use a smartphone, 20% use a tablet.

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Changes to Search Results
on Mobile Devices
From November 2014 mobile friendly sites were marked in search results on
mobile devices.
Algorithm changes for local results.
Local results are more likely on mobile, so Google Places listings sometimes
appear higher in mobile results than they do in desktop.

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Important Changes
THIS WEEK
There are 500-600 updates to the Google Algorithm per year: This is a major one!
From 21st April, Google expanded mobile friendliness as a major ranking factor.
This algorithm update had a major effect on search results.
Mobile optimised websites could rank higher since Tuesday!
A division of the algorithm is a distinct possibility: one for desktop, one for mobile.

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The Advantages of a Mobile
Optimised Website
Improved user experience.
Increase time spent on your mobile optimised website.
Faster page load times.
Significant advantage over your competition.
Benefits in search results - now a major ranking factor.

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The Different Types of
Mobile Website
There are 2 types of mobile optimised website (equal in terms of ranking benefit):
Responsive - Follows the same code and styling as desktop website and through
detection of browser width restyles elements to suit device.
Separate HTML site - detects browser window size and redirects users to
separate mobile optimised website.

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The Future of Mobile Search
Speech based searching is on the increase as Siri and Cortana grow in
popularity - more longtail terms.
Google have confirmed a completely separate mobile index is on the way.
The recent update will show a stronger ranking boost than other recent
updates (i.e PANDA, PENGUIN or the HTTPS update).
Geography matters - mobile search and local search are strongly linked.

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Pay Per Click -
Google AdWords
Todd Wright

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Research Your Market
What are you selling and who wants to buy it?
Use the tools available in AdWords.
Find the best phrases.

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Find the Best
Keyword Phrases
Use synonyms.
Glossaries and indexes.
Brand names.
Google Auto Suggest feature.

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Writing Google Ads
There is an ideal hierarchy for an ad:
Used Cars For Sale - Headline
www.usedcarsandmotors.com - URL
Find Your Perfect Used Car Here - Benefits
Buy Quality Cars at Reduced Prices - Offer
Use the keyword as many times as you can.
Split test the ads.

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Writing Google Ads
“There are no advertising disasters piloted by those
who know...
Skill comes by the constant repetition of familiar
feats rather than a few over bold attempts at feats
for which are poorly prepared”
- Wilbur Wright

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The Google Display
Network (GDN)
Separate to the Google Search Network.
Distraction is the aim of the game.
Not always the best option for your brand.

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Ad Placements
- Be Careful
Reach an estimated 92% of global internet users.
Double your traffic using the GDN.
Can be risky.

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Google AdWords
- Is it Working for You?
Monitor EVERYTHING.
Use the tools available.
Invest time.
Construct ads that convert and invest your money into them.

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SEM Specialist Panel
Carl Richardson, Todd Wright,
Marcus Hardy Tom Hoyland

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Next Steps
All presentations will be available on Slideshare.
Follow @ObjectiveAgency on Twitter for a link to the presentation and links
to all the useful tools and resources mentioned in the presentation.
All delegates receive 50% discount on their first month’s Search Marketing
package, if you decide to outsource Search Marketing.
Please see your delegate packs for more information!

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Coffee Networking
@ObjectiveAgency
/ObjectiveCreative
/ObjectiveCreative