the south yorkshire search marketing conference presentation

South Yorkshire Search Marketing Conference


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WelcomeIntroducing Dan Broadbent


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The AgendaThe history of Search Marketing Why Search Marketing is important The future of Search Marketing DIY Search Marketing Any questions?Coffee breakCreating great content How businesses benefit from Search Marketing Any questions?Coffee and networking


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The History of Search Marketing


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1994

The first web crawler indexes web pages and ranks them, spitting out a list of 25 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 Ad words, 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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2011-2013Major updates (first Panda and then Penguin) penalised low value links and promoted quality, sharable content.


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The Future of Search Marketing Introducing Carl Richardson


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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


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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!


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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 content

Have a tone of voice and an opinion


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On-Page Techniques (sorry, it’s a bit technical!)Page titles are still very important (max 70 characters)


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The Importance of DescriptionsMeta 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


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Off-Page TechniquesCreate 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


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What are Search Engines Looking for?


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Negative Lots of useless, low quality links

Activity from non UK internet providers

Low quality content


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PositiveFrequent 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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Inbound Link Review/DisavowReview 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


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DIY Search Marketing Introducing Todd Wright


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Social AccountsClaim your social networking accounts


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Social AccountsFacebook and Twitter are powerful social networking tools

Use Google + for search marketing


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Google + and Author RankingGoogle Hummingbird has changed how search marketing works

Author Rank is very important for search marketing

Share content on Google +

Gain trust from Google


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Social Networks Help Generate TrafficUse social networks to encourage people to visit your website

Instagram’s is a great way of increasing awareness


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Linking your Social Media AccountsTools can help link all your social media accounts


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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


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Linking your Social Media Accounts


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Populating Social AccountsMake your page visually appealing and on brand with your business

Utilise image editing software to create a good looking page


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Meta TagsAfter 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


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Blogging and Creating ContentRemember content is king

Distribute content via a blog

Link your blog to Google +


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Plan your blogging activityEnsure 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


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Content Creation TipsCreate good content with personality

Think differently to competitors

Review your content

Keep up to date with trends


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Still to Come!Creating great content

How businesses benefit from Search Marketing

Any questions?

Coffee and networking


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Creating Great ContentCarl Richardson


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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


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The Importance of ArticlesWell written, informative articles are great for search marketing

They should be original and engaging. Always give an opinion

Planning and research are essential


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How Marketing Agencies Create Fantastic ArticlesYour 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


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The Importance of InfographicsA creative way to display information

Visual pieces of content that are much more digestible

Liked and shared the world over


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Developing Great Infographics Great infographics require:

Extensive research

Meticulous planning

A creative and slick execution


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Developing Useful Online ToolsOnline tools are great for search marketing

Calculation tools illustrate benefits and savings

Provide tools and information to make life easier


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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


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The Advantages of Outsourcing Search MarketingBrings 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!


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How Businesses Benefit from Search MarketingCarl Richardson and Dan Broadbent


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KC FibreglassSouth Yorkshire based owner managed SME

Fibreglass fabricators

Specialist service, available nationwide

Successful but unglamorous business


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Successful Search MarketingOn page optimisation

Great mix of content

Positioning as experts

Well shared, useful content


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Search Marketing in 2014Content 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


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Coffee and Networking

@ObjectiveAgency


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Useful ResourcesFree 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