The full South Yorkshire Search Marketing Conference presentation available for download with useful resources slide added.

1. South Yorkshire
Search Marketing
Conference

2. South Yorkshire Search Marketing Conference
Welcome
Introducing Dan Broadbent
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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
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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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2011-2013
Major 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
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
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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
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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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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
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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
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DIY
Search Marketing
Introducing
Todd Wright
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Social Accounts
Claim your social networking accounts
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Social Accounts
Facebook and Twitter are powerful social networking tools
Use Google + for search marketing
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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
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Social Networks Help
Generate Traffic
Use 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 Accounts
Tools can help link all your social media accounts
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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
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Populating
Social Accounts
Make 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 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
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Blogging and
Creating Content
Remember content is king
Distribute content via a blog
Link your blog to Google +
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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
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Content Creation Tips
Create 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 Content
Carl 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 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
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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
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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
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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 Tools
Online 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 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!
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How Businesses Benefit
from Search Marketing
Carl Richardson and
Dan Broadbent
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KC Fibreglass
South Yorkshire based owner managed SME
Fibreglass fabricators
Specialist service, available nationwide
Successful but unglamorous business
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Successful
Search Marketing
On page optimisation
Great mix of content
Positioning as experts
Well shared, useful content
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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
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Coffee and Networking
@ObjectiveAgency
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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
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