The 2015 South Yorkshire Search Marketing Conference
- 2. South Yorkshire Search Marketing Conference 2015 Delivered by Welcome Introducing Dan Broadbent
- 3. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 4. South Yorkshire Search Marketing Conference 2015 Delivered by 1994 The first web crawler indexes web pages and ranks them, spitting out a list of 25 million pages.
- 5. South Yorkshire Search Marketing Conference 2015 Delivered by 1998 Google launches the PageRank, which indicates the link structure of a given website.
- 6. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 7. South Yorkshire Search Marketing Conference 2015 Delivered by 2002 Businesses begin selling links to improve the PageRank of a website. Google begins to impose penalties on organisations buying links.
- 8. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 9. South Yorkshire Search Marketing Conference 2015 Delivered by 2010 Social shares becomes a major ranking factor.
- 10. South Yorkshire Search Marketing Conference 2015 Delivered by 2011-2013 Major updates (first Panda and then Penguin) penalised low value links and promoted quality, sharable content.
- 11. South Yorkshire Search Marketing Conference 2015 Delivered by 2014 Major Pigeon update (affecting local search), authorship killed and subsequently authorship photos removed from search results.
- 12. South Yorkshire Search Marketing Conference 2015 Delivered by 2015 Mobile search becoming more and more relevant. Big changes to mobile search results.
- 13. South Yorkshire Search Marketing Conference 2015 Delivered by The Evolution of Search Introducing Carl Richardson
- 14. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 15. South Yorkshire Search Marketing Conference 2015 Delivered by 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!
- 16. South Yorkshire Search Marketing Conference 2015 Delivered by
- 17. South Yorkshire Search Marketing Conference 2015 Delivered by
- 18. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 19. South Yorkshire Search Marketing Conference 2015 Delivered by 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!
- 20. South Yorkshire Search Marketing Conference 2015 Delivered by
- 21. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 22. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 23. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 24. South Yorkshire Search Marketing Conference 2015 Delivered by Creating Great Content Introducing Todd Wright
- 25. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 26. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 27. South Yorkshire Search Marketing Conference 2015 Delivered by The Power of Infographics Highly creative content. Easier to digest. More opportunities for ‘traction’.
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- 29. South Yorkshire Search Marketing Conference 2015 Delivered by The Power of Online Tools They are useful problem solvers. Can be used for fun. Thought provoking. People like to help others.
- 30. South Yorkshire Search Marketing Conference 2015 Delivered by
- 31. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 32. South Yorkshire Search Marketing Conference 2015 Delivered by
- 33. South Yorkshire Search Marketing Conference 2015 Delivered by Outsourcing Search Marketing Your content can be part of an overall campaign. Mix of technical and creative expertise. Ensures the job gets done.
- 34. South Yorkshire Search Marketing Conference 2015 Delivered by Social Media & How it’s Changing Introducing Tom Hoyland
- 35. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 36. South Yorkshire Search Marketing Conference 2015 Delivered by KPCB, a major venture capital firm based in California, estimates 1.8 billion cat photos are uploaded and shared on Social Media every day.
- 37. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 38. South Yorkshire Search Marketing Conference 2015 Delivered by 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.”
- 39. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 40. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 41. South Yorkshire Search Marketing Conference 2015 Delivered by 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
- 42. South Yorkshire Search Marketing Conference 2015 Delivered by Five Key Steps Forbes magazine have recently compiled five key steps to increasing Social Media engagement, these are:
- 43. South Yorkshire Search Marketing Conference 2015 Delivered by 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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- 45. South Yorkshire Search Marketing Conference 2015 Delivered by
- 46. South Yorkshire Search Marketing Conference 2015 Delivered by 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%.
- 47. South Yorkshire Search Marketing Conference 2015 Delivered by RULE 3 Include: • Games • Giveaways • Prizes People are motivated by freebies.
- 48. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 49. South Yorkshire Search Marketing Conference 2015 Delivered by RULE 5 Show your business personality! Your followers and audience want to know the people behind the logo.
- 50. South Yorkshire Search Marketing Conference 2015 Delivered by 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!
- 51. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 52. South Yorkshire Search Marketing Conference 2015 Delivered by 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
- 53. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 54. South Yorkshire Search Marketing Conference 2015 Delivered by 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
- 55. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 56. South Yorkshire Search Marketing Conference 2015 Delivered by
- 57. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 58. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 59. South Yorkshire Search Marketing Conference 2015 Delivered by Managing Your Online Reputation Dan Broadbent
- 60. South Yorkshire Search Marketing Conference 2015 Delivered by Reputation Management “The process of attempting to shape public perception of a person or organisation by influencing online information about a business or organisation.”
- 61. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 62. South Yorkshire Search Marketing Conference 2015 Delivered by Sweet Reviews Cadbury have recently suffered bad reviews after changing the recipe of their chocolate...
- 63. South Yorkshire Search Marketing Conference 2015 Delivered by 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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- 65. South Yorkshire Search Marketing Conference 2015 Delivered by Customer Service?
- 66. South Yorkshire Search Marketing Conference 2015 Delivered by Have a Drink on Us @ObjectiveAgency /ObjectiveCreative /ObjectiveCreative
- 67. South Yorkshire Search Marketing Conference 2015 Delivered by Welcome Back Dan Broadbent
- 68. South Yorkshire Search Marketing Conference 2015 Delivered by Still to Come! • The importance of mobile. • Pay per click - Google AdWords. • SEM specialist panel.
- 69. South Yorkshire Search Marketing Conference 2015 Delivered by The Importance of Mobile Carl Richardson
- 70. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 71. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 72. South Yorkshire Search Marketing Conference 2015 Delivered by 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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- 74. South Yorkshire Search Marketing Conference 2015 Delivered by 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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- 76. South Yorkshire Search Marketing Conference 2015 Delivered by
- 77. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 78. South Yorkshire Search Marketing Conference 2015 Delivered by 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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- 80. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 81. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 82. South Yorkshire Search Marketing Conference 2015 Delivered by Pay Per Click - Google AdWords Todd Wright
- 83. South Yorkshire Search Marketing Conference 2015 Delivered by Research Your Market What are you selling and who wants to buy it? Use the tools available in AdWords. Find the best phrases.
- 84. South Yorkshire Search Marketing Conference 2015 Delivered by Find the Best Keyword Phrases Use synonyms. Glossaries and indexes. Brand names. Google Auto Suggest feature.
- 85. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 86. South Yorkshire Search Marketing Conference 2015 Delivered by 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
- 87. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 88. South Yorkshire Search Marketing Conference 2015 Delivered by 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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- 90. South Yorkshire Search Marketing Conference 2015 Delivered by 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.
- 91. South Yorkshire Search Marketing Conference 2015 Delivered by SEM Specialist Panel Carl Richardson, Todd Wright, Marcus Hardy Tom Hoyland
- 92. South Yorkshire Search Marketing Conference 2015 Delivered by 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!
- 93. South Yorkshire Search Marketing Conference 2015 Delivered by Coffee Networking @ObjectiveAgency /ObjectiveCreative /ObjectiveCreative