Objective Creative - South Yorkshire Digital Marketing Conference

Delivered by
Daniel Broadbent
Introduction
Daniel Broadbent
History of search
Carl Richardson
Why search is
important
Carl Richardson
Future of search
Carl Richardson
DIY search
Tom Hoyland
What is PPC & when
should it be used
Robert Bishop
What makes a great
website!
Coming
up in
part 1...
#SYDCon

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Welcome
Introducing
Daniel Broadbent
#SYDCon

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History of Search
Daniel Broadbent
#SYDCon

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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 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
Major updates (first Panda and then
Penguin) penalised low value links
and promoted quality, sharable
content
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2012
Google announced they would start
penalising sites with repeat copyright
violations

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2014
Google announced they would be
giving preference to secure sites, and
that adding encryption would provide
a “lightweight” rankings boost
They stressed that this boost would
start out small, but implied it might
increase if the change proved to be
positive

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2016
Google adopts a mobile first approach

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2017
Voice search becomes more and more
important

Why Search is
Important
Introducing
Carl Richardson
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#SYDCon

The Internet is still growing
1995 - total number of internet users was less than 1%
How many internet users were there in 2006?
1.1 Billion
And in 2016?
3.4 Billion!
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Internet use is still growing
We spend an average of 8 hours 41
mins per day consuming media
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More than sleep - which is 8 hours 21 mins!
We spend (on average) 3 hours 9 mins per day on the internet
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Google in numbers
Over 2/3 of internet users use Google
(Actually it’s 67.5%)
Google searches: 40,000 per second!
3.5 billion searches a day
1.2 trillion a year!
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Google partnerships
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Google: what do we know?
600+ changes per year to their algorithm
Google Penguin was 5 yrs old in April
Google closely monitors user behaviour and signals
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Google: what do we know?
If a search listing result outperforms it’s expected click through rate, Google
quickly moves it up the rankings
Expected click through rates vs position (for organic search):
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Google: Average
click rates
Position 1 - 30%
Position 2 - 17%
Position 3 - 12%
...
Position 10 - 2%
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Why your SERP is important
Around 65% of internet users search for a new supplier/partner online
Reviews are an important factor when undertaking due diligence
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Why reviews are important
60% of consumers say it’s the most important factor when choosing a new
supplier/partner
87% won’t consider a business that has a low number/bad reviews
Raj Nijjer - YEXT
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The Future of
Search
Carl Richardson
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The future is non typed
search
The future is voice and image based search
New age of search with no screens. No blue links!
140% increase in voice search adoption from 2015 - 2016
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https://www.youtube.com/watch?v=V0HgJjnv7kE
#SYDCon

How we type vs how we
speak
Today - keyword based: Italian Restaurant Sheffield
Future - question based: What are the best Italian restaurants in Sheffield?
Pre-fixed searches are on the rise: i.e. cheapest, closest, most popular
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#SYDCon

Voice search
Assistant enabled devices are leading the voice search revolution
Amazon Echo - Alexa
Invoke - Microsoft Cortana
Apple Home Pod - Siri
Google Home - Google Now
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Visual search
Searching by uploading an image
Microsoft is leading the way (Bing/Azure)
In 2001 - 250 million images in the image index
2010 - 10 billion images in the image index
2017 - Trillions!
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AI/VR search
Searching by capturing an image
You can ask: What is this object? There’s an index - and it’s growing rapidly
Pinterest Lens - Photograph a room - displays products & link to buy
Google Lens - Will change the way we view the world
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http://fortune.com/2017/05/17/google-lens/
Video - Sundar Pichai - Google
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AI/VR search
Microsoft Hololens - shows holographs over the real world!
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AI/VR search
Blippar - shows extended data over live
image of print
Think of the search/data possibilities!
AI and VR will reshape retail!
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Structured Data
What is it?
82% paragraphs
11% lists
7% tables
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Position zero is where
it’s at!
Structured data is eating the web!
Voice enabled devices can’t access the usual dataset
Images cannot contain information - but they can be tagged
The Google Knowledge Graph is key - be it’s friend!
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And Finally... HTTPS
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And Finally... HTTPS
Page 1 of SERP’s are dominated by HTTPS enabled websites
It’s becoming more and more important
SSL secured websites are given a small advantage (Secure Sockets Layer is
the standard security technology for establishing an encrypted link between
a web server and a browser.)
Shows you care and acknowledge data security - It’s a (relatively) ‘easy win!’
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What we’ve learnt so far...
Google closely monitors user behaviour
Consider voice and image search
Implement structured data
Improve website security with SSL
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DIY Search
Carl Richardson
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#SYDCon

On/off page SEO you
can do yourself
What is on page and off page optimisation?
On page:
Meta titles - 60 characters max
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#SYDCon

On/off page SEO you
can do yourself
Meta descriptions - 160 characters max
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Install Google Analytics &
use Web Master Tools
50% of all websites on the internet have GA installed. That’s 500 million!
The platform has evolved. Massively
Live data, industry benchmarking, technology overviews
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#SYDCon

Install Google Analytics &
Use Web Master Tools
Web Master Tools (WMT) - first port of call for messages and notifications
WMT offers a lot of control for how your results are displayed
Easy to set up and verify
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Seems Obvious: Research
your target keywords!
Use Google Adwords Keyword Planner or Keywords Everywhere to get av.
search volumes
No point optimising for a term few people search for
And it changes all the time: think voice search!
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#SYDCon

Create great, useful content
Give a little, get a lot
Create articles, reviews, infographics, calculation tools
What are they and what do they look like?
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#SYDCon

“Living in a box- the future of self build homes?”
With more and more self builders looking for an alternative approach to
building new homes in the UK, it seems that something just as mundane
as a giant metal box can pose as a blank canvas for an innovative self build
project.
Shipping containers are typically used for their industrial transportation of
goods from one side of the world to the other. In this day and age, shipping
containers can also make amazing places to live, all the while serving a
great deal of benefits.
The benefits of a shipping container home:
Affordable: Purchasing a used container is far less expensive than it would
be to buy a house (even in the cheapest of areas of the UK) with shipping
containers costing around £1,250 to £2,000 on www.ebay.co.uk
Quick time to build: A traditional self build home can take a good few
years before you are even able to live in it. On average, a shipping container
would only take several months to be up and ready for you to move in to.
Eco-friendly: As many as 24 million old shipping containers are unused
for cargo and simply left to waste. Often their steel is reclaimed, requiring
lots of energy in the process. Saving these old shipping containers to be
reused in a self build will benefit the environment.
Unique: One of the biggest benefits from your self build container home
is that you can personalise it to your heart’s content and create a truly
original and bespoke architectural masterpiece, which is sure to make you
stand out from the crowd.
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Create great, useful content
Create pieces your audience will find useful and interesting
Tie them in to popular culture or trending subjects
Try to answer a question or common query
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Finally: Be a good neighbour
Share useful, related information on your site via social media
Social signals are monitored and do count
Why follow 20 companies when you can follow 1?
Try and be a voice of authority and have an opinion
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#SYDCon

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What is PPC & When
Should it Be Used?
Introducing
Tom Hoyland
#SYDCon

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Google/Bing PPC Advert
Google/Bing Display Advert
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Facebook PPC Advert
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Twitter PPC Advert
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Why should we use PPC?
Trackable
Immediate analytics
We can target (more about that later!)
Immediate change
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Ad’s need monitoring too
Always monitor your PPC accounts
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Immediate traffic, as soon as someone sees your ad and they’re interested in
your service/product – you’ve got that traffic
You only pay when someone clicks your ad (i.e shows interest)
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https://www.youtube.com/watch?v=yTCcKLkaaeA
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Targeting
Customer match list (target existing customers on search or display)
Remarketing
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What makes a good PPC
campaign – The Ad
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Facebook / Twitter
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GIF / Videos
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campaign
Writing Google Ads: The 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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campaign – After the Click
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What Makes a
Great Website!
Introducing
Robert Bishop
#SYDCon

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Visual Aesthetics
Well designed, in order to be
engaging to the user
Professional on-brand execution
Not overly complicated
Clear call-to-action
Responsive layout to fit to all
screen sizes
#SYDCon

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Visual Aesthetics
Well designed, in order to be
engaging to the user
Professional on-brand execution
Not overly complicated
Clear call-to-action
Responsive layout to fit to all
screen sizes
Top 5 screen resolutions - May 2017
#SYDCon

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User Experience
Easy to navigate menus
Easy to use forms
Accessible for all
Appropriate and engaging content
Clear and well placed contact
information
Speed
#SYDCon

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User Experience
Easy to navigate menus
Easy to use forms
Accessible for all
Appropriate and engaging content
Clear and well placed contact
information
Speed
loading...
#SYDCon

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Under the Hood
Neat, efficient and secure code
Choose the right CMS
(Content management system)
#SYDCon

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Testing
User testing on multiple browsers
and platforms
Speed testing
#SYDCon

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Testing
User testing on multiple browsers
and platforms
Speed testing
Top browsers - May 2017
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Hosting
Speed
Software
Support
#SYDCon

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Refreshments
Have a drink on us
#SYDCon

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Tel. +44 (0)114 253 6756 | www.objectivecreative.com
Award winning integrated marketing agency.
Insightful, creative and customer focused.
• Marketing Strategy
• Creative
• Brand Development
• Website Design Development
• Search Engine Marketing SEO
• Social Media Management
• Video Motion Graphics Production
• Pay Per Click Management
Find us on social media
Don’t forget to fill out your consultation request card
for complimentary advice and support.
#SYDCon

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Coming
up in
Part 2...
Rob Bishop
The importance of mobile optimisation
Daniel Broadbent
How to maximise leads from your website
Tom Hoyland
How to social media
#SYDCon

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The Importance of
Mobile Optimisation
Robert Bishop
#SYDCon

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Mobile Device Usage
Steady increase for last 10 years
Mobile use overtook desktop use in
2014
More than half the world now uses a
smartphone
93% of under 25’s use a smartphone
45% of over 55’s use a smartphone
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2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
2007 2008 2009 2010 2011 2012 2013 2014 2015
0
Global users
(millions)
Mobile Device Usage
Steady increase for last 10 years
Mobile use overtook desktop use in
2014
More than half the world now uses a
smartphone
93% of under 25’s use a smartphone
45% of over 55’s use a smartphone
#SYDCon

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Mobile Devices Accessing
the Internet
Around 66 hrs per month spent
online in the UK
76% of internet users access it using
mobile and desktop
Large amount of time spent on Apps
#SYDCon

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Mobile Devices Accessing
the Internet
Around 66 hrs per month spent
online in the UK
76% of internet users access it using
mobile and desktop
Large amount of time spent on Apps 11% 13%
76%
#SYDCon

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The Second Screen
Generation
1/3 of UK population use their
devices while watching TV
87% of millennials use an average of
3 screens a day
Can help businesses to engage
audiences
#SYDCon

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User experience on mobile
Responsive design still essential
User experience should be fluid and
engaging
Well designed mobile site will
increase time spent on your website
A well designed mobile experience
can improve search engine ranking
#SYDCon

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How to Maximise
Leads From Your
Website
Daniel Broadbent
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A lesson from old
school marketing
John Wanamaker opened one of the first
department stores in North America
He is considered by many to be ‘pioneer of
marketing’
He is credited with coining the phase “Half the
money I spend on advertising is wasted, the
trouble is, I don’t know which half”
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The difference with digital
Nearly 100 years later, we can precisely measure ROI of almost any digital
marketing activity
Through the use of analytics, we can track the journey of potential
customers, directly to your website or landing page
Marketing in 2017 combines creativity and innovation, with measurable
data, and cutting edge technology
Applying science to marketing allows us to do more marketing that works!
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Turning visitors into leads
Increasing the number of visitors to your website is only half the battle,
converting visitors to leads is the biggest challenge
Most successful digital marketing campaigns use customised landing
pages to capture leads
Using analytics, digital marketers are able to identify five rules to make
landing pages more effective
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Five steps to the perfect
landing page...
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1. Keep forms short and simple
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2. Buttons should be prominent, with positive messages
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3. Important content details should be ‘above the fold’
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4. Ensure forms are designed for mobile
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5. Don’t provide an escape route
NO LINK FOUND
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Provide reasons to share
Visitors are more likely to share their personal information with
businesses they trust
Be accountable, by including testimonials, case studies and accreditations
If all else fails, offer incentives, such as access to digital content, or entry to
competitions
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And if visitors don’t
leave their details...
Customer tracking tools can identify up to 50% of website visitors
IP addresses are matched with businesses, to provide details of website
visitors, even when contact forms are not completed
Customer tracking can provide additional leads!
#SYDCon

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How to
Social Media
Tom Hoyland
#SYDCon

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Hands up who has a
presence on social media?
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Task: implement pixels
What is a pixel?
What does a pixel give me?
Great for analytics
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5 Top Tips: Tip 1
Make use of the free Social Media monitoring tools
Facebook and Twitter have both launched free analytic tools
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Tip 2
Social Media campaigns should include visual content
In a 2016, a HubSpot survey found 43% of consumers wanted to see more
video content
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Tip 3
People are motivated by freebies. Include:
• Games
• Giveaways
• Prizes
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Tip 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?”
Encourage engagement
#SYDCon

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Tip 5
Show your business personality!
Your followers and audience want to know the people behind the logo
#SYDCon

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Importance of Planning
Develop a Social Media plan to complement traditional marketing activity
It’s also important to respond to events happening in the media
If a relevant subject goes viral, jump on it!
#SYDCon

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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 (when
most of your followers are online)
#SYDCon

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Live Video
Live videos on social media networks are growing!
Big B2C brands are dominating the method…
But there’s nothing stopping SME’s, leading the innovation in their industry
#SYDCon

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Facebook Live / Periscope
“Facebook Live Stream” search popularity has risen over 330% since rollout
Users watch Facebook Live videos 3x longer than videos that aren’t live
200 million broadcasts on Periscope
350,000 hours of video is streamed daily on Periscope
#SYDCon

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Influencers - 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
Identify influencers: you can target/tailor your content to them
#SYDCon

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Finally: Dollar Shave Club
A low cost YouTube video and social campaign turned a business into a
company worth $1 billion!
#SYDCon

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https://www.youtube.com/watch?v=ZUG9qYTJMsI
#SYDCon

Dollar Shave Club
The power of social...
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#SYDCon

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Time for your
Questions...
#SYDCon

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Coffee
Networking
@ObjectiveAgency
/ObjectiveCreative
/ObjectiveCreative
#SYDCon

Objective Creative - South Yorkshire Digital Marketing Conference

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