10 Takeaways from 2018 Search Conference

10 Takeaways from 2018 Search Conference

Last month, we attended the annual Search Conference in Manchester. Again, a high quality speaker platform was drawn from across the international advertising and marketing industry. As in previous years, some of the content was more for the technical guys in the room. However, most could be applied by any marketer taking the time and trouble to do so. According to Ellie England of Bing/Microsoft, 90% of the world’s information has been created in the last two years! That single fact reflects the size of the task any web marketer has when trying to stand out. Catagorised into Content, News and Search, here are ten top takeaways from the day. If you need more information about any of them, then please get in touch. Content Your content is useless without traffic. Create internal links on the website so that you help Google bots to find it when they visit your website Try to write your website copy with a unique sales proposition (USP) on every page. Tailor your content for your audience Responsive design allows your website to be presented in the most suitable format for the device it is being viewed on. It is now the desired format for Google ranking The best strategies are the most simple! Create an action plan for your web content and don’t lose sight of your original objectives Some products are more likely to turn people into brand advocates than others. Can you attach more value to these products? News ‘Fake News, has been around since the time of Pompei and it is believed because of repetition. People trust local news rather than national news. Make your web news or...
Geolocation is perfect for national businesses that wish to ‘look’ local

Geolocation is perfect for national businesses that wish to ‘look’ local

I was recently carrying out random searches to identify potential users for a content-driven marketing service we offer that improves the search rankings of small businesses and Googled the phrase ‘Taxi to Heathrow’ to find out what local taxi firms came up in the search. not many, it seems. As well those offering to take me to Heathrow airport from London or the Home Counties, one company  stood out from the rest. It offered to transport me to Heathrow from Sheffield – but it wasn’t local to my location. It was a London-based taxi business using a system called ‘Geolocation’. Geolocation technology has been around for a number years and is a very simple but an extremely clever data concept. Websites that use Geolocation identify visitors through their IP address (every computer or device has a unique IP address). This enables a website to identify where a website visitor is situated and then presents content ‘local’ to them in response to their search. For example, a national recruitment company might present a list of jobs in the East Midlands in response to a search request by a website user based in  Nottingham. Or, as in my search, information relevant to someone living in Sheffield was delivered to my screen following my search for a taxi to Heathrow. Using Geolocation software, a web advertiser can appear to be located locally to the person searching and by definition, this looks like a more relevant solution to their search needs than a competitor. It’s perfect for national businesses targeting particular towns or regions. For example, manufacturers, insurance companies, retailers, estate agents, financial businesses, travel companies and lots more could find it...