Search Leeds 2018

25/06/2018 by Fran Davison

This year I had the opportunity to attend Search Leeds 2018. A conference about… you guessed it… Search! It’s a one day conference full of informative talks on topics like Search Engine Optimisation (SEO), content marketing and Artificial Intelligence (AI). Oh and plenty of networking!

There were thirty-six talks altogether so I chose what I wanted to listen to and made my way to the impressive stage one!

So, what’s new in the world of online marketing??

Well, there was lots going on and it was great to be able to listen to some engaging talks about these new developments. The search and online marketing industries are fast paced and there are many new technologies which are going to be influential in the next few years *cough* AI *cough*. With advancements like this, it’s going to be even more essential for organisations to keep up, and this conference showed just how.  So, saying that, these are my top three ‘takers’ from Search Leeds 2018:

  • Artificial Intelligence and Machine Learning
  • Search Algorithms
  • Content Marketing and SEO

Artificial Intelligence and Machines Learning

Artificial Intelligence (AI) and Machine Learning (ML) are two of the newest trends. AI focuses more on machines performing with intelligent behaviour. ML is a branch of AI, focused specifically on learning. To give an example of how this works we just have to think about Google’s recent update with Gmail. For those who perhaps aren’t aware of this, Gmail implemented machine learning algorithms which meant that it is able to scan and read emails and provide options for responses.

Advancements like this show how things are going to become more effective and give people chance to be more productive. Although we don’t know where it’s going to go and what impact it will have it will definitely be influential to search and content marketing. Search engines like Google are looking to develop and utilise AI & MI and in some cases they are reaching new markets! It’s already proving popular so watch this space over the next few years.

For other examples see – https://www.mixd.co.uk/blog/google-io-2018/

Search Algorithms

Google’s latest algorithm popped up in conversation a few times during the day. The security of the web, in particular, being a focus in the new update. The talks on this included everything from social media pages to keywords and links to security aspects such as SSL certificates (HTTPS).

There are now over 200 ranking factors that these search algorithms are recognising as being important.

Three things to think about:

  • Search algorithms are going to be considering a lot more than keywords and links within content.
  • Organisations are still utilising influential traditional marketing methods like PR alongside SEO tactics to boost coverage and be more successful on the SERPs. 
  • Security – Make sure your website has an SSL certificate, it’s an easy thing to obtain and something that can make a big difference to your ranking.

Content Marketing and SEO

Some of the most interesting topics were focused predominantly on content marketing and SEO. Content optimisation is a part of our development process where we help to ensure that our clients are optimising the content that they are uploading to ensure good traffic volumes.

So, what’s being said about content today and what can be done? Well, there was a focus on targeted content in a few of the talks. What I mean by targeted content is content which provides a purpose to the person who is reading it because of their needs and not just creating content for the sake of it. A tip I’d say would be to be to always consider the people who will be reading it, put yourself in their shoes, would it be something you’d engage with? Remember, content should be good to attract in the instance, great enough to engage and brilliant enough to convert.

There are some exciting trends going on within the industry and definitely lots to look forward to for the future!

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