If you’re attending the Introbiz Business Exhibition on Thursday in Cardiff, don’t forget to book a place at the seminar we are co-hosting with Google!

What’s Liberty doing there?


Liberty are partnering with Google to present a seminar at this year’s Introbiz, an event that is sure not to be missed!

We have invited Alexia Arrizabalaga, our Strategic Partner Manager at Google to present a seminar on the UK multi-screen world, how SMEs can take advantage of this new landscape to acquire and engage with customers, and be found online. 

Alexia will be advising on how customers search across different devices and suggest tools and solutions that will fit your business needs. The presentation will focus on some of the more popular tools used by SMEs in the UK, such as Search Engine Optimisation, Pay Per Click and Social Media.

She will also share best practice on mobile-friendly sites and web design in order to give you new ideas to implement. 

Following her presentation, Alexia together with Liberty’s own digital experts will be hosting an open one to one session where delegates will be able to benefit from free digital marketing reviews, analysis of their own websites and ask any specific questions they might have.

What is the Introbiz Business Exhibition? 


Introbiz is Wales’ biggest business exhibition and a chance for business people from all industries to gather under one roof for a day of interesting and educational seminars, informative business exhibitions and of course lots of networking!

The event on 25th September in the House of Sport, Cardiff is set to be the biggest yet, with a Record Breaking Networking breakfast, Wales’ number one business exhibition and a business show after party.

What can I expect from this year’s event?


There’s never a dull moment at an Introbiz event. There’s plenty to see, do and learn. Expect:

7 keynote speakers all of which are some of the UK’s most elite business entrepreneurs 
Exhibitions from nearly 200 corporate companies and SMEs
A huge networking breakfast with over 1,000 businesses
14 workshops and seminars 
A speed networking event 
A special VIP area for sponsors
Plenty of freebies and the chance to win £3,000 worth of prizes
More than 3,000 visitors in one day!

To book your FREE place at the seminar on Thursday, please click here. Come say hello on Thursday and let us know what you think on Twitter. Tweet us!



You’ve read about us blogging and jogging and some of the Liberty Marketing team are yet again putting on their trainers and getting a move on for charity.

The BIG run 


On Sunday October 5th 2014 our runners will be taking part in the annual Lloyds Bank Cardiff Half Marathon. 

One of the UK’s biggest and best road races; it starts outside the city’s stunning medieval and Victorian Gothic castle, heads through Grangetown, the sports village and through the bay. The runners will then head up to Roath Park for a lap of the lake before making their way back to the finish line at the grand Civic Centre. 

Along the 13.1 miles the team will be able to take in the sights of one of the most stunning courses around, catching glimpses of the beautiful architecture of the Cardiff University Buildings and the golden glow of Wales’ Millennium Centre. 

All for a good cause


Not only is this a great chance to keep fit, and test their physical capabilities, but it is a brilliant opportunity to raise money for a good cause. 

The charity of choice – Latch! Latch is a Welsh children’s cancer charity that supports children and their families when they need it most, by providing on-site hospital family accommodation, giving emotional support and raising funds for the Paediatric Oncology Unit in the Children’s Hospital of Wales. 

Sponsor Liberty!


Sadly, it’s now too late to register to run (aren’t you lucky), but if you’d like to show your support and raise awareness for a great charity please sponsor the team on the Liberty Just Giving page

We’d like to say a huge thank you in advance and watch this space for a report on how it goes. Wish the runners luck!


It’s time to meet another new member to the Liberty Marketing team. Please Welcome Jonathan Thomas!

JT is another new member to the Liberty Marketing team. He joined in early September as a Junior SEO Account Coordinator. 

He has always been interested in marketing, even when he was in school. Jonathan has a 2.1 in Business Management and Marketing from UWIC, and had only just graduated when he began his career with Liberty. He admits that university turned out to be one big 4 year party but his hard work has got him into the industry he loves. 

When JT isn’t in work he enjoys doing things any standard young man would: watching football (Swansea boy), going to the pub with friends and travelling the world. 


An avid Facebook user, he enjoys keeping up-to-date on the latest social media trends too. That is, when he’s not watching the film Mrs Doubtfire, which he’s seen well over 100 times. 

Are you a recent graduate, like Jonathan, looking for a career in digital marketing? Then check out our careers page for any openings.

Here at Liberty we love all things SEO, PPC and IT related, and our experienced team members often get out from behind their spacious, yet often cluttered, desks to share their vast knowledge with the wider digital community. 

Richard speaks at Figaro Digital event


And we have one such event coming up! Our very own Richard Foulkes will be one of the keynote speakers presenting at the sold out Figaro Digital Search Seminar on September 18th. Held at the stylish Hospital Club in Covent Garden, London, it is set to be one of a number of great events put on annually by the event organisers. 

Richard will be speaking about the technical side of SEO, and how a website’s structure can affect search marketing. His talk will also cover the issues that may occur before, during, and after a redesign of a website and what you can do to ensure its performance is optimised. 


Up coming events 


As an online agency, we are delighted to be invited to present at the event and have been asked to speak at others over the coming months to impart our expertise to marketing and business leaders. Liberty Marketing team members do this on a regular basis, and if you want to come over and say hello we’re always happy to chat. 

Here are a few of the events we will be attending this year: 

Wales’ Largest Business Exhibition – Cardiff City House of Sport, 25th September 2014 
Here our staff are teaming up with Google to provide PPC and SEO health checks and answer any digital questions you attendees may have. 

Digital Brand Masterclass – Century Club, London, 7th October 2014
Liberty’s MD and owner, Gareth Morgan, will be speaking at this event which shows senior brand staff how to use the latest digital marketing tools and techniques to boost business. 

Wales Tourism Alliance Conference – Swansea Liberty Stadium, 2nd November 2014 
Mind the Gap – are you ready for the technology challenge? Is a highlight in the South Wales calendar, that for the first time will feature a technology and tourism section. This will be staged by Visit Wales as part of its Digital Tourism Business Framework Programme.  
Gareth will be speaking at this event, which aims to bring together professionals from all areas of the tourism industry. Do you have questions about tourisms digital presence? Then this is the event for you!

Digital Marketing Summit and Health Check – Emirates Stadium, London, 6th November 2014 
This is a great event if you are looking to broaden your knowledge of digital marketing and strategy. This seminar will include a talk from our very own MD, as well as a small selection of other industry professionals, and is a great one day event if you are looking for marketing services for future projects.  

We also have a few things lined up for December and the New Year, so watch this space! In the meantime, while you wait to attend these fab events, why not broaden your digital knowledge by reading a blog post or two? 
Google has made it very obvious that in order to succeed at SEO you need to be producing high quality content that is targeted to your audience. One of the best ways to ensure that you are creating this specialist content is to write for a specific persona.

Logically speaking, this makes sense as you are writing for a tailored group of people who will be interested in your products and services, but why does Google love it? I’ll explain:

Google’s Affinity Segments


Hang on, what’s this? In plain and simple terms, Google has created categories that they can use to associate particular interests within, based on the topics and themes from the page’s content as well as third-party companies.

How do they do this?

When you use Google, they give you a cookie ID that will follow your browsing progress and record the category of the sites visited, as well as other information. This information then allows the search engine to provide unique results based on your browsing history as well as other ranking factors.


 

For example, if the sites a person visits has mainly female visitors then that person’s cookie is likely to be associated with the female demographic. This information goes even further, matching these visitors with specific websites that are related to their typical browsing categories in order to bring them the most relevant results.

Becoming an authority


Creating content with a specific audience in mind will mean that you will have lots of relevant information they would be interested in. By doing this you are supplying the answers that this persona demands and becoming an authority – this means that you will naturally build up a following, receive relevant backlinks and have a much lower bounce rate than a website who doesn’t target personas.

Hitting the right keywords


One of the best things about generating high quality, targeted content is that you will often unlock keywords that you never knew about. By thinking about the audience in mind and writing information specifically for them, you’ll find that you’re creating lots of relevant longtail keywords to the industry. This can bring a lot more traffic to your website and allow you to rank much higher for less competitive search terms.

Good quality content


I cannot stress how important good quality content is and nowadays Google is looking more and more into each piece you write to determine how unique it is and it even looks into relevancy. By having a target audience in mind, the content will naturally form itself better and lend your website to much more creative writing. 

It is this high quality, regular content that Google will absolutely adore. Furthermore, if every post is within the same category then you will find that the number of returning visitors to your website will drastically increase.

Struggling to create accurate personas for your business or not entirely sure on what type of content you should be producing? Get in touch with Liberty Marketing today and find out what we can do to help you make the most of your company.

Who doesn’t love Bill Murray? Nobody, that’s who!

 Bill Murray is a universally loved personality because he is fun, creative and above all, he's a genuinely nice guy.

There's a lot you can learn from Bill in regards to coming up with creative content ideas – that's right, the guy is so great that he is accidentally helpful! Here are a few things that Bill Murray has said that will improve your content:


Can I have another one of these with some booze in it?

 – Bill Murray, Groundhog Day


It is very difficult to be creative in a stifling, boring environment with people who don’t really care about the subject at hand. If you’re struggling to come up with ideas then why don’t you head to the pub?

Alcohol has a way of lubricating that creative machine in your brain and get it flowing at full-steam. Always read over the ideas you came up with when you’re sober though as some of those ideas are going to be ridiculous.


Human sacrifice! Dogs and cats living together! Mass hysteria!”

 - Bill Murray, Ghostbusters



 A lot of great creative content is considered to be a little bit wacky and off the wall, but it is important not to let that run away from you. Be crazy, be unusual, be different but remember that you have a job to do. Writing a piece about how unicorns could take over the world if they were real probably won’t help you to sell office chairs – try to keep your content relevant even if it is a bit kooky.

Remember, getting lots of silly traffic to your site won’t make you look good, as there won’t be any sales or enquiries from irrelevant traffic.


You’re on a gravy train with biscuit wheels.”

 - Bill Murray, Kingpin


Creating and writing content is a great job (I may be a little biased), but you can write whatever you want in whatever way you want to (within reason). Don’t get too bogged down in trying to come up with the next big thing for everything you write, it simply won’t happen.

Enjoy the job and everything will come together naturally.



“Guard: What the hell kind of clown are you?

Murray: The crying on the inside kind, I guess.”

 - Bill Murray, Quick Change


Nobody wants to read content that’s depressing, nonsensical or self-righteous. Don’t be that guy who sits there crying, screaming and shouting about how the world is wrong, politics are rubbish and that your wife is leaving you.

Keep your personal emotions away from your content and always logically structure your content and if you are going to be controversial then at least back it up with hard evidence.

Come up with ideas that make sense for who you are and who you’re aiming to write for and everything else should flow along nicely.


I think that the online world has actually brought books back. People are reading because they’re reading the damn screen. That’s more reading than people used to do.”

- Bill Murray, IRL


Bloggers are the 21st century’s authors, granted you may not get the recognition, the fame or even the pay check of their counterparts, but you do get access to a much larger potential audience.

If what you are writing is good quality, well-structured and interesting then the likelihood is that people will read it. Always think of the audience you have in mind whenever you’re coming up with content ideas.


In the immortal words of Jean Paul Sartre: ‘Au revoir, gopher’.”

- Bill Murray, Caddyshack


Thousands of people are creating content to try and engage with their audience and bring more people through to their website. Which is great, it really is. But can be like having hundreds of little gophers popping up all over the place, which is really annoying.

Make sure that you’re not seen as a pest by being different and interesting so that you don’t just disappear into the ether. Stay consistent from piece to piece, show you’re human, show you care and give your readers a sense of who you are.

We may not be Bill Murray, but at Liberty Marketing we know all about coming up with creative content. If you can’t afford personal lessons with Bill then get in touch with us and find out what we can do to help you!

Here’s our weekly introduction to the team: it’s Elouise James!

Known by Ellie or Elle, she is the latest member to the Liberty Marketing PPC team. Account Manager Elle, studied marketing at Cardiff Metropolitan University and worked in PPC for 10 months before joining our growing team. 

When she isn’t in work Elouise enjoys pinning pictures on Pinterest, eating out and listening to music. She went to Glastonbury festival this year, which in her own words was “amazing!”

When she was little she dreamed of chasing tornados, as her sister’s favourite film was Twister. Thankfully, she settled on the safety of office life and the excitement of pay per click. 

Would you love to be a new member to the Liberty Marketing team. Then check out our careers page for any openings.

Our Falling Foul of Google series sees me take a look at the German car giant BMW. It got its fingers burnt back in 2006 after employing some naughty SEO schemes. 

What did BMW do? 


The car manufacturer’s German website used black hat ‘doorway’ tactics in order to rank for the German equivalent of the keyword ‘used cars’.  

BMW had a page that looked like this from which German customers could buy used cars. However, it was created in Javascript and was hard for Google’s spiders at the time to crawl. 


So BMW created a ‘doorway’ page that was stuffed with keywords in order to rank for competitive terms on search results pages. A screenshot taken by Matt Cutts on his blog showed what one of the doorway pages looked like: 


This unsightly page showed up as a search result on Google, but as soon as users clicked on the link, they would be redirected to the more aesthetically-pleasing Javascript page. 

It was clear that this manipulation was a clear violation of one of Google’s webmaster quality guidelines which advises simply: 

Don’t deceive your users

How did Google react?


BMW was handed a severe punishment – its page rank was manually changed to 0 and it was delisted from search pages, including for its own brand name.  

The car giant was surprised that Google handed down the punishment without speaking to its web team first, and although it claimed that it had done nothing wrong, the offending doorway pages were removed. 

A happy ending? 


Yes. After a short while, BMW started being re-indexed by Google and got its first-position rankings back for brand terms as well as healthy positions in competitive search terms.  

Is your website holding you back?


Without knowing it, many brands’ websites have technical issues that are harming their visibility online.  

Is your site in good health? To arrange a comprehensive audit, talk to our team today – call 02920 766 467. 

Read more: Falling Foul of Google: A Knuckle Rap For Rap Genius
Falling Foul of Google: Halifax Bank

Did you know that there are a number of prescient parallels between the world of online marketing and the bloody streets of David Simon's Baltimore? 

I’ve listed some of them. Some are more tenuous than others. 

WARNING: May contain (starred-out) F-bombs, spoilers and Baltimore vernacular: 

"Pawns, they get capped quick. They're out of the game early. Unless they some smart-ass pawns” – D’angelo Barksdale / Bodie 



The beauty of the internet is that smaller businesses can compete with the big boys. With a little knowhow and the right strategy, you can steal some market share off those with more established brands and more substantial budgets.   

But you’ve got to be a smart-ass pawn. 

“Deserve ain’t got nothing to do with it” – Snoop 



Online marketing can be a changeable, sometimes unfair, game. Sometimes, you put all the work in, build your links the right way, grow your brand organically and you’re still outranked for an important keyword by an undeserving rival. 

Sometimes, life isn’t fair. Happily, this isn’t Baltimore and you haven’t just been shot dead and boarded up in a derelict home in the projects. Pick yourself up and start again. 

"No offense, son, but that's some weak-ass thinking. You equivocating like a motherf*****"- Bubbles



equivocate (ɪˈkwɪvəˌkeɪt) – verb 
1. (intr) to use vague or ambiguous language, esp in order to avoid speaking directly or honestly. 

Poor smack-addled Bubbz had it right, bless his heart. Users value honesty. They don’t like vague semantics or corporate buzzwords – or when you just talk about yourself all the time.

Don't equivocate, for Pete's sake. Use your copy to speak to them honestly in a way that they understand.  

“All the pieces matter” – Lester Freamon 



Detective Lester Freamon, with his “brash, tweedy impertinence”, knew his way around a murder case – and also proved adept at building tiny furniture for doll houses.

Furthermore, he could be an advocate for a multi-channel approach to online marketing.
 
Investing in content? You need tried and tested- conversion optimisation methods. Aiming to improve organic results? They’ll be more effective paired with PPC. Ramping up your online PR? It won’t hit home without social. 

All the pieces matter. 

“If I hear the music, I’m gon’ dance” – Kima Greggs 



I know, as you do, that a lot’s changed in digital over 10 years. In this industry, nothing’s the same for very long. 

The decade’s most successful agencies have been the most flexible agencies. If customers’ behaviours adapt, we adapt to them. Or if Google changes its tune, we just have to change the way we’re dancing. It’s what we do. 

“The thing about the old days, they the old days” – Slim Charles



And if you don’t adapt with the times, you’ll be left behind.  Your techniques may have got you results 6, 12 or 24 months ago, but are they working today?

“This sentimental motherf***** just cost us money.” – Clinton ‘Shorty’ Buise



On a similar note, just like Baltimore, digital marketing has no place for sentimentality.

Only forward-thinking brands, thinking analytically with the best strategies will bring home the bacon.  

“The world is a smaller place now” – The Greek 



This small old moustached man was an unlikely head of a multinational criminal organisation. And although he wasn’t talking about the internet, he might well have been. 

There are more relevant customers and communities available to businesses than ever before. 

“The Gods will not save you” – Ervin Burrell 



The Wire is classic Greek Tragedy. By the end of its final season, 99% of its characters end up (at best) powerlessly trapped in straightened circumstances or (at worst) dead, incarcerated or disgraced. 

Drug dealers, policemen, politicians, schoolchildren and journalists must play along with The Gods, or end up the worse for wear. 

Thankfully, working in an online agency isn’t that depressing. But our Falling Foul of Google series shows that, regardless of your brand’s size and renown, there are rules that every brand must abide by. And if you don’t you’ll be punished. 

All images courtesy of HBO. 

It’s that time of the week again; it’s time to introduce another team member. Please welcome Cher Cheung. 

Affectionately named Cheche, Cher is a PPC Account Manager here at Liberty Marketing Ltd. She joined our growing team 18 months ago, with a background in Marketing and Finance in the education, public and charity sectors. 

Cher has always been had big aspirations, and reaches for her dreams. When she was a child she wanted to do it all - she wanted to be an FBI agent, farmer, formula 1 driver, fashion designer and a billionaire. But thankfully she got into digital marketing. 

Cher loves injecting a little excitement into things. As a young child she would give the customers of her parents’ takeaway restaurant, gifts of star, heart and smile shaped chips she had made. That would surely brighten up our day. 

Now, she enjoys spending her time having some drinks and a catch-up with friends, shopping, cooking, as well as keeping active with running and tennis. 

Are you a positive thinker like Cher? Then keep an eye out for our future Meet the Team announcements.