Whilst businesses struggle to prove the impact of their marketing activity, search engine data can be a powerful (and very cost effective) resource to prove to do so.
Presented at the AMEC conference in May 2019, this talk outlines how to mine this rich data resource.
6. #amecsummit Amecorg amecglobalsummit.org
CUSTOMERS & CLIENTS
81% of B2B and 89%
B2C purchase
processes start with
a web search
CANDIDATES
73% Google search a
company before
applying
LEGISLATORS
Over half start their
search for information
online
& MORE
Investors…
journalists…
@AlexJuddz
8. #amecsummit Amecorg amecglobalsummit.org
If no, paid will play a bigger role
Are people searching for what you offer, or the topic you want to
establish yourself in?
@AlexJuddz
STRATEGY
9. #amecsummit Amecorg amecglobalsummit.org
If this increases after your
campaign, you’ve demonstrated
learning/knowledge or an attitude
change
Are people searching for what you offer, or the topic you want to
establish yourself in?
@AlexJuddz
OUTCOMES
10. #amecsummit Amecorg amecglobalsummit.org
How do searches for your brand compare against competitors?
Generically and related to the target product/service/topic
@AlexJuddz
STRATEGY
If you’re not, then paid, earned and
shared have to work harder
If you’re number one, owned is the
key driver
11. #amecsummit Amecorg amecglobalsummit.org
How do searches for your brand compare against competitors?
Generically and related to the target product/service/topic
@AlexJuddz
OUTCOMES
If generic increases, that
demonstrates brand preference
If target related increases, that
demonstrates brand preference &
statement of intent
16. #amecsummit Amecorg amecglobalsummit.org
Where does your content appear in the search results for your
target product/service/topic?
@AlexJuddz
STRATEGY
If you’re not ranking first, and that’s
achievable, ensure:
Optimised, engaging
and converting
High levels of engagement Engagement and authority
17. #amecsummit Amecorg amecglobalsummit.org
Where does your content appear in the search results for your
target product/service/topic?
@AlexJuddz
OUTCOMES
An increase in rankings shows brand
preference from Google’s algorithm
An increase in click-through-rates
shows brand preference
20. #amecsummit Amecorg amecglobalsummit.org
What are the search results for your brand?
@AlexJuddz
STRATEGY
A measure of reputation, using 60/40
model
1. Optimise owned website
2. Optimise owned social
channels
3. Drive engagement through
shared and paid
60% Owned 40% Positive Earned
1. Gain more positive
headlines through earned
2. Drive engagement through
shared and paid
21. #amecsummit Amecorg amecglobalsummit.org
Where does your content appear in the search results for your
target product/service/topic?
@AlexJuddz
IMPACT
Moving closer to the 60/40 model &
establishing more positive results
demonstrates an impact on brand
reputation
