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Cost Effective PESO Auditing Using Search Engine Data
- 1. #amecsummit Amecorg amecglobalsummit.org Cost-effective PESO auditing with search engine data @AlexJuddz
- 5. #amecsummit Amecorg amecglobalsummit.org 5.8billion searches every day @AlexJuddz
- 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
- 13. #amecsummit Amecorg amecglobalsummit.org ★ Bullet one ★ Bullet two ★ Bullet three ★ Bullet four ★ Bullet one ★ Bullet two ★ Bullet three ★ Bullet four Title @AlexJuddz
- 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
- 18. #amecsummit Amecorg amecglobalsummit.org What are the search results for your brand? @AlexJuddz STRATEGY A measure of reputation, using 60/40 model
- 19. #amecsummit Amecorg amecglobalsummit.org Your Ideal Brand Search Results @AlexJuddz 60% Owned40% Positive Earned
- 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
- 23. #amecsummit Amecorg amecglobalsummit.org TAKEAWAYS Utilise keyword data from Google Search Utilise Google Search rankings Measure reputation through brand search results @AlexJuddz
- 24. #amecsummit Amecorg amecglobalsummit.org Alex Judd GCore Business Director @AlexJuddz @AlexJuddz Linkedin.com/in/alexjudd