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

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