The document emphasizes the importance of search engine data in understanding brand presence and customer behavior, highlighting that a significant portion of purchases and applications begin with online searches. It discusses strategies for improving brand visibility through optimized content and engagement, aiming to achieve a favorable 60/40 model of owned versus earned media. The key takeaway is to utilize keyword data and track search rankings to measure and enhance brand reputation.

1. #amecsummit Amecorg amecglobalsummit.org
Cost-effective PESO auditing
with search engine data
@AlexJuddz

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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

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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

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★ Bullet one
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Title
@AlexJuddz

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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

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Your Ideal Brand Search Results
@AlexJuddz
60% Owned40% Positive Earned

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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

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TAKEAWAYS
Utilise keyword data from
Google Search
Utilise Google Search rankings Measure reputation through
brand search results
@AlexJuddz

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Alex Judd
GCore Business Director
@AlexJuddz
@AlexJuddz Linkedin.com/in/alexjudd