At yesterday’s (1 May) Masterclassing Search Masterclass event in London, members of senior management from B2C brands were brought together with experts in search to discuss how to improve search performance through SEO, attribution, location-based PPC, and more.
If you weren’t able to attend the conference, here are a selection of some of the best soundbites from the day.
“It’s great to optimise your accounts based on the number of calls you’re getting, but being able to optimise an account on the actual revenue that it’s driven, it involves an ROI model, it’s what we’re all about as marketers.
“Marketing teams and contact centres generally have completely different KPIs. A marketing team will want to say ‘this is what I’ve done, this is the activity, and this is the outcome’. Whereas, a contact centre will want to drive down call duration, increase the number of calls they’re having in a day, so they can keep going and have a seamless experience.”
Alex Hughes, account director at ResponseTap, kicked off proceedings giving attendees an insight into the importance of call tracking.
“All of our clients are on this data journey to connect on- and offline data. For them, it’s about trying to put together all these signals, all these pieces of information – whether it’s views, whether it’s app views, whether it’s web sessions, whether it’s store visits, whether it’s electronic point of sale data about revenue that’s feeding back into CRM. Ideally, all this data is then going back to a GDPR-compliant warehouse, which is then spinning out visuals and actionable data, so that they can start to manage location campaigns.”
It's important to back location-based PPC campaigns with both online and offline data to get the most out of them, according to Luke Regan, VP managing partner at Dac Group UK.
“From an SEO perspective, what does Google want? Well, they’ve told us. They want brands to provide high-quality content, give visitors the information they’re looking for, and content that’s ultimately shareable or is able to link back to your site.”
“Authority and trust comes through sharing content, creatives, or creative campaigns… that your audience will be interested in and share.”
Paul Hill, director at Stickyeyes advised that high-quality content that audiences are looking for is way to reach peak SEO performance.
“Attribution allows you to look at your budget, and where you’re spending, and prove that you’re a good marketer. The reason you’re here is because you’re good at your job. Proving that is actually quite difficult in today’s atmosphere with so many different channels working together. As things get more complex, as you’re working more channels, as you’re working with tighter budgets, data is becoming more vital.”
The importance of data and attribution in good marketing cannot be overlooked, says Sam Roberts, digital marketing consultant at Liberty.
“Strong collaboration and communication between teams really helps your SEO performance… Setting realistic targets from the start, getting SEO built in from the beginning into your active workflows, and being adult with it, really works.”
“It’s still a little disappointing when we see big brands not listening to their number one factor: their users. And it will affect your SEO. So, being more data-led can help you target the right markets.”
Elodie Partridge, digital account manager at Selesti believes that teamwork between staff and an understanding of users is the best way to improve SEO performance.
“As much as growth in non-brand CPCs has started to slow in the quarter, it’s still very much up and continues to rise when you look at it versus the historical average. This is the story that we’re seeing and we’re starting to see this within the TUI business. Pressures mounting around ‘how can we be more efficient?’”
“On the whole, organic share is struggling. We’re seeing a decline and paid search is one of the culprits for that… From an absolute perspective, we’re starting to feel the pain and starting to realise that we need to take steps to do something about that.”
The event was closed out by Jamie Peach, head of SEO & content at TUI Group, who looked at the challenges facing brands in getting search right and what the TUI Group is doing to address these problems.