Winning with SEO: Capturing journey outcomes

The transformative impact of AI-powered Speech Insights on digital SEO strategies. Explore how data-driven insights allow for precise measurement of SEO campaign impacts on lead generation and conversions, optimizing SEO tactics through a deep understanding of the customer journey.

Transcript

1. #brightonSEO @mediahawk “Winning with SEO: Capturing journey outcomes” Lawrence Cavill Grant Mediahawk
2. #brightonSEO @mediahawk
3. #brightonSEO @mediahawk “58% (of business leaders) see data and analytics alignment with business strategy as a top three driver of success” Source: 2022 Gartner May Research Circle Omnibus Survey
4. #brightonSEO @mediahawk Why is this talk called “Winning with SEO: Capturing journey outcomes”
5. #brightonSEO @mediahawk Mediahawk at every stage of the customer journey PPC SEO Direct Social Email Display Offline conversions Online conversions Form fill Live chat Brochure download CRM system Sale PR Mail OOH Retargeting Sale Report with accuracy Capture the behaviour Track each acquisition Attribute each source Phone call
6. #brightonSEO @mediahawk Challenge – “The journey is complex. I don’t know how to link it together”
7. #brightonSEO @mediahawk Key strategies for capturing journey outcomes Attribution AI-powered Speech Insights
8. #brightonSEO @mediahawk 1994 Today 2000’s 1997
9. #brightonSEO @mediahawk What does this look like
10. #brightonSEO @mediahawk Attribute – UTM tags
11. #brightonSEO @mediahawk Impact of the journey
12. #brightonSEO @mediahawk • Multi-touch attribution • Enhancing with call tracking Attribution and SEO • Syncing with paid search
13. #brightonSEO @mediahawk Key strategies for capturing journey outcomes Attribution AI-powered Speech Insights Lead quality assessment
14. #brightonSEO @mediahawk #XA2024
15. #brightonSEO @mediahawk Complex audiences and segmentation What product was the caller calling about Was a follow up arranged Long haul enquiry Target people who have shown interest
16. #brightonSEO @mediahawk AI-powered Speech Insights and SEO ✓ Voice search optimisation ✓ Lead quality ✓ Identifying new content opportunities ✓ Optimising paid search campaigns
17. #brightonSEO @mediahawk 1 Key take-aways Page relevance and performance pages, not sites, rank Optimise for conversions, not just visitors Prove your SEO ROI, and align paid search and SEO Keyword research drives SEO, but call tracking takes it further 2 3 4
18. #brightonSEO @mediahawk Thank you. Exclusive MeasureFest offer Free trial mediahawk.co.uk/measurefest Connect with me on LinkedIn Lawrence Cavill Grant