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Mediahawk brightonSEO September 2023

Mediahawk brightonSEO September 2023

Faye Thomassen, Mediahawk’s Head of Marketing, highlights four opportunities for marketers running search campaigns.

'Call tracking and search marketing: The combination you didn't think you needed', explains how the valuable insights you get from tracking your calls strengthen your organic and paid search strategies.

Download the eBook: Call tracking and search marketing: The combination you didn't think you needed

MediahawkLtd

September 11, 2023
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  1. #brightonSEO
    @mediahawk
    Call tracking and
    search marketing: the
    combination you didn’t
    think you needed
    Faye Thomassen
    Mediahawk
    Speakerdeck.com/MediahawkLtd
    @Mediahawk

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  2. #brightonSEO
    @mediahawk
    Track. Analyse. Grow.

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  3. #brightonSEO
    @mediahawk

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  4. #brightonSEO
    @mediahawk
    Why is this talk called
    “Call tracking and
    search marketing:
    The combination you
    didn’t think you
    needed”?

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  5. #brightonSEO
    @mediahawk
    Eh? Call tracking?

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  6. #brightonSEO
    @mediahawk
    Calls to businesses
    Up?
    Down?

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  7. #brightonSEO
    @mediahawk
    Up by
    ?%
    Calls to businesses

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  8. #brightonSEO
    @mediahawk
    Up by
    34%
    Source: Moneypenny
    Calls to businesses

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  9. #brightonSEO
    @mediahawk
    1
    4 things I wish I knew then for
    SEO performance
    Driving traffic
    Keywords
    Revenue
    Attribution
    2
    3
    4

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  10. #brightonSEO
    @mediahawk
    Attribution
    Driving traffic
    Keywords
    Revenue
    Call tracking and search marketing

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  11. #brightonSEO
    @mediahawk
    0
    500
    1000
    1500
    2000
    2500
    Q1 Q2 Q3 Q4
    Example
    Estimated calls Actual calls

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  12. #brightonSEO
    @mediahawk
    0
    500
    1000
    1500
    2000
    2500
    Q1 Q2 Q3 Q4
    Example
    Estimated calls Actual calls

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  13. #brightonSEO
    @mediahawk
    98%
    client retention rate

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  14. #brightonSEO
    @mediahawk
    0
    100
    200
    300
    400
    500
    Search PPC Paid social Other
    Leads
    Website Online chat Other/Unknown
    How many are calls?
    Are they being classed as ‘sales’,
    ‘referrals’, or ‘other’?

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  15. #brightonSEO
    @mediahawk

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  16. #brightonSEO
    @mediahawk
    Visitor level call tracking
    Dynamic call tracking
    Website call tracking

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  17. #brightonSEO
    @mediahawk

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  18. #brightonSEO
    @mediahawk

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  19. #brightonSEO
    @mediahawk
    Visitor A Visitor B
    Same care home

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  20. #brightonSEO
    @mediahawk
    Source: Mediahawk Automotive trends report – spring edition
    Calls by
    source
    For auto retailers
    46% calls come
    from Google
    Business Profile

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  21. #brightonSEO
    @mediahawk
    0 100 200 300 400 500 600
    Q3
    Q2
    Q1
    E.g. all leads via Search
    Leads via search
    Adding calls

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  22. #brightonSEO
    @mediahawk
    0 100 200 300 400 500 600
    Q3
    Q2
    Q1
    E.g. all leads via Search
    Leads via search
    Adding calls

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  23. #brightonSEO
    @mediahawk
    0 100 200 300 400 500 600
    Q3
    Q2
    Q1
    E.g. all leads via Search
    Leads via search
    Adding calls
    27%
    increase in leads
    attributed to SEO

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  24. #brightonSEO
    @mediahawk
    Attribution
    Driving traffic
    Keywords
    Revenue
    Call tracking and search marketing

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  25. #brightonSEO
    @mediahawk
    Call tracking
    helps drive
    high-converting
    search traffic

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  26. #brightonSEO
    @mediahawk

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  27. #brightonSEO
    @mediahawk
    Visitor journey

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  28. #brightonSEO
    @mediahawk
    4 ways call tracking
    helps drive
    high-converting
    search traffic

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  29. #brightonSEO
    @mediahawk
    1. Analyse pages
    visited and calls for
    content ideation.
    Use pain points,
    objections and
    queries to create
    blogs, FAQs etc

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  30. #brightonSEO
    @mediahawk
    2. Optimise
    landing pages;
    See the journey,
    when/how they
    convert, and if
    keywords resonate

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  31. #brightonSEO
    @mediahawk
    3. Discover
    new pages
    that convert

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  32. #brightonSEO
    @mediahawk
    0
    1000
    2000
    3000
    4000
    5000
    6000
    7000
    8000
    9000
    Call handling
    Top ten tips on how to improve
    call handling
    Sessions

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  33. #brightonSEO
    @mediahawk
    0
    1000
    2000
    3000
    4000
    5000
    6000
    7000
    8000
    9000
    Call handling
    Top ten tips on how to improve
    call handling
    Sessions Conversions
    Zero
    conversions

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  34. #brightonSEO
    @mediahawk
    4. Discover new
    keywords
    to increase traffic

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  35. #brightonSEO
    @mediahawk
    Attribution
    Driving traffic
    Keywords
    Revenue
    Call tracking and search marketing

    View Slide

  36. #brightonSEO
    @mediahawk
    Robust
    data-driven
    keyword strategy

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  37. #brightonSEO
    @mediahawk
    Context
    and the
    customer
    voice

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  38. #brightonSEO
    @mediahawk
    Speech analytics

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  39. #brightonSEO
    @mediahawk
    “I’d like to
    go on
    holiday to
    Cyprus”

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  40. #brightonSEO
    @mediahawk
    0
    500
    1000
    1500
    2000
    2500
    3000
    Q1 Q2 Q3 Q4
    Call types
    Calls from optimised keywords
    Unwanted calls

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  41. #brightonSEO
    @mediahawk
    £0
    £10,000
    £20,000
    £30,000
    £40,000
    £50,000
    £60,000
    £70,000
    Revenue
    Revenue generated by keyword
    Keyword 1 Keyword 2 Keyword 3

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  42. #brightonSEO
    @mediahawk
    £0
    £10,000
    £20,000
    £30,000
    £40,000
    £50,000
    £60,000
    £70,000
    Revenue
    Revenue generated by keyword
    Keyword 1 Keyword 2 Keyword 3
    Focus
    effort on
    ‘Keyword
    3’

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  43. #brightonSEO
    @mediahawk
    Attribution
    Driving traffic
    Keywords
    Revenue
    Call tracking and search marketing

    View Slide

  44. #brightonSEO
    @mediahawk

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  45. #brightonSEO
    @mediahawk
    Works = Invest budget
    Doesn’t work = Save money

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  46. #brightonSEO
    @mediahawk
    £0
    £10,000
    £20,000
    £30,000
    £40,000
    £50,000
    £60,000
    £70,000
    Revenue
    Revenue generated by keyword
    Keyword 1 Keyword 2 Keyword 3
    Focus
    effort on
    ‘Keyword
    3’

    View Slide

  47. #brightonSEO
    @mediahawk
    Keyword 1
    Keyword 2
    Keyword 3
    £0
    £10,000
    £20,000
    £30,000
    £40,000
    £50,000
    £60,000
    £70,000
    Revenue by
    keyword
    Which journey brings in
    higher-value sales?
    What motivates the sale
    of a specific product/
    service?
    What role does search play
    for repeat customers?

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  48. #brightonSEO
    @mediahawk
    Generated 5 times
    as many calls
    without increasing
    ad spend

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  49. #brightonSEO
    @mediahawk
    1
    Key take-aways
    Increase high-converting traffic
    with call tracking insights
    Use speech analytics to help
    with your keyword strategy
    Pivot keyword call data against sales data
    to focus on revenue-driving search traffic
    Attribute your phone leads to get a
    360⁰ view of your search performance
    2
    3
    4

    View Slide

  50. #brightonSEO
    @mediahawk
    1
    Key take-aways
    Increase high-converting traffic
    with call tracking insights
    Use speech analytics to help
    with your keyword strategy
    Pivot keyword call data against sales data
    to focus on revenue-driving search traffic
    Attribute your phone leads to get a 360⁰
    view of your search performance
    2
    3
    4

    View Slide

  51. #brightonSEO
    @mediahawk
    1
    Key take-aways
    Increase high-converting traffic
    with call tracking insights
    Use speech analytics to help
    with your keyword strategy
    Pivot keyword call data against sales data
    to focus on revenue-driving search traffic
    Attribute your phone leads to get a 360⁰
    view of your search performance
    2
    3
    4

    View Slide

  52. #brightonSEO
    @mediahawk
    1
    Key take-aways
    Increase high-converting traffic
    with call tracking insights
    Use speech analytics to help
    with your keyword strategy
    Pivot keyword call data against sales data
    to focus on revenue-driving search traffic
    Attribute your phone leads to get a 360⁰
    view of your search performance
    2
    3
    4

    View Slide

  53. #brightonSEO
    @mediahawk
    Download our eBook
    mediahawk.co.uk/bseo23

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  54. #brightonSEO
    @mediahawk
    Thank you
    0333 222 1433
    mediahawk.co.uk
    Connect on LinkedIn:
    /fayethomassen/
    Download our eBook
    mediahawk.co.uk/bseo23

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