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

Transcript

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
    

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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
    

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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’
    

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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
    

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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
    

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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
    

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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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