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Growing against the grain - doing more with les...

Growing against the grain - doing more with less | Brighton SEO

We're all being challenged to do more with less right now. In this talk Paul will explore ways you can continue to drive organic growth for your brand through automating, collaborating, deviating (from the norm) & innovating. Paul will share insights, real world impact actionable takeaways + tools.

Paul Norris

October 03, 2024
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  1. Growing against the Grain - Doing more with less Paul

    Norris Journey Further journeyfurther.com @paulaaronnorris
  2. Paul Norris, Global VP Organic Media 15 yearsʼ experience in

    organic media and search 2 2 Who am I? JOURNEY FURTHER paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  3. Journey Further is the ‘Clarity at Speedʼ performance marketing agency.

    We provide integrated media solutions that drive international growth. 3 3 Who are we? JOURNEY FURTHER paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  4. 4 Why are we here? ©2024 Journey Further. All rights

    reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
  5. 6 CPCs 40% Google Search CPCs up 4050% for retailers

    in past 5 years whilst growth slows paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  6. 7 20% CTR Google drives 20% less organic traffic to

    your site than it did 5 years ago paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  7. 8 80% Fortune 500 companies have integrated AI into their

    workflows paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  8. 9 64% Gen Z have used TikTok as a Search

    Platform paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  9. 11 Google CTR declining & a dependency on Google Shrinking

    Demand Smaller Budgets Increasingly competitive market Future-proofing your Brand across Search Ecosystem Finding growth within categories Doing more with less Value > Vanity paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  10. 16 Unpaid product listings triggered on page 1 for 71%

    of retail searches Maximising Headroom paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 16
  11. 18 Your audience searches in diverse ways leopard workout leggings

    green gym outfit best workout brands oversized gym t shirt gym vests reddit gym clothes women workout leggings comfy gym clothes Diversifying Organic paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 18
  12. 19 The Search Journey is expanding… gym outfit Diversifying Organic

    19 paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  13. 20 Thereʼs more to search than just Google gym outfit

    Diversifying Organic 20 paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  14. 21 Google CTR declining & a dependency on Google Shrinking

    Demand Smaller Budgets Increasingly competitive market Future-proofing your Brand across Search Ecosystem Finding growth within categories Doing more with less Value > Vanity paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  15. 23 Look inwards for growth opps… Finding Growth Opps Search

    Volume Product Filter 23 paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  16. 24 Find your brandʼs sweet spot Finding Growth Opps Search

    Volume Product Filter Sweet spot This is where weʼre going to find opportunities to open up additional filters 24 paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  17. 26 Finding Growth Opps 26 Brand guidelines Tone of voice

    Expert voices Tight prompt + criteria AI automate the mundane
  18. 27 Finding Growth Opps 27 Brand guidelines Tone of voice

    Expert voices Tight prompt + criteria AI automate the mundane
  19. 28 Finding Growth Opps 28 Brand guidelines Tone of voice

    Expert voices Tight prompt + criteria Pushed live AI automate the mundane
  20. 29 Growing organic visibility 123% ⬆83% Page 1 keywords 7

    Avg rank increase 896 New PLPs 44% Non Brand Traffic paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 134k New Words
  21. 34 Google CTR declining & a dependency on Google Shrinking

    Demand Smaller Budgets Increasingly competitive market Future-proofing your Brand across Search Ecosystem Finding growth within categories Doing more with less Value > Vanity paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  22. 38 Managing Resource 1a £xxx Time needed Change Change Description

    2 1b 3 P1 P1 P1 P2 £xxx Time needed Change Change Description £xxx Time needed Change Change Description £xxx Time needed Change Change Description paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ Commercially Prioritised Tech Audits
  23. Paid Results Organic Results Managing Spend 39 YOUR BRAND YOUR

    BRAND paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ Combined Search Reporting
  24. Drill down to specific campaigns, ad groups, keywords, ranking landing

    page & more Filter by current organic ranking e.g 110 (page 1) to find quick wins • Measure current activity PPC, Organic & total clicks • Identify incremental click, transaction & revenue opportunity
  25. 43 ©2024 Journey Further. All rights reserved. All related logos,

    assets messaging are trademarks of Journey Further Ltd Google CTR declining & a dependency on Google Shrinking Demand Smaller Budgets Increasingly competitive market Future-proofing your Brand across Search Ecosystem Finding growth within categories Doing more with less Value > Vanity
  26. Relevance the key to maintaining & stealing market share 44

    44 ©2024 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
  27. ©2022 Journey Further. All rights reserved. All related logos, assets

    messaging are trademarks of Journey Further Ltd “We try to understand what is relevant for a website. The total number of links doesnʼt matter at allˮ John Mueller - Google Representative
  28. 46 Brands must cut through the noise to identify content

    & links that matter Your data Our tool Output Insight Links to your site Mentions, citations Owned URLs Disp. placement reports Key words Entities Sentiment Relevancy Frequency Score Identification of topics, themes and concepts How does a machine view your content?
  29. 50 Increasing relevance by 22% ⬆22% Relevance Score 3,001 New

    Page 1 Keywords 4.97m Social Engagements 3.24m Estimated views 318 Links Acquired
  30. 51 ⬆13% Organic revenue 7th > 2nd Market Share ©2024

    Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd The results?
  31. 53 Size up the realistic opportunity Understand whatʼs realistic short

    to medium term paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  32. 54 Size up the realistic opportunity Understand whatʼs realistic short

    to medium term Take control of Resource & Budget Identify wastage in other channels & prioritise existing resources paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  33. 55 Size up the realistic opportunity Understand whatʼs realistic short

    to medium term Take control of Resource & Budget Identify wastage in other channels & prioritise existing resources Find your brandʼs sweet spot Thereʼs opportunity everywhere - find your sweet spot paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
  34. 56 Size up the realistic opportunity Understand whatʼs realistic short

    to medium term Take control of Resource & Budget Identify wastage in other channels & prioritise existing resources Find your brandʼs sweet spot Thereʼs opportunity everywhere - find your sweet spot Relevance cuts through the noise Relevance cuts through the noise - Key in driving value over vanity paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/