Growing against the grain - doing more with less

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Growing against the Grain - Doing more with less Paul Norris Journey Further journeyfurther.com @paulaaronnorris

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Paul Norris, Global VP Organic Media 15 yearsʼ experience in organic media and search 2 2 Who am I? JOURNEY FURTHER [email protected] linkedin.com/in/paulaaronnorris/

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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 [email protected] linkedin.com/in/paulaaronnorris/

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5 15% Average marketing budget has decreased year-on-year [email protected] linkedin.com/in/paulaaronnorris/

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6 CPCs 40% Google Search CPCs up 4050% for retailers in past 5 years whilst growth slows [email protected] linkedin.com/in/paulaaronnorris/

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7 20% CTR Google drives 20% less organic traffic to your site than it did 5 years ago [email protected] linkedin.com/in/paulaaronnorris/

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8 80% Fortune 500 companies have integrated AI into their workflows [email protected] linkedin.com/in/paulaaronnorris/

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9 64% Gen Z have used TikTok as a Search Platform [email protected] linkedin.com/in/paulaaronnorris/

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Change brings Opportunity 10

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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 [email protected] linkedin.com/in/paulaaronnorris/

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12 MAXIMISE Existing Headroom on Google [email protected] linkedin.com/in/paulaaronnorris/ 12

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13 MAXIMISE Existing Headroom on Google DIVERSIFY Organic Sources [email protected] linkedin.com/in/paulaaronnorris/ 13

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14 Find realistic headroom in your space Maximising Headroom [email protected] linkedin.com/in/paulaaronnorris/ 14

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15 Identify growth opportunity on the SERP Maximising Headroom [email protected] linkedin.com/in/paulaaronnorris/ 15

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16 Unpaid product listings triggered on page 1 for 71% of retail searches Maximising Headroom [email protected] linkedin.com/in/paulaaronnorris/ 16

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17 23% incremental traffic from unpaid product listing clicks Maximising Headroom 17

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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 [email protected] linkedin.com/in/paulaaronnorris/ 18

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19 The Search Journey is expanding… gym outfit Diversifying Organic 19 [email protected] linkedin.com/in/paulaaronnorris/

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20 Thereʼs more to search than just Google gym outfit Diversifying Organic 20 [email protected] linkedin.com/in/paulaaronnorris/

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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 [email protected] linkedin.com/in/paulaaronnorris/

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22 Discover exploding topics Map & plan seasonality Track keywords & categories Uncover new trends 22

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23 Look inwards for growth opps… Finding Growth Opps Search Volume Product Filter 23 [email protected] linkedin.com/in/paulaaronnorris/

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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 [email protected] linkedin.com/in/paulaaronnorris/

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25 AI automate the mundane Finding Growth Opps 25

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26 Finding Growth Opps 26 Brand guidelines Tone of voice Expert voices Tight prompt + criteria AI automate the mundane

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

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

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29 Growing organic visibility 123% ⬆83% Page 1 keywords 7 Avg rank increase 896 New PLPs 44% Non Brand Traffic [email protected] linkedin.com/in/paulaaronnorris/ 134k New Words

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30 30 AI can see now…

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31 Audit & analyse your site at scale against criteria 31

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32 Audit & analyse your site at scale against criteria 32

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33 Audit & analyse your site at scale against criteria 33

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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 [email protected] linkedin.com/in/paulaaronnorris/

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35 RESOURCE [email protected] linkedin.com/in/paulaaronnorris/

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36 SPEND RESOURCE [email protected] linkedin.com/in/paulaaronnorris/

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37 Managing Resource [email protected] linkedin.com/in/paulaaronnorris/ Commercially Prioritised Tech Audits

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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 [email protected] linkedin.com/in/paulaaronnorris/ Commercially Prioritised Tech Audits

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Paid Results Organic Results Managing Spend 39 YOUR BRAND YOUR BRAND [email protected] linkedin.com/in/paulaaronnorris/ Combined Search Reporting

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LIVE EXAMPLE

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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

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LIVE EXAMPLE

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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

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©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

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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?

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trainers womens trainers 47 70 13 Coupon Site Relevant Not Relevant 91

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48 We created 15 campaigns across 5 business units

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Getting links from relevant content in high authority publications 49

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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

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52 In summary… [email protected] linkedin.com/in/paulaaronnorris/

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53 Size up the realistic opportunity Understand whatʼs realistic short to medium term [email protected] linkedin.com/in/paulaaronnorris/

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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 [email protected] linkedin.com/in/paulaaronnorris/

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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 [email protected] linkedin.com/in/paulaaronnorris/

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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 [email protected] linkedin.com/in/paulaaronnorris/

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57 Thank you!

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58 linkedin.com/in/paulaaronnorris/ Connect with me & get the deck + tools from LinkedIn

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Request your free relevance report 59 [email protected]