Mediahawk brightonSEO September 2023

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#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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#brightonSEO @mediahawk Track. Analyse. Grow.

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#brightonSEO @mediahawk

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

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#brightonSEO @mediahawk Eh? Call tracking?

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#brightonSEO @mediahawk Calls to businesses Up? Down?

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#brightonSEO @mediahawk Up by ?% Calls to businesses

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

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

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

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

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#brightonSEO @mediahawk 98% client retention rate

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#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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#brightonSEO @mediahawk

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

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#brightonSEO @mediahawk

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#brightonSEO @mediahawk

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#brightonSEO @mediahawk Visitor A Visitor B Same care home

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

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

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#brightonSEO @mediahawk

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#brightonSEO @mediahawk Visitor journey

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

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

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#brightonSEO @mediahawk 3. Discover new pages that convert

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

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

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#brightonSEO @mediahawk Robust data-driven keyword strategy

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#brightonSEO @mediahawk Context and the customer voice

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#brightonSEO @mediahawk Speech analytics

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

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

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#brightonSEO @mediahawk

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

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

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

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