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.

Transcript

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. 5 15% Average marketing budget has decreased year-on-year paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
6. 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/
7. 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/
8. 8 80% Fortune 500 companies have integrated AI into their workflows paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
9. 9 64% Gen Z have used TikTok as a Search Platform paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
10. Change brings Opportunity 10
11. 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/
12. 12 MAXIMISE Existing Headroom on Google paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 12
13. 13 MAXIMISE Existing Headroom on Google DIVERSIFY Organic Sources paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 13
14. 14 Find realistic headroom in your space Maximising Headroom paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 14
15. 15 Identify growth opportunity on the SERP Maximising Headroom paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 15
16. 16 Unpaid product listings triggered on page 1 for 71% of retail searches Maximising Headroom paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ 16
17. 17 23% incremental traffic from unpaid product listing clicks Maximising Headroom 17
18. 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
19. 19 The Search Journey is expanding… gym outfit Diversifying Organic 19 paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
20. 20 Thereʼs more to search than just Google gym outfit Diversifying Organic 20 paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
21. 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/
22. 22 Discover exploding topics Map & plan seasonality Track keywords & categories Uncover new trends 22
23. 23 Look inwards for growth opps… Finding Growth Opps Search Volume Product Filter 23 paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
24. 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/
25. 25 AI automate the mundane Finding Growth Opps 25
26. 26 Finding Growth Opps 26 Brand guidelines Tone of voice Expert voices Tight prompt + criteria AI automate the mundane
27. 27 Finding Growth Opps 27 Brand guidelines Tone of voice Expert voices Tight prompt + criteria AI automate the mundane
28. 28 Finding Growth Opps 28 Brand guidelines Tone of voice Expert voices Tight prompt + criteria Pushed live AI automate the mundane
29. 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
30. 30 30 AI can see now…
31. 31 Audit & analyse your site at scale against criteria 31
32. 32 Audit & analyse your site at scale against criteria 32
33. 33 Audit & analyse your site at scale against criteria 33
34. 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/
35. 35 RESOURCE paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
36. 36 SPEND RESOURCE paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
37. 37 Managing Resource paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ Commercially Prioritised Tech Audits
38. 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
39. Paid Results Organic Results Managing Spend 39 YOUR BRAND YOUR BRAND paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/ Combined Search Reporting
40. LIVE EXAMPLE
41. 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
42. LIVE EXAMPLE
43. 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
44. 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
45. ©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
46. 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?
47. trainers womens trainers 47 70 13 Coupon Site Relevant Not Relevant 91
48. 48 We created 15 campaigns across 5 business units
49. Getting links from relevant content in high authority publications 49
50. 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
51. 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?
52. 52 In summary… paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
53. 53 Size up the realistic opportunity Understand whatʼs realistic short to medium term paul.norris@journeyfurther.com linkedin.com/in/paulaaronnorris/
54. 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/
55. 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/
56. 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/
57. 57 Thank you!
58. 58 linkedin.com/in/paulaaronnorris/ Connect with me & get the deck + tools from LinkedIn
59. Request your free relevance report 59 hello@journeyfurther.com