How multichannel content drives growth (and captures EEAT and Intent)

SEO isn’t dead. The 3 pillars of SEO are. Why? Because they only serve the website.

If you’re just creating SEO content for web, you’ll probably become one of the thousands of websites right now suffering with a decline in clicks.

Search is no longer just about rankings

It’s about brand, demand, and discovery and owning the SERP real estate.

In this talk, we’ll break down how to create content for both on and offsite to better:

Capture high-intent audiences across search, social, and beyond

Build EEAT signals that search engines love

Connect organic, PR, and content marketing into a single growth engine

Future-proof your brand in a search landscape

Transcript

2. Confidential | © All rights reserved 2 BY THE END OF TODAY’S SESSION, YOU’LL HAVE. 1 3 2 An understanding of what a multi channel search strategy is and the research behind it. How a multi channel content drives growth and matches intent. How multi channel content impacts EEAT.
3. RISE AT SEVEN
4. 4 Internal | © All rights reserved THE FRAMEWORK WE FOLLOW DRIVE DEMAND INCREASE DISCOVERY Brand Campaigns Creators & UGC Social campaigns/creative Offsite Digital PR Onsite SEO & Content Offsite content PPC & Paid Paid social/shopping • Content Creation at scale • Creator management • Content creation inhouse • Organic and paid content creation • Social strategy & consumer insights projects • Social campaigns • Social shopping • Paid social ads • Ad creative for paid social • Paid shopping ads • Influencer/creator partnerships • PR/multi channel campaigns • Data campaigns/studies/content marketing • Stunts/reactive PR • Celebrity campaigns • Digital PR - product features, listicles, reviews • Digital PR campaigns • Reactive PR/commentary/newsjacking • Technical SEO/ecom SEO/website migrations • Content strategy & Copywriting • SEO strategy and audits • Social SEO content and optimization (Tiktok, YouTube, Meta, Reddit, Giphy) • Social search keyword research and content plans • Paid Search • Paid shopping • GDN Display All Underpinned by Data, Insights and Strategy By Channel Measurement & Reporting
5. Confidential | © All rights reserved 5 MADE SIMPLE 🔥 DEMAND Making people search for you. DISCOVERY Making sure they find you when they do. 1 2 +
6. 6 Internal | © All rights reserved BUT FIRST, HELLO! RAY SADDIQ Global Head of Marketing
7. 7 Internal | © All rights reserved BRANDS I’VE WORKED WITH:
8. 8 Internal | © All rights reserved PLATFORMS:
9. Confidential | © All rights reserved 9 Confidential | © All rights reserved 9 SEO ISN'T DEAD. THE 3 PILLARS ARE.
10. Confidential | © All rights reserved 10 OUT WITH THE OLD… Traditional pillars of SEO are still crucial, but only serve the website. TECHNICAL (VISIBILITY) ON-PAGE (EXPERIENCE & RELEVANCY) OFF-PAGE (TRUST SIGNALS, AUTHORITY, DISCOVERY) THEN NOW LINKS Crawlability Indexability Experience On-page Optimization & Meta Data Relevancy & E-E-A-T Content & Structure Social search optimisation Content creation & distribution Links & rankings in Media articles/content placements Ecom/Retail/partner optimisations Conversion/UX Performance ON-SITE CONTENT TECHNICAL SEO
11. 11 Confidential | © All rights reserved Confidential | © All rights reserved WHAT WE KNOW THE SEARCH LANDSCAPE HAS CHANGED AND BECOME MORE INTERCONNECTED THAN EVER
12. 12 Confidential | © All rights reserved THERE’S 35-50 NEW SERP FEATURES INTRODUCED TO GOOGLE, AND AN AVG. OF 6 APPEAR ABOVE THE 10 BLUE LINKS PER SEARCH
13. 13 Confidential | © All rights reserved ENERGY DRINK SERP ANALYSIS
14. 14 Internal | © All rights reserved RUNNING SHOES SERP ANALYSIS All of these features can distract a potential customer, or present an opportunity to dominate the SERP
15. Internal | © All rights reserved 15 THE MEDIA ARE STEALING ATTENTION FROM BRANDS No brand ranking till pos 29 (currys)
16. Confidential | © All rights reserved 16 Confidential | © All rights reserved 16 STOP BLAMING AI OVERVIEWS
17. Confidential | © All rights reserved 17 THE LAST 4 YEARS HAS SEEN MORE CREATIVE CONTENT FEATURES THAN EVER BEFORE. GOOGLE SEARCH FEATURES TIMELINE 2015 2016 2017 2018 2020 2021 2022 2014 Featured snippets, Top stories 2015 People also ask 2019 People also ask 2020 Images, short form video (YouTube) 2021 Continuous scroll, TikToks and Instagram videos, Shopping graph 2016/17 Top Stories 2022 Google lens, shopping graph, explore more suggestions 2023 Perspectives, discussions and forums 2023/24 AI overviews, author bios and social following 2014 2019 2023 2024 From featured snippets, TikTok videos, Twitter perspectives, and AI overviews - Google has introduced a wide variety of features to better serve the users query. These features are taking up the serp, and taking clicks.
18. Confidential | © All rights reserved 18 Confidential | © All rights reserved 18 UNDERSTAND THE SIGNALS
19. 19 Confidential | © All rights reserved
20. Confidential | © All rights reserved 20 Confidential | © All rights reserved 20 SOCIAL CONTENT DRIVES DEMAND
21. 21 Internal | © All rights reserved GOOGLE ALGORITHM LEAK GOOGLE USES BRAND-RELATED SIGNALS SUCH AS BRAND MENTIONS IN TOP NEWS OUTLETS AND BRANDED SEARCH VOLUME AS KEY RANKING FACTORS.
22. Confidential | © All rights reserved 22 STUDY OF 1.8 MILLION URLS SUGGESTS THAT BRAND AUTHORITY HAS DIRECT CORRELATION WITH THOSE THAT GOT POSITIVELY IMPACTED FROM HC UPDATES
23. Confidential | © All rights reserved 23 THE WINNERS AND LOSERS Sites with a strong DA but weak BA (avg. 2:1 ratio) were negatively affected by Google’s HCU, whereas sites that performed well had a ratio of 1.4 - suggesting sites with a strong brand presence and solid link profile are favoured.
24. Internal | © All rights reserved 24 SPARKING INTEREST FOR YOUR PHILEAS LAMP Traffic & Impressions of brand driven keyword purely for search. Source: GSC The coverage and influencer content of the Phileas lamp sparked some consistent search interest for the product. The graph below shows the number of people searching for ‘Pooky Phileas’ Matilda Bea phileas lamp content live Jas Olivia phileas lamp content live
25. 25 Confidential | © All rights reserved AND WE NEED TO CONSIDER, BEING DISCOVERABLE IN ALL ASPECTS TOP 10 ROUNDUPS/LISTICLES ON SOCIAL PRODUCT CONSIDERATION Top 10 product roundups are extremely popular and high ranking as a serp feature and in the media. We want to make sure the brand is featured when it comes to your niche What others are saying about your product/brand is crucial now as a trusted source. Work with creators and influencers to create high ranking content. 53% of search results now show reviews in the top 20 so it's crucial we dominate here Product lists, shopping, reviews, ecomm optimisations is key here Multi channel search and offsite plays a huge role in this.
26. Confidential | © All rights reserved 26 Confidential | © All rights reserved 26 DRIVING EEAT WITH PARKDEAN RESORTS
27. Confidential | © All rights reserved 27 How Multi-Channel Content Drives EEAT Builds credibility through authenticity and real-world evidence. Purpose of Content EEAT Impact: Demonstrating real-life usage and experience. Establishing the brand as a subject matter expert in its field. Getting referenced as a leading brand across search and social. Demonstrates depth of knowledge and reliable expertise. Positions the brand as a trusted, authoritative source. EXPERIENCE UGC and Social Proof EXPERTISE Demonstrating Knowledge AUTHORITY Trust Signals and Media Mentions Get mass awareness and Showcase user experiences through real-world stories and first-hand content. “Locals recommend the best surfing spots in Cornwall.” “What to do in Newquay – guided by a local expert.” Building a consistent, positive brand image across platforms. Reinforces trustworthiness through consistent, positive user feedback TRUST Consistency and Positive Sentiment Channels Strategy Using niche experts, local authorities, and skilled creators. Create how-to guides, expert interviews, and educational content. “Best hiking trails in Cornwall, recommended by a local guide.” “Surfing tips from a professional instructor.” Gain media mentions, backlinks by collaborating with well-known creators and reputable publications “Cornwall holiday guide featured on BBC Travel.” “Expert quote featured in travel roundups.” Positive reviews UGC, user testimonials, and consistent messaging. “5-star reviews on Trustpilot from holiday park visitors.” • “User-generated videos praising their experiences.” Examples
28. Internal | © All rights reserved 28 THE SERP IS MOVING TO A ZERO CLICK WORLD AND IT LOOKS LIKE THIS…
29. 29 Internal | © All rights reserved WE UNDERSTOOD WHAT/WHERE THE AUDIENCE WAS SEARCHING BRAND PARK GENERIC 66K SEARCHES 74K SEARCHES 110K SEARCHES 150K SEARCHES 632K SEARCHES 618K SEARCHES 907K SEARCHES 1.2M SEARCHES 9.6M SEARCHES 18.3M SEARCHES 26.9M SEARCHES 36.7M SEARCHES 18K SEARCHES 150K SEARCHES 4.3M SEARCHES
30. Internal | © All rights reserved 30 #1 ONSITE CONTENT Focus on search intent, use structured data, optimise for featured snippets WE LAID OUT A PLAN #2 LEVERAGE SERP FEATURES Target people also ask, leverage local SEO, enhance visual content - image/video carousels #3 DIVERSIFY CHANNELS Digital PR Campaigns, Reactive PR, Social media integration, content diversification (different formats content marketing) Optimising content differently Building our future Defend positions Grow
31. Confidential | © All rights reserved 31 Confidential | © All rights reserved 31 WE LET THE EXPERTS TELL THE STORY
32. Internal | © All rights reserved 32 COMBINING PR & SOCIAL 3M views 14K views 48K views
33. Internal | © All rights reserved 33 MORE THAN LINKS, WE WERE FEATURED IN VIDEOS AS WELL Three Parkdean Tik Tok videos appearing in the Short Videos section for a cornwall things to do with kids search
34. Internal | © All rights reserved 34 WHAT HAPPENED? SISTRIX - March 2020 vs March 2025 Organic visibility for Parkdean Resorts has increased by 266% over the past 5 years. Parkdean rank in the top 5 for 69 more non-brand keywords than Haven that have 1,000+ searches per month.
35. Internal | © All rights reserved 35 AND PARKDEAN ARE VISIBLE ACROSS VARYING SERP FEATURES SISTRIX - March 2020 vs March 2025 Parkdean appear in Featured Snippets and AI Overviews for over ~350 keywords with a combined monthly search volume of 45k (Hoseasons only appear for ~150) “easter breaks uk” (1600 MSV) …plus #1 ranking “may half term breaks” (2400 MSV) …plus #3 ranking
36. Confidential | © All rights reserved 36 EASTER TRAFFIC FOR PARKDEAN THE SOLUTION We created a page to target Easter half term queries, and ensured key elements were included such as the dates, differences in location and relevant offers and parks. Internal linking project helped us build relevant links from strong pages and digital PR delivered external links too. THE CHALLENGE Easter holidays are a key period for bookings and there’s lots of competition from other holiday companies plus councils & government sites. Parkdean wanted to capture this traffic & convert it to bookings across a key period. THE RESULTS Parkdean sit in a super strong position across a range of key easter terms - with hero terms such as ‘easter break(s)’ in position 1. The page delivered over 13k clicks and this year has continued to rank for these competitive terms, with Parkdean appearing above the likes of LastMinute.com, TUI & National Trust. Utilising content, on page SEO and digital PR to drive market-cornering ranking performance for Easter. +258% Increase in top ten rankings for easter terms +17 No.1 rankings for easter terms +13K Additional clicks from easter terms Rank 1st for “easter breaks” RESULTS
37. Confidential | © All rights reserved 37 Confidential | © All rights reserved 37 MEETING INTENT AND DRIVING GROWTH
38. 38 Internal | © All rights reserved “I need more people to search for our brand” Generate search.. DEMAND Capture search.. DISCOVERY “I need our brand to appear for non brand search terms” Creative Content Ideas PR SEO Social SEARCH FIRST PROBLEMS WE SOLVE: OUR UNIQUE APPROACH: OUTCOME WE DRIVE: Organic Growth Organic Traffic Share of Search Brand Search Volume
39. 39 Internal | © All rights reserved AUDIENCE SEGMENTATION RENTERS HOME OWNERS GIFTERS
40. 40 Internal | © All rights reserved The Objective TO DRIVE BRAND AWARENESS AND INCREASE VISIBILITY AND SALES OF THE RECHARGEABLE LIGHTING PRODUCT CATEGORY.
41. Internal | © All rights reserved 41 Pooky Lights WE LEVERAGED CREATORS ON TIKTOK TO BUILD TRUST, DRIVE HYPE & DEMAND @evadebrett @gaylechapman @chinutay @notoverthehill
42. Internal | © All rights reserved 42 6 placements 3 placements TOP PERFORMING PIECES HIGHLIGHTS THOUGHT LEADERSHIP XMAS LIGHTING HACKS PRODUCT PR RECHARGEABLE LIGHTING NEWSJACKING BIG LIGHT 6 placements
43. Internal | © All rights reserved 43 BRANDED KEYWORDS TO THE RECHARGEABLE LIGHTS CATEGORY SPIKED WHEN COVERAGE WENT LIVE Keywords containing ‘Pooky’ + Rechargeable Lights. Source: GSC Customers will often see coverage and head to Google to find the products that they’ve seen. Below we have looked at keywords driving traffic/visibility for the rechargeable lights page that contain your brand name. These spike when coverage lands.
44. Internal | © All rights reserved 44 WE HAVE SEEN SIGNIFICANT RANKING IMPROVEMENTS SINCE OUR WORK BEGAN, CONTRIBUTING TO AN INCREASE IN ORGANIC TRAFFIC. Referring domains and organic traffic to the https://www.pooky.com/collections/rechargeable-lighting page.
45. Confidential | © All rights reserved 45 The table below shows non-brand ranking increases for the /collections/rechargeable-lighting category page since our work together began compared to the previous three months. Keyword Volume Previous position Current position Position change rechargeable light 1400 N/A 4 New rechargeable lights 900 N/A 4 New wireless lights 1100 N/A 7 New pooky rechargeable lamp 350 2 2 No change cordless lights 400 N/A 6 New cordless light 200 N/A 4 New pooky wall light 150 31 4 +27 rechargeable lighting 150 8 2 +6 cordless lighting 100 N/A 4 New pooky lamp 300 N/A 9 New rechargeable lights 100 N/A 5 New rechargeable light 150 N/A 7 New RECHARGEABLE LIGHTING RANKING IMPROVEMENTS REFLECT
46. 46 Confidential | © All rights reserved Internal | © All rights reserved 46 REACTIVE PR • Newsjacking links directly into opportunity page • Expert commentary links into content that links to opportunity page to create stronger assets • Product PR can get your product listed in publications and listicles CAMPAIGN PR • Create a strong linkable asset on site • Use this page to internally link to opportunity page • Drive external links to campaign page to strengthen internal links • Use content to support campaign landing page • Asset has the ability to naturally pick up links over time HOW DIGITAL PR X SEO BOOSTS VISIBILITY OF YOUR PAGE AIR FRYER PAGE REACTIVE CONTENT DIGITAL PR CAMPAIGN REACTIVE CONTENT LINKS THROUGH OUTREACH NEWSJACKING / PRODUCT PR LINKS NATURAL LINK PICKUP INTERNAL LINKING EXPERT COMMENTARY LINKS EXPERT COMMENTARY LINKS
47. 47 Confidential | © All rights reserved Internal | © All rights reserved NOW, NINJA RANKS #1 FOR AIR FRYER Air fryer
48. 48 Confidential | © All rights reserved Internal | © All rights reserved AND AI SEARCH RECOMMENDS THEM TOO… What’s the best air fryer brand in the uk?
49. Confidential | © All rights reserved 49 Confidential | © All rights reserved 49 THE FUTURE OF SEARCH IS MULTICHANNEL
50. 50 Confidential | © All rights reserved Internal | © All rights reserved 50 FREE SERP SCORE FOR THE FIRST 15 BRANDS TO DM “SERP” TO OUR LINKEDIN PAGE An example from one of our favourite brands.
51. 51 Internal | © All rights reserved FULL BREAKDOWN. WATCH THE VIDEO @Ray Saddiq