The Upload:Search Virtual Conference – Best Bits
As lockdown is still in place at the time of writing, it’s been difficult to find the levels of inspiration and insight you would usually gain from attending a live marketing event.
Saying that, Upload: Search delivered high quality insight from some of the brightest minds in SEO and Digital Communications. Below is a summary on the talks that we thought really stood out.
Using Data Studio to Achieve SEO Objectives – By Nick Wilsdon, SEO Consultant at Vodafone
In this webinar, Nick detailed the framework for delivering results by using the SEO platform, Google Data Studio. The SEO consultant went on to explain how the framework he had developed delivered impeccable results for Vodaphone and how he used the platform to increase revenue by a double figure percentage in the 6 years he has spent with the company.
Nick explained how the free platform has allowed him to develop his framework that included the four stages: performance, planning, action and results.
He also explained how he uses the platform to execute SEO sprints; a two-week operation that runs through the framework to prove his theories to senior management in order to plan a large-scale SEO analysis. He confidently explained that the rapid test and learn process helps to increase operational agility and improve business intelligence.
The overarching message of the webinar was that for SEO analysis to succeed the benefits must be relayed to the senior management team with a commercial viewing angle. To do this effectively, the SEO team must manage upwards to achieve commercial business objectives.
Spilling the E.A.T – By Izzi Smith, Technical Analyst at Ryte
In the second webinar from Upload, Izzi detailed how businesses can slip down the search results page, leading to the disastrous effect of a damaged revenue stream.
The webinar explained that all users want is quick access to reliable information. To give them this Google has implemented E.A.T requirements to protect the user from misinformation. To sit at the top of search fields, an achievement that garners over 53% of clicks, a webpage has to exhibit, Expertise, Authority and Trustworthiness.
Izzi gave some expert advice on how to achieve the desired E.A.T ratings. Firstly, to have expertise your page must be unique, factual, well researched and the linked authors must have valid experience in the field. To help Google understand if the page meets the criteria, she suggested including author bios to validate claims and give the page credibility. To tick the Authority box, she explained the brand needs to be a thought leader and possess relevant accolades and endorsements on the claimed authority. Finally, to be seen as trustworthy, Izzi suggested gaining reviews on trusted platforms for your service or product.
With the combination of changes made, your page will rank significantly higher on the search page. Leading to increased revenue for a better CTR and Conversion Rate.
The Digital Marketers Guide to Covid-19 – By Purna Virji, Sr. Manager of Global Engagement at Microsoft
From the main ‘stage’, Purna detailed how the changing times of the pandemic have impacted us all and how important it is for marketing to continue through lockdown.
The Microsoft ambassador gave us some detailed insight into how search has shifted, and certain unexpected trends have given rise to a whole new way of operating for users. Such as the shocking resurgence of desktop, and the growth of over 70% of YoY searches of over 65’s in 2020.
She went on to explain that marketers must keep their voice in the hard times, as consumers seek alignment with brands in much the same way sailors look for land during a storm. As most brands have opted to remain silent in order to listen, when in fact the ones who are doing it right are those who are leading opinions while giving comfort and regularity to people struggling in the pandemic.
The message was clear from Purna, to keep your brand steady in the rough waters, be the lighthouse that consumers are seeking.
More than words can say: Using GA to show value in content and PR – Jill Quick, Co-founder of The Coloring in Department
In this webinar, Jill demonstrated how using Google Analytics (GA) to target micro and macro business goals can elevate your business to new heights.
She went on to explain how the different features of GA such as content groupings can help you draw valuable insight from the platform. She explained how the groupings feature is broken down into ‘Rule Set’ and the ‘Assign Content’ options. That require different levels of development skills but can be exponentially rewarding once set up. The untapped benefits of the platform come with the option to customise the data set to fit the specific business needs.
If done correctly, the platform can help marketing and PR departments derive tremendous insight into their content, helping them deliver more precise and tactical content to achieve targeted commercial business goals.
To understand how you can improve your SEO, achieve commercial goals, or understand how to be a guiding voice in the pandemic, get in touch with our team today.