SEO, PPC & Paid Social Seminar: 9 Nov 2023

Like it or not, GA4 is your new home of website data. Sadly, most set ups do not enable marketers to make the best decisions and so can lead to confusion over performance or worse still, wasted budget. In this talk, we'll cover the fundamentals of Google Analytics 4 and how to best set it up and analyse campaign performance to get the most from your SEO and PPC efforts to help get better returns in the future.

How to mirror the explore/exploit trade-off that bees have when they’re foraging. When we’re faced with a more challenging landscape for marketing, considering how much of our activity should be exploiting what we already know and how much should we be pushing new campaigns and taking risks to balance our business objectives.

As Google’s semantic web continues to expand, it can often feel like there are no longer ‘quick wins’ for SEOs trying to dominate the SERPs. This talk delves into one easy and underused schema type that can be applied to all websites to help aid Google’s understanding of your content.

Discover the seismic shift in SEO: the rise of entities. Uncover how this evolution will impact your current SEO strategy, demanding a holistic re-evaluation. Targeted for lead-driven professionals, this talk offers insights to stay ahead, ensuring your efforts translate to tangible benefits and a surge in lead acquisition.

With the seemingly never ending imminent demise of cookies, current technological barriers and rising consumer privacy - measurement is becoming more complex than ever. Cross platform measurement is consistently cited as the number 1 challenge by marketers. And, with ad spend declining due to macroeconomic pressures there will be increased scrutiny on proving ROI. This session will get you up to speed on how to measure online and offline channels in a cookieless world, while also accounting for all other factors that impact your brand such as the weather, the cost of living crisis and your organic activity. We'll explain why it’s important to avoid short termism, and why it can be tempting to assign more budget to the platforms easiest to quantify a direct return.

In this talk, we will delve into the strategic world of customer acquisition in paid search, illuminating the path to sustainable business growth. Explore cutting-edge techniques and actionable insights that empower you to outsmart your competition, and skyrocket your revenue. Join us as we decode the art and science of acquiring new customers through paid search channels, ensuring your business's future success.