If SEO isn’t a performance channel, how do you optimize for awareness?

Session Description:

Traditional performance channels work on the basis that the more you invest in building a campaign, the more you will receive as a direct return. OK, maybe not to the level that some brands wish for, but performance will inevitably deliver the goods in relation to the budget you care to initially set.

SEO, however, doesn’t quite work like that. In fact, 34% of searches don’t result in a click or traffic to a site because people are quite happy to stay in the SERP. And it’s a known fact that younger consumers are the biggest culprits when it comes to actually journeying on past their initial search inquiry.  So how on earth do we forecast or know the expected traffic from our SEO efforts?

In this session, Hannah looks beyond the typical ‘it depends’ response by a SEO specialist to questions about traffic projections, bearing in mind there are numerous external factors we have no control over! Instead, she will delve into what we can actually control in terms of predicting traffic and likely purchase patterns. In other words, the areas we can use to measure a campaign’s overall performance.

Date: November 7, 2019 11:15 AM

Track: Track 2