PAK Con 2018: Brand vs. non-brand : How to accurately assess your SEO performance

TL;DR

Digital advertising trends impact SEO traffic visibility and conversion rates, emphasizing the need for accurate measurement.

Transcript

[Applause] [Applause] you guys focus more actually necessity stom points and I actually want to stop a little bit full of air with you in this one and this is a coal-fired verse 11 says the system's aging quite mimetic weeks and he talks about how digital advertising is changing and putting HD ruining the web and you can see that in a lot of differ... Read More

Key Insights

• 🫠 Digital advertising trends, such as ad blindness and ad fraud, impact SEO traffic visibility and user interactions with online ads.
• 👨‍💼 SEO traffic is valuable for businesses, driving conversions, customer acquisition, and brand visibility.
• 🫠 Measuring the success of SEO efforts is challenging due to changes in search algorithms, keyword data limitations, and ad blindness.
• 👨‍💼 Combining data sources and analyzing brand and non-brand conversions can help businesses accurately measure SEO performance.
• ❓ Accurate measurement of SEO success is crucial for evaluating the effectiveness of marketing campaigns and optimizing online visibility.
• ☠️ SEO traffic composition varies between brand and non-brand searches, impacting conversion rates and user intent.
• 👨‍💼 Businesses need to adapt to digital advertising trends and focus on SEO strategies to drive organic traffic and enhance online visibility.

Questions & Answers

Q: How are digital advertising trends affecting SEO traffic visibility?

Digital advertising trends, such as ad blindness and ad fraud, are impacting SEO traffic visibility by reducing user interactions with online ads and creating challenges in accurate measurement of SEO success.

Q: Why is SEO traffic valuable for businesses?

SEO traffic is valuable as it drives conversions, customer acquisition, and brand visibility, making it a cost-effective source of sustainable website traffic.

Q: What challenges are companies facing in measuring the success of their SEO efforts?

Companies are facing challenges in measuring the success of their SEO efforts due to changes in search algorithms, ad blindness, ad fraud, and the lack of keyword data provided by search engines, making accurate measurement difficult.

Q: How can businesses overcome the challenges in measuring SEO performance?

Businesses can overcome the challenges in measuring SEO performance by combining data sources, analyzing brand and non-brand conversions, and adjusting conversion rates based on user intent to accurately assess SEO success.

Summary & Key Takeaways

• Digital advertising trends impact SEO traffic visibility and conversion rates.

• Users are developing ad blindness, affecting clicks and interactions on online ads.

• SEO traffic is valuable, driving conversions and customer acquisition, but accurate measurement is challenging due to changes in search algorithms.