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Hur en testmodell driver SEAT och CUPRA:s sökmarknadsföringsprestanda

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How a testing model is driving SEAT and CUPRA’s search marketing performance

“Will we ever be able to put sökmarknadsföring strategy in the driver’s seat?” This is almost every search marketer’s dilemma as the community continues to remain at the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-based multinational automaker part of the Volkswagen group have innovated a testing model that is driving growth for its brands, SEAT and CUPRA in the European market. While SEAT is the young, cool and urban brand that offers cars with striking designs and several mobility solutions – CUPRA is an unconventional brand, which is defined by its progressive design and the performance of its electrified models.

We spoke with Corinne Calcabrina, Global Media Manager at SEAT S.A, Sophie Santallusia, Global Paid Search and Programmatic Director, and Alejandro Sebastian, Global Search Team Lead at PHD Media Spain to discuss the ‘Performance innovation program’ (SEAT S.A’s testing model) and its value add to the businesses.

A fast-paced industry

Digital is a fast-moving sector and Sök is always reinventing itself with new formats and everchanging ways to create and manage accounts. The teams at SEAT and CUPRA had several pain points:

1. Staying on-top of all innovations and changes in the industry

“We needed to become first flyttare who actively capitalize on opportunities that appear. To ensure this our teams needed to take advantage of search space dynamics, apply best practices, and gain a technological and intelligence edge over the competition.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A.

2. Improving visibility of the team’s hard work

“While we were putting all these efforts, we wanted to improve our team’s visibility. While we are busy becoming the best performing channel, always reinventing, working towards results and efficiencies, we often miss the glitter of other channels. Adding an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A.

3. Maintaining performance and improving efficiency

“As the best performing channel on a last-click attribution model, we were also facing multiple challenges. The pandemic lockdowns and microchip shortages made search performance improvements a constant, ongoing must-have. This meant decreasing the cost per click (CPC) and improving the cost per acquisition (CPA) were always core reasons to develop such a testing model.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A

Putting testing in the driver seat: The SEAT and CUPRA Performance innovation program

The SEAT S.A testing model, ‘Performance innovation program’ was designed to align with the inherent love for innovation that runs at the core of SEAT and CUPRA brands. The testing model was built centrally to maintain brand focus on the strength of paid search – improving cost efficiencies and accelerating performance.

Corinne and her team at SEAT S.A and their agency, PHD Media reviewed brand strategies for SEAT and CUPRA respectively, their performance, and local needs. They created a framework that provides structure, helps the brands expand their market share, and deliver central visibility on the testing results. They created specific testing roadmaps, based on quarterly goals that align with local markets based on their needs and strategies.

“We then applied our tests, sharing the hypothesis (highlighting results from other markets) of what we hope to achieve and then applying the test into the main strategy.

“We had a clear timeline and roadmap. We always test and learn. This allows us to have a specific position with partners, allowing us to always be part of the alphas and betas, testing new formats, always trying to improve results at the same time”, Corinne shared.

To facilitate consistency the SEAT S.A team organized tests throughout the year pacing one test at a time for an ad group or campaign to maintain efficiency and gain clear observations. The roadmap was created on these factors:

  • Priorities for markets based on the impact and workload
  • Changes that Google makes to ad formats or different features that it sunsets or iterates

The search marketing grand prix: data, automation, and visual optimization

SEAT S.A and PHD Media started differentiating strategies by keyword type and defined them for each ad group. Nyckelord were segmented based on brand and non-brand search, their role, and their respective KPIs. This data was then used during the auction bidding. Artificial intelligence (AI) was used to segment audiences and target ads that were top of the funnel. Comparative insights from these tests were later fed into the business to inform the direction of strategy.

To improve the click through rate (CTR) and lower CPCs, the SEAT S.A team focused on adding visuals to ads, improving ad-copies, and testing new extensions. They also decreased CPAs by using bid strategies and the system’s AI to get the best of their budgets.

To master their visual impact on audiences SEAT S.A used image extensions for each ad across all their campaigns. Google displayed these images based on multiple factors like clicks, content, and keyword triggers to optimize the best performing ones.

From a data point of view, in Search SEAT S.A used Google Search Ads (SA360) to manage and monitor their Google Ads and Bing Ads respectively. The data sets tracked all the core essentials of paid search:

  • Keyword conversion performance
  • Ad copies
  • Audience data through all the custom bidding options available in SA360

Outcomes

The ‘Performance innovation program’ model has helped SEAT and CUPRA achieve one of their best tests which catalyzed their search performance in terms of the cost per visit (CPV), one of their main KPIs that signaled top of the funnel conversions. The cost per visit (CPV) improved by 30% and cost per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) are now equipped with new ways to deduce and analyze conversions on a market-to-market basis.

Sharing intelligence across diverse markets

After completing the testing phase, the SEAT S.A team and their global partner PHD Media reported on results and observations. Sharing their learnings and insights with other markets has empowered other teams to benefit from the knowledge and expertise derived from the successful test prototypes. Focusing on components that drive results has allowed the teams spread across to be challenged and has facilitated constant learning while embracing changes and new features. The SEAT and CUPRA teams are now strongly positioned to outperform the competition.

Gearing up for a cookie less future

Going cookie less will bring challenging times and impact the search channel. SEAT and CUPRA plan to counter this with the use of Google Analytics 4 (GA4) to maintain performance and target the right audience. Opening up to new visual formats like Discovery campaigns and MMA/MSAN from Bing will also take an important place within search in the future, as the core of search might evolve with more automation, less granularity and control.

Greater focus on measurement and a privacy-first future

The team is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition due to privacy guidelines. They are also focused on identifying and designing a risk contingency plan for the paid search elements that they won’t be able to test in the near future.

“We are testing all the new solutions and features that Google is bringing to the market in terms of privacy and cookie less capabilities. Particularly, our testing is focused on deploying the full suite of Google Analytics 4 (GA4), site-wide tagging, consent mode, and enhanced conversions.

Additionally, we are also testing new audience segments that GA4 allows within a privacy first ecosystem on our paid search campaigns. We are seeing some positive and promising results.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A

SEAT S.A and PHD Media are actively focused on Google solutions for mapping markets and audiences that are privacy compliant and applicable for targeting segments.

They are also working towards gathering and connecting first party data like CRM audiences and customer match solutions.


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En enkel (men komplett) SEO-handledning för nybörjare i 7 steg

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A Simple (But Complete) SEO Tutorial for Beginners in 7 Steps

Starting with SEO can be overwhelming—many technical terms, checklists of tens of tasks to do, learning resources contradicting each other, and the list goes on. I remember when I got into the game.

Detta SEO tutorial should get you on the right track. We’ll go through seven essential steps to help you increase organic traffic and ensure you have the right foundation to advance your SEO skills further.

Let’s dive into it.

1. Understand what keywords people are searching for

People look up information around your brand, product, or service in tons of different ways.

Our job is to find these keywords and choose the best ones to target with relevant content. This process is known as keyword research.

You’ll need a keyword research tool to do that. There are a bunch of free ones, such as our free keyword generator, so you can get started right away. Simply plug in keywords that describe your business, products, or problems your audience might need to solve.

Let’s say we have a coffee equipment shop, so discovering what people look up regarding espresso machines and how frequently is a good starting point:

Keyword ideas from Ahrefs' free keyword generator tool

Are you used to saying “espresso maker” instead? Well, this is exactly why we do keyword research because “espresso machine” has 15 times the monthly search volume:

Monthly search volumes of "espresso machine" and "espresso maker," respectively
Screenshot from Ahrefs’ Sökordsutforskaren, which allows you to get data for many keywords at once.

To me, these two keywords are synonyms and can be used interchangeably. But maybe others imagine two different things? Let’s use Google as the best verification method here since its goal is to deliver the most relevant results to any search query.

If there’s a big overlap of the search results, then Google sees these two keywords as synonymous, meaning that most people think that way too.

You can either open up two Google search tabs or use the SERP overview comparison feature in Ahrefs’ Sökordsutforskaren. As you can see, the overlap is huge and there’s not a single page targeting the keyword “espresso maker”:

SERP overview comparison of two synonymous keywords in Ahrefs' Keywords Explorer

So clearly, “espresso machine” is the right keyword to target here. And we also just touched on the topic of the next step.

Läs mer: How to Do Keyword Research for SEO

2. Create content that searchers want to see

Chose a keyword that you want to rank for? Then you need to create a piece of content that aligns with sökavsikt. In other words, figure out what people searching that keyword are looking for and deliver it to them.

We just went through the example of people searching for “coffee makers” actually meaning “coffee machines,” which is more commonly used. In general, we can assume that what already ranks at the top for any given keyword is something most searchers want to see.

Let’s keep up with the coffee equipment theme and target the keyword “burr coffee grinder.” Here’s what Google’s top results in the U.S. look like:

SERP overview for "burr coffee grinder"

We’ve got two types of pages here: product reviews with recommendations (in blue) and e-commerce category pages (in yellow). Since the category pages are in the minority and only the biggest players like Amazon or Target rank with them, I’d go with the listicle kind of post recommending multiple coffee grinders.

If you look closely, some of those review pages don’t even specifically target the “burr” grinder type but focus on the best coffee grinders in general. Those naturally mention a few burr grinders, so they’re relevant too.

Both ways here are fine, although focusing on “burr” specifically will likely result in a higher chance of ranking well for this keyword, especially for websites that aren’t huge authorities in the niche yet.

Last but not least, it should go without saying that searchers also want to see valuable and trustworthy information. A good rule of thumb is not to cover topics that you’re not very familiar with and can’t provide value. There’s too much regurgitated information on the internet already, so don’t just create content for the sake of it.

3. Get more clicks with compelling titles

Want to squeeze the most clicks out of your SERP impressions? You need to catch searchers’ attention.

Now, the truth is if your page’s title is plain bad to begin with, you’ll have a lower chance of ranking well. It’s hardly a surprise that search engines assess title tags for ranking the pages since the title is the most visible SERP component:

Google's SERP for "grinding coffee for moka pot" search query

Which result would you click on here? The second one caught my attention immediately because the title promises I’ll find the answer quickly in some sort of chart. The rest of the titles are good too, but they don’t stand out to me despite higher relevance to my search query.

Yes, you should absolutely use your primary keyword in your title. Also, the example above just proves that there are other variables at play. Here’s a short list of the best practices for writing great titles:

  • Include your primary keyword in a natural way – This means you can transform “grinding coffee for moka pot” into something like “How to Grind Coffee for a Delicious Moka Pot.”
  • Make it descriptive – It should perfectly sum up the core of your content.
  • Try to stand out – Always check pages that already rank for the keyword and think how you can differentiate your own.
  • Avoid overpromises and clickbaits – Try your best to deliver what you promise in the SERP snippet.
  • Fit into Google’s pixel limits – Titles truncate (or even change) when you go over a certain pixel length in your title tag. Use a SERP snippet preview tool så här.

4. Provide a good user experience (UX)

Ever came across a promising search snippet that you clicked through and then a messy website that you didn’t really want to engage with appeared? Yeah, me too.

That’s why Google is looking at multiple UX factors when it comes to ranking its results. Visitor satisfaction isn’t only dependent on the provided information but on the whole experience of your page and website.

Think about these UX factors as a solid foundation for your other SEO efforts, not a silver bullet to skyrocket your rankings:

Mobile-friendly website 

How your website looks and behaves on mobile matters more than its desktop version. Most searches take place on our small devices, and that’s why Google predominantly uses mobile versions of pages in its index.

Yet this factor is easy to overlook since we use our desktop devices to create websites. Here are a few tips to make both human and robot visitors on mobile happy:

  • Use a modern CMS that can easily make both desktop and mobile versions of your pages look good. Most popular CMS choices should be fine here.
  • Keep the important content visible on both mobile and desktop. Small variations are fine.
  • Check and troubleshoot mobile reports in the Experience section of your Google Search Console:
Page Experience report in GSC

Läs mer: Mobile-First Indexing: What You Need to Know

Solid website structure and navigation

Website structure is how your site is organized and webpages interlinked. Having a logical site structure helps visitors and search engines easily find and navigate content while improving conversions and supporting your SEO ansträngningar.

We could go really deep into creating an optimal website structure. But listen—don’t go deep here. Instead, choose a flat website structure like this:

Flat vs. deep website structure

The top-level pages should be your most important ones, and they should be linked from your header navigational elements that are accessible at all times. Since we just talked about mobile versions, here’s an example of the popular “hamburger” menu at the top-right corner:

Hamburger navigation element on mobile

Läs mer: Website Structure: How to Build Your SEO Foundation

Easy-to-read content

Would you get this far if this article was all just a block of text? Probably not.

Notice how we’re making use of headings and subheadings (from H1 to H3s) to add proper hierarchy to the content. But that will still make for a rather dry-looking page. Here are the three most important tips to make your content easy and enjoyable to read:

  1. Add relevant visual elements to cut through the text.
  2. Use multiple text formatting options (like I just did with this list and bolded words).
  3. Write like your audience talks till avoid trying to sound smart with big words and overcomplicated terminology.

By the way, even your URLs could be considered part of your content. It’s something people see on the SERP, along with the title and description. Making your URLs short and descriptive is the best way to ensure they’re SEO-vänlig.

Ads and pop-ups in moderation

The best way to ensure your visitors leave your pages ASAP is to overwhelm them with stuff they didn’t come for. Like here:

Example of a page with too many ads and pop-ups

By all means, monetize your website with ads and grow your email list with pop-ups—but do them in moderation. Potentially higher short-term gains are not worth losing in the long run.

HTTPS

Providing a secure connection between your server and visitors has been a must for many years already.

New websites should come HTTPS-enabled by default with good hosting providers. Just double-check that there’s a “lock” icon next to your domän namn in your browser signaling a valid TLS certificate that’s needed to run on this secure protocol:

Secure connection via HTTPS

Internal länkar är länkar within the same website. Their main roles in SEO are to provide paths for search bots to crawl websites and pass link equity from linking pages.

Think about the link equity as votes that pages get in the form of länkar from other pages throughout the whole internet. Since internal länkar are fully within your control, it’s something we should tackle first.

Simply find suitable internal link opportunities every time you publish a new piece of content. Then add the länkar.

The easiest way to find these opportunities is to use Google. Surprised? With the help of the webbplats: search operator, Google will show you all your website’s pages that contain a certain keyword (or similar ones). Like this:

Looking for internal link opportunities with Google

I even narrowed down the search to our blog section of the website and used the quotation marks as another search operator to return exact matches on that keyword. Voilá, we get a list of pages that talk about “internal länkar” to internally link our articles on this topic. OK, we’re getting too meta here.

Replicate the process for each new piece of content and its target keyword, and you’ll get ahead of many competitors.

Läs mer: Interna länkar för SEO: En handlingsbar guide

6. Get high-quality backlinks

Now we get to the part of länkar you don’t control because they come from external websites: backlinks.

Backlinks are one of the most important ranking factors, meaning that there’s a huge demand for them. Getting worthy backlinks isn’t a piece of cake.

There are tons of ways to build links. The overarching rule of thumb is to provide enough (non-monetary) value to motivate the other side to link to you.

Let me explain the “non-monetary value.”

If you’re trying to get backlinks to subpar content or products, then you’ll most likely have to buy the link or provide something else in exchange for it. Not only would you be unlikely to even get responses to such pitches, but Google could also penalize you for this unnatural link acquisition that violates its webmaster guidelines.

Your biggest asset for building high-quality backlinks is stellar content others find valuable and interesting. Not only can asking for länkar become quite effective, but you’ll also have a chance to grow your link profile passively without having to write a single email.

Take a look at our five most popular linked-to pages (excluding the homepage):

Best by links report in Ahrefs' Site Explorer
Screenshot taken from the Bäst av länkar rapport i Ahrefs Site Explorer.

Two of them are free tools providing valuable data, and one is a data study with important insights for our industry. This type of content is called link bait, and it’s arguably the best way to land high-quality länkar—as those often come naturally, not from you asking for them.

So how do we qualify backlinks as high-quality?

Generally speaking, the best links you can get are “followed” links placed within the main content that’s published on a highly authoritative website in your niche.

To sum this up: Building links is an important part of SEO, and you’ll do well if people find your pages so valuable they’re naturally inclined to link to it on their own.

Since link building is a whole SEO discipline, I recommend you also check these two guides to learn more about it:

7. Ensure your website has a good technical foundation

Perfecting all the steps above won’t matter if search engines can’t access your content. You need to make sure a search engine can discover, crawl, and store the pages in its index.

Luckily, severe technical errors that could cause your content to not rank at all are rather rare. Unless you click on random things in your CMS, you’re probably fine.

But there are quite a few issues that can hinder your success in search engines.

Well, the good thing is that you don’t need to have any deep technical knowledge to discover and troubleshoot technical SEO issues yourself. All you have to do is to use a tool like Ahrefs verktyg för webbansvariga, set up a regular SEO audit, and keep an eye on the issues it finds.

You could do this for free right now. Ahrefs’ Webbplatsrevision tool will crawl your website (like search engines) and check it for more than 130 SEO issues. It will then give you a comprehensive overview showing all the issues with explanations on how to fix them:

Issue example in Ahrefs Webmaster Tools

This will guide you on the spot. If you first want to learn the theory, we have a guide for you too.

Läs mer: The Beginner’s Guide to Technical SEO

Slutgiltiga tankar

There are multiple guides referenced throughout the tutorial, so come back to each step whenever you want to learn more. But don’t fall into the “learning” rabbit hole, as nothing can beat hands-on experience.

Go and apply what you just learned. Then monitor your progress, learn from your mistakes, and double down on what’s working. Once you get stuck, try to perform an SEO audit.

We could go on and on. So here’s my last important piece of advice: be patient. SEO takes time, and there are no guarantees.

Har du några frågor? Pinga mig på Twitter.  



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