With our OneSearch approach, the conference with its many presentations on the interlinking of SEO, SEA, social media & creative is an absolute must for us and our colleague Eva Addante and our colleague Fabian Pillmaier attended it this year. Their focus was on gaining a sound insight into where search is heading in the future, what role AI will play in this and generally tracking down new trends and tools.
SEO ist nicht tot – es transformiert sich und zwar gewaltig
The discipline that was long associated only with “Google” has long since developed into a cross-channel field of activity. Today, search is omnipresent – on social media, e-commerce platforms, in apps, on marketplaces and even in AI interfaces.
If you want to be successful in search marketing today, you need a holistic multichannel strategy and a comprehensive understanding of how different marketing departments are interlinked.
The prime example at the conference of the far-reaching potential of this strategy was the success story of the French company Danone. They saved around £80,000 by strategically merging SEO and SEA efforts – by reducing SEA spend on keywords with strong organic visibility and targeting SEA investment on keywords that take too long to reach the required organic ranking positions.
This insight confirms the strategic direction of our own product development: with OneSearch, our SEO team responded to precisely these industry trends at an early stage.
Our key takeaways:
- The classic marketing funnel is dead. Today, purchasing decisions are made dynamically and not linearly – content and touchpoints must be orchestrated accordingly.
- Expertise, experience, authority and trust (E-E-A-T) are not buzzwords, but essential levers for SEO visibility – supported by consistent brand communication across all touchpoints.
- AI is widely used, but people need to start checking the results.
- The integration of classic strategies, for example from journalism, leads to measurable SEO growth.
Our conclusion: OneSearch is more than just a product name
With our OneSearch approach, we at PIA Media are on the right track – strategically, structurally and conceptually. The industry confirms what we have been doing for a long time – thinking holistically about search engine marketing.
The personal highlight that perfectly summed up the conference for the two of them:
“Your bias shapes the words you use. And that shapes your SEO.”
An absolutely significant quote for SEO that illustrates how much perspectives influence content and therefore also its performance. It is therefore particularly valuable to promote creative and diverse teamwork, which leads to noticeably better research, content and ultimately results.
We are already looking forward to the next conferences, the further exchange with like-minded people and can hardly wait to implement all that we have learned directly into customized campaigns for our customers.
