Published by isobel.regan@dontpanicprojects.com
Published Date 29.07.2024 
Our team at VML feels honored to be shortlisted for the Best Global Large Integrated Search Agency in the 2024 Global Search Awards. Our search talent team, the Discoverability group, has worked hard in the last year to improve and grow our search capability to enhance client business.
Our Elite Team
VML is one of the largest creative advertising agencies in the world with over 30,000 employees globally. The Discoverability group at VML, which focuses on search marketing, includes more than 120 people worldwide. Our team brings our unique, industry-leading approach to search marketing and is made up of three search disciplines: organic search, paid search, and performance content. We create powerful, data-driven search campaigns and digital content that drive visibility, traffic, and conversions for brands.
Our Discoverability team has grown from one employee to 63 in North America in the last 10 years, with a connected global search community of talent twice that size across 12 global markets. We serve a variety of clients across industries like auto, CPG, equipment rental, health, and travel.
Our Team Objectives
In 2023, our goal was to grow our search capability to serve a record-high in client business. Our manifesto focused on modeling experience from the sports world and embodying the top qualities of successful athletes and teams. We wanted to manifest what the most elite competitors, coaches, and teams are made of, and with a sports-geared starting line of inspiration, we focused on three primary goals: incremental gains, elite performance, and Moneyball. Specifically, we challenged ourselves to improve by just 1% every day to accumulate massive gains by the end of the year. We led the industry conversation around AI and emerging discoverability tech, and we focused on adopting the latest tools and tech in our work.
To do this, we have worked with clients such as Ford, QuikTrip, and United Rentals to improve organic traffic and conversions on their websites. For our work with Ford, our organic search team used a hreflang strategy to fix global organizational challenges for organic traffic. For our work with QuikTrip, our paid search team revamped our paid search strategy by isolating branded terms into a dedicated campaign and implemented a broad match strategy, store sales, and store visit conversion tracking to address and optimize performance. For our work with United Rentals, our performance content and organic search teams worked together to revise and optimize the website content, including equipment titles, descriptions, and categories to increase organic sessions and refine information.
Our Impact
Our “Elite Athletes” manifesto in 2023 was a success, improving business for both VML and our clients. Our team’s year-over-year revenue has increased for 10 consecutive years.
We are very excited and honored to be shortlisted for the Best Global Large Integrated Search Agency in the 2024 Global Search Awards. Our Discoverability group at VML has worked hard to not only improve the visibility, traffic, and conversions on our client’s websites, but to create a connected global search talent community that embraces new technology and thinks outside the box. Our work with clients such as Ford, QuikTrip, and United Rentals in 2023 has both improved our skillset as search marketers and proven how successful we can be.
