Published by olivia.wright@dontpanicprojects.com
Published Date 04.04.2024 
By Mariam Abubakr
Global SEO Manager at Philips Domestic Appliances (Versuni)
Having had the incredible opportunity to judge last year’s MENA search awards, followed by the European, UK, and now the one and only Global Search Awards, and having dedicated the past decade to immersing myself in the world of SEO and digital marketing, I come to you with genuine advice to help you craft a truly winning SEO campaign entry.
Tip 1: Highlight your winning element
Let’s get real for a moment – what truly sets your entry apart from the rest? To win, you must truly craft your entry around highlighting the exceptional aspects of your SEO campaign.
Example: Redirecting a high-traffic website to a new domain and witnessing a spike in traffic is undoubtedly an achievement, but it doesn’t capture the essence of a winning entry.
On the other hand, collaborating with the client’s customer care team to understand how users interact with your client’s brand, and then creating an outstanding content campaign with articles, videos, social media posts, infographics, and collaboration with the UX team, makes this campaign go viral, generating natural backlinks, and increasing the website’s domain authority and traffic – Now, this is a winning campaign!
Why This Matters to Judges: We judges are presented with the best of the best entries, so really show us what it is you’ve done to make you stand out! You’ve done great work this year, show how you’re le crème de la crème!
Tip 2: Screenshots!
Don’t shy away to include screenshots from Google Analytics and Google Search Console and other sources. While we always verify the data provided using a variety of tools, visual evidence can really enhance the clarity and impact of your achievements. Weave screenshots directly into your entry form to really complement your narrative and tell a story.
Example: Feel free to include a screenshot of a PPT slide showcasing your objectives if you believe it enhances clarity. Similarly, adding a screenshot of the target audience persona presented to the client at the campaign’s outset can provide valuable context and understanding.
Why This Matters to Judges: While we do check your supporting documents, the entry form is really where we spend most of our time as we score the entries, so provide as much proof for your work as possible. Don’t underestimate the power of visual evidence in conveying the impact of your work!
Tip 3: Let the Numbers Tell Your Story
Winning entries typically present concrete, clear SEO metrics, including pre-campaign quantifiable benchmarks and the desired percentage increase post-campaign. Incorporate tangible numerical data showcasing the effectiveness of your strategies, accompanied by screenshots whenever possible.
Example:
Objective 1: Increase organic traffic from X by 50%.
Objective 2: Increase organic revenue from X by 30%.
Objective 3: Increase brand awareness by boosting monthly brand searches from X by 30%.
Objective 4: Improve bounce rate from X% to X%. Additionally, include how each objective will be measured, along with relevant screenshots.
Why This Matters to Judges: Quantifiable objectives and results leave a lasting impression and substantiate the success of your campaign. By letting the numbers speak for themselves, you’ll provide a compelling case for why your entry deserves recognition.
Tip 4: Creativity is key!
This is the Global Search Awards – it’s time to unleash your creativity and surpass conventional SEO practices! Let your creativity take centre stage. Distinguish your SEO campaign by showcasing how you incorporated thinking outside the box and uncover the outstanding SEO approaches that sets your campaign apart.
Example: Implementing unique content strategies via your collaboration with the UX and CRO teams is worth mentioning.
Why This Matters to Judges: Creativity truly makes your campaign’s achievements stand out. By incorporating innovative approaches, you’ll not only exceed expectations but also leave a lasting impression on the judges.
Tip 5: Completeness
Ensure that you really answer everything that is asked in every section. While we respect the need for confidentiality, thoroughness enhances our understanding of your project’s success. For instance, we always notice, especially in SEO entries, that entries tend to shorten their target audience section and strategy section for instance.
Example: Dive into the personas of your target audience and tie it in with your SEO strategy and objectives to illustrate the customer-centric nature of your achievements and that they’re not just out of luck. Take us on a journey through the highs and lows of your campaign. Really dive into your challenges; it showcases what you’ve been through to get to the final stage.
Why This Matters to Judges: This is taken into consideration because when judging entries, we don’t evaluate scores alone, but rather the entire entry versus others in the same category. Each entry has its unique challenges, and by authentically sharing your story, you’ll establish a stronger connection with the judges, showcasing resilience.
Tip 6: Tie everything in
Craft a well-structured narrative by ensuring your entry is well-formatted and flows seamlessly from start to finish. Ensure a cohesive narrative flow that guides the judges through your objectives, target audience, strategy, challenges, implementation, and results. Feel free to use a unified set of subtitles under each section and make it bold so we follow!
Example:
Objective A: “Memorable Title”
Target Audience for Objective A: “Memorable Title”
Strategy to Achieve Objective A: “Memorable Title”
Challenges of Objective A: “Memorable Title”
Implementation of Objective A: “Memorable Title”
Results of Objective A: “Memorable Title”
Why This Matters to Judges: This approach highlights the coherence of your strategy, making it easier for judges to evaluate the effectiveness of your efforts.
Tip 7: Sincerity, authenticity, and passion go a long way
Above all, let your passion for your work radiate from every aspect of your entry and allow us to feel the genuine care and dedication you’ve invested in your campaign. Avoid the temptation to sound overly sophisticated and instead focus on conveying how deeply invested you are in your client’s success. We want to feel that, so show it!
Example: A well-crafted entry that genuinely reflects your passion and expertise will leave a lasting impression on the judges. Authenticity is key, add your personal touch.
Why This Matters to Judges: A well-crafted entry that genuinely reflects your passion and expertise will leave a lasting impression on the judges. Authenticity is key, add your personal touch.
Remember!
A campaign with truly outstanding results will always stand out. So, don’t worry; us judges will always be able to pick it out of the pile. Your exceptional achievements will shine through, making it impossible to overlook your success.
Good luck! May your campaign dazzle and your success shine brighter than ever before!
