#89: Understanding Navboost, what you’re getting wrong about your customers, how we increased a UK charity's conversions & a free AI Overview webinar

From governments to football, a lot can change in a week. Fear not; when it comes to the ever-evolving landscape of digital marketing, Hallam is here to keep you up-to-date.?

????Understanding Navboost: key insights from the recent Google API leaks

The SEO community has been digesting the recent leak of thousands of 谷歌 API documents, offering unprecedented insights into the inner workings of the world’s most influential search engine. This leak, confirmed as genuine by Google itself, reveals how Google processes and ranks search queries. The implications of these leaks are vast; our Performance Director, Ben Wood , outlines how this impacts your organic strategy.

??Case study: increasing RNIB's number of conversions by 64% through strategic Paid Media support

When the RNIB first approached Hallam , they sought strategic support for their Paid Media advertising to enhance their existing efforts, establish a foundation for growth, and surpass previous revenue figures while raising awareness of their brand and sight loss. Over a six-month period, we were delighted to see the total number of conversions increase by 64%, accompanied by a 27% reduction in the cost per conversion – a clear indicator of improved efficiency in the account. Read about our approach and how we achieved this.

??Free online webinar ??AI Overviews: what this means for your strategy in 2024 & beyond? - Tuesday 16th July, 9am

With 谷歌 's introduction of AI Overviews and Gen AI features into their search products, we’ll review the impact of this on Organic visibility and which types of queries are being hit the most. There is still time to register for our free workshop to learn how you can prepare for AI Overviews and what this means for your organic strategy.

?? What you’re getting wrong about your customers

Think you know your customers inside out? Think again. From misunderstanding their wants and needs to misinterpreting their behaviour, a common issue we come across is businesses tailoring website content to perceived desires rather than actual needs, and these assumptions can lead to a poor website experience and missed opportunities. Hallam ’s UX Designer, Katherine Sherry , details four common assumptions and how you can avoid them.?