The Search Engine Land Awards have become a highly prestigious event in the marketing industry, recognizing exceptional marketers and their outstanding work. With the 2024 submission process now open, judges from previous years have shared their insights on what it takes to create an award-winning application.
One important aspect highlighted by the judges is the structure of the submission. Amy Hebdon, Founder of Paid Search Magic, advises applicants to structure their submissions as a story with three main parts: ‘Before’, ‘During’, and ‘After’. By outlining the initial challenges, detailing the marketing strategy and actions taken, and showcasing the outcomes and improvements, applicants can clearly illustrate the transformation from ‘Before’ to ‘After’. Including images and data visualizations is also encouraged to visually demonstrate the results achieved.
Another key element emphasized by the judges is clearly stating the objectives of the campaign and how the work contributed to achieving and exceeding those objectives. Melissa Mackey, Director of Paid Search at Compound Growth Marketing, suggests including details on the strategy, out-of-the-box tactics, and any tests conducted, along with their corresponding results. Visuals such as performance graphs are highly effective in making submissions stand out.
The judges also stress the importance of providing evidence to support claims. Barry Schwartz, Editor of Search Engine Land, simply states “Evidence; charts, analytics, screenshots.” This highlights the need for concrete data and numbers-driven insights to back up the claims made in the submission.
In addition to evidence, Navah Hopkins, Brand Evangelist at Optmyzr, emphasizes the need to explain the reasoning behind the strategies implemented. Applicants should go beyond just explaining how they achieved their results and delve into why those methods were chosen. Providing data is crucial as well, as it helps validate the success of the campaign.
Detail-oriented submissions also catch the attention of judges. Celeste Gonzalez, SEO Strategist at RicketyRoo, advises applicants to clearly outline the specific actions taken to drive the results and back up their success with concrete data and evidence. This demonstrates not only the achievements but also the effective methods employed.
Innovation is also highly valued. Olya Ianovskaia, Founder and Lead Consultant at MycoMinds SEO, looks for projects that break new ground with innovative takes on SEO. However, this innovation must be supported by data and numbers-driven insights every step of the way.
Lastly, Anu Adegbola, Paid Media Editor at Search Engine Land, highlights the importance of matching the metrics mentioned in the submission to the results achieved. If the aim was to improve revenue and CPA (Cost Per Acquisition), it is crucial to clearly explain how those metrics were improved in a before and after scenario. Providing a graph representation of the before and after testing period can earn extra points.
With these insights from the judges, applicants for the 2024 Search Engine Land Awards now have a clearer understanding of what it takes to create an award-winning submission. By telling a compelling story, clearly stating objectives and strategies, providing evidence and data, and showcasing innovation, marketers can increase their chances of taking home the highest honor in search.
The deadline for submissions is quickly approaching, so applicants are encouraged to submit their entries before Friday, May 24 to have a chance at both winning the award and saving money on their entry fee. Good luck to all those entering the 2024 Search Engine Land Awards!
