How does search work?

Search engines such as Google and Bing use bots to crawl the web, going from site to site, collecting information and putting it in an index. Sophisticated algorithms analyze pages in the index, taking into account hundreds of ranking factors, or signals, to determine the order pages should appear in search results.

What is SEO/SEM?

Search engine optimization (SEO) is the targeted and strategic improvement of your online content to increase the quality and quantity of your website traffic. Search engine marketing (SEM) is the use of these optimizations along with specific search strategies to advance your communications goals. When bots crawl your site, content is indexed and shows up in search results more effectively.

What kinds of search strategies are there?

Organic search and paid search are by far the most engaging digital channels. Organic search occurs when you look up terms or questions on a search engine. This is the most common search tactic. Paid search is the tactic used by advertisers to make their results appear higher on the search page. Specific targeting is used so results align with campaign goals.

Understanding and maximizing the potential of organic and paid search is where we excel.

Children's Hospital of Eastern Ontario (CHEO): Telethon Donation Drive

Driving donations is essential for CHEO's core mission of improving children's physical, mental and social well-being.

In addition to building a full suite of creative collateral, we developed and executed a paid search strategy that drove a 59.27% increase in conversion rates across the campaign. 

This effort helped CHEO reach its all-time donation record of $11.8 million.

High-level SEM/SEO results:

• Donations went up 56% year-over-year
• Conversion rate (how likely someone interested in donating actually donates) went up 59.27% year-over-year
• Click-throughs increased 28.15% year-over-year
• Costs per click decreased 24% year-over-year, helping CHEO's investment work harder
  

To donate to the telethon, please click here.

Canadian Trucking Alliance: Choose to Truck

For the Canadian Trucking Alliance, actioning a full-funnel advertising approach was paramount to the success of the campaign. By deploying an awareness-to-conversion strategy over the course of the campaign, we were able to encourage over 3,000 new applicants to purses a career in trucking. 

High-level SEM/SEO results:

• Over 2 million impressions
• Nearly 100,000 clicks
• At peak we saw 80 conversions per day, above our expected benchmarks