Last Friday our Director Amanda spoke at SEO Estonia, one of Europe’s leading digital marketing events. Her talk, discussing how Aristotle’s Ethos, Pathos and Logos can help to drive ROI was well-received by the 400 attendees and left them with some thought provoking and actionable takeaways around how they can improve CRO and ROI by tying their SEO approach into ancient rhetoric.
The main focus of SEO Estonia this year was on ROI – how do we get more ROI from our SEO campaigns, taking a step away from vanity metrics to ensure that we are focusing on what really matters. With this in mind, each speaker was tasked with really tying their talk back to ROI and how the approach they are suggesting could drive real change in SEO.
Amanda discussed how incorporating the principles of Ethos, Pathos and Logos can directly impact your ROI in many ways:
- Improving your brand credibility and awareness means that when people are looking for you, they will be reassured, making them less likely to drop out of the conversion funnel and more likely to engage with your product/service
- How to review online sentiment and media coverage to identify where your gaps are and plug them – ensuring that users see what you want them to see about your brand and if there are areas of weakness that these are addressed and dealt with from a reputational standpoint
- Using Logos to align with user intent – making sure that your content and content format matches the audience so they can easily understand why it’s right for them and ensuring that you’re showcasing benefits rather than features to push a more emotional appeal with your audience.
- Understanding how these ideas map back directly to ROI, for example that Pathos can improve dwell time on site, therefore making users more engaged, or that Ethos can lead to higher trust signals and therefore a better conversion rate.
Overall, the two day conference invited some of the world’s best speakers to share knowledge and learn from each other – leading to some great overall takeaways!
