UK Search Awards 2018 Book of the Night by Don't Panic Events

THANKS TO OUR EVENT SPONSORS & PARTNERS

RELIVE THE SEARCH PARTY Welcome to the Book of the Night 2018. Inside you will find details of all our finalists plus a showcase of all the winning work. Since its launch, the UK Search Awards has celebrated the very best in SEO, PPC and content marketing across the country and recognised and rewarded the individuals, companies and organisations that are transforming the Search industry. Entry quality was extremely high and our thanks go out to our judging panel who had the unenviable task of shortlisting and choosing this year’s winners. I’d also like to thank our sponsors and supporters for adding their weight and considerable influence on a competition that continues to reflect the talent, expertise and continuing growth of the industry. If you were there on the night, you will have celebrated and mingled with the best in Search – not to mention enjoyed the sassy comedy of our host, Katherine Ryan, and the Geordie tones of our Voice of God announcer, Big Brother's own Marcus Bentley. So, our final thanks and huge congratulations goes to all the winners and everyone who made the shortlist. It’s a massive achievement and I hope you enjoyed the evening. Nicky Wake Don’t Panic MD & Creator of Search Awards

THANKS TO OUR 2018 JUDGING PANEL Dawn Anderson | Move It Marketing

Mike Kirwan | RMS

Jim Banks | Spades Media

Judith Lewis | DeCabbit Consulting

Dan Barker | Analytics Consultant

Paul Morris | Tesco Bank

Laurent Bourrelly | Laurent Bourrelly S.l.U

James Murray | Bing Ads EMEA

Liang Chen | Premier Inn

Jon Myers | Ascending Media

Vicke Cheung | Distilled

Luis Navarrete Gomez | The Lego Group

Alan Coleman | Wolfgang Digital

Gerasimos Nikolopoulos | Adaplo

David Crawford | The Digital Strategy Unit

Samantha Noble | Biddable Moments

Laura Crimmons | Silverthorn

Eli Schwartz | SurveyMonkey

Mike Deyes | University of Liverpool

Aleyda Solis | Orainti

Halide EbcinoÄ&#x;lu | Kubix Digital

Richard Shove | notonthehighstreet.com

Ed Fletcher | Vodafone Group

Patrick Stox | IBM

Neil Hardy | Shearings Leisure Group

Naguib Toihiri | RBBi (Dubai)

Bill Hartzer | SEO Consultant

Tim Vickery | Samsung

Rob Hilborn | Hotel Chocolat

Neil Walker | SEO & Digital Marketing Specialist

Simon Heseltine | Trader Interactive

Marty Weintraub | Aimclear

Anders Hjorth | Innovell

Gerry White | Just Eat

Motoko Hunt | Search Marketing Consultant

Michelle Wilding | The Telegraph

Kristal Ireland | London North East Railway

Nick Wilsdon | Vodafone

Andrew Isidoro | Dyson

Adam Wilson | Deliveroo

Saif Jarad | Chain Reaction

Murat Yatagan | Brainly

Dominik Johnson | Yandex

Lukasz Zelezny | Zoopla

Congratulations! From all of us at upUgo to all you amazing winners. You’ve climbed your way right to the top! Congrats too to everyone shortlisted. So many brilliant entries. We’d love to stay in touch. We’re growing fast and we’d love to help you do that too... Interested in a chat? Contact us via upugo.com, email hello@upugo.com, or call 0800 689 3691

Interested in a free, immediate audit of your website to help optimise your performance? Visit our website upugo.com

Curious about roles in this fast-growing company? Email recruitment@upugo.com. We’re lovely people!

And finally, many thanks to the UK Search Awards team. See you next year!

BEST USE OF SEARCH GAMING FINALISTS Adthena & Kindred Group Harnessing the Power of Search Term Opportunity Blueclaw & Myracing.com & The Queensâ&#x20AC;&#x2122; Winnings 88.89% Increase in Top 3 Positions from PR-driven SEO Catena Media Dominate the UK Sports Search Market via PPC MediaCom Worldwide & Sony PlayStation Propensity to Play The Media Image & PlayOJO The Rise and Rise of the Fair Online Casino Verve Search & Party Casino What Makes a Hollywood Hit?

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WINNER: Blueclaw & The Queens' Winnings & Myracing.com SUMMARY We’re enormously proud of all our work but the Queen’s Winnings campaign is exceptional, with a genuinely epic impact on SEO, PR coverage, web traffic and client commercial performance given the timescales. As such, winning this award would be a great recognition of the magnificent work the Blueclaw team can do with tight budgets and timescales. As an example of the very best SEO strategy, this campaign demonstrates the value of PR and the need for tenacity, energy and creativity – hallmarks of our work across search and our other award-winning service areas.

JUDGES’ COMMENTS Truly impressive work. The creativity, planning, preparation, and execution has resulted in an award-winning campaign with fantastic results and content which were topically relevant for the client.

BEST USE OF SEARCH THIRD SECTOR FINALISTS Click Consult & Oxfam Dressed by the Kids 2017/18 Crafted & The British Library Getting More from Google Grants Crafted Atom & Regentâ&#x20AC;&#x2122;s University London Global Student Recruitment Campaign every1 Brand Awareness SEO Campaign for FSB MediaVision & City Lit Increased Course Subscriptions & Revenue via PPC The SEO Works Helps University of Birmingham Dubai Site Reach New Heights Torchbox & Great Ormond Street Hospital Charity UK PPC Campaign

WINNER: Crafted & The British Library SUMMARY As one of the largest in the world, the British Library holds more than 150 million items in its collection. It partnered with Crafted to build awareness of its exhibitions, increase online engagement and drive more visitors to its St Pancras location. The British Library has an independent charitable trust, established in 2012, to advance understanding and promote access to the British Library collections. As a registered charity, the British Library is eligible for Google Ad Grants. In the last 12 months Crafted has delivered significant growth from the finite Ad Grants budget, in a year that has seen stricter guidelines from Google and greater competition in SERPs.

JUDGESâ&#x20AC;&#x2122; COMMENTS This campaign had creative and clever use of geo-targeting and connecting with weekend users which is reflected in the great results, all within the confines of the Google Ad grant budget.

BEST USE OF SEARCH HEALTH FINALISTS Crafted & DentalCarePlus The Success of Search Performance.io & Bayer Animal Health My Pet & I - UK Performance and SEO Campaign Red Hot Penny & Virgin Care Private The Launch Silverbean & IAS Medical UK SEO Campaign Smileworks & SEMrush SEO Drives 100% Revenue Increase in Under a Year Space & Time Media & Lillyfields Care PPC Campaign SYZYGY & Specsavers Demographic Audience Segmentation for Efficient Appointment Growth Wagada Trust in Your Vision

WINNER: Wagada SUMMARY We have worked with Allon Barsam, a Consultant Ophthalmic Surgeon, since 2015 when we supported the web designer in the launch of his new website with SEO and content creation. In the last year, we have supported him with PR, social media and email marketing in addition to our SEO services. This being a Your Money or Your Life (YMYL) website, trust and demonstrating authority would be a key element to this project from a ranking and conversions perspective, so we created a campaign around this. Wagada is a small digital marketing agency established in 2011 and now a Google Partner. We have evolved from specialising in Search Engine Optimisation to now offering a broader range of digital marketing services. We are a small team so have to be creative when delivering great results for our clients.

JUDGESâ&#x20AC;&#x2122; COMMENTS With a great creative entry, the judges were very impressed with the amount of work to showcase the campaign. They also felt that this was a packed entry with the use of an evidence sheet showing the importance of unique, tailored content which helps when building trust.

BEST USE OF SEARCH REAL ESTATE & PROPERTY FINALISTS Avatar Creative & Millgate CrowdPower, Marketing as a Service Solution Conductor & WeWork Driving Strategic Hypergrowth with SEO Latitude & L&C Mortgages Project Carrot Marin TTNC & Three Whiskey Supercharging PPC Performance for Countrywide MediaVision & Fresh Student Living Exceeding Targets for Organic Growth MediaVision & Instant Offices Outstanding Growth in the Property Sector Mediaworks & Esh Group How Mediaworks Created a New Identity for Esh Group Space & Time Media & Avant Homes Gabby Logan YouTube Brand Boost The Media Image & Uncle.co.uk Brand Penetration in the UK Retail Space

WINNER: Marin TTNC & Three Whiskey SUMMARY In June 2017, Countrywide achieved massive success, working with Three Whiskey, by developing a search technology strategy that increased customer leads from their PPC campaigns by 2,500 leads weekly (33%) while also lowering the cost per lead by 30%, all within the first 14 weeks of implementation. These results were achieved by creating a bespoke solution for tracking Countrywide’s PPC performance which enabled sophisticated campaign management for their 1,200 branches. Working in partnership with Countrywide’s online marketing and development teams, we created a unique integration of Marin’s award winning PPC ad management software, The Telephone Number Company’s (TTNC) “enterprise” telephony solutions, Google Analytics online reporting, and Countrywide’s internal management information systems that tied back all relevant data points to paid search campaign performance. The collaboration delivered a unique reporting system that came in on budget and achieved immediate results, proving what can be achieved in search with a creative approach to technology integration.

JUDGES’ COMMENTS This was a complicated technical project which succeeded in doing something that is extremely difficult to execute with great integration and mind-blowing, excellent results.

BEST USE OF SEARCH FMCG FINALISTS Clean Digital & BrewDog PPC for A Â£26 Million Crowdfunding Campaign MediaCom Worldwide & This Works Women are from Venus and Men are from Mars and the implications for Sleep Care Mindshare & Warburtons Gluten Free Rebrand Criteo Launch Reprise & Quorn Owning Vegetarian Christmas Zenith - Performics & Nomad Foods Scaling SEO at Speed

WINNER: Clean Digital & BrewDog SUMMARY Clean Digital is still a small PPC agency, with just 10 full time employees, but we are growing fast. We’ve doubled our headcount in under 12 months and also more than doubled our turnover. The tangible, directly attributable results we have achieved in this campaign demonstrate 2 things: 1. The value of PPC advertising even within the FMCG industry where it can sometimes be overlooked. 2 How we as an agency are more than capable of generating real results for globally recognised brands. In a fast moving & competitive industry like Search it’s imperative to stay at the cutting edge of innovation to achieve the best results for clients. Success in the UK Search Awards will help us showcase our work to a wider market and demonstrate how we’re always on the lookout for the next big PPC innovation or feature to implement and test on our client campaigns. The award is also a big thank you to our hard-working team of specialists who never grumble about going the extra mile for our clients and take great pride in their work.

JUDGES’ COMMENTS This entry was novel and had an excellent use of playful branding with strong creative execution. We loved that the campaign was used for crowd funding, with good target demographics.

BEST LOCAL CAMPAIGN FINALISTS Blue Array SEO & ihateironing Localised Landing Pages Crafted & FS Group Delivering Summer Footfall through Digital Digital Ethos & London Preschool Local Digital Marketing Campaign Digitas & Radisson Hotel Group Global A Nation of Storytellers MediaCom & British Gas Winter is Coming MediaCom Worldwide & Sony PlayStation Propensity to Play MediaVision & Fresh Student Living Exceeding Organic Growth Targets NMPi & East Midlands Trains Taking Back the East Midlands from Trainline.com Silverbean & Newcastle College Paid Marketing Campaign Smileworks & SEMrush SEO Drives 100% Revenue Increase in Under a Year

WINNER: MediaVision & Fresh Student Living SUMMARY Fresh Student Living asked MediaVision to deliver a strategy that would grow overall organic search traffic by 30% YoY. We also set out to make gains in highly competitive key markets by improving search rankings or “Student Accommodation” + City related keywords. The results were outstanding: •

We managed to grow overall traffic by 40%

Organic traffic in key locations improved significantly: •

Durham – 314%

•

Liverpool – 225%

•

London – 195%

•

Birmingham – 100%

•

Leicester – 95%

JUDGES’ COMMENTS MediaVision used engaging lifestyle content and local on-page optimisation resulting in a well performed campaign. It was impressive how their reach also grew massively in so many areas.

BEST USE OF SEARCH TRAVEL / LEISURE FINALISTS Ad-Rank Media & Holiday Hypermarket SEO Strategy: Destination Content Hubs Builtvisible & lastminute.com 2190% ROI for Leading Travel Brand Crafted & Preferred Hotels & Resorts Going Global Croud & Virgin Trains The User Comes First Digitaloft & Globehunters Europeâ&#x20AC;&#x2122;s Most Instagrammed Beaches Edit & SpaSeekers Global Relaxation Forward3D & Hilton Helping with Big Budgets MediaCom & American Airlines How MediaCom helped Onboard new Valuable and Loyal Customers Silverbean & Lyceum Theatre Stickyeyes & Hertz Europe Consistently Driving Multi-Million Revenue through Organic Search

WINNER: Edit & SpaSeekers SUMMARY Edit were appointed by SpaSeekers in March 2018 with an objective to increase search visibility, however before we were able to start work they were hit by a Google relevancy update in April and SpaSeekers.com lost 29% of its overall visibility. Our job therefore was to not only recover the lost visibility, but to deliver further growth on the visibility levels seen prior to the relevancy update. Following extensive research into the SpaSeekers target audience and their behaviour online we launched the Global Relaxation campaign, a three-part strategy designed to deliver links, coverage and ultimately visibility for SpaSeekers.com. This campaign delivered above and beyond the targets set, achieving UK and international coverage across sites including Cosmpolitan, LonelyPlanet, Bored Panda and an exclusive in leading travel and lifestyle publisher Forbes. The KPI of 100 links across 12 months was delivered in just 5 months and the content drove nearly 20,000 visits to the site. As a result we have increased their market share from 38.9% to 53.3%, have seen a 21% increase in online visibility YoY and have achieved top three rankings for their core three search terms.

JUDGESâ&#x20AC;&#x2122; COMMENTS With beautiful execution done correctly using Instagram, this campaign had a simple and highly effective approach, with good visibility increases and great PR coverage.

BEST USE OF SEARCH B2B FINALISTS agenda21 & Travis Perkins No More Trade Wars Chillibyte & DCSL Search Campaign Climb Online & Red Pixie Educating Financial Services Greenlight & Rajapack Driving Efficiencies Through an Innovative Data-Driven Strategy Impression & Shredall Sustainable Results Mackerel Media & activpayroll ‘Getting Paid’ Global SEO MediaVision & Instant Offices Outstanding Growth in the Property Sector Reflect Digital & Flexflooring Flooring the competition Selesti & British Assessment Bureau Maximising PPC ROI Whites & Netguru How we implemented reverse engineering technology to increase client B2B leads and revenue from organic traffic

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WINNER: agenda21 & Travis Perkins SUMMARY For one of the most recognisable brands in the UK and one of the market leaders for trade supplies and tools, we were given the challenge by Travis Perkins to help them grow digital revenue by 60% YoY. Since the turn of the year we’ve delivered a Search product that has increased natural search visibility and improved the efficiency (with an increased spend) in PPC. YoY we’ve witnessed a 96% increase in revenue from natural search and a 27% increase in ROAS via PPC, this is despite overall advertising spend increasing by 29%.

JUDGES’ COMMENTS This was an outstanding entry which clearly illustrated the importance of focusing on the user to produce phenomenal results for the campaign.

BEST USE OF SEARCH B2C FINALISTS Be Heard Group & Vodafone Team Red Digitaloft & forward2me Instagrammable Sneakers Evolved Search Helping Mattress Online to Bounce Back Evolved Search & Select Car Leasing Driving Search Performance Exposure Ninja Canary Claims SEO Campaign Impression & Internet Gardener Growing Authority in a Competitive Marketplace Mabo Media & New Cakes Have Their Cake And Eat It MediaCom & British Gas Winter is Coming MediaCom North Group & Hillarys PPC Campaign SYZYGY & Specsavers Demographic Audience Segmentation for Efficient Appointment Growth

WINNER: Evolved Search & Mattress Online SUMMARY Evolved Search is a specialist SEO, Content Marketing and PPC agency based in the North East, in Newcastle’s bustling creative hub, The Toffee Factory. With 23 staff (and counting), and previous winners of the Best SEO Campaign in 2016 at the UK Search Awards, everyone in the agency is committed to Search excellence and a data-driven, ethical and creative approach to achieving results for clients. The agency’s work with Mattress Online really helped them (pardon the cheesy pun) “bounce back” from a detrimental period, following the brand obtaining a link-based penalty at the hands of their previous agency. Since commencing work with Mattress Online in summer 2017, we’ve been able to restore revenue, traffic and visibility to its pre-penalty state, exceeding in places, as well as securing over 211 quality links since January 2018, featuring the brand on the likes of The Daily Mail, Elite Daily, The Express, London Evening Standard, The Sun and House Beautiful. Our work has not only restored performance figures, but it prevented inevitable redundancies at Mattress Online and has restored the client’s faith in working with a digital agency - which we like to think is flying the flag for search excellence and doing a service for the industry!

JUDGES’ COMMENTS This was a fabulous case study which saved a company from potential ruin. The campaign had a good budget and realistic goals with a cohesive strategy and great content.

BEST LOW BUDGET CAMPAIGN FINALISTS ASSISTED. & U Drive Cars Virtual Reality Driving Experience Digitaloft & forward2me Instagrammable Sneakers Evosite & Rookery Manor Wedding Venue Paid Search Campaign Latitude Wins Huge International Client with Seemingly Irrelevant Blog Post MediaCom Worldwide & This Works Women are from Venus and Men are from Mars and the implications for Sleep Care Novel. & OOSC Clothing Head-Turning Budget SEO Campaign Reflect Digital & Flexflooring Flooring the Competition statement.digital & OPUMO The Effective Onsite SEO Campaign Visualsoft & Miltons Diamonds The Watches of James Bond Zazzle Media & Adventure Connections Serious Fun Requires Serious Planning

WINNER: Reflect Digital & Flexflooring SUMMARY Reflect Digital is on a mission to deliver AWESOME results across search marketing campaigns to make a meaningful impact on our client’s businesses. Flexflooring Ltd are a specialist flooring / surfacing company specialising in polyurethane and epoxy based flooring systems who needed to start driving business through online marketing instead of relying on existing business. This campaign delivered exceptional growth in both traffic and business leads. This award brings recognition to the teams outstanding effort at achieving a Year on Year increase of 278% in organic search traffic and 244% in new business enquiries. Our expertise in implementing a successful SEO strategy led to a 2245% ROI for Flexflooring, and results we’re very proud of at Reflect Digital. Winning a UK Search Award is fantastic recognition for the team effort Reflect Digital have made to deliver AWESOME results with a meaningful business impact.

JUDGES’ COMMENTS This campaign had good use of research and thought leadership position for the brand. It is a great example of good keyword research and position-zero strategy resulting in results beyond objectives.

BEST INTEGRATED CAMPAIGN FINALISTS Clean Digital & BrewDog PPC for A Â£26 Million Crowdfunding Campaign Crafted & DentalCarePlus The Success of Search Journey Further & Christy MediaVision & Boux Avenue Fast Tracking Performance Growth Mediaworks & Flogas Flogas Integrated Campaign Merkle Periscopix Best in Show-ing Ads Mindshare UK & Three Wuntu Wednesday: the new Two for Tuesdays No Pork Pies & GEM Motoring Assist Driving Digital Revenue Campaign Propellernet & Waitrose and Partners The Perfect Organic Ingredients Space & Time Media & Worx Summer Hydroshot Campaign WMG & ALA IB Multi-Touch Integrated Search Campaign

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JUDGES’ COMMENTS This campaign is an excellent example of a small agency punching well above their weight - and delivering amazing commercial success for their client in a creative way. Clean Digital has good attention to commercial targets with direct attributable value cited.

BEST USE OF SEARCH FINANCE FINALISTS Absolute Digital Media & Uncle Buck CandidSky & Buddy Loans Demonstrating True Value Evolved Search & Select Car Leasing Driving Performance Exposure Ninja Canary Claims SEO Campaign Found Group & AllClear Results Insured No Pork Pies & GEM Motoring Assist Driving Digital Revenue Campaign Reddico & Direct Line Life Insurance Re:signal & WorldRemit Sending Money Around the World Screaming Frog & Moneybarn UK Motorbike Map Verve Search & GoCompare Wheeler Dealer

WINNER: Absolute Digital Media & Uncle Buck SUMMARY Uncle Buck partnered with Absolute Digital Media in April 2018, with a number of key objectives to enhance their overall search visibility in the competitive payday loan market. The payday loan market revolves around its own algorithm, and as a result it can be unpredictable. By employing a well-thought-out strategy targeting the site’s weaknesses and gradually improving the presence of the site on SERPs, we achieved Position 1 for the industry’s most competitive keyword ‘payday loans’, which led to a huge upturn in business for our client. This campaign showcases our ability to adapt to a quickly changing environment, in light of the three broad core algorithm updates (Mar, Apr, Aug) this year, and proves our ability to develop a successful, integrated SEO campaign for even the most competitive of markets.

JUDGES’ COMMENTS The judges said that it was refreshing to see very specific targets set (rankings, visibility and CVRs) and then superseded with a very small budget. They also provided strong ROI and great content creation with high quality acquisition to succeed in hitting objectives.

BEST USE OF SEARCH RETAIL FINALISTS Be Heard Group & Vodafone Team Red Found Group & Bonmarche Finding Lisa iProspect & Ray-Ban Finding the Right Fit Through PPC MediaVision & Hobbs Exceptional Revenue Growth Through Search NMPi & Harvey Nichols Unleashing the Power of Google Shopping through Automation Reflect Digital & Aford Awards A Campaign Worthy of a Trophy! RS Components The Half a Million Product Challenge Scaling Through Automation & Powering Through PLA Regulations The SEO Works Howzat! The SEO Works bowl a corking 2586% return for All Rounder Cricket Threepipe A Transformational Year for Warehouse Verve Search & Lenstore Crystal Clear Advantages for Lenstore

WINNER: Found Group & Bonmarche SUMMARY Bonmarché is one of the UK’s largest women’s value retailers, focused on selling affordable, stylish, premium quality clothing, to mature women. Established in 1982, it has 300+ stores in the UK, and in 2017 engaged Found to inject more fizz into its digital marketing - fizz and some first-class results. Bonmarché are many things, but they’re not barking. They knew it was time to breathe some new life into their online marketing, particularly search, which had become a bit stale. When we were set an ROI target of 205%, we were confident we could go well above our client’s expectations. And we did: the ROI produced was a whopping 421%.

JUDGES’ COMMENTS This entry was well presented, planned and executed across the spectrum of paid media with results that spoke for themselves. The performance was fantastic and the judges loved the creativity behind the implementation in using a lifecycle grid.

BEST USE OF DATA FINALISTS Crafted & The British Library Getting more from Google Grants CUBED & OKA Direct Attribution Moving on up the Sales Funnel Digital Clarity & The Clean Space Segmenting Visitor Data for Better ROI Erudite The UK Top 5000 Mobile Site Speed Benchmark Essence & EE Selling Data with Data Forward3D & Lovehoney Product Propensity to Purchase Forward3D & Virgin Holidays Reaching New Heights MediaCom & British Gas Winter is Coming MediaCom Worldwide & Sony PlayStation Propensity to Play Spark Foundry Performics & The Search Monitor with Europcar: Staying Ahead of The Competition

WINNER: Forward3D & Virgin Holidays SUMMARY In December 2017 Forward3D joined the Stagwell Agency Group but have maintained our independent spirit and agnostic approach to media and partnerships, putting our clients’ needs first. We have embraced Stagwell’s vision of creating a ‘new model for agency networks’ (Campaign, Jan 18), working with, and not against incumbent partners, as an extension of our clients’ marketing and brand teams. Forward3D has always put data and innovation at the heart of everything we do as an agency, ensuring we are constantly learning, and developing our services to stay ahead in a highly competitive agency landscape. We do this by combining our unique approach to developing people, bespoke processes and proprietary technology to provide clients with the resources to deliver a great experience for their customers. This year we over delivered against our key growth objectives, opening seven new global offices and increasing our global headcount by 40%, whilst still increasing turnover by 71% and profit 30%. We achieved this through growing a number of existing clients into new channels and markets and winning significant new client accounts. Whilst also being appointed Baidu’s sole agency partner and picking up significant industry recognition and media coverage along the way.

JUDGES’ COMMENTS Forward3D have used an innovative approach which delivered real business benefit in terms of bookings. They overcame a client's internal hurdles to bring value and marketing intelligence that enabled confidence and results, which is what working with large organisations is all about.

BEST USE OF CONTENT MARKETING FINALISTS Auto Trader & Amaze #AutoTraderGoals - Win a new car every time England score in the World Cup Bring Digital & Ann Summers 30 Day Sex Position Challenge Digitaloft & forward2me Instagrammable Sneakers iThinkMedia & Renault Retail Group #SantaGoesElectric Latitude & L&C Mortgages Project Carrot MediaVision & Instant Offices Outstanding Growth in the Property Sector Reprise & Quorn Owning Vegetarian Christmas ROAST & InsureandGo Discover Interesting Verve Search & GoCompare Next Gen Cars Wavemaker & Swinton Insurance Social Media: An Invitation for Burglary?

WINNER: Latitude & L&C Mortgages SUMMARY Having previously benefitted from successful Latitude campaigns, L&C Mortgages once again called upon our Organic Performance team to deliver an innovative SEO & Content Marketing campaign designed to generate brand awareness, backlinks and social shares. During research, we discovered that there are more searches for "how to buy a house in Skyrim” each month, than searches for “how to buy property in the UK”, “Scotland” and even “America”. The level of interest in Skyrim real estate led us to dig deeper into other gaming property markets and their economies. Compelled by our research, we devised to create a content piece that could build high quality links, generate social shares and get the L&C brand in front of a younger audience of first time buyers, while still being firmly related to L&C’s product offering… “An In-Depth Analysis of the Video Game Housing Market” is a beautifully illustrated, interactive study that is the first of its kind. Though the subject matter is imaginary, the level of research and the integrity of the data are what brought this project to life, with the piece even being described as “better than some analysis on real world property”. And it all started with a carrot…

JUDGES’ COMMENTS This campaign was very creative and very clever. Latitude provided a magic combination of a great idea and great use of data, which created a campaign that was great for engaging users and journalists alike.

BEST USE OF PR IN A SEARCH CAMPAIGN FINALISTS Aira & TravelSupermarket The Most Popular Beaches in the World According to Instagram Blueclaw & Myracing.com & The Queensâ&#x20AC;&#x2122; Winnings 88.89% Increase in Top 3 Positions from PR-driven SEO Digitaloft & forward2me Instagrammable Sneakers Edit & SpaSeekers Global Relaxation Harvest Digital & Bathing Solutions Identities iThinkMedia & Renault Retail Group #SantaGoesElectric Melt Content & Netflights The Best-Value Airport Lounges in the World Propellernet & Evans Cycles Heartwork Reckless & LABC Warranty Building Authority by Challenging Foundations Verve Search & Party Casino What Makes a Hollywood Hit?

WINNER: Propellernet & Evans Cycles SUMMARY ‘Heartwork’, is our collaboration with Paul Hartnoll of Orbital and the British Heart Foundation, our campaign saw the creation of a piece of music inspired by heartbeat data from over 20,000 cycling journeys. Given the rise in obesity and concerns over public health, the aim of the campaign was to highlight the overwhelming positive effect cycling to work can have on heart health. The unique collaboration meant we were able to reach potential customers where they’d least expect it: across music press that included a first play on Steve Lamacq’s revered BBC 6 Music roundtable. By winning this award we can celebrate the impact cycling has for the good of everyone’s health.

JUDGES’ COMMENTS The judges were impressed with this phenomenal piece of innovation, which brought to life their asset creation for a low budget campaign. They also thought Propellernet were very creative to combine the idea of cycling for health and music.

BEST USE OF SOCIAL MEDIA IN A SEARCH CAMPAIGN FINALISTS Auto Trader & Amaze #AutoTraderGoals - Win a new car every time England score in the World Cup Climb Online & Red Pixie Educating Financial Services through Search and Social Edit & Wren Kitchens Fetch x Unite Students Whatever the Result We Have a Room MediaCom & CollectPlus Does Pay-Day Matter? Red Hot Penny & Virgin Management Nailing Paid Social Strategy Reprise & Quorn Owning Vegetarian Christmas RocketMill Discovering Audiences in Their Natural Habitat: How RocketMill Is Growing National Geographicâ&#x20AC;&#x2122;s Subscribers

WINNER: Auto Trader & Amaze SUMMARY We knew we needed a disruptive content marketing campaign to make noise during the World Cup so the premise for #AutoTraderGoals was simple: For every goal scored by England during the World Cup, Auto Trader would give away a brand new car. To enter, people were encouraged to share #AutoTraderGoals on Twitter, Facebook or Instagram – after every England goal scored – for a chance to win. Designed to mirror the England football team’s World Cup success, the campaign required a responsive team to react in real-time to what happened on the pitch, and to fulfil its promise of giving away a brand new car for every goal scored by England. The objective was to generate traditional media, digital PR, links and social media engagement to drive awareness of the fact that Auto Trader sells new cars by capitalising on the FIFA World Cup, despite not being an official sponsor.

JUDGES’ COMMENTS This imaginative and exciting campaign really capitalised on key moments in England's World Cup games. It was a great piece of work with good level of detail on KPIs and showed a nice breakdown of results against objectives.

MOST INNOVATIVE CAMPAIGN FINALISTS Fast Web Media Giving blu a Voice Forward3D & Virgin Holidays Reaching New Heights Impression & Cromwell How we REACTed o the JavaScript landscape Impression & Harvey Water Softeners Funnel Based Marketing MediaCom Worldwide & Bose From Online to Offline - Search Driving Store Visits MediaVision & Instant Offices Outstanding Growth in the Property Sector MSIX & Team TalkTalk How to Get the Best out of Ad Customisers Search Laboratory & Mars Petcare Using Advanced Analytics to Drive Performance from Amazon Advertising Travel Tripper & ROW NYC Real Time Ads for Google Search Verve Search & Lenstore 24 Hour London

WINNER: Fast Web Media SUMMARY blu needed to find a way to get ahead, and stay there. In a competitive industry where the focus is on sales and market share, they were wise enough to look to the future. “How can we use emerging trends and innovation to get ahead, and keep ourselves there for the future?” was the question they asked. And with a little help from the team at Fast Web Media, they gave themselves a voice.

JUDGES’ COMMENTS The judges commented on the great results and innovative use of featured snippets at early stage in the purchase funnel, which the team cleverly identified. They also said that there was outstanding use of data, insights, and user intent.

BEST PPC CAMPAIGN FINALISTS Clean Digital & BrewDog PPC for A Â£26 Million Crowdfunding Campaign F.Hinds & WMG Found Group & Bonmarche Finding Lisa Impression & Gill Marine Expanding Direct Markets Impression & Internet Gardener Loud Mouth Media & Harry Corry Omni-Channel Approach through Search Marketing Signals & LED Hut Lighting up the SERPs Efficiently! Merkle | Periscopix & Twitter Making Paid Search real-time with the power of Tweets NMPi & East Midlands Trains Taking Back the East Midlands from Trainline.com SYZYGY and Specsavers Demographic Audience Segmentation for Efficient Appointment Growth

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JUDGES’ COMMENTS This campaign showed a good, thorough piece of work, particularly around integrating different paid channels. There was an excellent use of customer profiles and understanding the target customer which led to exceedingly excellent results.

BEST SEO CAMPAIGN FINALISTS Auto Trader UK Embracing the New World of JavaScript to Grow SEO Be Heard Group & Vodafone Team Red Blueclaw & Myracing.com & The Queens’ Winnings 88.89% Increase in Top 3 Positions from PR-driven SEO Evolved Search & Mattress Online Helping Mattress Online to Bounce Back Fast Web Media & blu When Number 1 Isn’t Enough Greenlight & Bolt Burdon Kemp Positioning Bolt Burdon Kemp as the Experts for Medical Negligence Claims Latitude & L&C Mortgages Project Carrot Re:signal & WorldRemit Sending Money Around the World Screaming Frog & Spotahome Technical Tweaks & Compelling Content Verve Search & Lenstore Crystal Clear Advantages

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WINNER: Screaming Frog & Spotahome SUMMARY After the success of our first campaign with Spotahome around equality in Europe, they were keen to build upon this with a second content piece coupled with a thorough technical onsite audit. The audit consisted of meticulously analysing tens of thousands of key pages across eight languages, highlighting technical issues around hreflang, HTTPS, URL structure, internal linking and more, as well as offering guidance around on-page alignment in regard to page titles, meta descriptions, headings and content. Alongside this we created ‘The World’s Healthiest Cities’ content piece, which is an index that scores over 85 cities across ten separate data points, such as number of fast-food outlets, obesity in adults, average gym ratings, green space and more. The index subsequently secured over 150 pieces of coverage and links across five languages, on sites such as the BBC, Forbes, Reader’s Digest and Business Insider. Since the campaign, Spotahome have experienced continued growth in organic traffic and linking root domains, reaching record numbers for both.

JUDGES’ COMMENTS The campaign by Screaming Frog & Spotahome was extremely comprehensive, covering all aspects of SEO that included PR and SEO. They commented that it was enjoyable to watch he magic of SEO at work in this campaign.

BEST PPC MANAGEMENT SOFTWARE SUITE FINALISTS Adalysis Your PPC Recommendation Engine Kenshoo Search Marin Software Marin Search Search Ads 360 Search Squared Audit & Automation for Google Ads

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WINNER: Kenshoo Search SUMMARY Consumers today are searching for products in more ways than ever before - and across multiple channels. New innovations will help marketers reach consumers throughout the path to purchase – all the way up to that final click. Kenshoo is at the forefront of these changes in the industry. It is the only technology to equip marketers with a self-serve application to execute digital advertising campaigns across all of the world’s leading Search publishers – including, Google, Bing, Pinterest, Amazon, Yahoo, Yandex, Yahoo Japan, Baidu and as of 24 September, Apple Search Ads. We continue to make significant enhancements to the product and would be thrilled to have our continued investment in driving innovation across the Search industry recognised in these awards.

JUDGES’ COMMENTS Kenshoo are one of the big management platforms and are still innovating. They make it easy to manage and optimise campaigns whether PLA, Facebook or Google PPC. The software makes everything easier and more efficient to cascade changes and automate changes that not even a human would spot.

BEST SEO SOFTWARE SUITE FINALISTS Conductor Searchlight OnCrawl Technical SEO Platform SEMrush SEO & Content Workflow The Stickyeyes Tool Suite Tools that really exist and donâ&#x20AC;&#x2122;t just appear in PowerPoint slides!

WINNER: SEMrush SUMMARY SEMrush is a leading digital marketing toolkit for SEO, PPC and content marketing professionals worldwide. SEMrush ensures marketing teams always have time for creativity and experiments while we take care of data. It is the only software which enables marketing professionals to build, manage, and measure campaigns across all channels to improve their online visibility. The award is a great motivation for the team and proof to our clients they have made the right choice. We couldn’t have done it without trust, feedback and enormous support from our community. We are honored to be recognized as the best SEO software suite by the most experienced industry experts. We are putting our hard work and dedication into supplying the most innovative SEO software to our customers and providing them with a top-notch service.

JUDGES’ COMMENTS SEMrush are paving the way forward with their SEO & Content Workflow software. This is an important software in any SEO’s daily role and they simply would struggle to work without it.

BEST SEARCH SOFTWARE TOOL FINALISTS AccuRanker World’s Fastest Rank Tracker for SEO Agencies & Professionals Adthena The Ultimate Search Intelligence DeepCrawl The World’s Most Comprehensive & Scalable Web Crawler OnCrawl Search Squared Audit & Automation for Google Ads SEMrush Keyword Magic Tool Sitebulb Website & SEO Auditor Swydo Trisolute Software Trisolute News Dashboard for Mobile and Desktop upUgo Beta

WINNER: Sitebulb SUMMARY We’re a small, passionate and dedicated team on a simple mission - to create a technical SEO product that meets the evolving needs of a special group of professionals we are lucky enough to serve. Throughout our careers we have embraced the amazing, supportive community that fits around the world of search. We can’t overstate the impact the community has had on us, and just how much it has given us. Our product does a job that means our users are more successful and their websites are better, and more profitable. We’re told that it does this job better than any other tool out there, but we still have more to do. We are totally committed to this always being the case and will not lose focus of our mission. To be recognised by this community as a product worthy of winning a UK Search Award would give us an enormous sense of pride, and we would truly feel that, through our software, we have given something back to this community that has given us so much.

JUDGES’ COMMENTS The judges were impressed with this compelling piece of software, which truly changed the role of the technical SEO. There was an incredibly community centric approach in the entry along with impressive functionality presented in a highly usable way with great visuals, and slicing / dicing data.

BEST SOFTWARE INNOVATION FINALISTS Adalysis Your PPC Recommendation Engine Adthena AI Driven Machine Learned Search Intelligence Carat & Holland & Barrett Driving Results through Inventory Management DeepCrawl The Worldâ&#x20AC;&#x2122;s Most Comprehensive & Scalable Web Crawler Marin Software MarinOne & Marin TruePath OnCrawl Rankings Search Squared Audit & Automation for Google Ads SEMrush Keyword Magic Tool Sitebulb Crawl Maps Trisolute Software Trisolute News Dashboard or Mobile and Desktop

WINNER: Search Squared SUMMARY Search Squared is an audit and automation platform for Google Ads, which helps advertisers manage paid search at scale. Our Google Ads audits - based on industry accepted best practice - allow PPC advertisers to gain quick insight into the performance of campaigns and our automation tools help save valuable time and money. We feel incredibly proud to have won the award for Best Innovation Software at the UK Search Awards!

JUDGESâ&#x20AC;&#x2122; COMMENTS This is an intuitive tool with clear top tasks and signposting for usability. The software shows complex insights and truly innovative data visualisation.

HONOURABLE MENTION AWARDS Carat and Holland & Barrett Driving Results through Inventory Management F.Hinds & WMG Latitude Wins Huge International Client with Seemingly Irrelevant Blog Post NMPi & Harvey Nichols Unleashing the Power of Google Shopping through Automation Reflect Digital & Aford Awards A campaign worthy of a trophy! upUgo Beta Verve Search & Lenstore 24 Hour London

INDUSTRY INSIGHTS REPORT: MAJOR TRENDS IN PAID SEARCH AVAILABLE NOW, THE FIRST GLOBAL SEARCH INDUSTRY INSIGHTS REPORT The Search Awards have commissioned the first Global Industry Insights report from Innovell, a partner company founded by one of our judges, Anders Hjorth. Anders states “During my many years as a member of conference advisory boards and awards juries, I have watched the Digital Marketing industry improve through the constant search for excellence illustrated by award entries. Innovells’ mission is to push for excellence by disseminating insights more widely.” Innovell will survey exclusively the top shortlisted teams from the European, US and UK Search Awards to form a cluster of the world’s best Paid Search teams. The outcome of this survey will be collated to produce the first global Search Industry insights report: Major Trends in Paid Search 2018, which will be available for purchase in December 2018. With the rapid pace of change in the industry, the benchmark report contains an overview of the major trends, giving you a competitive advantage in the new year. For more information or to reserve your advance copy, simply contact info@dontpanicprojects.com

BEST IN-HOUSE TEAM FINALISTS Amara SEO Team MoneySuperMarket Digital Team RS Components Digital Advertising Team Thomson Reuters Financial & Risk

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WINNER: MoneySuperMarket SUMMARY MoneySuperMarket are a leading price comparison site helping customers save money on their household bills. Last year we helped Brits save an estimated ÂŁ2 billion in total. The 2018 objective for the MSM Digital team was to be a central hub for the wider marketing team by leveraging marketing data for PPC, social, SEO and amplification of TV advertising to increase brand engagement whilst increasing efficiency in Digital and dominating the search market to deliver core trading for MSM. We would be proud to win the Best In-House Team at the UK Search Awards for the market leading work the digital team has produced across all disciplines giving the team the external recognition that they truly deserve.

JUDGESâ&#x20AC;&#x2122; COMMENTS MoneySupermarket has an excellent Digital Team who are wellestablished and have worked for the company for the last few years, helping to develop their marketing programme to exceed KPIs and achieve outstanding results.

BEST SMALL PPC AGENCY FINALISTS Crafted Atom Fluid Digital Journey Further Keel Over Marketing Launch Online Loud Mouth Media Marketing Signals Novi.Digital Platypus Digital Statuo

WINNER: Loud Mouth Media SUMMARY Hi there. We’re Loud Mouth Media – you might remember us as winners of ‘Best Small PPC Agency’ 2017! A little bit about us - Loud Mouth was born back in 2011 out of frustration with a lack of transparency, measurability and accountability in the digital advertising industry. Seven years later, with raving clients and best-in-class results, Loud Mouth has now swelled to a team of 19 like-minded PPC specialists, offering unparalleled Search expertise. And our growth shows no signs of slowing – following last year’s UK Search Awards win we have had our best and busiest year to date, onboarding our biggest clients, moving to larger premises and hiring 6 new Loud Mouths. Our success boils down to our commitment to customer goals, and our guarantee of best-inclass use of digital advertising. Our results are not coincidental, but the impact of integrity, flexibility, fresh thinking and creativity, combined with Digital Advertising excellence. ‘Search’ is at the heart of our identity and we would be delighted to be recognised for our continued success and contribution to the Search industry over the past year by once again winning the ‘Best Small PPC Agency’ award.

JUDGES’ COMMENTS Loud Mouth Media showed great results with lots of innovation. The agency seems to have taken last year’s win and gone from strength to strength.

BEST LARGE PPC AGENCY FINALISTS Crafted Impression Mabo Media Merkle Periscopix Search Laboratory The Media Image

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WINNER: Crafted SUMMARY Crafted is East Anglia’s leading integrated digital agency and a major employer in the region. We’re proud to run regional and global advertising campaigns or clients such as the British Library, Preferred Hotels and Resorts, Workspace PLC and Generator Hostels. Our approach is honest, and we’re dedicated to improving agency-client trust. We are one of the few agencies of our size (and certainly the only one in our region) to have access to such a broad spectrum of biddable tools for clients large and small. In our first time of entering we were awarded 25th in The Sunday Times 100 Best Small Companies to Work For, and we’re proud to focus equally on delivering client results and staff wellbeing.

JUDGES’ COMMENTS The judges felt that Crafted are small compared to the other agencies in this category, but mighty. They thought that this was a very compelling entry, with lots of detail and very clear objectives presented well in their agency results.

BEST SMALL SEO AGENCY FINALISTS Absolute Digital Media Aira Caliber Chillibyte Digitaloft Erudite Evolved Search Novi.Digital Re:signal Wagada

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WINNER: Aira SUMMARY Aira has a small team that works hard to get big results, and we’d love for their incredible efforts to be recognised with this prestigious award. As a digital marketing and SEO agency, we take on a range of clients, from SMEs like City Cruises: whose website we successfully migrated with no loss in organic search rankings or traffic during or after the migration. To disruptive startup brands like TravelSupermarket: where we made a content piece resulting in 152 pieces coverage, 63 linking domains, 74 mentions and an average Domain Authority of 54 in 3 months. Even FTSE 250s like RS Components: where we created an integrated SEO campaign securing 115 pieces of coverage and 90 links in 5 months. In 3.5 years, the team built 5,000 links for 20 clients, with 96% client retention, 90% staff retention, became a Gold Certified HubSpot Partner, Google Premier Partner, Moz Recommended and maintained a healthy profit margin of 30%+ annually. As founders, we do everything in our power to reward our team for their accomplishments. But, winning this award would mean they don’t have to take our word for it, because they’d know the UK Search industry recognises them too.

JUDGES’ COMMENTS Aira has great team spirit, which is reflected in their client satisfaction. They have created excellent campaigns in the past year and have been recognised by several members of the search industry as being an outstanding Small SEO Agency.

BEST LARGE SEO AGENCY FINALISTS Click Consult Crafted Hallam Internet Impression Search Laboratory Verve Search Yard

WINNER: Impression SUMMARY Impression is a multi award winning digital agency that specialises in high return campaigns across SEO, PPC, PR, CRO and web. Founded in 2012, today Impression employs more than 40 digital professionals who deliver their services to clients in the UK and beyond, including Brewdog, Land Rover Explore, University of Warwick, Gill Marine and BP. Recently named Europe’s Best Large SEO Agency and Best Small PPC Agency in the European Search Awards, Impression’s vision is to build a world-class team of digital experts who help their clients to achieve - and exceed - their online goals. In line with this, Impression invests heavily in the development of its staff, from bi-weekly lunch and learn sessions to a formal internal training programme, regular conference attendance and bringing in external trainers. Impression is well respected in the digital marketing industry, having appeared on stage at events including Brighton SEO, Hero Conf, SMX London and SMX Munich, and contributing to industry leading publications such as Search Engine Journal, Search Engine Land and PPC Hero. Winning an award would provide recognition for our staff and credibility to potential clients, providing evidence that we are, as per our vision, best in class.

JUDGES’ COMMENTS Impression is an innovative agency, with staff who want to put in the effort to grow the business. The judges particularly liked what the agency is doing to help ensure they are providing the best service for clients. While most agencies take short cuts, Impression go the extra step to guarantee client satisfaction.

BEST SMALL INTEGRATED SEARCH AGENCY FINALISTS ASSISTED. Digital NRG ExtraMile Communications MediaVision performance.io Red Hot Penny StrategiQ

WINNER: StrategiQ SUMMARY StrategiQ is an integrated search agency based in East Anglia. We thrive on understanding the needs, objectives and goals of any business, and devising strategies to help achieve them. Since 2013, we have grown from two to 25 people, making us one of East Anglia’s largest marketing agencies, with an attrition of 16% over five years. In 2017, we had a goal to reach £1.1 million in turnover and not only achieved this, but have nearly doubled our turnover in 2018/9. From four employees and £189,000 turnover at year end 2013/14 to £1.75 million in turnover as of August 2018, and a projected increase to 28 employees by December 2018, we have maintained consistent company growth as well as client attraction and retention. Over the past 12 months, we have maintained a client retention rate of 95%, while increasing our average marketing retainer by 89%. Winning this award would validate the strength of StrategiQ’s search marketing offering, positioning us as an agency with a track record of delivering results through this channel. This will hopefully lead to more businesses – both new and existing – selecting StrategiQ as their integrated search agency of choice.

JUDGES’ COMMENTS StrategiQ is an excellent agency, clearly demonstrating results for clients through their search marketing campaigns, therefore maintaining their client retention rate. They have consistently grown their staff and profits over 5 years of being in business and are well-deserving of this award.

BEST LARGE INTEGRATED SEARCH AGENCY FINALISTS Click Consult Crafted Croud Epiphany Essence Global Forward3D Impression Search Laboratory TIPi Group Specialist network housing agencies ROAST and Kitty twentysix

WINNER: twentysix SUMMARY We’re celebrating thirteen years as twentysix – and in this time we’ve grown from 12 people under a railway arch into a major regional employer of 155 expert digital staff. We are a truly integrated agency – teams from all digital disciplines working together to drive our client’s business forward and deliver ROI. As one of the largest and most successful digital agencies in the North of England, employing some of the best talent that the industry has to offer and working with some of the world’s leading brands - we feel that this should be our year.

JUDGES’ COMMENTS The judges were impressed with twentysix's excellent focus on booking and managing integrated clients. The agency has a nice set of objectives, with an extensive list of case studies and challenges which showed passion for their clients.

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WINNER: Olivia Smith SUMMARY Olivia is an asset to the agency and is the perfect example of career progression which can be made through hard work and a dedication to continued professional development. Sheâ&#x20AC;&#x2122;s been involved in all of our best performing campaigns over past 12 months, spearheading a number of campaigns which have earned in excess of 500 links for clients. A fantastic achievement and she should be really proud of this win. - James Brockbank, Managing Director & Founder, Digitaloft

JUDGESâ&#x20AC;&#x2122; COMMENTS The judges were impressed with Olivia and her work throughout the past year. They would like to congratulate her on a seamless transition to manager in Digitaloft. She is definitely one to watch and well deserved winner of Young Search Professional of the Year.

UK SEARCH PERSONALITY OF THE YEAR

WINNER: Kevin Gibbons SUMMARY Kevin Gibbons is Co-founder and CEO of Re:signal, a strategy-driven SEO and content marketing agency in London. With a strong passion for SEO and content marketing, and an entrepreneurial spirit for running agencies, Kevin has been driving organic growth from start-ups to well known brands since 2003. He founded search agency SEOptimise in 2006 and becoming UK managing director of BlueGlass in 2012. He frequently speaks at leading industry conferences/events and writes for highly-respected blogs including Econsultancy, Fast Company, Search Engine Watch and Search Engine Land.

LIFETIME ACHIEVEMENT AWARD

WINNER: Dixon Jones SUMMARY With 20 years of success in the Industry, Dixon Jones has announced his retirement at the end of 2018 and is enjoying his final year as Global Brand Ambassador of Majestic. Dixon became the Marketing Director of the world's largest link analysis engine, Majestic SEO, in 2009, transforming the SE industry by providing link intelligence on a scale not previously open to the industry. Bringing the technology to the search marketing industry has resulted in two best SEO Technology awards and a user base of thousands from WordTracker to Microsoft. The data provides users with detailed link data from anchor text to crawl date. He has worked at the forefront of search marketing since 1999, when he set up the UK based search marketing consultancy, Receptional. During that time, Dixon has been a consistent presenter on the search conference circuit all over the world and has helped clients in all sectors â&#x20AC;&#x201C; including national papers and international search engines themselves to understand their own search strategy. His consulting clients come from a wide variety of difficult sectors, from travel to gambling.