Tuesday, 16 November 2021 Amsterdam – During Friends of Search Amsterdam the winners of the Friends of Search Awards 2021 have been announced. In the category ‘Best SEO’ viaBOVAG.nl bested the competition. In the category ‘Best SEA’, HEMA took home the win.
Barry Adams, chairman of the jury and founder of Polemic Digital: The jury found the viaBOVAG case to be an excellent and innovative use of modern technology to automate large scale SEO efforts, driving impressive growth numbers for the website. It’s rare to see such a combination of strategic insight and advanced technical execution, and it elevated the case above the other nominees to give it that extra winning edge. HEMA was able to navigate the complex data structures typical of large organizations, to get the right information needed to make ads more personal. They combined their online and offline programs both for audience targeting and incrementality measurement, and produced impressive results for the company. The framework they implemented for this project will lend itself well to honing their campaigns further and continue to improve results.
A jury of international experts
Assessing the entries, the jury looked at how the cases distinguish themselves in clear strategic thinking, innovation, effectiveness, tangible results, clarity and privacy-friendly and responsible data use. Other than chairman Barry Adams, the jury consists of an international team of independent search experts: Kirk Williams (ZATO), Purna Virji (LinkedIn), Kate Adams (Google), Frederick Valleys (Optmyzr), Astrid Kramer (Astrid Kramer Consulting), Marcus Tober (Searchmetrics) and Linda Hogenes (Coolblue).