BCM Group launches Search Works, to unify owned, earned and paid in an AI era
Queensland’s largest, fully integrated independent agency BCM Group has announced the launch of Search Works, its new data-driven brand visibility product that has been purpose built for the new era of search where brands can no longer rely on category drivers and keywords.
Search Works leaves the old world of broad ‘best practice SEO’ behind, having developed an adaptive SEO/GEO model that helps brands pinpoint the precise optimisations, content, format and channel mix required to increase visibility in a total search landscape.
Search Works will be initially led by BCM Managing Director, Lukas Temple and has also announced several new client wins including Youi Insurance and Inland Rail, as well as seven new staff based out of BCM Group’s Brisbane head office.
BCM Group CEO, Phil McDonald said Search Works is part of the group’s redesigned value chain, to be unveiled soon, embedding a data-first and search-first approach across all its strategy, creative and media operations.: “Search is undergoing the biggest transformation since the launch of Google. As AI generated answers intertwine with traditional search results, there has been an inexorable rise in zero click and conversational search driven by LLMs. Brand visibility has become a new metric for marketers, because if brands are not ranking, being cited and showing up, they can quickly become invisible at critical times.
“Given search and social are often the largest media investment that clients are making, for us the creation of Search Works was critical. LLM search could have simply become another investment burden, instead we’re using it as the catalyst to redefine our partners’ channel and content mix.
“The platform delivers a scalable, data-led model that allows us to maximise organic brand visibility for clients and smarter channel pairing with earned and paid.”
Says Temple: “We are expanding on the thinking around attention, mental and physical availability. Brand visibility encapsulates it all and ensures we think holistically about how our clients are not only visible but made to belong when people start searching.”
Search Works’ team of specialists has been bolstered with the appointments of Alex Ainsworth who joins as Performance Manager, and Jesse Gramenz who has been appointed as Digital Services Manager, and Jai Nuth who joins as Performance Specialist.
The Search Works proposition not just integrates, but powers the BCM Group’s wider offerings of BCM Media and Creative, IVY PR and Veracity Research.
BCM is an award-winning agency group, with more than 40 staff. It recently won at Spikes Asia in the media, data-driven targeting category and the 2024 Effies in the Positive Change Category.
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