Over the last year, as a freelance SEO consultant, I have been privileged to judge several categories for some of the most prestigious search marketing industry awards, including the UK, US, and Global Search Awards.
As we head into 2025, agencies and in-house teams will be reviewing campaigns from 2024 and deciding what awards and categories to enter. To help, I want to share my top tips for anyone considering an awards submission this year.
1. Stick to the Criteria
Judges are given strict criteria by which to evaluate submissions. If your entry misses one or more of those criteria or lacks evidence that meets the requirements, you risk being marked down.
For example, we may look for clear objectives set at the start of the campaign, the creativity and effectiveness of your implementation, and whether the entry is clear, concise, and well-structured. Ensure you adhere to any word count limits and that the work undertaken falls within the specified timeframe.
2. Tell a Great Story
Storytelling is a powerful marketing tool—it helps you connect with your audience and can equally resonate with the judges evaluating your submission.
If your entry presents a compelling narrative, it’s far more engaging than one that simply lists information and results. Consider how your campaign’s journey can be told as a story that highlights your creativity and impact.
3. Back Up Your Claims
Backing up your claims isn’t just about including data; it’s about presenting indisputable evidence.
Judges often use tools to verify the claims in submissions. If you report that a client’s website traffic increased by a certain percentage, include a screenshot or report to substantiate it. Avoid exaggerating results—it’s easy to spot and undermines your credibility.
4. Showcase Why Yours is Unique
Many submissions share similar challenges, such as clients lacking resources or competing against major players like Amazon. These challenges are common and may not stand out to judges.
To differentiate your submission, highlight a unique aspect of your campaign. Perhaps you implemented an innovative solution or achieved an exceptional return on investment. Clearly demonstrate how your work made a tangible difference to the client’s revenue or goals.
5. Use Testimonials and References
While it’s important to showcase your campaign’s success, it’s even more impactful to include feedback from stakeholders. What did your clients or internal teams say about the results? How did the campaign’s success benefit their business?
Testimonials and references add authenticity and credibility, making your submission more compelling and relatable.
6. Check, Check, and Check Again!
Once you’ve written your submission, treat it as a first draft. Don’t hesitate to ask a colleague or peer for feedback. Additionally, tools like ChatGPT or other LLMs can help refine your draft by checking readability, spelling, grammar, and adherence to criteria.
Investing time in revisions will result in a much stronger submission.
Judge Tip:
“Upload the submission criteria into an AI-based model like ChatGPT, and then upload your submission and ask it to check if your submission meets the criteria. This is a simple way to ensure that your submission will meet/pass the criteria we’re judging against.”
7. Use AI for Feedback, Not Writing
Please, do not rely on AI to write your submission. Judges can usually tell when AI tools like ChatGPT have been used to produce the bulk of an entry.
AI can assist with proofreading, checking word counts, and ensuring your submission meets the criteria, but let your voice and expertise shine through. Submissions that feel authentic and human-written are always more engaging.
8. Use visuals
The use of visuals throughout your submission can enhance the quality of the submission, The use of high-quality charts, screenshots of analytical information/data, or campaign snapshots can make the entry more engaging and easier for judges to evaluate.
Judge Tip:
“When looking to add visual elements, provide screenshots of data from places like Google Analytics, Google Search Console, or third-party tools instead of turning the data into nicely designed datasets. Seeing the actual screenshots shows us that the data is trustworthy.”
9. You Have to Be in It to Win It
You might think, “What’s the point? We’ll never win.” But that mindset could be holding you back.
Search marketing awards have expanded significantly in recent years, with more categories and opportunities to win. Some categories receive only a few submissions, and in others, there may not even be a standout entry. Your work might be stronger than you realise—if you’re proud of it, take the leap and submit.
10. Upload It as a PDF
This may seem trivial, but saving your submission as a PDF makes it much easier for judges to review. It ensures consistency in formatting and eliminates the need for judges to open multiple software programs. Small details like this can make a big difference.
Common Mistakes to Avoid
Even strong campaigns can fall short due to common submission errors. Avoid these pitfalls to give your entry the best chance of success:
- Being Vague or Generic: Submissions that lack specific details about the campaign’s objectives, execution, and results fail to stand out. Provide clear, concise information and back it up with data and evidence.
- Overloading with Irrelevant Information: While context is important, too much unnecessary background can detract from the key message. Stick to the criteria and focus on the aspects that matter most to judges. Don’t fill it full of fluff and fancy words.
- Forgetting to Tailor the Submission: A one-size-fits-all approach rarely works. Ensure your submission aligns with the specific award category and criteria.
- Neglecting Proofreading: Typos, grammatical errors, or formatting issues can make your submission look rushed and unprofessional. Always review carefully or seek external feedback.
- Failing to Demonstrate Impact: Judges want to see the real-world effect of your work. Avoid vague statements like “the client was really pleased” and instead highlight measurable outcomes, such as increased revenue or traffic.
By addressing these common mistakes, you can improve your chances of crafting a winning submission.
Final Thoughts
With these tips, you’re well-equipped to craft an award-winning submission that stands out. Focus on storytelling, back up your claims with evidence, and don’t underestimate the power of a polished, human touch. Good luck with your submissions!