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Global marketing and technology agency LBi’s multi-signal search approach for financial aggregator Confused.com has been awarded Best Use of Search in the Finance category at this year’s European Search Awards.

The awards, which were announced at a ceremony in Barcelona last week, celebrate the very best in SEO, PPC and digital marketing from across Europe, and are judged by some of the industry’s biggest names.

LBi also received two nominations for its work with travel brands Kuoni and Lastminute.com in the Best Use of Search – Travel & Leisure category.

The winning entry outlined how LBi and Confused.com used an innovative, content-led multi-signal search approach to achieve a 60% increase in non-brand car, home and life keyword traffic, against a target of 15%.

Ongoing changes to Google’s algorithm mean that search rankings are now dependent on multiple signals, including content, social shares or “likes”, links and much more. It is more important than ever for brands to create relevant, shareable content, in order to amplify the signals which Google uses to rank web pages.

LBi and Confused.com’s multi-signal search strategy involved the development of around 30 pieces of engaging content per month, including an infographic guide to European country speed and drink driving limits, an alcohol units calculator, and a car insurance calculator.

Ed Ling, Chief Media Officer at LBi, said: “The success of the strategy we’ve developed with Confused.com demonstrates the power of a content-driven, multi-signal approach to search. It’s fantastic to have our work recognized alongside the best search strategies in Europe.”

Published on: 11:27AM on 24th June 2013