From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit

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Event: SEJ Summit London Hosted by Searchmetrics Nick shows us how he uses search analytics to help and influence his Product and Supply Chain colleagues to make better decisions around product demand planning in both online and local stores.

Marketing

Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

#SEJSummit
#Searchmetrics @NickWilsdon
• Lead SEO, Group Optimisation at Vodafone
• SEO, Digital Marketer
• Tesco Personal Finance Group, Domino’s Pizza Group
Plc., British Gas Plc., MasterCard, Panasonic Group,
British Airways

#SEJSummit
#Searchmetrics @NickWilsdon
Learn to Make a Good
Business Case
Be Interested, Open
and Diplomatic
SEO Can Influence
Many Business Areas

#SEJSummit
#Searchmetrics @NickWilsdon
• Why are business cases important?
• How can you make them interesting
and accessible?

#SEJSummit
#Searchmetrics @NickWilsdon
Tip: Branding is everything
• Operation Active Defense
• Project Secure Web
• Project Safe Migration
• Operation Mobile Fortress

#SEJSummit
#Searchmetrics @NickWilsdon
• Cooperation leads to new ideas
• Data sharing opens doors and justifies change
• Every journey begins with a single step

Building the
Case
#SEJSummit
#Searchmetrics @NickWilsdon

#SEJSummit
#Searchmetrics @NickWilsdon
Inform Supply Chain
Opportunities for CRM
Data Collection

Enterprise SEO data is essential
Search justified focus on pre-order process
SEO interdependent relationship with other business functions
Search data can inform supply chain
#SEJSummit
#Searchmetrics @NickWilsdon

Which products are
becoming popular in
each market? Can we
identify the launch
cycle?
New tools give easy data access
e.g. cyfe.com and import.io
#SEJSummit
#Searchmetrics @NickWilsdon

#SEJSummit
#Searchmetrics @NickWilsdon
Understand how public events
will impact product demand
Which upcoming brands should we
keep an eye on?

Optimise Affiliate Traffic
Identified
growing trends
in “offer”
keyword terms
#SEJSummit
#Searchmetrics @NickWilsdon

#SEJSummit
#Searchmetrics @NickWilsdon
Data for Social

#SEJSummit
#Searchmetrics @NickWilsdon
Opportunities in mobile
search
Personalisation
XML sitemaps
App deep linking

#SEJSummit
#Searchmetrics @NickWilsdon
@nickwilsdon
https://uk.linkedin.com/in/nickwilsdon
https://plus.google.com/+NickWilsdon/

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Search Engine Journal

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How To Boost 2024 SEO Performance With Pillar Pages & Topic Clusters

Search Engine Journal

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

With so many elements going into constructing a successful website, it’s crucial to know what to look for when evaluating what users want. So what’s the best way to test your website’s effectiveness? We were wondering something similar, so we conducted a little experiment of our own. We’ll show you the step-by-step process for conducting experiments on your website, so you can get the important data you need to keep your website strong. You’ll learn: - The best time to run an experiment to get the most informative data. - What to do when you don't see the results you expect, and how to avoid other factors influencing your results. - How we run our experiments, and what we plan to do with the results. Watch our very own Angie Nikoleychuk, Content Marketing Manager, and learn the key factors to focus on when running website experiments, so your users stay happy and engaged. You’ll also learn the results of our own case study, where we examined ad performance and user happiness on our website.

How to Perform Website Experiments [+ SEJ Experiment Walk-Through & Results]

Search Engine Journal

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