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

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

Google’s algorithm is always changing, and along with new AI integrations, it’s crucial to know how your clients’ websites could be affected. Are you taking advantage of these changes to keep your clients’ SEO game strong? Find out how as we discuss five AI Changes Agencies And Brands need to know, the strategic advantages of AI (and what we can expect next), and how agencies can better support their multi-location customers. You’ll learn: - What agencies can do to become better partners to their multi-location clients. - How agencies can help ensure their clients show up on page one of SERPs. - How to communicate these updates to clients to streamline and maximize their online reputation. With Morrissey Balsamides and Cynthia Sener of Chatmeter, we’ll dive into the positive effect of AI on multi-location reputation management – where it stands today, and where it may go in the future. Make sure your clients are set up for success in the face of Google’s constant changes and evolving technologies.

5 AI Changes Agencies And Brands Need To Know

Search Engine Journal

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