Unifying Search with Performance Media By Jon Myers #SEJSummit
From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit
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Transcript of From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit
![Page 1: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/1.jpg)
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“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”
Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak strategies. Benchmark
competitors.
Use with m
ultiple teams
![Page 3: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/3.jpg)
#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
![Page 4: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/4.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
Learn to Make a Good
Business Case
Be Interested, Open and Diplomatic
SEO Can Influence Many Business Areas
![Page 5: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/5.jpg)
![Page 6: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/6.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
• Why are business cases important?
• How can you make them interesting and accessible?
![Page 7: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/7.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
Tip: Branding is everything
• Operation Active Defense• Project Secure Web• Project Safe Migration• Operation Mobile Fortress
![Page 8: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/8.jpg)
![Page 9: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/9.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
• Cooperation leads to new ideas • Data sharing opens doors and
justifies change• Every journey begins with a
single step
![Page 10: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/10.jpg)
![Page 11: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/11.jpg)
ImprovingPre-order
Access
![Page 12: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/12.jpg)
Building the
Case
#SEJSummit#Searchmetrics @NickWilsdon
![Page 13: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/13.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
Inform Supply Chain
Opportunities for CRM
Data Collection
![Page 14: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/14.jpg)
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
![Page 15: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/15.jpg)
![Page 16: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/16.jpg)
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
![Page 17: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/17.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
Understand how public events will impact product demand
Which upcoming brands should we keep an eye on?
![Page 18: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/18.jpg)
Seasonal Keyword Heat Map
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Optimise Affiliate Traffic
Identified growing trends in “offer”
keyword terms
#SEJSummit#Searchmetrics @NickWilsdon
![Page 21: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/21.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
![Page 22: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/22.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
BrandGeneric
Reporting on Brand Activity
![Page 23: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/23.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
Data for Social
![Page 24: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/24.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
Opportunities in mobile search
Personalisation
XML sitemaps
App deep linking
![Page 25: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/25.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
Learn To Make A Good
Business Case
Be Interested, Open and Diplomatic
SEO Can Influence Many Business Areas
![Page 26: From Search to Store: How SEO Can Empower Your Brand’s Business Units By Nick Wilson #SEJSummit](https://reader037.fdocuments.net/reader037/viewer/2022102614/55bda660bb61eb2e228b45c1/html5/thumbnails/26.jpg)
#SEJSummit#Searchmetrics @NickWilsdon
@nickwilsdon
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https://plus.google.com/+NickWilsdon/