Searchmetrics Summit – Slide Download
How to tackle the shifting search landscape with SEO in 2021
2020 was a year we could not predict and with this there were significant changes in search demand and, as a result, the search landscape. This talk will recap on some notable changes and takeaways from 2020 and will provide you with the tips and tools on how to create an agile strategy for 2021 that will satisfy an unpredictable and shifting search landscape.
The realities of a B2B SEO strategy in a huge international business
Kevin shares his personal journey from working in an agency to moving to an in-house SEO B2B role at Experian covering:
- What success looks like in B2B SEO
- What makes B2B SEO unique
- How to work with non-SEO stakeholders
- Integration SEO into the wider business
- SEO campaigns you could only pull off in-house
Brand migration success: Innogy becomes E.ON
In October 2020 the websites of Innogy became part of the new E.ON. Nina and Sascha, SEO specialists from E.ON, will explain their approach to dealing with the challenges faced when migrating and integrating an extensive branded domain landscape. They’ll also share an overview into their project planning, content evaluation and mapping as well as their handling of branded search terms which all contributed to achieving their goal of E.ON ranking for Innogy.
How Working With Schema Saved Our SEO Project
There comes a moment near the beginning of every earnest SEO project when reality hits. If we think of your ecom platform as a car, you have to drive the car you have right now, as opposed to the one you’d like to have. That fully optimised one will take longer to create than you were initially led to believe.
What do you do when so-called quick wins turn out to be long term nice-to-haves, through no fault of your own, but simply that dev resource is at a premium and you’re down the pecking order because of other departments jumping the queue? What trade-offs do you make to deliver success?
Andrew McGarry and Taylor Laporte discuss how to use schema markup to improve KPIs while you’re waiting on developer resources to become available.
This sessions covers the visibility battle for sneaker brands such as NIKE, adidas, and others while asking why companies don’t put as much brand effort into the quality of organic results as paid media results – and how schema can fix that!
Get the Slides!
- How to tackle the shifting search landscape with SEO in 2021
- The realities of a B2B SEO strategy in an international business
- Brand migration success: Innogy becomes E.ON
- How Working With Schema Saved Our SEO Project