Conductor C3 2019 - The Circle of Trust: How Making SEO Accessible To Non-Specialists Makes Everyone More Effective
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Claudia Higgins, Argos | Simon Dale, Organic Want to save time spent “fixing” issues and optimizing SEO after the fact? Learn how one of the largest online retailers in the UK ensures specialists and non-specialists alike integrate SEO and user insights in their day-to-day work. Hint: free exchange of knowledge and data allows them to prioritize effectively and keep the customer at the center of web production workflow.
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Conductor C3 2019 - The Circle of Trust: How Making SEO Accessible To Non-Specialists Makes Everyone More Effective
- 1. The Circle of Trust How Making SEO Accessible To Non-Specialists Makes Everyone More Effective
- 2. • Who we are • Our philosophy • Why we transformed our way of working • How it worked for us • What that meant What we’re talking about #C3NY |
- 4. People create systems to keep those in the know, in the know. #C3NY |
- 6. #C3NY |
- 7. We’re talking about getting the right people doing the right things #C3NY |
- 8. Who are these people? #C3NY |
- 9. How? #C3NY |
- 10. How Empowerment works at Argos - Our flavour
- 11. Natural Search Team Recommendations Strategy Support The Argos split #C3NY |
- 12. • The team were having to jump from one job to another and found it hard to focus on future projects or plans • The agency wasn’t utilised to its full potential • Senior Natural Search team members were either asked simple SEO questions where a more appropriate person should be questioned, or not asked at all • Similar questions kept on being asked - little retention of learning or lack of confidence • Internal team’s time was spent on firefighting. #C3NY |
- 13. Any real insight or strategic projects were de-prioritised to fix smaller issues #C3NY |
- 14. Hired a new agency Created a new internal role Agency brought onboard October 2016 NS team had knowledge but needed to focus Needed to get the right people doing the right jobs Background What changed? #C3NY |
- 15. What changed? What Organic did Started empowerment classroom sessions Classroom sessions attended by members of wider teams Sessions ran initially once a month then once a week #C3NY |
- 16. Browse #C3NY |
- 17. We made SEO data accessible
- 18. Agency SEO Data SEO team Circle of trust Digital Trading Team Content Team Product Information Team Digital Event Team #C3NY |
- 19. We chose a user-friendly SEO tool #C3NY |
- 20. Circle of trust SEO team Agency Digital Trading Team Content Team Product Information Team Digital Event Team SEO Data
- 21. Getting to SEO insights was taking too long #C3NY |
- 23. Onsite Analytics Google Search Console ConductorOnsite Analytics Google Search Console Conductor • How many people entered the site on this page from an organic search engine result? • How many people who landed here placed an order? • How much did they spend? • Which keywords drove traffic to this page? • What is the CTR? • What is the trend in interest? • For the keywords we are targeting with this page, where are we ranking? • What is the rank trend? • Where do our competitors rank? • Are there Answer Box opportunities? #C3NY |
- 24. We needed to be able to answer everything at once #C3NY |
- 27. #C3NY |
- 29. Providing access to clear and simple data Trusting other people to use it #C3NY |
- 30. How we evolved #C3NY |