SEO Strategies for 2016. A Linkdex Think Tank On Creating Practical SEO Strategies That Deliver

One of the most demand­ing chal­lenges of SEO is cre­at­ing a suc­cess­ful syn­er­gy between agency and brands, so both par­ties can actu­al­ly exe­cute and deliv­er on an SEO strat­e­gy. All this and more dis­cussed at the Linkdex ‘Prac­ti­cal SEO Strate­gies’ Think...

Pat Hong By Pat Hong from Linkdex. Join the discussion » 0 comments

For agen­cies and brands devel­op­ing an SEO strat­e­gy that deliv­ers can involve a del­i­cate set of chal­lenges. Agen­cies often need to pitch above capa­bil­i­ties, and then strug­gle to keep momen­tum when day-to-day deliv­ery starts; and brands can strug­gle to mobilise their organ­i­sa­tions to meet defined strate­gies.

One of the most demand­ing chal­lenges of SEO is cre­at­ing a suc­cess­ful syn­er­gy between agency and brands, so both par­ties can actu­al­ly exe­cute and deliv­er on an SEO strat­e­gy.


On 1st Octo­ber, Linkdex will host a full-day event, bring­ing togeth­er brands, agen­cies, and a top line­up of expert speak­ers to dis­cuss how to jus­ti­fy invest­ment and cre­ate exe­cu­tion­al, prac­ti­cal strate­gies that deliv­er.

The day is a per­fect oppor­tu­ni­ty for heads of SEO, con­tent, or account man­age­ment teams to dis­cuss how to build, main­tain, and exe­cute excep­tion­al busi­ness that meets the poten­tial of a pro­posed strat­e­gy. The event will cov­er the wide range of skills nec­es­sary for teams to refine best prac­tice, and do bet­ter than the com­pe­ti­tion.

With a new year (and new bud­gets) just around the cor­ner, “SEO Strate­gies for 2016” is a must-attend Think Tank, unit­ing lead­ing experts with brands and agen­cies, to dis­cuss com­mon chal­lenges and mis­takes, and how we can solve them, for bet­ter SEO strat­e­gy, deliv­ery, and per­for­mance.

Presentation And Speaker Details

James Murray, UK Search Advertising Lead at Microsoft

james-murray-microsoft-300x300James will dis­cuss why under­stand­ing human con­text is becom­ing increas­ing­ly impor­tant to deter­mine the rel­e­vance of the results being served. Decod­ing human con­text is the next step to evolv­ing search intel­li­gence and bring­ing con­sumers the answers they need regard­less of their mood, envi­ron­ment, or social set­ting.

In his role as Search Adver­tis­ing Lead for Microsoft UK, James is respon­si­ble for man­ag­ing rela­tion­ships between Microsoft and its strate­gic part­ners, as well as act­ing as an evan­ge­list for the Bing Search plat­form and search adver­tis­ing tools. James is fas­ci­nat­ed by data and the insight it gives into con­sumer behav­iour. He is a writer, speak­er, and thought leader in search and dig­i­tal mar­ket­ing being a reg­u­lar con­trib­u­tor at indus­try events and wide­ly quot­ed in the media.

David Harling, Digital Marketing Director at

david-harling-moneysupermarket-300x300David’s talk is focused on cre­ativ­i­ty and how to scale data-dri­ven con­tent ideas that work.

David has expe­ri­ence on both the agency and client side, for­mer­ly work­ing as Head of SEO for Pub­li­cis Groupe’s dig­i­tal agency Razor­fish, and now Dig­i­tal Mar­ket­ing Direc­tor at Mon­ey­Su­per­mar­ket. David is account­able for all func­tions across the SEO, con­tent, and social media teams. Due to his wide-rang­ing pro­fes­sion­al career, David learnt first hand that work­ing with in-house teams dif­fers great­ly from work­ing agency-side.

Ian Daniels, Head of Digital at Yard Digital

ian-daniels-yard-digital-258x300Ian will be speak­ing about attri­bu­tion and con­tent mea­sure­ment, bring­ing agency expe­ri­ence and insights to shed light on the top­ic.
A respect­ed agency direc­tor, Ian has a wealth of expe­ri­ence in SEO and dig­i­tal mar­ket­ing lead­ing the strat­e­gy, plan­ning, and senior stake­hold­er man­age­ment for Yard’s clients. Cur­rent­ly spend­ing time work­ing with Yard’s spin-off Attri­bu­tion Tool VisS­core to prove the wider val­ue of SEO and pro­mot­ed con­tent in today’s mul­ti-touch, cross-device cus­tomer jour­neys.

Simon Jones, Campaign Director at MEC Organic Performance

simon-jones-mecSimon’s talk is focused around set­ting the right objec­tives and KPIs to dri­ve improve­ments in organ­ic vis­i­bil­i­ty.
Simon is the Cam­paign Direc­tor at MEC Organ­ic Per­for­mance. He runs the agency’s search and social con­tent team and works across a wide vari­ety of finan­cial and tele­coms con­sumer brands. His team spe­cialis­es in opti­mis­ing the con­tent devel­oped as part of ‘big brand’ cam­paigns to deliv­er SEO KPI.

Martin Jones, Managing Partner at AAR Group

martin-jones-aar-300x300Mar­tin will be dis­cussing how for both clients and agen­cies, the pitch should be the start of a mean­ing­ful rela­tion­ship, look­ing at what both sides need to con­sid­er through­out the pitch in order to ensure that they have a suc­cess­ful part­ner­ship rather than a mar­riage that fails after a few months of acri­mo­ny!

Mar­tin joined AAR as Man­ag­ing Direc­tor in 1997 and, over the last 18 years, has worked on more than 800 pitch­es and seen count­less chem­istry and cre­den­tials pre­sen­ta­tions. Dur­ing that time he has assist­ed clients as diverse as John Lewis, Smart Ener­gy GB, Alzheimer’s Soci­ety Train­line, First Util­i­ty and Addi­son Lee, advis­ing them on the most appro­pri­ate agen­cies for their needs and work­ing with them through­out the pitch process. Mar­tin also works with agen­cies advis­ing them on their new busi­ness efforts and leads AAR’s Busi­ness Devel­op­ment Appren­tice­ship, help­ing those who are new to new busi­ness to build their skills and expe­ri­ence.

Nick Wilsdon, SEO Lead Global Channel Optimisation at Vodafone

nick-wilsdon-vodafoneNick’s talk is on how brands can con­sol­i­date glob­al owned and earned media assets to dri­ve SEO.
A dig­i­tal mar­keter and strate­gist, Nick was brought into the Glob­al Chan­nels Opti­mi­sa­tion Group at Voda­fone to lead SEO opti­mi­sa­tion pro­grams across 22+ inter­na­tion­al mar­kets. The pro­gram stan­dard­ised best-prac­tice across the group and with­in local mar­kets, deliv­er­ing growth in organ­ic search vis­i­bil­i­ty, traf­fic, and attrib­uted sales.


Richard Shove, Group Organic Performance Manager at Buyagift

11750700_10155853900290486_4124501520747021446_n-300x300-1Richard’s pre­sen­ta­tion will focus on his per­son­al expe­ri­ences of switch­ing to an in-house role vs work­ing for an agency and where he thinks both sides go wrong. There will be a par­tic­u­lar focus on report­ing, in fit­ting with the title of the day itself.

Richard Shove has an Inter­net mar­ket­ing back­ground with 10 years expe­ri­ence in man­ag­ing SEO, Ana­lyt­ics, PPC and oth­er gen­er­al inter­net mar­ket­ing areas. His cur­rent role as Group Organ­ic Per­for­mance Man­ag­er at BuyaGift means he focus­es on the earned and owned side of media.

Alex Spyrou, Head of Digital Marketing and Engagement at Bupa


alex-spyrouAlex’s talk looks ahead at how client in-house teams and capa­bil­i­ties are devel­op­ing, how agency & client rela­tion­ships are evolv­ing as a result, and thoughts on what clients are like­ly to require from their agen­cies in 2016.

Alex start­ed his career plan­ning ban­ner cam­paigns, and soon decid­ed that there was more to dig­i­tal mar­ket­ing utopia than home­page takeovers with syn­chro­nised  MPUs and leader­boards.  He went on to devel­op dig­i­tal cam­paign strat­e­gy at MEC for clients includ­ing Nation­wide, Alfa Romeo and Orange, along with his fair share of pitch­es.  He then fol­lowed his pas­sion for grey sky and con­stant driz­zle all the way to Man­ches­ter, where he has worked client side for and most recent­ly Bupa, where he is respon­si­ble for dig­i­tal mar­ket­ing and web­site per­for­mance.

Matt Roberts, Chief Strategy Officer at Linkdex

matt-robertsMatt will be dis­cussing the evo­lu­tion of SEO Now, and how we should be plan­ning for 2016. How can we bet­ter under­stand rep­u­ta­tion and con­sumer behav­iour, set com­mon goals, and use tech­nol­o­gy to tell pow­er­ful data sto­ries? And how should we invest bud­gets to ensure max­i­mum impact and results?



Kirsty Hulse, head of SEO Best Practice at Linkdex

kirsty-hulseFore­cast­ing SEO can be time con­sum­ing, inac­cu­rate and resource inten­sive. Kirsty looks at how to scale an effec­tive SEO fore­cast­ing process for SEO cam­paigns and projects.




Jono Alderson, Head of Insight at Linkdex

jonathan-aldersonTech­ni­cal SEO is impor­tant. The way your web­site is built and oper­ates can direct­ly affect rank­ings, traf­fic, and rev­enue — so why do so many brands’ web­sites have crip­pling tech­ni­cal issues? Jono exam­ines the role of the Tech­ni­cal Site Audit, chal­lenges us to present our find­ings, and exam­ine require­ments with con­sid­er­a­tion for the com­mer­cial, oper­a­tional, and psy­cho­log­i­cal fac­tors at play — in order to get things fixed, and to win big.

In addition, the talks will cover:

  • Deliv­er­ing on pitch promis­es or a pro­pos­al brief.
  • Improv­ing rela­tion­ships and reduc­ing churn.
  • Using attri­bu­tion and con­tent mea­sure­ment to demon­strate prov­able val­ue.
  • Scal­ing data-dri­ven con­tent ideas that will win buy-in and suc­cess.
  • Con­sol­i­dat­ing glob­al owned and earned media assets to dri­ve SEO.
  • Improv­ing tech­ni­cal on-site SEO.

Event details

The Think Tank will take place at the Crypt on the Green in Clerken­well, Lon­don at from 8:30am to 5:00pm. Linkdex will pro­vide break­fast, lunch and refresh­ments for atten­dees. After the talks, we’d love for you to stay with us for net­work­ing drinks, which will take place at 1920 Bar — just a 5 minute walk from the Crypt on the Green.

Pat Hong

Written by Pat Hong

Editor at Linkdex/Inked, Linkdex

Pat covers the SEO industry, digital marketing trends, and anything and everything around Linkdex. He also authors Linkdex's data analysis and reports, analysing the state of search in various industries.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

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