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 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 MoneySuperMarket.com
David’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 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’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 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’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
Richard’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’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 LateRooms.com and most recently Bupa, where he is responsible for digital marketing and website performance.
Matt Roberts, Chief Strategy Officer at Linkdex
Matt 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
Forecasting 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
Technical 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.
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.