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MediaVision_Brighton SEO_2022.pptx
- 1. The best talk about SEO in the world! Adam Freeman | MediaVision SLIDESHARE.NET/MEDIAVISION4 @mediavision
- 3. How do we unlock our difference? •Who are we? •What is Predictive SEO? •Working with New Look •Questions AGENDA
- 4. We're a digital performance marketing agency with a technology advantage We are MediaVision INTRO
- 5. Can SEO help retailers get ahead of consumer trends? WHY Here is the challenge 1 2 How can SEO become a scalable investment channel for the whole business?
- 8. CYCL Jeans Trends • Faster fashion has an advantage • Annual trends are dangerous • Not all jeans are the same
- 10. DEM New Look Case Study: using predictiveSEO • Influencing PPC Strategy / Targeting • Promotion timing • Buying (what, when, scale) SEO } • Link sculpting • Product Naming Conventions • Content Planning / Production • Optimising Site Search PLUS }
- 12. CONTAC If you would like toknow more about the PREDICTplatform please email: adam.freeman@wearemediavision.com ADAM FREEMAN
Editor's Notes
- Welcome to our session today on how to use SEO as an active channel for growth in fashion eccomerce
- My name is Adam Freeman, and I’m the managing partner of brilliant agency called MediaVision And I’m joined by Sam Pennington, the Senior SEO lead at the leading UK clothing retailer New Look (say hi Sam) We are going to cover – What is predictive SEO and how have New Look used it to drive incremental sales Lest start with some quick intros
- MediaVision is a 15 year old business still run by the founder and technology lead Louis Venter. We work with a wide range of brands including BNP Paribas, Moss Bross, Bohoo group and Addison Lee We have just been named by Campaign as one of the best agencies to work for, for the second year in a row. And what sets us apart is how our brilliant people use our unique technology to help our clients find incremental growth. Sam - The New Look story began in 1969 as a single fashion store in the UK. From there, we've grown to become one of the leading fashion brands, with 513 stores across the UK. And a significant ecomm business
- Now I’m not a search expert but luckily Louis and Sam are…however having worked in digital for over 20 years and previously been MD at the Guardian and Bloomberg I know that all digital channels need to be integrated into how the whole company operates to support agile and data led ways of working. As these are the heart of the modern organisation. Alongside this the world of retail has changed forever – - retailers need to continue to invest in digital transformation to keep up with consumers – so many opportunities- omnichannel, loyalty, referral, seamless customer experience, social commerce, marketplaces, metaverse…. All those channels mean that people are being driven to search for ever more reasons so what role should organic play in the future…
- SAM SEO practises/experts have consistently and successfully adapted to changes in the Google ecosystem to help businesses become more visible. The majority of those updates have been focused on reacting to the rules of the game as set by Google for obvious reasons. We believe now is the time for SEO to add another dimension to its core offering – to act as a predictive layer to help retailers drive extra value from the channel
- A new approach to SEO that enables ecommerce brands to maximise the benefits of the whole customer demand cycle: early warnings, scaling with demand, optimising sales and margins, plus building an integrated approach to SEO across the organisation. It builds incremental revenues by – Spotting changes in demand earlier Better matching demand and supply at a product and category level Giving specific tools to onsite teams to maximise effectiveness- search, performance, merchandising and buying Creating a new growth engine that ensures SEO is seen as key investment channel and not just a hygiene factor
- Sector challenge is we tend to look backwards for insights and risk missing new trends and behaviours in a world that is changing quicker every year. So how does predictive seo work in practise – Sam will talk in a minute about his work at New Look but lets look at JEANS Using the Demand Tracker we can see week to week changes in search demand at a product and brand level (we have smoothed them out here to see trends)- The category is flat year on year but there are clear changes in annual behaviour – driven by preparing to take off loungewear and put Jeans back ON. Look at March 22 it is down on the spike from last year- Jeans are everywhere now – retailers over ordered based on last spring Within the category there are also significant changes – flares are back and skinny is out…and Moms (easy to wear/comfy etc) are down as we look to dress up again So what does this mean for retailers? More data helps make better informed buying decisions- flares If you have quicker ordering cycles you can react and make the most of these spikes- 12 weeks for fast fashion or made more locally If you take 6 months from order to supply then life cycle management is going to be really important to manage margins Sam can you please tell us about your work at New Look –
- Sector challenge is we tend to look backwards for insights and risk missing new trends and behaviours in a world that is changing quicker every year. So how does predictive seo work in practise – Sam will talk in a minute about his work at New Look but lets look at JEANS Using the Demand Tracker we can see week to week changes in search demand at a product and brand level (we have smoothed them out here to see trends)- The category is flat year on year but there are clear changes in annual behaviour – driven by preparing to take off loungewear and put Jeans back ON. Look at March 22 it is down on the spike from last year- Jeans are everywhere now – retailers over ordered based on last spring Within the category there are also significant changes – flares are back and skinny is out…and Moms (easy to wear/comfy etc) are down as we look to dress up again So what does this mean for retailers? More data helps make better informed buying decisions- flares If you have quicker ordering cycles you can react and make the most of these spikes- 12 weeks for fast fashion or made more locally If you take 6 months from order to supply then life cycle management is going to be really important to manage margins Sam can you please tell us about your work at New Look –
- How did New Look take advantage of these new insights, across the whole digital operation?
- So how do we link this together into an integrated and data led way of working? Through our predict platform we connect search demand insights to strategy De