The document discusses insights from Sebastian Wenzel at the SEJ Summit, emphasizing the importance of SEO in various business areas and the need for effective business cases. It highlights the role of data in shaping strategies for product demand, competitor benchmarking, and optimizing marketing efforts. Key tools and approaches for data accessibility and trend analysis are also mentioned.

2. Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

3. #SEJSummit
#Searchmetrics @NickWilsdon
• Lead SEO, Group Optimisation at Vodafone
• SEO, Digital Marketer
• Tesco Personal Finance Group, Domino’s Pizza Group
Plc., British Gas Plc., MasterCard, Panasonic Group,
British Airways

4. #SEJSummit
#Searchmetrics @NickWilsdon
Learn to Make a Good
Business Case
Be Interested, Open
and Diplomatic
SEO Can Influence
Many Business Areas

6. #SEJSummit
#Searchmetrics @NickWilsdon
• Why are business cases important?
• How can you make them interesting
and accessible?

7. #SEJSummit
#Searchmetrics @NickWilsdon
Tip: Branding is everything
• Operation Active Defense
• Project Secure Web
• Project Safe Migration
• Operation Mobile Fortress

9. #SEJSummit
#Searchmetrics @NickWilsdon
• Cooperation leads to new ideas
• Data sharing opens doors and justifies change
• Every journey begins with a single step

11. Improving
Pre-order
Access

12. Building the
Case
#SEJSummit
#Searchmetrics @NickWilsdon

13. #SEJSummit
#Searchmetrics @NickWilsdon
Inform Supply Chain
Opportunities for CRM
Data Collection

14. Enterprise SEO data is essential
Search justified focus on pre-order process
SEO interdependent relationship with other business functions
Search data can inform supply chain
#SEJSummit
#Searchmetrics @NickWilsdon

16. Which products are
becoming popular in
each market? Can we
identify the launch
cycle?
New tools give easy data access
e.g. cyfe.com and import.io
#SEJSummit
#Searchmetrics @NickWilsdon

17. #SEJSummit
#Searchmetrics @NickWilsdon
Understand how public events
will impact product demand
Which upcoming brands should we
keep an eye on?

18. Seasonal Keyword Heat Map

20. Optimise Affiliate Traffic
Identified
growing trends
in “offer”
keyword terms
#SEJSummit
#Searchmetrics @NickWilsdon

21. #SEJSummit
#Searchmetrics @NickWilsdon

22. #SEJSummit
#Searchmetrics @NickWilsdon
Brand
Generic
Reporting on Brand Activity

23. #SEJSummit
#Searchmetrics @NickWilsdon
Data for Social

24. #SEJSummit
#Searchmetrics @NickWilsdon
Opportunities in mobile
search
Personalisation
XML sitemaps
App deep linking

25. #SEJSummit
#Searchmetrics @NickWilsdon
Learn To Make A
Good Business Case
Be Interested, Open
and Diplomatic
SEO Can Influence
Many Business Areas

26. #SEJSummit
#Searchmetrics @NickWilsdon
@nickwilsdon
https://uk.linkedin.com/in/nickwilsdon
https://plus.google.com/+NickWilsdon/