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SEO & Content for Ecommerce

THURSDAY 02 MAY 2019 AT 9:00 AM
10 RUTLAND SQUARE, EDINBURGH, EH1 2AS

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Event Details

THURSDAY 02 MAY 2019 AT 9:00 AM
10 RUTLAND SQUARE, EDINBURGH, EH1 2AS

About the event

Join us at the Yard office as we discuss SEO & Content Strategies to maximise sales for your business. For the event we have put together an expert panel with Scott McLay, Technical Lead and Strategist at Yard, Paul Newbury, CTO at Yard and Tracey Drain, European Marketing Manager for Spectrum Brands.

Scott McLay – SEO for Ecommerce

It’s a competitive world out there and it’s important you grab any advantage in your quest for Ecommerce perfection. Scott will take you from the basics to the finer technical details and the data insight that should drive your Ecommerce strategy. From keyword research, technical SEO, content optimisation and much more, Scott will delve into the most up to date techniques along with current examples.

Paul Newbury – Predictive Modelling Content Success

Successful content is a key pillar of optimising for Google; but what if our best ranking content had a negative impact on the likelihood of selling our products? We show how website content also has a significant impact on the likelihood of your customers buying an actual product, identify trends amongst Ecommerce clients and give insights into clustering and segmenting content to ensure that your natural search visitors also convert.

Tracey Drain – Cranking the Amazon Flywheel: Understanding Amazon Search and Actionable Insights for your Amazon Growth Plan

Almost 90% of UK shoppers use Amazon with 40% having access to its Prime subscription service. Its retail dominance represents a huge opportunity for Ecommerce growth for both manufacturers and retailers. At the heart of this Ecommerce giant’s customer-centric shopping experience is Amazon search. This talk explores the factors behind Amazon’s search algorithm, how to optimise your product detail pages for discoverability, tools and tips to help you manage your Amazon strategy and the part Amazon can play in your Ecommerce SEO strategy.

Pre-event reading

If you want to get a head start on the event, then read our SEO for Ecommerce guide.

The Speakers

We’re proud to have brought together a group of fantastic speakers with years of experience in digital marketing.

Scott McLay
Technical Lead and Strategist – Yard

Scott is one of the UK’s most experienced technical SEO’s and offers a strong enterprise level technological focus to any project. He has worked on technical audits, internationalisation projects and migration support for hundreds of websites including global household brand names. Throughout his 13 years in technical SEO career, Scott has gained industry insights, competitive intelligence and technical solutions that provide Yard clients with the best results.

Paul Newbury
CTO – Yard

Paul Newbury is Yard’s CTO and is responsible for Yard’s data services strategy, information security and more, and is a huge advocate for business assisting with education. The resident expert on marketing attribution, Paul is a regular speaker and practitioner on the practical application of statistical methods, machine learning and mathematical modelling.

Tracey Drain
Ecommerce Marketing Manager – Spectrum Brands

Tracey is a digital marketing professional with a strong SEO bias and over 10 years’ experience, both in house and agency side. Currently working as the European Ecommerce Marketing Manager for the appliances division of Spectrum Brands – a $5bn Fortune 500 company, incorporating the brands Remington, Russell Hobbs and George Foreman. Also a karate instructor and a time-poor, Alexa-automated Amazon Prime shopper!


Agenda

Beyond the talks, there will be an opportunity to network over a complimentary breakfast and coffee.

09:00 – 09:30 AM
Registration & breakfast

9:30 – 10:00 AM
SEO FOR ECOMMERCE
Scott McLay, Yard

10:00 – 10:30 AM
PREDICTIVE MODELLING CONTENT SUCCESS
Paul Newbury, Yard

10:30 – 11:00 AM
CRANKING THE AMAZON FLYWHEEL
Tracey Drain, Spectrum Brands

11:00 – 11:30 AM
PANEL DISCUSSION CHAIRED BY IAN DANIELS, YARD

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