This episode features Kev Wiles, Group SEO Manager at Halfords, a major UK retailer. He discusses how SEO is foundational for e-commerce growth, impacting everything from customer service to product merchandising. The episode emphasizes the critical role of understanding search intent and aligning content strategies with seasonal demand and customer needs, using examples from Halfords' diverse product range to illustrate practical application.
Key takeaways
SEO should be considered in every business decision, as it forms the 'roots' of your online presence and impacts various aspects beyond just rankings.
Leverage 'People Also Ask' data from Google to create content that proactively addresses customer queries, thereby reducing customer service inquiries and costs.
Align SEO content strategy with seasonal peaks and customer mindsets (e.g., stress purchases during winter for car parts, gift-buying during holidays for bikes).
Incorporate video content into your SEO strategy, as Google increasingly prioritizes it in search results, especially for 'how-to' queries.
Foster a company-wide SEO mindset, where all teams, from merchandising to development, understand their role in driving organic traffic and performance.
Kev Wiles is the Group SEO Manager at Halfords, a UK bricks and clicks retailer specialising in motoring and cycling. Founded in 1892 in 2019 they had revenue over £1.1bn with profits of nearly £60m.Get all the links and resources we mention at eCommerceMasterPlan.comThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/ ---
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SEO should be considered in every business decision, as it forms the 'roots' of your online presence and impacts various aspects beyond just rankings.
What does this episode say about retail & omnichannel?
Leverage 'People Also Ask' data from Google to create content that proactively addresses customer queries, thereby reducing customer service inquiries and costs.
What does this episode say about brand & content?
Align SEO content strategy with seasonal peaks and customer mindsets (e.g., stress purchases during winter for car parts, gift-buying during holidays for bikes).
What does this episode say about organic & seo?
Incorporate video content into your SEO strategy, as Google increasingly prioritizes it in search results, especially for 'how-to' queries.
What does this episode say about organic & seo?
Foster a company-wide SEO mindset, where all teams, from merchandising to development, understand their role in driving organic traffic and performance.
