Commerce platforms PDP content strategy: Amazon and beyond

A Talk by Margo Howie
Senior Associate Director, MediaCom

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About this talk

For SEO to be truly effective it needs to have impact across the breadth of a business. From product, to design, to engineering, to customer services – SEO can and should be baked into processes far beyond digital marketing.

But how do you change an organisation’s mindset from SEO as a marketing channel, to SEO as the bedrock for success?

In this talk we’ll be identifying ways of refocusing your business with an SEO-first mentality.

We’ll be covering: • The importance of an SEO-first mentality for most businesses • How to identify which areas of your business need to be paying close attention to SEO • Forging cross-department relationships that encourage SEO-first thinking • Training and engaging your non-SEOs so they become SEO champions • Removing SEO as a blocker and empowering departments to carry out SEO-lite activity

By the end of this talk the audience will be inspired to break down an silos around SEO, create paths to training and ensure SEO is front of mind for major considerations for a business. No matter what type of business the audience represent, they will learn the importance of considering SEO beyond its impact as a marketing channel and how to effectively weave it into other business operations.81% of consumers remember the Amazon product page they bought from, while only 28% remember the TV ad. As SEOs we understand the power of digital content, but with more consumers starting their buying journey on Amazon than search engines we need to consider the role of commerce platforms in the organic journey. Luckily, as Margo from MediaCom's eCommerce Practice will discuss, SEOs are equipped with the right set of skills to understand and improve this side of the consumer journey.

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