#86 The evolving challenge of SEO measurement (with Alex Harvey @ ASOS)

The Measure Pod

Full show notes, transcript and (NEW!) AI chatbot - https://bit.ly/3sSuhrR.

00:00:00 Intro.
00:01:49 SEO and unexplored territories.
00:05:31 SEO changes over time.
00:07:58 Using generative AI for content.
00:09:24 Upskilling with data and analytics.
00:12:23 SEO ROI and prioritizing efforts.
00:17:02 Keywords and changing intent.
00:18:29 Multifaceted analytics process.
00:22:03 SEO and competitor analysis.
00:24:15 SEO testing and involvement.
00:29:50 Traffic forecasting and control.
00:31:35 Handling new product categories.
00:33:37 The region beta paradox.
00:37:37 Shifting retail experience within platforms.
00:40:52 Google's generative AI experience.
00:42:23 The Google halo effect.
00:44:42 Biases in AI-generated content.
00:49:10 Attribution measurements in the future.
00:50:35 Busting SEO myths.

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Episode Summary:

In this episode Dan, Dara and Bhav had the pleasure of chatting with Alex, Head of SEO & Marketing Technology at ASOS. They delved into the world of SEO, measurement and analytics and discussed some fascinating topics. One thing that stood out was the evolution of SEO over the past decade, from the 'wild west' days of link spamming to the more strategic and data-driven approach of today. They also explored the importance of data literacy in SEO, the role of keyword-level data, and the challenges of forecasting in the ever-changing landscape of search.

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Quotes of the Episode:

"In terms of the analytics piece, everyone is kind of forced, I think now to become a, like a lot more involved, a lot more aware, a lot more capable with data, which I think is, is really exciting, but also a little bit dangerous at times." - Alex

"For a company like ASOS, you have to lean on the expertise that exists beyond just what the data that, that you have access to tells you, particularly for new and emerging trends like the retail teams and you know, the buyers and merchandisers that we work with, the insight that they have, the knowledge that they have of their, of their domain is really valuable and you can't, you can't dismiss it." - Alex

"I like you Alex. Like, I love hearing people doing these type of things properly" - Bhav

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About The Measure Pod:

The Measure Pod is a weekly podcast hosted by veteran practitioners of the marketing and product analytics industry. Join Dan and Dara from Measurelab, Bhav from CRAP Talks and the occasional guest on their quest to make sense of the analytics industry, and have some fun along the way.

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The post #86 The evolving challenge of SEO measurement (with Alex Harvey @ ASOS) appeared first on Measurelab.