[Music] welcome Annie hi hello my name is Gabriella I’m gonna see him off pixel Nordic so tell me a little bit about yourself we said okay I’m Annie Carlson and I’m the CCO at Ben’s I’ve worked at bands for three years we make design covers for IKEA furniture and I’ve been in Sweden about five and a half years now so it previously worked in e-commerce in the UK and then I joined it came to Sweden and I’ve watched other e-commerce companies in Sweden and for the past three years at Benz nice yeah so tell me what do you want to rank in number one home which keyword oh okay so we we work in quite a niche we work with people who are interested in IKEA furniture so our number one keyword would be IKEA sofa covers and we are interested in that in eight different languages in all of the key markets that we work in work with globally so what is your focus within SEO right no right now we are interested in growing our organic traffic when we first started working with pixel we had a few issues with the site and how our organic traffic was ranking so we we originally started working with pixel to kind of fix some issues and that was over a year ago now so we have worked with them on not only the technical side within the architecture of the site but also the content that we have on the site and now we work to try and develop that over time to ensure that we keep the organic traffic at a good level mmm okay so what is important to think of when choosing an SEO partner it was important that we could work with a partner that was a partner so we could work with over a long period of time so when we originally started with working with pixel we as I said we had some issues but we’ve then continued that relationship over a longer period so now it’s we see pixel as a company that we can work with on very short-term issues or questions on a daily basis but then we also reach out to for more longer-term strategic things as well and any planning or changes that we’re going to make then you know we involve them at the start so I think it’s it’s important that it’s a partner that you can collaborate with long-term and you know they’re really really knowledgeable so we’re able to learn from them as well so that we can develop the knowledge of people that work within our company as well so why is zero a critical factor when or a critical part of the marketing mix for you as a CCO with them it’s really critical for us because organic traffic is really critical we have a very broad market we reach out to many many different countries in many languages so and it’s really crucial that because the organic traffic is quite a big proportion of our traffic that that continues to be really stable and that we have some kind of control over it and in addition we also work with you know most of our customers are interested in IKEA furniture but from a paid media perspective we can’t bid on the IKEA brand name so we have to try and find a way to reach our customers that are interested in IKEA in ways other than through paid media and that’s why from an organic perspective that’s really critical for us and it means that we can find relevant traffic without having to pay in the normal traditional so in your opinion what are their the most common misconceptions about their SEO I think misconceptions are that it can be fixed in like a quick fix that just isn’t the case you know some things can be improved but that will then have an impact over a longer period of time another misconception could be that it’s all about what Google decide and they’re there the only way that you can influence organic traffic but actually you know you can work with your content and with the technical architecture so that you can make make it the best best possible scenario for you to reach your relevant traffic other misconceptions are probably that it’s an agency that can do it whereas I don’t see it like that at all you know it’s not something that you can outsource it needs to be part of your marketing mix and part of your overall strategy so you can certainly outsource in terms of some of the knowledge but it’s something that you need to really work with all the time and everything that you’re doing so I think it’s really important that many people within an organization understand the importance of SEO and organic traffic it’s not kind of just the content manager or just a developer that has to work with it so can you mention three results that one can expect if using SEO in a right way yeah I would say that you can expect that your organic traffic will grow not just stay the same or even worse decline I think you can expect it to grow and we also we use the phrase internally that the organic traffic is the gift that keeps on giving because you can make a change today that will keep benefiting over many months or even years and you know we see that with some of the the content that we have on our site you know it’s something that was perhaps written many years ago but from for the niche that we work in it still reaches out to relevant traffic today so that’s really important for us and I would also say that you can expect the conversion rate to go up because if you reach relevant traffic then they arrive at your site and they’re happy that they’re there and then ultimately they go on to do whatever you want them to do and in our case by an IKEA sofa cover so what is important to think Evelyn when talking about this you when going into new markets it’s we’ve done that this year actually working with pixel we reached out to some markets that we were already had a presence in but we didn’t have the language so we’ve introduced new languages through working and through recommendations from pixel actually and it was really important for us to understand the architecture on the site first of all to make sure that we didn’t have any challenges in competing with ourselves really in terms of ranking and then we’ve worked really closely with pixel to make sure that the the right keywords are placed in the right places on the page and that we have translated what is relevant to reach our market and I think what it’s also important that we’ve we need to really understand the local market and understand the relevant keywords for them so it’s not necessarily just as easy as google translate it’s understanding what what people in the local market really call your products or really will be searching for so that’s been crucial in how we’ve you know reached out and translated our site and then ongoing we’re working around making sure that we have the right influences or or have the right companies that are linking to us so that’s kind of their non-going how we can keep working and I think it’s also important to understand that then you know that that is just one element of reaching a new market because that it takes time to then have an impact it’s not something that has an impact on the day that you launched it it takes it takes time for that to come so that’s been interesting for us to see this year actually yeah so how do you measure and follow up your SEO work yeah in very similar way that we do with paid media so looking at the traffic the revenue the conversion rates especially how we’re ranking on some of the main keywords so I would say that we treat it just as as a paid media channel and we have this similar KPIs and Olaf is also very keen on sharing the data on how well they’re performing so and yeah I mean there are certain keywords that we focus on whether we’re improving our ranking versus our competitors or or how we ranked in previous months and yeah that I guess that’s how we track things so you do with both on a short-term basis and long-term yeah yeah and some key metrics that we use to kind of give us an indication of how the trends are going because with organic traffic we see that we use that as a way to see the trends rather than you know the paid media we can influence a lot more directly obviously by paying or adding adding a greater investment whereas with organic traffic it it stays more consistent so it allows us to see what trends are happening and and we can sort of see the benchmark versus previous years in previous months in a lot easier way so your top three so tips okay yeah my top three SEO tips are to really build the knowledge of everybody within an organization that may have some kind of influence over there the organic traffic that’s not just the content manager it’s everybody who works with the site or with customer service and for everybody to really understand the influence and the impact that you can have by having good organic and good SEO I also think it’s important that in all of the planning around the marketing plan or any changes with our overall strategy it’s important to include a view on what the SEO strategy will be whether that’s just with the knowledge within the company or with an outside agency and that has to be done at the start not something that is done later on or in the final stages of planning it has to be done really really early on because you know that it’s as crucial to think about the SEO strategies it is with all of other channels and with how a site looks and the creatives it’s just as critical and I also think you know I from an organic perspective and an SEO we see that the yes SEO gives us guidelines as to what we can be doing and kind of the parameters but then we can still be is really creative within those parameters so we don’t sort of see it as a limitation or like too structured or too boring we it still allows kind of the playground to be creative so that’s that’s the view of how we work with it within the company so how would you say that your thinking when allocating the budget for SEO and SEO yeah it’s interesting because some of our SEO budget is internally with writing and developing content and imagery and then we translate what we write into eight different languages and then we also put a value towards everything that we create based on the translation costs actually and then from a more strategic work we work with pixel through building our knowledge and developing links so in terms of the way that we allocate our budget it’s quite different for SEO versus SEM for instance where it’s very much performance based and cost of sale and cost per click but with SEO it’s much more on a consistent ongoing basis it’s much more like a monthly allocation I guess whether we should be doing that differently I don’t know but that that’s how we currently do it today all right yeah is that what you would recommend I think that there’s a lot of ways when I’m talking about allocating the budget yeah one way to do it is to to see it like two separate budgets like as you said I say always like the ongoing business another way is to look at the the revenue and put the money where it generates the most revenue yeah but it’s it’s different from case to case yeah I would say I was I guess we we make sure that there is an allocation for SEO and we sort of ensure that that is an ongoing consistent budget but it isn’t something that is flexible each month it’s not something that we really change that often it’s more that it’s part of the plan overall so so who should we interview next I thought you should interview our competitors next oh really yeah they were interesting yeah because they do our direct competitors they do really well with SEO and so although we’ve made some massive improvements you know we see that they are a benchmark of where we could be so it’s it gives us the challenge that we need to improve all the time to try and be as good as they are I would guess yeah yeah good tip yeah so thank you very much for participating in this session thank you and thank you very much for listening to our session about SU [Music]