SEO Summit 2021

I was a speaker at SEO Summit 2021, the largest Strategic SEO event in Brazil, featuring views from leading experts on the latest updates from Google.

SEO Summit 2021 hosted 16 speakers, with a total of 11 lectures taking place on May 27th, between 8:50am and 6:30pm.

During the event, a number of important topics were discussed, including the impact of Core Web Vitals on content, SEO, sales and leads. Participant were able to consult the line-up and timings of lectures on the SEO Summit website, to focus on the most relevant subjects for their company. However, since the lectures are complementary, watching all of them is the most productive option!

My lecture – the eighth of the event – began at 4:10pm and ended at 4:50pm. I shared some insights about my work at B2W, one of the largest e-commerce sites in Latin America.

In my talk, I covered a range of techniques used in e-commerce, including advanced on-page, off-page and technical SEO strategies.

The main objective of the lecture was to share analytical strategies on how to achieve results in organic search, and discuss the lessons I learned from working with some of the best SEO teams in the region on sites that contain millions of pages and products, not to mention a high level of technical complexity.

The lecture, entitled “Converting traffic into sales – strategies to drive SEO growth in e-commerces”, covered all the main aspects of strategic SEO for a major company, from the challenges of structuring and selecting teams, to traffic forecasting and future opportunities and growth areas.

Brazil is one of the best-positioned countries in the e-commerce market, and this ends up calling for plenty of critical thinking and creativity when working with the consumer in mind.

For me, SEO is a job that needs to be closely monitored in order to be effective. Attention must be paid to the data in order to optimize the right elements. Furthermore, a qualified team with an eye for business is essential for everything to work smoothly.

The more connected the team – in addition to partnering with stakeholders and considering technical SEO, On-Page and Off-Page strategies – the better the results. Obviously we have to think about much more than just the “basics”. A very good example of this is Google’s new algorithm which is based on user experience. B2W already anticipated this development  with its own UX team. In e-commerce, user experience is key: what they are looking for, what product they want, in which category… and delivering the best experience for browsing the site.

When we know what people are looking for, it’s easier to figure out what to deliver to them. When the experience is positive, people return to the site, leading to increased traffic. This should in turn lead to the much-sought-after sales conversion, if everything goes according to plan.

In SEO, there are certain strategies that we can perform for web pages – such as optimizing keywords, titles and subtitles, images and even in development – which we refer to as On-Page SEO. These strategies are extremely comprehensive, ranging  from content production to the more technical aspects mentioned above.

Off-Page SEO is concerned with how the site relates to off-site strategies. An important example is link building, i.e. building quality links to the site we are working on, creating greater visibility and authority for the site on the web. It’s important to get both your On-Page and Off-Page SEO working well.

All these On-Page, Off-Page and Technical SEO factors are interlinked, notably when it comes to ranking strategies. That’s why I always urge my team to focus on the data, use all the right tools to your advantage, focus on your business goals and always think about what’s best for users.

Check out everything that happened at the SEO Summit 2021, including everything I discussed about e-commerce and SEO, in the slides below.