Ecto Digital

Ecto Digital with Richard Fenning – SEO for LargeSites

This was a livestream for Ecto Digital, focusing on SEO for large sites, in which I shared my knowledge on the subject and spoke a little about what goes on behind the scenes in my work for B2W. I was joined by Ruan Barbosa, founder of Ecto and CEO of Locasty.

I talked a little bit about my SEO team, which is currently made up of seven people. As it stands, this team is divided into three sections: the Tech SEO section, the on-page section, and the Analytics section. 

I believe that successful SEO requires the input of different professional profiles. On my team, for example, I have three engineers, a mathematician and a media guy. I think that a willingness to learn about SEO is more important than the training which my team members have. That’s what’s going to make a difference.

One thing I commented on is that, in the world of SEO, nothing ever stays “right” forever – everything is changing, everything is dynamic. My recommendation to the team is always to focus on the data. Because when the time comes to talk to others, we’re not debating opinions, we’re talking hard numbers. That way, we avoid “guesstimating”

I also talked about the main tool which we use for data measurement, which is Google Search Console. At B2W, we also use Adobe Analytics a lot, but I always tell people that the tools themselves are not as important as the insights that they will give us.

SEO work for websites is not an easy task; there are all kinds of complexities and different types of pages. In e-commerce, these boil down to: search pages, product pages and category pages. And the content of these pages has to be formulated with the user’s experience in mind.

I went into more detail, and if you like you can listen to everything that was discussed in the video below: