Kevin Gibbons

CEO, Co-founder

Kevin Gibbons is founder and CEO of Re:signal – a strategy-driven SEO and content marketing agency in London. 

Winner of 15x UK/EU Search Awards, he was named search personality of the year at the UK Search Awards (2018) and listed in BIMA’s top 100 people shaping the digital industry (CEO and leaders category) in 2019. 

He has helped to grow Re:signal into a fast growth digital marketing agency, as recognised by Deloitte Fast 50 UK & EMEA (2017) and the FT 1000 fastest growing companies in Europe (2018). Working with clients including Expedia, Auto Trader, Pottery Barn and Deloitte. 

Kevin has spoken at over 100 events internationally over the last 10 years, including; Search Marketing Expo (SMX), Pubcon, ClickZ / SES, BrightonSEO, SAScon, State of Search, Reykjavik Internet Marketing Conference (RIMC), Content Marketing Association (CMA), Performance Marketing Insights, SEMCamp and many more… 

Columnist writer at Econsultancy, Search Engine Watch, The Drum, Fast Company and Search Engine Land. Judge at US / MENA Search Awards, The Drum Content Awards and DADI Awards. 

Kevin’s presentations can be found on Slideshare.

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Kevin Gibbons

5 ecommerce tips from our SEO experts

It’s been a tough time for ecommerce brands, with the combined economic shocks of high inflation and the cost of living crisis impacting both overheads and consumer buying power.

It’s also been a year of change in the organic SEO landscape, all of which translates to tricky terrain for brands to navigate.

With this in mind, we thought we’d ask our expert SEO team what they thought about the last 12 months, and what to have on your radar. Check out the advice Marie Turner, Amanda Beales and Kevin Gibbons have for ecommerce brands heading into 2025.

1. Focus on high conversion rate keywords

We’ve seen massive changes to ecommerce SEO in the last 12 months, and that’s on top of it having been a tough year for the sector as a result of continuing cost of living pressures.

The biggest change in 2024 has been the insertion of AI results into the search results pages (SERPs) for a lot of informational keywords—but we expect AI results to be introduced to Google Shopping at some point in 2025. This might offer some benefits for the consumer, but as brands we’re going to lose some traffic to these AI answers.

To counteract this shift we need to remember traditional marketing principles—and it’s an approach we’re taking with all of our clients.

You need to understand your niche, get to know your customers really well, and make sure you answer their questions and expectations when they search.

We’ve also seen that product pages are becoming more important, so we’re looking at very niche categories with keywords that have lower search volumes, but that convert at a much higher rate.

2. Product page optimisation has never been more important

The ability to shop directly in the SERPs isn’t necessarily new, but as the user experience has improved we’ve seen that more and more consumers are taking this route. The top ten results for 85% of apparel-related searches have organic product tiles in them now, and retailers are taking the bulk of this traffic.

This means your product listings need to be ready to be served up in the SERPs.

To capture this traffic, marking up structured data within the different elements of your product pages is essential, for example optimising product titles and product images, and emphasising any unique features of your products or service

3. You need a faceted navigation strategy

Faceted navigation has been really important to ecommerce websites for a long time, that is, being able to index specific filters and answer niche queries.

Google has recently been doing a lot of work to surface product pages in the SERPs more frequently and if, as we expect, they introduce AI results to Shopping soon, an optimised faceted navigation strategy will be even more important. Getting this in place now will allow you to steal a march on the competition in terms of being indexed for niche keywords.

4. Solve for consumers at every stage of the customer journey

Don’t just optimise your bottom of funnel touchpoints, but instead get to know your customer and what they expect and search for at each stage of the customer journey.

Think about their specific interests and what content you can create that engages them, answers their questions or educates them on something new. Taking this full funnel approach, from awareness to consideration to conversion, will allow you to maximise revenue.

5. Download the Sportswear and Athleisure Ecommerce SEO report

Finally, if you’re a sportswear and athleisure retailer, make sure you check out our free industry report. We explored this growing sector and analysed the top performers in organic search, as well as the strategies they’re adopting.

It had been our expectation that more niche branded sites would perform better, because that’s what Google had rewarded historically. However, we found that the more generalist sites had the biggest share of voice over the last 12 months.

We also found out that user satisfaction was higher online than shopping in store (56% versus 44%), demonstrating the value of investing in improving and streamlining the online shopping journey.

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Kevin Gibbons

Complete list of SEO conferences in 2025

We have just updated our list of ecommerce + SEO conferences and events to attend in 2025.

If you’d like to suggest any we may have missed, please do so here.

P.S. We have a lot planned for 2025, with networking events coming up in London, Manchester, Amsterdam and more. Plus our very own 1-day Ecommerce SEO conference in London on 16th May 2025. Stay up to date with all our Re:signal events by following us on 𝕏.

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Kevin Gibbons

Key Predictions for Sportswear Ecommerce: SEO and Content Marketing Trends for 2025

As the sportswear and athleisure markets continue to evolve, brands and retailers are presented with new opportunities to leverage changing consumer behaviour and emerging digital trends. Our latest Sportswear and Athleisurewear Ecommerce SEO Report offers crucial insights, giving brands a clear path to strengthen their online presence in this fast-growing sector.

In this post, we’ll explore key predictions for 2025 sportswear ecommerce from an SEO and content marketing perspective, and how brands can stay competitive in a rapidly shifting market.

DOWNLOAD Sportswear and Athleisurewear SEO Report

1. Athleisurewear’s Growth is Unstoppable

In 2025, the UK sportswear industry is set to be one of the fastest growing sectors on the market, with revenues expected to hit £17.1bn at 4.5% CAGR, up from £13.8bn in 2020.

The explosive growth of sports and athleisurewear won’t be restricted to the UK, with the market projected to grow at a CAGR of 9.91% through to 2031, potentially reaching a staggering $725.55 billion. The rise of athleisure reflects a shift in consumer preferences, where comfort and functionality, in addition to aesthetics, are becoming the most desirable characteristics in everyday fashion.

So, what does this unstoppable growth mean for your ecommerce strategy in 2025 and beyond? 

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Kevin Gibbons

Google’s shopping SERPs update: What it means for ecommerce

Today, Google unveiled significant updates to its shopping search results pages (SERPs) in Europe, aligning with the European Union’s new Digital Markets Act. Users will now find additional tabs labelled “Products” and “Product Sites” situated just beneath the search bar at the top of the results page. This development introduces features directly linked to organic search results, specifically, organic product tiles. These tiles bear resemblance to the paid or sponsored product tiles familiar to users for many years.

However, they now emphasise a more organic presence within Google’s search results, marking a noteworthy shift towards enhancing the visibility of non-sponsored content. This change aims to foster a more competitive and diverse online marketplace, ensuring that users have access to a wide array of product choices without the direct influence of advertising.

 

Key takeaways:

  1. Google’s Compliance with EU’s Digital Markets Act: Google introduced organic product tiles and tabs (“Products”
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Kevin Gibbons

Re:commerce 2024 – Recap

I’ll start where Re:commerce2024 ended, with a speaker quote that struck a chord, and sums up some our of the thinking behind our Re:commerce event –

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Kevin Gibbons

Where to network with other ecommerce SEOs in 2023 and 2024 – the UK edition

Working in-house as an ecommerce SEO can sometimes feel a bit isolating, as many of us know after our own careers on the client-side! If you’re in a large internal digital marketing team, this may not be the case, but if you’re in a smaller department, it’s always good to stay more connected to the wider industry outside your office doors.

This is mostly possible through networking opportunities, which we’re going to cover in this blog post. 

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Kevin Gibbons

What is NOT going to change in SEO?

A lot has changed in the world of SEO in just the last six months. The future is exciting, a little scary and has many unknowns. 

The only constant we can be sure of is change. You have to be continually experimenting, innovating and improving, because what got you here won’t get you there… 

I really like this comment from Jeff Bezos:

“I do get asked, quite frequently: ‘what’s gonna change in the next 10 years?

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Kevin Gibbons

6+ reasons to read ecommerce news, and where to find it

As an eCommerce retailer (or like me, someone who works with one or more), there are several important reasons to spend some time each day finding out what’s happening in the wider market. Without fail, every morning I will spend around 15 minutes scanning my favourite online eCommerce news sources.

I share anything important with my SEO colleagues, clients and (when I’m feeling particularly generous) industry peers.

Now that I’m in such a good routine, I thought I’d share my reasons for keeping myself and my team up to date with eCommerce news, and I’ll even show you where to find the best online news sources for eCommerce retailers.

Reasons to read eCommerce news

First up, why even bother reading the news?

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Kevin Gibbons

How to prioritise your content strategy by value

 Developing a successful content strategy requires more than just creating high-quality content. It’s essential to prioritise the content that will provide the most value to your audience and your business. But with so many types of content to choose from, it can be difficult to know where to start. By focusing on value, you can ensure that your content strategy is optimised for success. In this article, we’ll explore how to prioritise your content strategy by value, including identifying your goals, understanding your audience, and creating a plan that aligns with your business objectives. Whether you’re a seasoned content marketer or just getting started, these tips will help you develop a content strategy that drives results.

What is a Content Strategy?

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