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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

Introducing our eCommerce SEO (UK) Report 2020

We’re very excited to launch our eCommerce SEO (UK) 2020 report today. This has been a big project for us over the summer, where we’ve put together:

  1. Trends of the retail sector in 2020 and outlook for 2021 and beyond, with insights from KPMG’s Head of UK Retail, Paul Martin on the.
  2. Expert SEO views on the impact of Covid 19, plus how you should be adapting your strategies –
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Kevin Gibbons

KPMG: UK retail sector trends 2020 & forecast 2021

Last week, Paul Martin, Head of UK Retail at KPMG kindly joined myself for a video interview to talk about the trends of the retail sector in 2020, what’s to come in 2021 and where we should be focusing our attention/efforts in order to be successful. 

Trends of 2020:

It’s a fluid situation. We experienced the first instances from a health perspective from January, and of course, from a global perspective, things are changing country by country since. 

  • Retail in the UK is a £395bn industry. The store shutdown during March and April had a large negative impact on retailers. 
  • In April/May we expected a 5-6% overall annual decline in annual sales.
  • After a more buoyant Summer (June, July and August) even though we still expect a decline, the performance was much better than expected and we now believe the annual outlook is more likely to be 1% drop. 
  • Heading into the final golden quarter, this is so important for performance. Especially with furlough unwinding, we have lived in a protected bubble for a certain amount of time and we’ll expect to see a negative financial impact from the end of October. 
  • Retail can’t just be looked at in its entirety. 
    • If you look at the food category or home, they have faired very well. 42% of all food pre-covid was consumed out of home, large parts of that economy have come to a significant standstill. More consumers are now eating at home, so the grocery sector in some cases have seen double-digit increases. 
    • Furniture, Home-wear, DIY (specifically over the summer) have also seen positive uplift. 
    • On the flip side, some categories have experienced a more challenging environment –
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Kevin Gibbons

Rand Fishkin: Where you spend your money matters

This morning I had a video discussion with Rand Fishkin, who was keen to show what he’s been up to with Sparktoro and how this can be useful for marketers to be smarter with their targeting.

We discussed a number of topics, all of which are available to watch in the video recording below. However, the thing that struck me most from this conversation was Rand’s clear purpose on doing the right thing –

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Kevin Gibbons

What is the brand impact on SEO performance?

For a long time, I think it’s been clear that brand is an important signal in what Google values for ranking websites. 

But what does ‘brand’ mean in an SEO context? 

In the early days of Google, PageRank (named after Larry Page –

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Kevin Gibbons

Why you need a strategy-first approach to SEO

If you don’t know where you’re going, don’t complain about where you end up.

This is something a mentor of mine has told me a few times. It’s a lesson that applies equally to business, life and SEO. 

Let’s set the scene. We’ve all been there. That client meeting where you’ve done a great job;

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Kevin Gibbons

41 SEO quick wins you can do within an hour

You’ll struggle to find someone who believes more in the importance of a long-term SEO strategy than myself. Short-term spikes are great in the moment, but any of the results I’m most proud of working on are those which show steady growth against key business goals over a sustained period of time.

I’d always advocate a strategy-first approach and I’ve written before about how short-termism is killing marketing, however that doesn’t mean there’s no quick wins. 

SEO is a long-term investment, and often a leap of faith in what you’re doing now will pay-off further down the line. The key to success is alignment with your business objectives and the prioritisation of actions that are going to take you closer to achieving those goals. 

For that reason, it makes sense that you pick off the low hanging fruit early and it’s important to build trust and show meaningful progress that you’re climbing the mountain on the way to more ambitious goals. 

The aim should be for short term impact which builds into long term success. 

Given the impact of coronavirus, it’s more important than ever to ensure your SEO activity is working for you. I’ve spoken with a number of marketers recently, who share the view that now is a good time to either apply changes they wanted to for a while, or learn/apply new skills outside of their specialist skillset. 

I’ve collated 96 of my own SEO quick wins in the past, but that was 7 years ago and well overdue an update. To lend a helping hand, I leveraged the power of social media crowdsourcing to ask for peoples favourite SEO tips, so that we could share the best ones with you.

Without further ado, here they are:

  1. Quick wins in SEO in tough times definitely means increasing sales not necessarily traffic. SEO for UX can help to increase conversion rates. For example, adding a sort by price to ecomm navigation and filters can help users sort the price they can currently afford. Halide Ebcinoglu
  2. Page 2 poaching –
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