AGENDA Introduction – Bio How did you get where you are? My daily role including satisfactions vs challenges? How to get in? 2

BIO Gerard Brady Technical SEO Team lead at DigitasLBi: Key skills: Technical strategy, media strategy, market analysis, opportunity sizing, team management, client relations. Role: Gerry is responsible for providing innovative strategic technical consultancy for a wide range of clients. He has a deep understanding of all media channels and has a wealth of experience in running multi-channel campaigns over the last few years.. Experience: With 5 years of digital marketing experience, Gerry has a broad background across a range of industries. This has provided him with a rich knowledge of sector & business challenges, with the models and solutions to solve them. Sector Experience: Travel, Fashion, Finance, Autos (Manufacturers, Parts), Property. Previous Employment: Bigmouthmedia, LBi, DigitasLBi. Education: Beng Multimedia Systems Honours Degree at Napier University Languages Spoken: English Location: Edinburgh 3

HOW DID I GET WHERE I AM? 4

Development Education  Originally from Fermanagh in Ireland.  Attended Napier University in  Mainly Computing roles with modules of business and multimedia. Work Experience  Office experience at Navac in NYC.  Various roles in retail and farming background.  ELGT maintaining their site and creation of posters. Career  3 month contract as a Data Analysis.  1 month later, Junior Tech AM.  Now in Team Leader Position. 5

MY DAILY ROLE INCLUDING SATISFACTIONS VS CHALLENGES? 6

My Role 7 Delivery  Working with client teams to devise and implement SEO strategy.  Client meetings.  Monitor sites via Webmaster Tools, analytics, crawls and spot-checks.  Respond to client and internal technical SEO queries. Documentation  Technical audits.  SEO for build projects.  Best Practice Guidelines. Developing  Business development.  Resourcing our team hour.  Covering “Shadows”.

Day to Day Job 8 Improved visibility & traffic Leverage Innovations Improve targeting Equity management Asset Visibility Improve access for search engines

Satisfactions vs. Challenges 9 269% YOY traffic increase via technical SEO Luxury hotel brand operating in multiple European Markets including UK, Spain and Germany. 269% YOY increase in Spain’s organic traffic. German homepage moved from page 5 to position 1 in Google.de UK & AU organic bounce rates reduced Insight DigitasLBi carried out a detailed technical audit of the UK site. Large Hotel Chain came to DigitasLBi concerned that their own websites were competing with each other in various markets. Main markets of concern were: German Spanish Creativity We identified a number of technical issues, but identified a particularly large opportunity with using the alternate language tag. Distribution Firstly we implemented a number of quick wins such as geotargeting each site to the right country. We then tested out the alternate language tag across multiple global sites.

TOOLS WE USE – TECHNICAL & REPORTING 10

HOW TO GET A ROLE IN DIGITAL MARKETING? 11

Employment Standing Out  Twitter can be a powerful tool as well as Linkedin.  Blogging, whether this is fashion to gaming. Having a voice is key.  Attending Workshops, Events & Fairs. Work Experience  Applying what you do now in university to current jobs.  Volunteering to various businesses.  Freelancing to start-ups can get your foot in the door. Personal  Lanyrd & Meetup.  eLearning via various outlets.  Doing so will lead to greater awareness, confidence and skill sets. 12

THANK YOU Gerard Brady – Technical SEO Team lead at DigitasLBi