Sebastien Edgar
speaker
543 appearances
5 recordings
1 series
first heard Jul 2025
last heard Jul 2025
Sebastien Edgar’s voice in public audio — every appearance, attributed to the second.
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Appearances
For a lot of companies is that case and they're they're always in the sidelines.
And so the first one of the things that I did is then, okay, you talk with the brand awareness team because there's tremendous, I mean, there's so much you can get from organic search data.
For example, the search volume by market, you can see how frequently your brand is being searched, not just your brand itself, but then your brand and product that identifiers are searched across market.
And that information, I know it sounds like pretty trivial, but that information has to then go to the brand awareness team that they can use it together with what other data sets they have.
So then when they even report on it and talk about it, they're able to talk about their own data sets together with organic search.
Same thing with the go-to-market teams, those who go into new market expansion.
You want to make sure that you're in these conversations and just put
through the door and showcase the usefulness of this data.
And ultimately it's the I think what a lot of SEOs, the mistake that they make, and it's not unique to global SEOs, just a general, a general thing, is they keep thinking that people search for these terms on Google.
No, it's before ChatGPT and whatnot, Google was the only canvas where you could type
Type in your thoughts.
And so obviously, you get all this information in terms of what people are searching for, and you know exactly what they're searching for.
And that's something that should then be used across across channels, especially when we get into like conversion rate optimization, especially when we get into like the web strategy, web experience and whatnot, how they're searching should be something that's used across the board because it's if they're searching.
For it, they're also looking for it when they're going on the website.
So then if you use that information and create a sort of global matrix of how people are searching across different markets, then that can also then educate in terms of the web strategy and web experience.
So then already you can see that all of the insights that I've mentioned so far, it's all about
Taking organic search outside of its silo, outside of its, you know, just bots, and just sprinkling in the insights for different teams because it's also helpful for different teams to help them do their jobs and get additional insights on their market.
And so I think from a managing up perspective, it really is critical.
And at least for me, it's worked really, really, really well.
And then you get into the whole conversation.
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