Optimising website performance with a total testing approach [Video]

Impression’s Head of Behavioural Science, Mike Weir and Head of SEO Performance, Charlie Norledge explore how siloed departments can cause challenges for digital teams when it comes to creating optimal digital experience for users.

Charlie explores why better communication is required between teams to create an integrated approach to SEO and digital experience, as sometimes the aims of a team may negatively impact the overall site experience when another isn’t consulted.

• 00:06 – Challenges between SEO, CRO and UX teams
• 04:10 – The importance of an integrated approach to SEO and digital experience

Mike Weir: Recently, there’s been challenges in different divisions and teams having sort of siloed ways of working around User Experience, Conversion Rate Optimisation, and SEO. From your experience, what sort of challenges arise?

Charlie Norledge:Often when the SEO teams are running a strategy, they will have lots of changes they want to make on a site. They’ll be adding new content, changing templates, maybe …