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SEO for SEO’s Sake Doesn’t Work - Here’s What Does.

May 14, 2025

10 am PT/ 1 pm ET/ 6 pm UK/ 7 pm Berlin

In this insightful session, Ian Ferguson, a seasoned eCommerce SEO consultant, challenges conventional SEO practices by introducing his two golden rules:

1. SEO should be the secondary reason for doing something. If you're only doing it for SEO, don't!
2. Good rankings should be a side effect of good work.

Ian emphasizes shifting perspectives to focus on actions that genuinely make a difference. He advocates for implementing strategies that serve the user's best interests, with improved rankings being a natural outcome. Through real-world examples, Ian illustrates how aligning SEO efforts with genuine value creation leads to sustainable success.

Ian Ferguson is a UK-based eCommerce SEO consultant with over a decade of experience in growing organic visibility. Ian specialises in data-driven strategies that enhance the online presence of global brands and is the author of the SEO TL;DR newsletter, providing weekly insights into the latest SEO trends and Google updates.

Beyond his consulting work, Ian actively contributes to the SEO community through webinars and thought leadership. He has been recognized as a LinkedIn Top Voice in Organic Marketing and shares his expertise on platforms like Bluesky. With a focus on ethical and user-centric optimisation, Ian's approach ensures that SEO initiatives not only boost rankings but also enrich user experience and engagement.