1. Media & Marketing

Botify Exec Details SEO Strategies to Drive Online, Offline Traffic

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In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Frank Vitovitch, vice president of solutions consulting at Botify, an enterprise software company that helps brands turn organic search into an efficient, measurable and sustainable channel for both traffic and revenue growth. Listen in as Vitovitch provides an overview of Botify’s product offerings (0:56), his role and professional background (2:29), and some of the key themes revealed in Botify’s recent research report, Maximizing Revenue Potential in Today’s Multifaceted Retail Landscape, produced in conjunction with NAPCO Research (4:38).

Vitovitch discusses how most retailers are lacking awareness of their website’s SEO performance (8:16), and how he’s seen the relationship between online and offline channels evolve, particularly in recent years (12:19). Given the shifts we’ve seen in consumer behavior, including a preference for digital-led omnichannel shopping, he shares how retailers can use technology to enhance the customer experience across channels (15:50), and the value of rich product content and category pages for SEO success (18:48). Lastly, Vitovitch discusses how rising online customer acquisition costs impact retailers’ strategies for getting qualified traffic to their e-commerce sites (21:31), and the future industry trends that he believes are going to have a significant impact on retailers’ businesses in 2023 (26:20).

Frank Vitovitch has worked in search engine optimization for 20 years. At Botify, Frank and his team are responsible for helping customers extract the maximum value from their partnership with Botify and deliver impact to their organizations. He joins Botify most recently from GroupM, where he was practice director of SEO.

Download Botify’s research report, Maximizing Revenue Potential in Today’s Multifaceted Retail Landscape, here.

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