Tyson Stockton
Tyson has over 10 years' experience in the digital marketing industry. As Director of Enterprise Services, Tyson manages the Enterprise Client Success team and SEO Consulting efforts at Searchmetrics. Tyson has worked with some of world’s largest enterprise websites including Fortune 500 and global eCommerce leaders. Prior to Searchmetrics, Tyson worked on the in-house side managing the SEO and SEM efforts of a collection of 14 sports specialty eCommerce companies in the US, Europe and Australia.
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SEOs Driving Impact Outside of SEO – Tyson Stockton & Alan Turner // Searchmetrics
Voices of Search Time to read: 1 minCommunicating SEO data findings with top level executives is imperative to driving impact. However, lack of SEO understanding from the top hinders communication efforts. The lack of director-level roles and growth paths within SEO plays a significant part in diminishing specialists’ authority.Read More -
Applying Search Data in the Wild – Tyson Stockton & Alan Turner // Searchmetrics
Voices of Search Time to read: 1 minSome companies and large enterprises are taking Google Search Console data and mapping it to third-party resources and SEO analytics software. This process aggregates data and makes it easier to get a better view on particular KPIs, like web vitals or the impression rates search console provides.Read More -
Improving Decision-Making Through Search Data – Tyson Stockton & Alan Turner // Searchmetrics
Voices of Search Time to read: 1 minOnce you’ve begun acquiring data, it’s vital that it’s representative, which requires scaling and obtaining enough data to act on. The best way to accomplish this goal is to create a taxonomy and querying data in categories. This process involves taking ranking URLs and their keywords to create confidence intervals when analyzing your data. Structured data points will improve your decision making.Read More -
The Trouble with Search Research – Tyson Stockton & Alan Turner // Searchmetrics
Voices of Search Time to read: 1 minA leading challenge facing SEOs is how to take search data and translate that information into a format executive teams and other departments can easily understand. The best way to avoid the trappings of SEO-speak is to speak to the data’s impact on the overall business. Speak directly about how the data conveys customer interest, like what categories they’re regularly searching for.Read More -
Data-Driven, Decision-Making Framework – Tyson Stockton & Alan Turner // Searchmetrics
Voices of Search Time to read: 1 minA common problem facing marketers using data to inform marketing strategies is lag issues. Studies can become quickly outdated, especially during tumultuous times like 2020 where things seem to change by the day. Search data can help improve the accuracy of historical data by examining present trends through search features like current SERP listings.Read More -
Will PS5 be the Top Searched Electronics Product? – Tyson Stockton // Searchmetrics
Voices of Search Time to read: 1 minThe new X-Box, iPhone 12 series and Playstation 5 are expected to top the Black Friday electronics categories this year. However, discounts likely won’t exist for them due to their recent debuts, whereas their older counterparts are likely to be heavily discounted. Products like Peloton and subscriptions for streaming services are likely to be the dark horse candidates to experience high growth, although they likely won’t surpass high-demand heavyweights like the PS5 and iPhone 12.Read More -
Home Goods Top Category for Black Friday? – Tyson Stockton // Searchmetrics
Voices of Search Time to read: 1 minHistorically electronics are one of the strongest performing categories, and is likely to strongly perform this year as well. Despite the next series of iPhones and the highly-anticipated debut of the PS5, these new items are unlikely to see discount prices so close to Black Friday. Tyson expects the category to have the most growth is home goods as the COVID-19 Pandemic continues to keep people at home.Read More -
Amazon’s Strikes Back! – Tyson Stockton // Searchmetrics
Voices of Search Time to read: 1 minDespite the gains Google made in ecommerce throughout the year, Amazon shows no sign of slowing down with notable gains throughout Q3 headed into Q4. Amazon’s competitors have launched Black Friday sale homepages and ads early, but Amazon’s ads haven’t launched yet. However, ranking data shows Amazon is leading in Black Friday search queries.Read More -
Google Shopping’s Black Friday Takeover? – Tyson Stockton // Searchmetrics
Voices of Search Time to read: 1 minGoogle made moves earlier in 2020 by offering Google Shopping listings through their product feeds. Implementing a more structured format within the product feed and actual SERPs are designed to position Google as a competitive adversary for Amazon. Tyson predicts Amazon will remain the victor in ecommerce for Black Friday 2020, but believes Google’s new ventures into the shopping space make it more competitive.Read More -
Black Friday on a Tuesday? – Tyson Stockton // Searchmetrics
Voices of Search Time to read: 1 minA majority of the top 10 ecommerce sites are already running Black Friday promos on their homepages except for three in the group; Amazon, eBay and Etsy. Best Buy, Walmart, Home Depot, Target and Wayfair are running ads on their homepages and TV, but aren’t phrasing them as Black Friday ads. Many of the ads are rolling throughout the month of November into December.Read More
