Currently the Head of Search at John Lewis & Partners (Financial Services), Miracle Inameti-Archibong shares insights on building brand-led SEO strategies in the age of AI, lessons in leadership, and how to elevate SEO's role across channels in a crowded digital landscape.

Looking back at your career, what advice would you give your 20-year-old self?

Don't be too focused on what is next to enjoy where you are.

What’s a key leadership lesson you’ve learned to empower your teams?

When you don't give feedback in a timely manner, you are depriving your team of a growth opportunity.

Integrating SEO Across Product Channels in the AI Era

AI is rapidly changing how we think about SEO: how have you seen search algorithms evolve, and what does that mean for marketers today?

With the integration of AI into the search engine results, marketers are seeing volumes and click-through rates drop.

This shift highlights the importance of building a strong brand and a loyal audience. Focus on building your brand and an engaged audience. That way, customers relate to you, you are front of mind, which means they come directly to you instead of going to search engines with a generic search.

Faced with overwhelming information and choices, consumers gravitate towards brands that represent something meaningful to them. Instead of trying to appeal to everyone, be hyper-focused on embodying those values and becoming that brand for your target audience.

Grow your brand search and improve the experience they have with you throughout the journey. Make them come directly to you and give them a reason to stay with you—be it through loyalty schemes or the experience they have with your brand.

What are some common pitfalls brands encounter when trying to align SEO with product and marketing launches, and how can they avoid them?

One of the most common pitfalls is engaging with the SEO team too late in the product launch cycle and thinking SEO can just be added to it. SEO is so much more than keywords or content. It has a vital role to play in the technical setup and ensuring that the product is set up for maximum visibility.

Assets across other channels can also be used by the SEO team; however, if the SEO team is brought in too late, these assets might be created in the wrong formats, making them unusable. Engage your SEO team in the ideation process.

With so many channels in play, how do you ensure SEO stays a priority in strategic planning conversations?

It's important to show that no marketing channel operates independently. SEO impacts every channel. Greater visibility through SEO leads to a lower cost per acquisition across all channels.

If you can get this socialised across all channels, the more advocates you get for SEO.

Quick-fire Questions

What’s the best piece of career advice you’ve ever received?
Meetings are not the place to gain buy-in but to solidify it.

What’s one SEO myth you wish would disappear?
SEO is just using the right keywords.

One tool or platform you can’t live without in your day-to-day work?
Excel.

How many unopened emails do you currently have in your inbox?
It is too embarrassing—over 6,000. I get so many company-wide emails and reports from tools.

What is one of your proudest moments in your career?
Being featured in The Telegraph as a standout speaker at BrightonSEO from one of my first speaking opportunities.

What is something you’re still looking forward to achieving in your career?
There is still so much I want to do, but for now, I am very focused on enjoying where I am.