Ecom Leaders: SEOday 2025

SEOday 2025 brought together +400 specialists to explore the newest insights in search. The day offered clear, practical direction for teams navigating an SEO landscape shaped by data, relevance and smarter collaboration. See the key takeaways here.

SEOday 2025 brought together +400 specialists and digital leaders across eCommerce, Content, B2B & Lead, and Linkbuilding.

A clear theme of the day stood out across all subtopics: SEO in 2025 is defined by precision, data activation, and cross-functional collaboration.

The day had three tracks covering +20 sessions, with Danish and international industry experts sharing the latest news within SEO, Content and eCommerce.

Key takeaways

Below are the key takeaways from each track.

1. Product data is your strongest lever for scalable growth

Product-led SEO plays a central role in today’s SEO work. Presentations highlighted how much impact lies in activating existing product data (attributes, descriptions, and structured information) to strengthen PDPs, category pages, and long-tail visibility.

Joakim Raunsbæk from Refyne: showed how structured product attributes can surface new category opportunities and significantly improve click-through on PDPs when applied directly in page titles and on-page content. Incremental lifts shown in his cases included +12–35% clicks and +15–50% impressions from enriched page titles alone.

eCommerce brands that treat product information as a strategic SEO asset gain scale, relevance, and measurable revenue impact.

2. Content that mirrors product reality wins, not content written for volume alone

We’re seeing a shift away from generic, search-volume-driven text production. Speakers showed that effective content in 2025 connects much closer to user intent by reflecting the actual products, categories, and experiences available on the site.

Marianne Ambæk Flach from s360 demonstrated how category copy improves significantly when anchored in product names and real product attributes instead of abstract keywords. This approach creates content users actually read and act on, while maintaining strong relevance signals for search engines.

Content becomes valuable when it helps users choose, not when it simply fills a page.

3. Conversion-oriented SEO requires alignment between product, UX, and CRO from the start

The B2B & Lead track focused on the growing role of SEO Product Management and the need for SEO and CRO to be designed together rather than in silos.

Vanda Pókecz from GSG walked through how an SEO-first culture works in practice: SEO guides product development, testing, and experimentation early in the process. CRO teams work with SEO rather than around it, ensuring changes that improve sign-ups or lead quality do not compromise organic performance.

Traffic without conversion is noise, and conversion without visibility is a dead end. Strong teams build both at the same time.

4. Relevance outweighs raw volume, and link value is shaped by real user signals

There are major industry shifts following the Google API leak. Aleks Ivanovski from KWHero highlighted how Google’s internal systems increasingly rely on user interactions, page popularity, and topical embeddings when evaluating link value.

This means the strongest links are those placed on pages that actually attract traffic and sit within clearly relevant topical clusters. Parasite SEO, when used responsibly, can support this by placing content on high-authority domains that rank naturally and therefore pass meaningful value.

Linkbuilding in 2025 is a relevance discipline rather than a numbers game.

Host

• Nikolaj Mogensen, Head of SEO, s360