Where businesses used to place a heavy focus on areas such as customer services and accounts it has become pretty clear that the I.T department is now the focal business division for many large firms, especially retail.

Department store group House of Fraser are the latest to invest heavily in Search Engine Optimisation (SEO), announcing that they have poached Jamie Peach from ASOS.

Jamie Peach boasts a pretty colourful résumé, having held the position of senior SEO manager at online fashion firm ASOS.

This recruitment from House of Fraser comes as part of their investment plans, wanting to place more and more focus on digital purchase. To do this successfully they need to ensure that they are optimising to the best of their ability.

House of Fraser is increasingly developing the digital side of its business, with online sales now representing 18% of total sales. One of the company’s key immediate goals is to grow its “share of voice in search”, according to Martin Francis, director of online trading at House of Fraser.

Analytics and algorithm experts are reportedly in high demand as retailers shift their marketing focuses.

Commenting on the new recruit, Francis said: “He brings a wealth of experience and knowledge to the role, which will be invaluable in driving development and innovation to create a best in class SEO programme.”

Prior to ASOS, he headed up the SEO department at digital performance agency Resolution Media moving on to Resolution International.

Peach started his SEO career in-house at Ladbrokes eGaming, before he moved on to creative agency Razorfish where he worked with retail clients such as Asda and Levi’s.

It is safe to say that we are going to witness some pretty extraordinary things in regards to House of Fraser ranking in the coming months thanks to the SEO guru joining the team.

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