Jamie Riddell recently entered the ‘third act’ of his career. If it’s anything like the first two, it won’t be short on drama. Riddell joined the latest GeekMeet, Piper’s popular roundtable of ecommerce minds, to impart some lessons learned from ‘a life in search’. In 1999, he co-founded Cheeze, the UK’s first digital direct marketing agency. Cheeze
‘Focusing on the right metrics’ may sound obvious, said Riddell, but is too often neglected. Soft metrics such as domain authority and clicks are important but hard metrics (transactions and conversion rates) will drive sales. Retaining a ‘razor sharp focus on what matters is the route to the top of Google’.