Inside adidas: How a Global Brand Builds an Insight-First SEO Program

When: Wednesday 26th November • 5 pm GMT / 12 pm ET / 9 am PT

Search is shifting fast, and the brands that learn quicker are the ones that win.

In this exclusive session, adidas' Organic Search Director Europe Matthew Morrissey joins us to break down how a global ecommerce brand uses controlled SEO experiments to guide decisions, lift performance, and build influence across product, engineering, and regional teams.

Matthew and SearchPilot founder Will Critchlow discuss how, in their work together, the adidas SEO team moved from focusing on wins to focusing on insights, and why this shift helped the whole organisation understand search with more clarity.

You will learn how setting goals around the number of insights changed the pace of testing, the type of tests they run, and the way teams share lessons across markets.

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How adidas turns insights into clear direction for product, engineering, and content

Hear how the team treats insights as a KPI, uses testing to challenge best practice advice, and puts credible revenue numbers on changes so product, UX, and engineering know what to ship or roll back.

What a mature testing program looks like inside a global ecommerce brand

See the journey from simple test cadence to focusing on insight rate, stronger tests, and better use of dev time, including how the team chooses where to test and how big a change needs to be to give a clear result.

How testing helps global teams with different needs and different markets

Learn how adidas balances global and local SEO, when they roll out wins across markets, when they retest locally, and how content and technical tests are split between market teams and global platforms.

How an open testing culture turns ideas into high impact experiments

See how adidas gathers ideas from the SEO team, CRO, brand knowledge, and competitors, and turns simple suggestions, like highlighting free delivery in meta text, into valuable tests anyone can propose.

Who Should Attend?

SVP Digital & Ecommerce
VP of Marketing / Global Head of Marketing
Head of SEO
Director of Ecommerce, Director of Digital Marketing
Head of Product
Anyone responsible for ambitious SEO targets who needs a practical, proven framework

Who's Matthew Morrissey?

Matthew Morrissey leads Organic Search for adidas across Europe, guiding SEO and ASO strategy for one of the world’s most recognised brands. With more than ten years of experience in search and digital marketing at adidas, he has shaped the SEO program across multiple roles before stepping into the director role in 2021.

During his time at adidas, Matthew has helped build a testing culture that values insight quality, cross market learning, and strong partnerships with product and engineering teams. His work focuses on turning controlled experiments into clear direction for regional teams, helping a global organisation understand what works and why.

Who's Will Critchlow?

Will Critchlow is the CEO and co-founder of SearchPilot, the SEO experimentation platform that helps enterprise websites, specifically large ecommerce, take search out of React Mode and put it into Control Mode.

After 15 years running Distilled, an agency he built into a global search powerhouse, Will founded SearchPilot out in 2020 to give marketing and engineering teams a way to run statistically-rigorous SEO A/B tests across thousands of pages and see uplift in weeks.

Today, the platform powers rapid-fire testing for $100M+ ecommerce, marketplace, and travel brands, preparing them for the next trillion searches. Will’s data-driven approach has helped hundreds of companies turn their biggest, least-understood channel into a controllable performance engine with provable ROI.