Crispin Sheridan

Crispin Sheridan

Senior Director, Global Search


Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.

Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the Test Lab has contributed significant success to SAP's digital marketing efforts.

A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.




The Micro-Moments of B2B

Jul 23, 2015 - The proliferation of mobile devices has changed the customer journey to consist of more micro-moments that happen throughout the day. Reaching consumers... Comments


Are You Ready For the Marriage of Google and Twitter?

May 28, 2015 - Location-based marketers have the most to gain from Google's new relationship with Twitter, especially given the popularity of Google Now. Comments


The Mobile Change Nobody Is Talking About

Apr 29, 2015 - Besides "Mobilegeddon," there's another mobile change from Google that no one is paying much attention to. Comments


Old SEO vs. New SEO

Apr 1, 2015 - What are the differences between SEO tactics that worked in the past and the best practices that work in today's search marketing world? Comments


How to Implement an Intent-Based SEO Strategy

Mar 4, 2015 - SEO strategists should be sure to group their content based on the intent of the audience they're trying to reach - but what is the best way to go about... Comments


4 Fearless Predictions for the Future of SEO and Analytics

Feb 4, 2015 - The year will be full of change in the SEO and analytics worlds. Is your organization ready to adapt? Comments


PPC and SEO: The Dynamic Duo

Dec 10, 2014 - Marketers should use both pay-per-click and SEO tactics in order to get the most out of their search marketing campaigns - are you using this strategy... Comments


The Importance of SEO for Mobile

Nov 12, 2014 - It's more important than ever to have a mobile-friendly website, especially if you want to rank well in Google's results. Comments


The Importance of Repurposing Content

Oct 15, 2014 - Repurposing content, meaning changing its format and the audience to which its targeted, can help you maximize your resources and increase the effect... Comments

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Google Authorship: Another Chapter Closes

Sep 24, 2014 - Now that Google Authorship is no more, we take a look back at why Google ended the program, what it was supposed to accomplish, and what comes next. Comments


Google’s HTTPS Ranking Signal Change – What Does It Mean for You?

Aug 20, 2014 - Google will now use HTTPS as a ranking signal, but what does this mean for digital marketers and do you need to make any changes to your site to adapt... Comments


SEO Number Crunching – 5 Great Excel Features

Jul 23, 2014 - Excel includes several features that can be very useful in improving SEOs' efficiency and can also enhance their ability to analyze relevant site performance... Comments

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Are Panda 4.0 and Payday 2.0 Giving You Issues?

May 28, 2014 - The two new updates from Google might be causing you problems, but here's how to tell what the root of your problem actually is. Comments


404 Errors Getting You Down? 2 Quick Ideas

Apr 30, 2014 - Here are two techniques for prioritizing the cleanup of error pages on an enterprise site, with their pros and cons outlined to help you choose the... Comments

Google Authorship Results Search Engine Watch

Google Authorship and SEO

Apr 2, 2014 - Google Authorship is a way for content authors to connect their Google profiles to their online content to establish original ownership, and the benefits... Comments


Video Marketing SEO

Mar 5, 2014 - When video is compelling, people tend to pay more attention compared to reading a static article. A video can capture someone's attention longer than... Comments


2014 SEO -- 6 Key Pointers

Feb 5, 2014 - How will SEO in 2014 be different from 2013? What do we need to do to overcome future update issues? Here are six things every SEO professional should... Comments


Google’s Top 3 SEO Dance Steps of 2013

Jan 16, 2014 - Google dominated search marketing news in 2013, especially with secure search (keyword data not provided), the Hummingbird algorithm, and Panda/Penguin... Comments


Google PageRank Fading Away, But the Sky Isn't Falling

Dec 11, 2013 - PageRank is only one of the ranking factors Google uses. Now that it's updated only infrequently, where should webmasters focus to improve a site and... Comments


Google Hummingbird: Does Quantity or Quality Win the Day?

Nov 13, 2013 - SEOs must strive for a combination of both quality and quantity, but there's always a tension between the two. Sometimes it can feel that by focusing... Comments


Google & Not Provided Keywords: Forcing Marketers to Innovate Since 2013

Oct 16, 2013 - Marketers will not completely lose the ability to see which keywords drive traffic, but the information now has to come from different sources and via... Comments

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