Date post: | 22-Jan-2017 |
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Marketing |
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The Future of Enterprise SEONick WilsdonSEO Lead, Global Channel OptimisationVodafone Group
22 Country Markets
40 Partner Markets
$43.2 billion Revenue Per Year
446 million mobile customers
93,000 employees
Source: Vodafone Annual Report 2015
Problems & Solutions
Large organisation
Global perspective
Facing challenges online
Technical SEO Transitions into Performance
SEO
Analytics Architects
Deployment
Lessons Learned Over 12 months
Focus on process that works
• Automated alerts
• Internal communications
• Automated reporting
Automation #FTW
http://goo.gl/YDKxda
The Checklist Manifesto: How To Get Things Right
• Checklists are a solution to the fallibility of our memory in complex situations
• WHO “Safe Surgery Checklist” reduced complications for surgical patients by 36%, deaths by 47%
• Keystone of each training block
• Builds capacity in non-technical teams
http://goo.gl/Vd0YTz
Joined-up thinking is everything
Diplomacy is an underestimated SEO skill
• Network within your organisation
• Be the diplomat for SEO
• Listen and share knowledge
• Understand their objectives
• Knowledge and data are currencies
Enterprise content marketing
SEO content campaign
Brand campaign
• Most effective way to produce content for traffic and links
• Align with larger content campaigns
• Take advantage of larger budget for distribution
• Provide cohesive user experience and legacy value
Enterprise tools are essential
Why do we need an enterprise SEO platform?
• Rebuild the keyword understanding Google has removed
• For example, brand vs. generic landscape or mobile opportunities in app
• Offer training and certification
• Partnership and innovation
There’s no such thing as “business-as-usual” SEO
Wrap strategies up for the business
Fixing Broken Links
Improving Handset Pages
Deep Linking App Content
Essentials of a good business case
• Supported by data
• Clear goals, measurable and time-bound
• Commercial awareness
• Aligned with wider company objectives
Data is easily obtainable
New platforms bypass development requirements
Seasonal keyword heatmaps
http://goo.gl/7qtxL5
Interesting mobile data from Google
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
More often via smartphone than computer / tablet Equally via smartphone & computer / tablet
http://consumerbarometer.com
55% of South African users
7%1%
6% 4% 6%
34%
3% 6%
38%
1%8%
1% 4%
55%
6%17%
6%
Only Access Internet On Mobile
http://consumerbarometer.com
Building capacity
23 7 December 2015
No one can whistle a symphony, it takes an orchestra
Understand local team objectives
Celebrate wins across & upward
Support community & training
Build organisational capacity
Agile SEO Deployment
Rolling SEO Strategy Deployments
celebratesuccess
rework business
case
sign-up markets
support strategy + training
collate results
sprint cycle
Areas to focus on for 2016Key areas for
enterprise in 2016
SEOs as search architects
2016 will challenge us to become search architects –designing preferred search journeys
Google changes have caused increased traffic for brands but caused page cannibalisation
Compounded by rise in content marketing
Mobile web vs. app – new user journeys
App indexing is not new, introduced in 2013 but it can now be used to index content on apps that are not installed on the user’s device
When users click an app result, they will be prompted to open the application or download it.
Available for Android & iOS – and in Bing
https://developers.google.com/app-indexing/introduction
Data Verification & Rise of Ad-blockers
https://deliberatedigital.com/blog/measuring-ad-blocking
• Ad blockers are rising in popularity
• Mobile overtook desktop in 2015, users are demanding performance
• Users blocking ads but also tracking and analytics
@NickWilsdon
Thank You