Cancer Research UK relies heavily on organic search traffic. They developed a gamification strategy to help their 600 content editors and diverse teams prioritize SEO fundamentals. They created interactive dashboards that provided SEO data and leaderboards to teams to encourage competition. Teams earned points for optimizing pages, and monthly winners were celebrated to inspire and train other teams to contribute to SEO success.

1. Putting the ‘fun’ into the
fundamentals
Gamifying SEO in large organisations

2. This is Cancer Research UK

3. So is she...

4. And so are they...

5. We’re a large
organisation

6. With
diverse
objectives

7. But the
same goal

8. nging forward the
when all cancers
cured

9. So what’s
SEO got to
do with it?

10. >75% of our traffic is
organic

11. With more than 2.5
million organic sessions
a month

12. Across 20,000 pages

13. Being edited and added
to by almost 600
content editors

14. And two
SEOs

15. So how does that
work?

16. We believe in
digital
empowerment

18. Quite often we
hear...

19. “I want you to SEO
optimise my page”

21. “I have a content idea,
can you help me make
it findable?”

22. This is great!

23. How do we shift the
conversation?

24. Every team has their own priorities

25. SEO fundamentals can fall by the wayside

26. But these are really
important!

27. But getting
stakeholders teams to
buy into this is hard

28. And we can’t do it
alone

29. We need to bring
teams along with us to
make them SEO
advocates, and doers

30. So how did we do
this?

31. We made it fun.

32. Competition works.

33. We created interactive dashboards

34. That put SEO data into the hands of 600 people

35. And showed direct comparisons through time

36. And tally up the results in a leaderboard

37. What do points mean?

38. Every month there are winners

39. And we shout about it

40. And use their
success to
inspire other
teams

41. Turn content editors
into an SEO machine

42. How can you do this?

43. 1.Train, train, train

44. 2. Celebrate success

45. 3. Make it easy

46. 4. Make it fun