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The Future of Enterprise SEO - SAScon Beta 2015

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Keynote presentation for SAScon beta 2015 held in Manchester (MSU). Lessons learnt on Enterprise SEO from Nick Wilsdon (SEO Lead, Global Channel Optimisation Vodafone Group) and my predictions on the hot SEO topics of 2016

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The Future of Enterprise SEO - SAScon Beta 2015

  1. 1. The Future of Enterprise SEO Nick Wilsdon SEO Lead, Global Channel Optimisation Vodafone Group
  2. 2. 22 Country Markets 40 Partner Markets $43.2 billion Revenue Per Year 446 million mobile customers 93,000 employees Source: Vodafone Annual Report2015
  3. 3. Problems & Solutions Large organisation Global perspective Facing challenges online
  4. 4. Technical SEO Transitions into Performance SEO Analytics Architects Deployment
  5. 5. Lessons Learned Over 12 months
  6. 6. Focus on process that works
  7. 7. • Automated alerts • Internal communications • Automated reporting Automation #FTW http://goo.gl/YDKxda
  8. 8. 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
  9. 9. Joined-up thinking is everything
  10. 10. 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
  11. 11. 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
  12. 12. Enterprise tools are essential
  13. 13. 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
  14. 14. There’s no such thing as “business-as-usual” SEO
  15. 15. Wrap strategies up for the business Fixing Broken Links Improving Handset Pages Deep Linking App Content
  16. 16. Essentials of a good business case • Supported by data • Clear goals, measurable and time-bound • Commercial awareness • Aligned with wider company objectives
  17. 17. Data is easily obtainable
  18. 18. New platforms bypass development requirements
  19. 19. Seasonal keyword heatmaps http://goo.gl/7qtxL5
  20. 20. 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
  21. 21. 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
  22. 22. Building capacity
  23. 23. 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
  24. 24. Agile SEO Deployment
  25. 25. Rolling SEO Strategy Deployments celebrate success rework business case sign-up markets support strategy + training collate results sprint cycle
  26. 26. Areas to focus on for 2016Key areas for enterprise in 2016
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. @NickWilsdon Thank You

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