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Practical SEO Strategies - Getting Results Across Multiple Costuntries - Nick Wilsdon from Vodafone - Linkdex Think Tank

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How brands can consolidate global owned and earned media assets to drive SEO.

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Practical SEO Strategies - Getting Results Across Multiple Costuntries - Nick Wilsdon from Vodafone - Linkdex Think Tank

  1. 1. Practical SEO Strategies – Getting Results Across Multiple Countries Nick Wilsdon Lead SEO, 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 Report 2015
  3. 3. Team Focused on Performance Architects SEO Analytics Project Management
  4. 4. Lessons Learned Over 12 months
  5. 5. Get Organised Insert Confidentiality Level in slide footer 5 07 October 2015
  6. 6. Low-Tech Solutions Work
  7. 7. Use Tools and Alerts http://nickwilsdon.com/how-to-set-up-email-sms-alerts-on-robots-txt- changes/ • Set up alerts to keep informed • Internal communications • Free tools, such as IFTTT • Platform alerts from vendors
  8. 8. The Checklist Manifesto: How To Get Things Right • Checklists are a solution to the fallibility of our memory in complex situations • Checklists are practical tools • Installs discipline of high performance and aid training • WHO “Safe Surgery Checklist” reduced complications for surgical patients by 36%, deaths by 47%
  9. 9. Understand the importance of business cases
  10. 10. Data and Forcasting is Essential Checklists are a solution to the fallibility of our memory in complex situations Checklists are practical tools Installs discipline of high performance and aid training WHO “Safe Surgery Checklist” reduced complications for surgical patients by 36%, deaths by 47% There is no business case without data
  11. 11. The Essential of a Good Business Case • Backed up with data • Measurable • Clear timelines • Material difference to business • Aligned with common objectives – other teams and C-suite
  12. 12. Business Cases Can Start Simply
  13. 13. Reach out to other teams Insert Confidentiality Level in slide footer 13 07 October 2015
  14. 14. Integration is Everything • Search out relevant teams • Listen and share knowledge • Understand their objectives • Data is currency
  15. 15. Google Trends Data Easily Available
  16. 16. Seasonal Keyword Heatmaps http://nickwilsdon.com/ho w-to-make-seasonal- keyword-heatmaps/
  17. 17. Mobile Becoming Primary Internet Access Point Source: Google https://www.consumerbarometer.com 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% More often via smartphone than computer / tablet Equally via smartphone & computer / tablet
  18. 18. Mobile Only Access Now Reality 7% 1% 6% 4% 6% 34% 3% 6% 38% 1% 8% 1% 4% 55% 6% 17% 6% Only Access Internet On Mobile Source: Google https://www.consumerbarometer.com
  19. 19. Support your local champions to get action
  20. 20. No one can whistle a symphony. It takes an orchestra to play it. • Understand local team objectives • Celebrate their successes • SEO advocacy is essential • Training • Build community • Central sharing
  21. 21. It’s easier to cycle strategy into markets Insert Confidentiality Level in slide footer 21 07 October 2015
  22. 22. Don’t Boil The Ocean Global Team Market 1 Market 2 1. Prove strategy within one market 2. Lean on their local objectives (technical, mobile SEO, ROPO, content…) 3. Celebrate their success 4. Rework business case 5. Deliver into next markets
  23. 23. Build Partners Not Vendors
  24. 24. The Right Tools for the Job • Pick your tools carefully • Organised work-flow • Training and certification • Look for innovative partners
  25. 25. Think strategically both short and long term
  26. 26. The Greatest Challenge to Enterprise SEO • Progress is difficult • Enterprise requires lead-time for most programs streams • Planning ahead allows budgets to be set • Innovation feeds into SEO advocacy – excites teams
  27. 27. Mobile Web vs. App – Whole New Level of Integration “Sometimes the best answer is on a website, and sometimes it’s in an app.” – Google 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 in Bing (MS Store) and with iOS apps How will we do this? Mobile App Sitemaps https://developers.google.com/app- indexing/introduction
  28. 28. Designing Better User Journeys Mobile Search Experience Vodafone App Experience Combined Mobile Search & App Experience Network Coverag e Billing & Top up Device Support Personalise d FAQs
  29. 29. @nickwilsdon https://uk.linkedin.com/in/nickwilsdon https://plus.google.com/+NickWilsdon/ Thank You

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