The document discusses the challenges of executing an SEO strategy within a large organization like Telefonica Europe (O2). Some key points:
- Bringing SEO management in-house required learning how the large business operates and meeting many internal stakeholders.
- It was important to distinguish between SEO (the function of optimizing a site for search) and organic search (the traffic source), as they have different objectives.
- At O2, most traffic and sales come from brand search terms, but SEO can help optimize performance for generic search queries.
- Leveraging subdomains and partner sites helps control more of the search results for branded keyword phrases.
- Competing for new
Phil Nottingham - Video for SEO, CRO, Social and Beyond!Marketing Festival
Video is becoming an increasingly important part of many companies' marketing funnel, but knowing what to create and how to optimise it is incredibly difficult. Phil will be running through 3 types of videos all brands, big and small, should be creating; and providing tactical tips to ensure every video provides ROI in a matter of weeks rather than months. He'll cover social video optimisation, CRO with video, what video SEO looks like in 2016 and how you can measure the effectiveness of video in a meaningful way.
Phil Nottingham - Video for SEO, CRO, Social and Beyond!Marketing Festival
Video is becoming an increasingly important part of many companies' marketing funnel, but knowing what to create and how to optimise it is incredibly difficult. Phil will be running through 3 types of videos all brands, big and small, should be creating; and providing tactical tips to ensure every video provides ROI in a matter of weeks rather than months. He'll cover social video optimisation, CRO with video, what video SEO looks like in 2016 and how you can measure the effectiveness of video in a meaningful way.
Most Important PPC Updates From The Last 12 MonthsSwydo
With the breakneck speed digital advertising platforms introduce new ad types, extensions, features and targeting options it’s nearly impossible to keep up. Swydo’s Managing Director Jeroen Maljers has your back. His turbo masterclass will cover the most important updates affecting PPC campaigns – everything from the increasing impact of machine learning and automation, to the rise of Amazon as an advertising alternative. Get the insights you need to boost your marketing strategies.
SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?Branded3
Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
Oli Gardner - Frankenpage: Using A Million Little Pieces of Data to Reverse ...Marketing Festival
Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation. In the only landing page session you’ll need to attend this century, Oli will share a series of conversion data stories that have never been seen publicly before. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
SearchLeeds 2018 - Jon Greenhalgh & Sam Wright - Edit & Branded3 - How to del...Branded3
Jon and Sam’s SearchLeeds talk aimed to educate on methods of understanding your audience in more detail and linking that audience with commercial knowledge of an organisation. This will help you to unlock the value of using in-depth audience data to maximise the benefit from all of your acquisition activity to really deliver growth.
SearchLeeds 2018 - Elizabeth Clark - Dream Agility - The future of ShoppingBranded3
Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.
Are you still only crediting the last click when you measure your marketing success? We hate to break it to you, but last click attribution is dying and no longer valid today. Modern analytics platforms allow you to go beyond last click and see all the interactions a user makes with your brand before the conversion. We all know different PPC clicks -- from display network placements to head term searches -- can have a tremendous upper-funnel impact. We'll help you choose some models for assessing the full funnel value of the your paid campaigns and give you tips on implementing them!
In the presentation, experts from Portent, Inc and Hanapin Marketing discuss PPC attribution.
You'll get expert-level PPC tips like:
*Defining the last click problem and why you need to move beyond it
*Choosing an attribution model and the pros and cons of each
*Testing bid and campaign changes for incremental gains under your model
Need to make a BIG impact, in not a lot of time? Lucky for you, you can significantly improve your AdWords results in JUST 20 minutes per week and we'll show you how!
Join the webinar to learn:
-How just 20 minutes per week can positively affect your AdWords Performance
-Tips & Tricks perfect for even the busiest business owner
-5 actionable tips to turn "Oops," to "YES!" in AdWords
-Real examples so you can walk away and start implementing in your account today.
7 Quick Steps to Decoding Your Competitors' SEM Strategysemrush_webinars
Gene Glaeser of 360 Partners presents on how to analyze your competitors' strategy. Topics include:
-Deciphering a company’s search strategy or lack thereof
-Understanding the strengths and weaknesses of your competitor
-Defining the gaps in your own search strategy
-Improving visibility
Larry Kim - The Future of PPC Marketing in 2016 and BeyondMarketing Festival
The future of search advertising at first glance looks bleak. Competition and CPCs keep rising, ad inventory is flat and in some cases shrinking, ad blockers are ruining ROI, etc. It’s kind of a bummer, yet the future of PPC is bright, albeit much different from what we’ve seen in the past. In this keynote presentation, Larry Kim will cover the 5 biggest trends that are radically changing the future of PPC marketing and how marketers must quickly adapt their strategies and tactics to win at PPC marketing in 2016 and beyond.
Brandon Almack - The Day Google AdWords Changed Forever!Marketing Festival
On the 25th June 2015, Google finally allowed us to use audiences created in Google Analytics to reach our customers on Google Search. This has been a game changer. Brendan & his colleague Ciaran will discuss 5 ways you can leverage these audiences within your Google AdWords campaign to drive conversion and maximise account efficiency. All insights will be supported by actual Client case studies and real world results. If you are struggling to find value in RLSAs this talk will arm you with the practical skills you need to target your customers throughout the purchase funnel using custom audience lists.
Daiana damacus - How B2B Marketers Can Be Brave to Succeed InternationallyDaiana Damacus
A look into how B2B marketers can take that extra step to be successful in their international campaigns. The slides cover research, KPIs, social media, PPC, targeting, branding and customer service. As presented at Brighton SEO 2019.
Consumer search behaviour is complex.
You perform multiple searches on multiple devices over multiple days; where everything you see and experience, in the SERPs and beyond, influences your brand preference and purchase decisions.
Traditional funnel analysis and marketing models do a poor job of measuring and managing this ecosystem.
We need to re-think the way we talk about, measure and manage SEO if we want bigger budgets, integrated strategies, and to win big - and we need to move fast; some of the world's biggest companies are already beating us to it.
Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...semrush_webinars
Building a Digital Marketing Campaign takes good planning and a precise execution which can take up a lot of your time and energy. And let’s face it…to be effective online you have to be fast at building these high converting campaigns, launching them, testing them and improving them without hassle.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
Most Important PPC Updates From The Last 12 MonthsSwydo
With the breakneck speed digital advertising platforms introduce new ad types, extensions, features and targeting options it’s nearly impossible to keep up. Swydo’s Managing Director Jeroen Maljers has your back. His turbo masterclass will cover the most important updates affecting PPC campaigns – everything from the increasing impact of machine learning and automation, to the rise of Amazon as an advertising alternative. Get the insights you need to boost your marketing strategies.
SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?Branded3
Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
Oli Gardner - Frankenpage: Using A Million Little Pieces of Data to Reverse ...Marketing Festival
Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation. In the only landing page session you’ll need to attend this century, Oli will share a series of conversion data stories that have never been seen publicly before. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
SearchLeeds 2018 - Jon Greenhalgh & Sam Wright - Edit & Branded3 - How to del...Branded3
Jon and Sam’s SearchLeeds talk aimed to educate on methods of understanding your audience in more detail and linking that audience with commercial knowledge of an organisation. This will help you to unlock the value of using in-depth audience data to maximise the benefit from all of your acquisition activity to really deliver growth.
SearchLeeds 2018 - Elizabeth Clark - Dream Agility - The future of ShoppingBranded3
Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.
Are you still only crediting the last click when you measure your marketing success? We hate to break it to you, but last click attribution is dying and no longer valid today. Modern analytics platforms allow you to go beyond last click and see all the interactions a user makes with your brand before the conversion. We all know different PPC clicks -- from display network placements to head term searches -- can have a tremendous upper-funnel impact. We'll help you choose some models for assessing the full funnel value of the your paid campaigns and give you tips on implementing them!
In the presentation, experts from Portent, Inc and Hanapin Marketing discuss PPC attribution.
You'll get expert-level PPC tips like:
*Defining the last click problem and why you need to move beyond it
*Choosing an attribution model and the pros and cons of each
*Testing bid and campaign changes for incremental gains under your model
Need to make a BIG impact, in not a lot of time? Lucky for you, you can significantly improve your AdWords results in JUST 20 minutes per week and we'll show you how!
Join the webinar to learn:
-How just 20 minutes per week can positively affect your AdWords Performance
-Tips & Tricks perfect for even the busiest business owner
-5 actionable tips to turn "Oops," to "YES!" in AdWords
-Real examples so you can walk away and start implementing in your account today.
7 Quick Steps to Decoding Your Competitors' SEM Strategysemrush_webinars
Gene Glaeser of 360 Partners presents on how to analyze your competitors' strategy. Topics include:
-Deciphering a company’s search strategy or lack thereof
-Understanding the strengths and weaknesses of your competitor
-Defining the gaps in your own search strategy
-Improving visibility
Larry Kim - The Future of PPC Marketing in 2016 and BeyondMarketing Festival
The future of search advertising at first glance looks bleak. Competition and CPCs keep rising, ad inventory is flat and in some cases shrinking, ad blockers are ruining ROI, etc. It’s kind of a bummer, yet the future of PPC is bright, albeit much different from what we’ve seen in the past. In this keynote presentation, Larry Kim will cover the 5 biggest trends that are radically changing the future of PPC marketing and how marketers must quickly adapt their strategies and tactics to win at PPC marketing in 2016 and beyond.
Brandon Almack - The Day Google AdWords Changed Forever!Marketing Festival
On the 25th June 2015, Google finally allowed us to use audiences created in Google Analytics to reach our customers on Google Search. This has been a game changer. Brendan & his colleague Ciaran will discuss 5 ways you can leverage these audiences within your Google AdWords campaign to drive conversion and maximise account efficiency. All insights will be supported by actual Client case studies and real world results. If you are struggling to find value in RLSAs this talk will arm you with the practical skills you need to target your customers throughout the purchase funnel using custom audience lists.
Daiana damacus - How B2B Marketers Can Be Brave to Succeed InternationallyDaiana Damacus
A look into how B2B marketers can take that extra step to be successful in their international campaigns. The slides cover research, KPIs, social media, PPC, targeting, branding and customer service. As presented at Brighton SEO 2019.
Consumer search behaviour is complex.
You perform multiple searches on multiple devices over multiple days; where everything you see and experience, in the SERPs and beyond, influences your brand preference and purchase decisions.
Traditional funnel analysis and marketing models do a poor job of measuring and managing this ecosystem.
We need to re-think the way we talk about, measure and manage SEO if we want bigger budgets, integrated strategies, and to win big - and we need to move fast; some of the world's biggest companies are already beating us to it.
Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...semrush_webinars
Building a Digital Marketing Campaign takes good planning and a precise execution which can take up a lot of your time and energy. And let’s face it…to be effective online you have to be fast at building these high converting campaigns, launching them, testing them and improving them without hassle.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
BFA Outsourcing Solutions' first SEO orientation and seminar conducted on August 8, 2020.
For more information about us, visit our website at
https://bfaoutsourcingsolutions.com/
A small SEO guide curated by the Endemaj Funds marketing department to guide SMEs and startups. To know more about Endemaj, visit https://endemajfunds.com/
In this guide you will learn:
- 2016 organic search trends
- The foundation of a sustainable SEO strategy
- The strategic framework for sustainable SEO
- Common traits of winning SEO providers
- Must-ask questions to include in an RFI/RFP
Do you know where to focus your SEO efforts this year?
How has your organization been adapting to an ever-changing landscape of global events?
Wondering how other digital marketers are planning for success moving forward?
There are a lot of new changes and strategies in place for 2022, but one thing remains constant across all of organic marketing – providing the best digital experience for your audience.
Conductor surveyed top marketers to understand better their challenges and how they expect to achieve success in 2022.
Watch the State of Organic Marketing webinar to learn:
- How organizations can become more resilient and drive performance with organic marketing strategies.
- Trends in organic marketing budgets and the top channels of focus.
- The top SEO priorities around collaboration and productivity.
In this webinar, Jenny Li, Conductor's Product Marketing Manager, and Sara Tejelo, Market Research Analyst, describe the changes enterprise organizations plan to implement this year.
As opposed to focusing on paid marketing first, understanding the crucial role of organic marketing can help you determine what type of well-rounded marketing approach is best suited for your success.
Based on the data, get insights into what organic strategies you'll need to implement to find the right focus areas and gain influence within your organization.
Presentation on Search Engine Optimization and Analytics as part of the final year Internship presentation.This slide contains about search engine optimization and analytics.
Similar to Colin Woon - The bigger the business, the bigger the SEO challenge (20)
In 2014, Filip managed to exceed our audience's expectations with a well-researched and energizing lecture. Since then, he's managed to build a successful tech startup and has worked for clients across the globe. We are very proud to present you one of the brightest minds on the Czech marketing scene!
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. DISCOVER, DISRUPT, DELIVER
2/61
O2 owned by Telefonica is the second largest mobile network in the
UK employing over 3000 staff at the head office in Slough_
2 Follow me on Twitter - @ColinDWoon
3. DISCOVER, DISRUPT, DELIVER
3/61
Telefonica is a large company, with equally large profit and revenue
objectives with O2 entirely responsible for performance in the UK_
3 Follow me on Twitter - @ColinDWoon
4. DISCOVER, DISRUPT, DELIVER
4/61
In 2013 O2 expands on their digital marketing expertise by bringing
the strategic management of SEO in-house with new a new hire_
4 Follow me on Twitter - @ColinDWoon
Building on the existing paid search expertise, the plan was to set in motion the move from an externally run channel
to an in house SEO team, not completely moving away from agencies but instead leveraging their skillset as a
consultant.
5. DISCOVER, DISRUPT, DELIVER
5/61
An SEO specialist recently back from a year at Wunderman in
Amsterdam was recruited by Telefonica to lead the O2 SEO strategy_
5 Follow me on Twitter - @ColinDWoon
6. DISCOVER, DISRUPT, DELIVER
6
Digital strategies in search begin the customers as they define and share their
needs through search activity_
Follow me on Twitter
@ColinDWoon
7. DISCOVER, DISRUPT, DELIVER
7/61
The growth in performance at O2 over the past 4 years has proven
that value to an in-house SEO function_
95%
60%
40% 30%
2013 2014 2015 2016
95%
80%
60%
40%
2013
2014
2015
2016
7
Having an in house team gives the specialist instant access to the decision makers and internal stakeholders which can be a major
blocker for external agencies. While the man hours from the external agency is reduced when the work is taken in-house, their
output can be more valuable as their time is more focused on achievable tasks communicated through the internal team who are
closer to the action.
‣ In-house effort and management of the strategy increases
‣ Agency hours reduce while time spend is more effective
‣ Total performance based on generic organic traffic increases
Follow me on Twitter - @ColinDWoon
5%
40%
60% 70%
2013 2014 2015 2016
8. DISCOVER, DISRUPT, DELIVER
8
DISCOVER, DISRUPT, DELIVER
Executing an SEO strategy in a
large organisation is more
challenging for the in-house
team than it is for an external
partner or agency.
8 Follow me on Twitter - @ColinDWoon
9. DISCOVER, DISRUPT, DELIVER
9/61
Making an instant impact in a large business can sometimes take
longer than you plan when you move from a smaller business_
9
Absorb SEO work to date.
Meet all the teams.
Learn how the business operates.
Outline year 1 objectives by month.
Follow me on Twitter - @ColinDWoon
10. DISCOVER, DISRUPT, DELIVER
10/61
Learning and executing needs to happen simultaneous, even 3 years
later I’m meeting people for the first time_
10 Follow me on Twitter - @ColinDWoon
11. DISCOVER, DISRUPT, DELIVER
11/61
Working at a large brand in the UK like O2 gives you a unique
perspective of what is important in SEO execution_
11
Natural Search & how its is different to other channels at O2 UK.
Exploring the difference between SEO and natural search at O2 UK.
How Google influences to search results affects O2 UK.
How the Telco industry makes SEO extra challenging.
The extra processes that are a requirement with a big business?
Follow me on Twitter - @ColinDWoon
12. DISCOVER, DISRUPT, DELIVER
12
DISCOVER, DISRUPT, DELIVER
Clearly identifying what SEO
means to your business at the
beginning will define the
course your journey of
developing an understood SEO
function.
12 Follow me on Twitter - @ColinDWoon
13. DISCOVER, DISRUPT, DELIVER
13/61
At O2, SEO sits within the digital team alongside paid search,
affiliates, display, precision with a dotted line to social media_
13
Paid Media
• Paid Search
• Precision
• Display
• Affiliate Marketing
• Paid Social Media (Content)
Non-Paid Media
• Natural Search
• SEO
• Social Media (Content)
The digital team at O2 UK goes by the name of ‘Digital Excellence’ in order to promote that the specialists within that team are the best
in their fields. A team split between paid and non paid in a trading focused environment is a challenge in itself when each team is given
similar KPIs.
Follow me on Twitter - @ColinDWoon
14. DISCOVER, DISRUPT, DELIVER
14/61
Large ecommerce websites are built on trading and conversion
targets which can work better for paid channels_
Paid Channels Organic Search
14
No
No
No
Optimise by Position /
Placement
Optimise by CPA
Optimise by Spend
Optimise by Traffic Yes
Follow me on Twitter - @ColinDWoon
15. DISCOVER, DISRUPT, DELIVER
15/61
Understanding the limitations in setting organic search trading
objectives often comes as a revelation to sales teams_
15 Follow me on Twitter - @ColinDWoon
16. DISCOVER, DISRUPT, DELIVER
16/61
When we then look at the levers that we can pull in SEO / Organic
search we see the same limitations happen, but in reverse_
16
Optimise by Content
Optimise by Backlinks
Optimise by Internal
Links
Optimise by Page Speed
Paid Channels Organic Search
No
No
No
No
Follow me on Twitter - @ColinDWoon
17. DISCOVER, DISRUPT, DELIVER
17/61
Some features in digital channel management
although possible in SEO, are not without
complications.
There are common digital media functions that
are not possible with the organic search channel
Non Organic Search OptionsChallenging Digital Media
SEO is direct response, but being less measurable and controllable
makes it stand slightly apart other channels_
17
Retargeting
Segmentation
Impression Reporting
CPA Targets
Impression Tracking
Activity by Orders
Attribution Reporting
Econometrics
Follow me on Twitter - @ColinDWoon
18. DISCOVER, DISRUPT, DELIVER
18
DISCOVER, DISRUPT, DELIVER
The specialism at O2 is
identified as SEO, but when
the channel is discussed, it
changes to natural search.
But what does that mean in
practice?
18 Follow me on Twitter - @ColinDWoon
19. DISCOVER, DISRUPT, DELIVER
19/61
The revelation was that SEO should be seen as a creative function,
while organic search be seen as a traffic channel_
19
SEO
Organic
Search
Across the business SEO and Natural Search are used always with the assumption that they are the same thing, almost in
the same way that more junior people assuming paid and organic search are the same. Ensuring that individuals
understood the difference between both, and when to call on their services improved execution.
‣ Understanding that SEO is the function used to
improve website visibility through increased
rankings in search.
‣ Understanding that SEO is not a channel and you
wouldn’t refer to SEO as a traffic source in your
analytics tools.
‣ Knowing that SEO is the tool that you use to drive
natural search traffic
‣ Understanding that a large share of organic search
traffic numbers will come without any SEO work
required and will only be driven from customer
loyalty and brand exposure.
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20. DISCOVER, DISRUPT, DELIVER
20/61
Splitting the channel into it separate components worked well at O2
UK by allowing people to focus_
20 Follow me on Twitter - @ColinDWoon
21. DISCOVER, DISRUPT, DELIVER
21/61
Recognising the difference between SEO and Organic search helped
to educate the business on what is important_
21
Organic
Search
Rank
ClicksCTR
At O2 UK, organic search is well understood by the business. Even those who do know understand the detail of SEO can
grasp the simple differences between paid search and organic search with the help of Google sign posts and poor paid
search ads that people avoid like the plague.
Follow me on Twitter - @ColinDWoon
‣ Online Sales & trading teams are the most
interested in the organic search channel due to
the large traffic figures that it generates.
‣ It’s simple for everyone in the business to monitor
rankings in Google search which is a common
activity performed by junior and senior colleagues.
‣ Reviewing listings in the SERPs to question CTR
performance for organic search as well as paid
search is common among legal teams, P&L, and
marketing.
‣ The fundamental understanding that organic
search is free drives extra interest into individual
wanting to drive uplifts through the channel.
22. DISCOVER, DISRUPT, DELIVER
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In reality the SEO team is a lot more than a DR channel, and it is
here that O2 began to understand_
22
SEO
PR
ITContent
However when it comes to SEO, the understanding and focus starts to trail off among the same individuals who showed
the strong interest in organic search. As all SEO’s understand, organic search is the objective of SEO and therefore
strong performance cannot come without a strong SEO execution.
Follow me on Twitter - @ColinDWoon
‣ The User Experience team is one of the few
internal teams that actively looks to understand
the requirements of an SEO strategy due to the
impact is has on their work.
‣ Marketing often without the understanding of
optimisation, will show clear interest in the
insights from SEO research in order to better
create their content
‣ IT will provide the most valuable information but
often the most difficult situations as they speak in
highly technical language often challenging the
SEO specialist to provide answers to un tested
ideas.
23. DISCOVER, DISRUPT, DELIVER
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Organic SearchSEO
Understanding the split between SEO and Organic Search us to
better divert resources to each of the requirements_
23
Traffic
‣ Second largest channel after direct results in a large amount of
focus on the performance of Organic Search.
CTR
‣ Careful creation of page tags ensure that strong rankings drive the
clicks that are intended with impelling content.
Rank
‣ Visibility in Google is the primary function in SEO as an enabler for
traffic.
UX
‣ There are clear similarities between the work completed by the
UX team and the SEO team in the effort to make a website
optimised.
Orders
‣ Orders through O2 branded search terms outperforms other DR
channels with the exception of Paid Search.
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24. DISCOVER, DISRUPT, DELIVER
24
DISCOVER, DISRUPT, DELIVER
Brand search drives the
majority of traffic & sales, but
brand search isn’t directly
influenced by SEO. Generic
traffic drives incremental
search growth.
24 Follow me on Twitter - @ColinDWoon
25. DISCOVER, DISRUPT, DELIVER
25/61
Targeting brand performance as SEO leads to overinflated numbers
that are based more on brand loyalty than SEO_
25 Follow me on Twitter - @ColinDWoon
26. DISCOVER, DISRUPT, DELIVER
26/61
Our marketing budgets drive large numbers in brand search queries
which are then broken down into categories_BenefitExampleSearchTerms
Pure O2 Brand O2 & Generic O2 & Non O2 Brand No O2 Brand
’02’
‘O2’
‘Telefonica’
‘www.o2.co.uk’
- Assured Performance
- High Google Rank
‘O2 Wifi’
‘O2 Phones’
‘O2 Network’
‘O2 Sim Card’
- Incremental Traffic
- Low Conversion Rate
‘O2 Xperia’
‘O2 iPhone’
‘O2 Pizza Express’
‘O2 Samsung Galaxy’
- High Conversion Rate
- High Order Volume
‘iPad Pro’
‘iPhone 7’
‘Android OS’
‘Samsung Note7’
- Traffic Opportunity
- High Competition
Organic Search SEO
26 Follow me on Twitter - @ColinDWoon
27. DISCOVER, DISRUPT, DELIVER
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Looking the search queries that drive traffic into O2.co.uk, we
identified that O2 brand terms would drive up to 75%_
O2 Brand
O2 & Generic
O2 & Non O2
Brand
Non O2 Brand
All Search Queries Split by Brand
/ Generic
27
‣ The lack of keyword level data due to Google
secure search adds more difficulty in
reporting.
‣ Adwords paid search data and Search Console
provide valuable insight to negate that issue.
‣ Strong O2 Marcomms activity drives large
search numbers from branded terms
‣ SEO campaigns capitalize on this with
optimised ‘Search Call To Action’ prompting
customers to search using set terms.
75%
25%
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28. DISCOVER, DISRUPT, DELIVER
28/61
The challenge has been to reduce leakage to other websites from O2
brand search queries_
28 Follow me on Twitter - @ColinDWoon
29. DISCOVER, DISRUPT, DELIVER
29/61
By making use of our partner websites and O2-owned subdomains,
we aim to flood and control the search results_
29
O2Vouchers.co.uk O2Recycle.co.uk O2ThinkBig.co.uk
News.O2.co.uk Community.O2.co.uk Priority.O2.co.uk
Sub-
Domains
Micro-
Sites
We get the opportunity to leverage multiple domains to:
‣Publish more content that can rank simultaneous for the same search query.
‣Utilise multiple websites to drive equity through cross linking to primary content pages.
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30. DISCOVER, DISRUPT, DELIVER
30/61
And to capitalise on the opportunity behind generic queries by
focussing on the creative optimisation ‘SEO’ element_
30
The remaining 25% of SEO search queries represents the incremental opportunity that we can influence more directly
if it is true that brand search queries are influenced more by marketing communications activity like TV advertising
and out of home marketing.
Workable Targets
• Not impacted by
brand marketing
Specific SEO Impact
• Effects derived from
search engine optimisation
Market Penetration
• Generating new business from competitor
customers and people new in the market
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31. DISCOVER, DISRUPT, DELIVER
31
DISCOVER, DISRUPT, DELIVER
When you look at your
competitors you have to look
beyond your traditional
competitors and instead focus
on who is taking the space you
desire.
31 Follow me on Twitter - @ColinDWoon
32. DISCOVER, DISRUPT, DELIVER
32/61
In such a fiercely competitive environment, the network that gets to
page 1 in the fastest time will lead in sales_
32 Follow me on Twitter - @ColinDWoon
33. DISCOVER, DISRUPT, DELIVER
When a new product is launched, the primary objective is to
get to the first page of Google in the shortest possible time as
this is a highly profitable period for trading_
33 Follow me on Twitter - @ColinDWoon
34. DISCOVER, DISRUPT, DELIVER
34/61
Research has shown that Google seemingly gives priority ranking to
reviews sites during the pre-announcement to early launch stage_
34
Pre-Order
Pre-Announce
Announce
Launch
Phase 1 Phase 2
In-Life
Phase 3 Phase 4 Phase 5
News Websites eg. MacWorld
Manufacturer Websites eg. Apple
Reviews Websites eg. Tech Radar
Networks eg. O2
‣ Typically its is News & Review
publications that get the initial share of
organic search. Google caters to
customers in the research phase of the
buying cycle with the exception of the
manufacturer or exclusive retailer.
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35. DISCOVER, DISRUPT, DELIVER
35/61
Google seems to give priority ranking to reviews sites during the pre-
announcement to early launch stage.
It shows the intellect of the Google search algorithm when it is able to not only distinguish and identify reviews websites, but also to know
the periods during new product launches when those sites will be more and then less relevant to customer searches.
33%
67%
Customer Reviews
Specialist Reviews
Type Customer Review
Average Rank 5-8
35
Type Customer Review
Average Rank 6-9
Type Expert Review
Average Rank 3-5
Type Expert Review
Average Rank 4-6
Type Expert Review
Average Rank 4-6
Type Expert Review
Average Rank 2-4
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36. DISCOVER, DISRUPT, DELIVER
Google likes to be very with the sites it relates to search queries,
to the point that being a phone network can work against us when
we try to add traditional retail products to our catalogue.
36 Follow me on Twitter - @ColinDWoon
37. DISCOVER, DISRUPT, DELIVER
37/61
Tablets are an example of a product Google determines to be more
of an electrical appliance than a network device_
37
Google understands that people expect to
view network devices with a network
provider. However, electrical devices are then
expected to be viewed at standard electrical
retailer.
20%
80%
Google Visibility Share – Networks
Vs Retailers:
Traffic Share by website type:
> Reduced
visibility for
networks
> Less specific
customer search
terms
> High traffic
driven to
standard retailers
Impact on Search Performance:
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38. DISCOVER, DISRUPT, DELIVER
38/61
Google gives preferential rankings to the known electronic retailers
regardless of on page content or other SEO techniques_
38 Follow me on Twitter - @ColinDWoon
This makes entry into new markets
more challenging even for brand
the size of O2. The mission then
changes to one of building new
connections to different product
categories
39. DISCOVER, DISRUPT, DELIVER
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Being unable to gain visibility on the first page of Google can reduce
CTR by over 90% placing search needs in PPC_
39
Retailer preference in SERPs
Customer
• Restricted Sites
Google
• Controlled Results
Company
• Reduced Visibility
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40. DISCOVER, DISRUPT, DELIVER
40
DISCOVER, DISRUPT, DELIVER
The telco industry is a large
business in the UK with only 4
main networks. Unlike other
large businesses smaller
product lines lead to stiff
competition.
40 Follow me on Twitter - @ColinDWoon
41. DISCOVER, DISRUPT, DELIVER
The mobile network industry is heavily skewed towards pay
monthly handset sales in terms of revenue drivers. In that
category, the share heavily weighted between a very small
amount of devices_
41 Follow me on Twitter - @ColinDWoon
42. DISCOVER, DISRUPT, DELIVER
42/61
There are times when we maximise traffic with exclusive deals that
have a lasting effect on our performance for years to come_
42 Follow me on Twitter - @ColinDWoon
43. DISCOVER, DISRUPT, DELIVER
43/61
Being an exclusive partner enables O2 to build brand connections
within search that defines us as the primary destination_
43 Follow me on Twitter - @ColinDWoon
44. DISCOVER, DISRUPT, DELIVER
44/61
Being the official partner for the iPhone launch in 2007 has allowed
O2 to compete with the Apple brand for the primary search terms_
44
‣ Increased visibility derived from the sole ownership of the
content similar to an owned / created product.
‣ Increased visitors to the website in comparison to other
products due to being the only retailer and purchase point.
‣ Guaranteed sales without the concern of competition taking a
larger share of the sales.
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45. DISCOVER, DISRUPT, DELIVER
45/61
A large share of the mobile industry is owned by Samsung and Apple
which limits the profitable keywords to target_
45
iPhone
Samsung
Galaxy
iPad
Sony
Xperia
‣ Limited products with limited variations
result in a fiercely competitive market where
at some times of the year there are less than
10 target keywords between all competitors
‣ Restrictions from manufacturers further
complicate this market where each network
has to follow guidelines that result in less
originality.
‣ Customers then have a harder choice to
distinguish between different networks when
they each have the same messaging for the
same search terms.
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46. DISCOVER, DISRUPT, DELIVER
46/61
The importance of focussing on your niche instead of a generic
objective was made clear for O2 in this example_
46
User Journey Targeted Queries
‣ Increased focus on the customer user journey by
targeting sales specific search terms specifically
relevant to contract network devices to reduce
irrelevant competitors and increase CTR.
‣ Preventing less relevant websites from taking up
competitive ranking positions turning the SERP
landscape into a more relevant space leading to
improved visibility.
‣ Able to publish product page style pages with less
content than other content SEO websites that might
typically rank higher in more generic search term
results.
‣ SERPs by Google generated without question boxes,
news and images to increase CTR for search
listings.
What this means to O2
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47. DISCOVER, DISRUPT, DELIVER
47
DISCOVER, DISRUPT, DELIVER
SEO is best executed when you
have flexibility & control over
your website management,
and when you have a
consistency in your processes
and systems.
47 Follow me on Twitter - @ColinDWoon
48. DISCOVER, DISRUPT, DELIVER
48/61
At O2 UK, being a business of large size we get both benefits and
issues that smaller companies avoid_
48
Large Business Issues
• Multiple Teams
• Stacked Development Streams
• Long Lead Times
• High Development Costs
Large Business Benefits
• Fast ranking relevant content
• High sharability from
• High brand traffic
• Large website
Follow me on Twitter - @ColinDWoon
49. DISCOVER, DISRUPT, DELIVER
When you are working with multiple stakeholders within a
company, the approval process for any project can be a long
battle. With SEO, due to the guesswork applied to estimations,
getting support its challenging.
49 Follow me on Twitter - @ColinDWoon
50. DISCOVER, DISRUPT, DELIVER
50/61
Once multiple stakeholders across the business have given approval,
development work can be moved into delivery leading to results_
50 Follow me on Twitter - @ColinDWoon
51. DISCOVER, DISRUPT, DELIVER
51/61
Most key requirement for approvals
is the expected uplift on sales
volume.
Each project needs to drive orders
either preferably directly, but due to
how organic search and SEO work,
often the compromise is to have an
indirect impact on sales.
For example, how a content
marketing initiative may contribute
to increased rankings for a key
product page.
SEO and UX are closely connected
which results in a lot of crossover
which can be beneficial and
challenging.
UX teams at O2 sit within the Online
creative team who have direct
influence over navigation, page
template designs and all other
aspects of the information
architecture.
Understanding the objectives of the
UX team is one absolute
requirement, but it is more key to
learn the UX leads style of web
design.
The O2 website is built from a
custom made CMS which means that
most of the functionality is also
custom built.
Custom built websites can
complicate tasks elsewhere
considered simple due to the
capability not native to the original
framework requiring additional
modification.
Having a team prepared for
continual developments who are
available to find workarounds to
existing limitations is key.
UX Impact IT CapabilitySales Impact
Getting approval for SEO initiatives in a large business is perhaps
what the majority of an in house specialists’ work requirement_
51 Follow me on Twitter - @ColinDWoon
52. DISCOVER, DISRUPT, DELIVER
Being a large business, it is impossible to attend every meeting
which ultimately leads to key information passing by. In regards to
IT, this can mean years of optimisation efforts being deleted with a
single IT update_
52 Follow me on Twitter - @ColinDWoon
53. DISCOVER, DISRUPT, DELIVER
53/61
Multiple times where updates approved in one side of the business
have had the opposite effect on SEO_
53 Follow me on Twitter - @ColinDWoon
54. DISCOVER, DISRUPT, DELIVER
54/61
Multiple times where updates approved in one side of the business
have had the opposite effect on SEO_
54 SiteAI
Code
OnPage
Removed
Links
Removed
Content
Image Text
Removed
Tags
Changed
Incorrect
URLs
Redirects
Removed
Pages
Duplicated
Pages
Follow me on Twitter - @ColinDWoon
Being a small team, the time
inevitably comes when one of the
meeting you cannot attend leads to
key content being removed.
Having an IT team managed by an
outsourced company in order to
better safeguard against technical
human errors leads to many
precautionary unscheduled roll
backs.
Having a creative web team involved
in multiple A/B tests where short
term changes can be made that
impact multiple areas.
55. DISCOVER, DISRUPT, DELIVER
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55/61
Having a large development function leads to further stakeholders
for development decisions.
“The basic differentiator in comparison to a basic static website is that web application can
provide features/functionalities. Static web page provides content only”
An outsourced IT Business Analyst working for O2 gave his view on JavaScript:
“If you want to make a content change in a static website you have to change the content of the
page manually”
“It allows you to automatically generate consistent product pages, tariff pages, etc. By just
providing the key content (photos, prices and text), the web application deals with the rest”
“We use it to manage functions such as stock management, contract renewal, basket
management. etc”
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56. DISCOVER, DISRUPT, DELIVER
Internal restructures occur often in big businesses, and Telefonica is
not stranger to these changes. In 3 years SEO has been involved in 2
large restructures that have has large impacts on how the channel is
focused_
56 Follow me on Twitter - @ColinDWoon
57. DISCOVER, DISRUPT, DELIVER
57/61
Shakeups can offer new opportunities and you hope that when the
music stops, you’re able to sit down and work_
57 Follow me on Twitter - @ColinDWoon
58. DISCOVER, DISRUPT, DELIVER
58/61
In 2014 O2 moved the SEO function and other digital channels from
online sales in marketing communications_
58
• Website Influence
• Traffic Focus
• Technical
Knowledge
Stay with
Online
• Campaign Influence
• Messaging
Influence
• Marketing Budgets
Move to
Marketing
Missed
Opportunity
Simultaneous
Learning
Action
Taken
Online
Governance
Meeting
SEO Online
Development
Team Set-Up
Joint Online
& Marketing
SEO Strategy
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59. DISCOVER, DISRUPT, DELIVER
59/61
The growth potential for Telefonica & O2 through SEO and Organic
search remains substantial_
Speed Optimisation Project – Barry Allen
Estimated impact on revenue based on website speed optimisation > £4.9m
Revenue
Content Development Project – Daily Planet
Estimated revenue impact based on undisclosed content projects > £2.7m
Revenue
Technical BAU Release Project – Tony Stark
Estimated revenue impact based on undisclosed technical updates > £4.1m
Revenue
External SEO & PR Project – Lois Lane
Further potential gains from development of the external outreach and content
marketing
> £
Revenue
External Partnerships – Flashpoint > £
Revenue
KEY FIGURES
59 Follow me on Twitter - @ColinDWoon