This document outlines an SEO strategy for LG Global to ensure user and client happiness. Key aspects of the strategy include: 1. Ensuring a good search experience across all customer moments using fundamental SEO tools and innovation. 2. Applying principles of user happiness and client happiness across the entire strategy. 3. Segmenting users into "To Know", "To Do", "To Buy", "To Go" moments and targeting keywords relevant to each stage of the customer journey. 4. Implementing the strategy through content development, technical improvements, link building, integration across channels and providing management support over 12 months.

1. 27│07│2017
Interview Task
Brightside
LG Global SEO strategy
October’17

2. User and Client happiness
Ensuring that we are
delivering a good search
experience across all
customer moments by using
fundamental SEO tools and
innovation. !
!
!
!
Ensuring that clients have a
clear vision on management
processes and on the team
Performance. !
Principle 1 Principle 2
We will apply these 2 operational principles across the entire strategy because happy
users means happy clients.
User happiness Client happiness

3. User Happiness

4. 1
Content Technical Authority
2 3
Strategic keyword
insights and
opportunity discovery!
Keyword research,!
Keyword mapping,!
Content gap analysis!
20%!
Owned & Earned
technical and content
compliance!
Technical audits,
page speed audits,
hreflang, sitemaps
Creation!
30%!
Improving website
authority via outreach
and social integration!
Link building strategy
& link performance
audits!
30%!
Integration
4
Ensuring that all
channels are working
together and
benefiting from each
other. !
PPC & SEO
integrations &
recommendations,
SEO & offline
recommendations!
10%!
Deliverables !
Impact !
SEO Pillars

5. !
!
!
!
People want more
information about products!
!
Keyword example:!
§ 4k tv or monitor!
§ which smart tv should i
buy!
§ android phones with
good camera!
!
To Do
Users Moments
!
!
People looking for
general information about
products.!
!
Keyword example:!
§ what is sound bar!
§ is smart tv worth it!
§ how 4k tv works!
1 2
To Know
!
People are looking to buy
a product!
!
Keyword example:
§ buy lg v30!
§ price lg q6!
§ lg smart tv 42 inch!
!
People looking for support
and reviews!
!
Keyword example:!
§ lg service center!
§ lg g6 review!
§ lg w150 review!
3 4
To Buy To Go
It’s important to make sure that we interact with costumers across every stage of their journey. !

6. Key Opportunities
Precise Geotargeting
1 Implement Hreflang
tags on the global
level in order to drive
traffic to the
appropriate country!
Data point! Strong Fundamentals
Make sure that SEO
fundamentals such as
meta-tags, duplicate
content or broken
elements are aligned
with the top SEO
industry standards!
Data point!
!
2
Brave innovations
Keeping pace with
the industry and
exploring possibilities
across voice search,
quick answer and a
mobile first world!
Data point!
!
3
4 Move technical
performance from good
to great by making
regular technical checks
and conducting tests !
Data point!
There are 374 broken
pages on the UK website!
!
Good technical
sound
5 Make sure that website
loading speed follows
the best industry
standards and helps
users move with lighting
speed !
Data point!
!
Lightning speed

7. LG Competition
Authority!
Content!
Clear landing page
structure, however the meta-
data structure is messy.
§ Good landing page
§ Vast FAQ section
§ Well optimised category
and product pages
§ Good landing pages
Technical!
Hreflang tags are not
implemented
§ Hrelfang sitemaps
present
§ Nice social meta tag
structure
§ Hrelfang tags present
LG has decent content and clear product pages. However the lack of proper geo-targeting,
technical improvements & the low number of backlinks make it non-competitive. !
Backlinks!
155K !
Domains!
7.42K!
Backlinks!
661K !
Domains!
17.2K!
Backlinks!
6.04M !
Domains!
16.8K!
Source: Ahrefs!

8. Scope of work timeline
FEB! APR! DEC!AUG! OCT! FEB!MAR! MAY! JUL! SEP! NOV! JAN!JUN!
Content!
Technical!
Authority!
Integration!
Know! Do! Buy! Go! All!
Benchmark!
&KPIs !
Website Tech Support!
Keyword Targeting and Mapping
Link Building!
Recommendation!
SEO/SEA Integration!
Recommendations!
Landing Pages Layout!
Recommendation!
Youtube
Optimisation!
& Partnerships!
Hreflang & Page speed
recommendations!
Final Report!
2-3 months!
1-2 months! 1-2 months!
2-3 month!
1-2 months!
1-2 month!
1-2 months!
1-2 months!
1-2 months!

9. Client Happiness

10. Create a clear KPI structure
and robust analytics set-up
for every market. Deliver
insights through the global
dashboard.!
Management Principles
!
!
!
Have standard and ad-hoc
based status calls and
meetings. Grouping calls by
region is recommended.
With a large number of
markets it’s important to
have quiet time to work, by
limiting communication with
the client. !
1 2
Support
It’s important to ensure that
all markets have the relevant
training to facilitate planning
and ongoing discussions.
!
!
Make sure that SEO is
integrated in global media
and content plans in order to
drive the holistic message
across all channels. The
same work scope should be
assigned for every region,
including ad-hoc
opportunities for
localisations.!
3 4
Education IntegrationTransparency

11. Strategy & Insights! Local! Central & Local! Central!
Project Management! Local! Central/HQ! Central!
Technical ! Local! Central ! Central!
Content! Local! Central & Local! Central & Local!
Authority! Local! Central & Local! Central !
Innovation & Best
practices!
Local! Central/HQ! Central!
Reporting! Local! Central/HQ! Central & Local!
Management Approach
It is crucial to choose the right
management approach, which
should reflect and complement
the client’s needs and resources.!
HQ!
Central!
Local!
Local!
Local
Hybrid Model! Centralised!Local Only!

12. Team Management
Tasks backlog!
Have a backlog, and keep track, of
outstanding tasks with tools like Wrike,
Asana or even Slack. !
Weekly Review Meetings!
Host meetings with a team in order to keep
track of work performance.!
Autonomy!
With a client of this scale it’s important to keep
team structure but also encourage more autonomy
to cut through bureaucracy. !
Team Management tools:!

13. To Know!
Time on site /
bounce rate !
>1 min on website!
To Do!
Scroll Depth pages ! >2 pages per
session!
To Buy!
Product pages
visits!
Clicks to e-
retailers!
KPIs Framework
Micro Macro AdvocacyMoments

14. Thank you!
October’17