practical seo strategies - getting results across multiple costuntries - nick wilsdon from vodafone...
TRANSCRIPT
Practical SEO Strategies – Getting
Results Across Multiple Countries
Nick Wilsdon
Lead SEO, Vodafone Group
22 Country Markets
40 Partner Markets
$43.2 billion Revenue Per Year
446 million mobile customers
93,000 employees
Source: Vodafone Annual Report 2015
Team Focused on Performance
Architects
SEO
Analytics
Project Managemen
t
Lessons Learned Over 12 months
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Get Organised
Low-Tech Solutions Work
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
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%
Understand the importance of business cases
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
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
Business Cases Can Start Simply
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Reach out to other teams
Integration is Everything
• Search out relevant teams
• Listen and share knowledge
• Understand their objectives
• Data is currency
Google Trends Data Easily Available
Seasonal Keyword Heatmaps
http://nickwilsdon.com/how-to-make-seasonal-keyword-heatmaps/
Mobile Becoming Primary Internet Access Point
Source: Google https://www.consumerbarometer.com
Austria
Belgium
Bulgari
a
Croatia
Czech
Rep
ublic
Denmark
Estonia
Finlan
d
France
German
y
Greece
Hunga
ry
Irelan
dIta
lyLa
tvia
Lithu
ania
Netherl
ands
Norway
Poland
Portug
al
Roman
ia
Russia
Serbia
Slovak
ia
Sloven
iaSpa
in
Sweden
Switzerl
and
Ukraine
United
King
dom
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
More often via smartphone than computer / tablet Equally via smartphone & computer / tablet
Mobile Only Access Now Reality
Australia
Czech
Rep
ublic
German
y
Greec
e
Hunga
ryIndia
Irelan
dIta
ly
Kenya
Nether
lands
New Z
ealan
d
Portuga
l
Roman
ia
South A
frica
Spain
Turke
y UK
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
Support your local champions to get action
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
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It’s easier to cycle strategy into markets
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
Build Partners Not Vendors
The Right Tools for the Job
• Pick your tools carefully
• Organised work-flow
• Training and certification
• Look for innovative partners
Think strategically both short and long term
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
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 Sitemapshttps://developers.google.com/app-indexing/introduction
Designing Better User Journeys
Mobile Search
Experience
Vodafone App
Experience
Combined Mobile Search & App
Experience
Network
Coverage
Billing & Top
up
Device Suppor
t
Personalised FAQs
@nickwilsdon
https://uk.linkedin.com/in/nickwilsdon
https://plus.google.com/+NickWilsdon/
Thank You