Beyond fundamentals in SEO for large corporates | Benchmark Search Conference 2015
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Transcript of Beyond fundamentals in SEO for large corporates | Benchmark Search Conference 2015
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Beyond fundamentals in SEO for large corporates.Colin Woon_Marketing & SalesO2 UK30.06.2015
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The aim of todays talk is to discuss how to add value to a sales and marketing orientated business from an SEO perspective.
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In this sessions we will:
• Discuss important ideas from a large corporate.
• Explore maximizing cross department team integration.
• Think strategically beyond keyword research & optimisation.
Today we will not be talking about Pandas & Penguins or basic SEO.
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“SEO is a small cog in a large machine and in a large business like O2, the task is to look beyond SEO and into areas that better both deliver on the overall business strategy and link other business functions”_
Data, Attribution & Branding_SEO is a multi function channel which equally belongs to online sales as well as marketing communications. These are often in different teams, which allows SEO to be the bridge_
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Consumer behavior_
Traffic Potential
Labelling / Language
Measurement
Search Term
Trends
Search Term
Relationships
Search data can add scientific insight to the campaign planning strategies – Utilising
insights from actual customer search data & trends can align a marketing strategy to the SEO
strategy.
“Historically and stereotypically, creativity
and data have been assumed to be at
odds. How can the defined, objective
results provided by data analysis be
compared with the subjective opinion
inspired by creativity.”
– Ben Hayward from Magnetic
Creativity and data often doesn’t work together as well as it should in planning -
Campaign creative are often the product of a creative agency, but now more than ever it is
important to have the ability forecast, scale and measure the performance of a campaign.
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Search science to plan marketing campaigns_
Don’t make it hard for your customers to
find what they are looking for.
You can use the science behind on page optimisation with your Above The Line activity
- From TV, to Press to Digital Out Of Home, how you communicate with your audience should
always be based on what they want and how they want it.
Speak the language of your customers
Start with what people your consumers
want, not what you want.
Build your services around existing
demand
If there is no search interest, don’t expect to
drive paid or non paid traffic.
Evaluate the size of the opportunity online
What to promote_
What to expect_What to say_
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O2’s ATL strategy connects to our customers by speaking their language.
By drawing on the data available online, we can get better traction with in difficult places like press.
O2 uses search data to power all campaigns_
O2’s website is built as a brand portal with
a shop function. This allows O2 to provide
a complete experience to customers
mixing inspirational content with sales
content.
2.ATTRIBUTION_Google states that 35% of organic search customer interactions
occur at the beginning of path to purchase_
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True organic search begins at the start of the sales journey, so last click attribution
models will fail to value the most important content – It is key to align the strategy of
your content & creative teams with the targets set by your online sales teams to ensure your
brand is always #1 top of the funnel.
First Click_
Innovation
New Technology
Rumors
Coming Soon
News
SEO is designed for first interaction
content.
Sales target force SEOs to think
beyond last click. We naturally place
value on awareness.
Organic search specifically plays a key part
in the research phase of the sales funnel
and brands to correctly attribute a sales
value to create robust forecasting and
targets for Q3 & Q4 in 2015.
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Content for each stage of the sales funnel_
Awareness
Top of the funnelInspirationResearch
Consider
Evaluate & ReviewComparisonsLearningPrice Matching
Convert / Purchase
Bottom funnelLast click attributionPPC landing pages
Expand out from first and last interaction to focus on the consideration - Position based
attribution modelling allows weighting at the start and end is more effective for SEOs, but true
content strategies will further add the consideration stage.
Ensure that you build your content strategy in line with each step of the sales
journey – In paid search it’s often not efficient to target terms that are not converting last
click, so it’s important to leverage your SEO traffic for this requirement.
35%44%
21%
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O2 Guru’s commutate inspirationalcontent to our customer base.
Not all of your content should be made of sales messaging. You need to have content for each stage of the buying cycle.
O2 appreciates sales value at each stage of the funnel_
O2’s website is built as a brand portal with
a shop function. This allows O2 to provide
a complete experience to customers
mixing inspirational content with sales
content.
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Brand muscle_Building authority in the modern SEO world requires a strong brand presence –
Google guidelines favour popular websites in their listings to give a better experience to users.
Is the site a recognized authority on its topic?
Would you recognize this site as an authoritative source when mentioned by name?
Would users complain when they see pages from this site?
Would you trust the information presented in this article?
What counts as a Google Panda quality
site?
Source: http://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
Challenges:-
Google introduced encrypted search and in
late 2011 made it default for all searches
leading to the “not provided” issue in
analytics platforms.
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Impact of brand marketing on organic rankings_
Above the Line
Marketing
• TV spend• Out door• DOOH• Press
Brand Demand Increases
• Brand traffic• Generic
search traffic• Interest
trends
Organic Search Engine
Brand Value
• Search Engine authority award
• High natural search results
You can use the science behind on page optimisation with your Above The Line activity
- From TV, to Press to Digital Out Of Home, how you communicate with your audience should
always be based on what they want and how they want it
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Having a strong brand essentially makes it easier to be an authority.
Brand relevancy to iPhone content Is why O2 performs strongly against fierce competitors.
Brand is important to O2, it maintains our dominance_
O2 has the strongest brand affiliation to
the iPhone as a result of being the first UK
network to support the device back in
2007.
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•Language
•ROI
•Campaign Planning
•Measurement
•Top Funnel Focus
•First Click Content
•First Click Value
•Connecting Stories
Attribution BrandData
Key take outs from todays talk_
•Quality Site
•Brand Vs Generic
•ALT & Search
•Brand Signals
Looking beyond basic SEO we discover that the theory and applications of an SEO
strategy can be applied campaign planning, online sales & trading, and P&L /
commercial - The data SEO teams work with a on day to day basis is precise and up to date
and can allow a business to closely know their customers.
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Colin WoonHead of SEO – O2 Telefonica
Email:[email protected]
Twitter:@colindwoon
Contact information