beyond fundamentals in seo for large corporates | benchmark search conference 2015

DISCOVER, DISRUPT, DELIVER

Beyond fundamentals in SEO for large corporates.Colin Woon_Marketing & SalesO2 UK30.06.2015

DISCOVER, DISRUPT, DELIVER2


The aim of todays talk is to discuss how to add value to a sales and marketing orientated business from an SEO perspective.


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.



“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_

66DISCOVER, DISRUPT, DELIVER

How can we leverage search data with Marketing Communications_

1. DATA_“Google processes over 40,000 search queries every second on average_

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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.


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_


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.

1111


Are you linking your SEO content to you sales_

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.


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%


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.

1616


Increasing relevancy in Google search_

3. BRANDING_80% of organic search traffic is from brand and brand + generic search terms_

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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.


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


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.


•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.


Colin WoonHead of SEO – O2 Telefonica

Email:[email protected]

Twitter:@colindwoon

Contact information

mailto:[email protected]

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