The Future of Enterprise SEONick WilsdonSEO Lead, Global Channel OptimisationVodafone 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

Problems & Solutions

Large organisation

Global perspective

Facing challenges online

Technical SEO Transitions into Performance

SEO

Analytics Architects

Deployment

Lessons Learned Over 12 months

Focus on process that works

• Automated alerts

• Internal communications

• Automated reporting

Automation #FTW

http://goo.gl/YDKxda

The Checklist Manifesto: How To Get Things Right

• Checklists are a solution to the fallibility of our memory in complex situations

• WHO “Safe Surgery Checklist” reduced complications for surgical patients by 36%, deaths by 47%

• Keystone of each training block

• Builds capacity in non-technical teams

http://goo.gl/Vd0YTz

Joined-up thinking is everything

Diplomacy is an underestimated SEO skill

• Network within your organisation

• Be the diplomat for SEO

• Listen and share knowledge

• Understand their objectives

• Knowledge and data are currencies

Enterprise content marketing

SEO content campaign

Brand campaign

• Most effective way to produce content for traffic and links

• Align with larger content campaigns

• Take advantage of larger budget for distribution

• Provide cohesive user experience and legacy value

Enterprise tools are essential

Why do we need an enterprise SEO platform?

• Rebuild the keyword understanding Google has removed

• For example, brand vs. generic landscape or mobile opportunities in app

• Offer training and certification

• Partnership and innovation

There’s no such thing as “business-as-usual” SEO

Wrap strategies up for the business

Fixing Broken Links

Improving Handset Pages

Deep Linking App Content

Essentials of a good business case

• Supported by data

• Clear goals, measurable and time-bound

• Commercial awareness

• Aligned with wider company objectives

Data is easily obtainable

New platforms bypass development requirements

Seasonal keyword heatmaps

http://goo.gl/7qtxL5

Interesting mobile data from Google

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

More often via smartphone than computer / tablet Equally via smartphone & computer / tablet

http://consumerbarometer.com

55% of South African users

7%1%

6% 4% 6%

34%

3% 6%

38%

1%8%

1% 4%

55%

6%17%

6%

Only Access Internet On Mobile

http://consumerbarometer.com

Building capacity

23 7 December 2015

No one can whistle a symphony, it takes an orchestra

Understand local team objectives

Celebrate wins across & upward

Support community & training

Build organisational capacity

Agile SEO Deployment

Rolling SEO Strategy Deployments

celebratesuccess

rework business

case

sign-up markets

support strategy + training

collate results

sprint cycle

Areas to focus on for 2016Key areas for

enterprise in 2016

SEOs as search architects

2016 will challenge us to become search architects –designing preferred search journeys

Google changes have caused increased traffic for brands but caused page cannibalisation

Compounded by rise in content marketing

Mobile web vs. app – new user journeys

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 for Android & iOS – and in Bing

https://developers.google.com/app-indexing/introduction

Data Verification & Rise of Ad-blockers

https://deliberatedigital.com/blog/measuring-ad-blocking

• Ad blockers are rising in popularity

• Mobile overtook desktop in 2015, users are demanding performance

• Users blocking ads but also tracking and analytics

@NickWilsdon

Thank You