Beyond fundamentals in SEO for large corporates | Benchmark Search Conference 2015
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The document discusses the integration of SEO into sales and marketing strategies for large corporations, focusing on value addition and cross-department collaboration. It emphasizes leveraging search data to inform marketing campaigns, the importance of aligning content with the sales funnel, and the need for a strong brand presence to enhance organic search rankings. The insights shared are aimed at optimizing both customer engagement and sales performance through strategic SEO planning.
Beyond fundamentals in SEO for large corporates | Benchmark Search Conference 2015
- 1. DISCOVER, DISRUPT, DELIVER Beyond fundamentals in SEO for large corporates. Colin Woon_ Marketing & Sales O2 UK 30.06.2015
- 2. DISCOVER, DISRUPT, DELIVER 2 DISCOVER, DISRUPT, DELIVER The aim of todays talk is to discuss how to add value to a sales and marketing orientated business from an SEO perspective.
- 3. DISCOVER, DISRUPT, DELIVER 3 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.
- 4. DISCOVER, DISRUPT, DELIVER 4 DISCOVER, DISRUPT, DELIVER “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”_ 4
- 5. 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_
- 6. 6 DISCOVER, DISRUPT, DELIVER How can we leverage search data with Marketing Communications_ 6
- 7. 1. DATA_ “Google processes over 40,000 search queries every second on average_
- 8. 8 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.
- 9. DISCOVER, DISRUPT, DELIVER 9 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_
- 10. DISCOVER, DISRUPT, DELIVER 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. 10 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.
- 11. 11 DISCOVER, DISRUPT, DELIVER Are you linking your SEO content to you sales_ 11
- 12. 2. ATTRIBUTION_ Google states that 35% of organic search customer interactions occur at the beginning of path to purchase_
- 13. 1 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.
- 14. DISCOVER, DISRUPT, DELIVER 14 Content for each stage of the sales funnel_ Awareness Top of the funnel Inspiration Research Consider Evaluate & Review Comparisons Learning Price Matching Convert / Purchase Bottom funnel Last click attribution PPC 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%
- 15. DISCOVER, DISRUPT, DELIVER O2 Guru’s commutate inspirational content 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. 15 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.
- 16. 16 DISCOVER, DISRUPT, DELIVER Increasing relevancy in Google search_ 16
- 17. 3. BRANDING_ 80% of organic search traffic is from brand and brand + generic search terms_
- 18. 18 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.
- 19. DISCOVER, DISRUPT, DELIVER 19 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
- 20. DISCOVER, DISRUPT, DELIVER 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. 20 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.
- 21. DISCOVER, DISRUPT, DELIVER 21 •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.
- 23. DISCOVER, DISRUPT, DELIVER 23 Colin Woon Head of SEO – O2 Telefonica Email: colin.woon@o2.com Twitter: @colindwoon Contact information