1.
Secrets of big brand SEO
Presented by
Nick Wilsdon
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2.
Insert Confidentiality Level in slide footer 2 2 May 2018
Why should you listen to me?
19 years SEO experience
Search Product Owner, Vodafone
Group since 2014
Manages search programs across
26 international markets

3.
26 Country Markets
48 Partner Country Markets
132,756 employees (incl. 24,485 contractors)
516 million mobile customers
$47.6 billion Revenue Per Year
Source: Vodafone Annual Report March 2017
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4.
Research contacts and organisation
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5.
Align with organisation objectives
• Understand what matters
to the organisation
• Speak the language
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6.
Procurement process & financial cycles
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• Understand how
procurement work within
your organisation
• Make friends in accounts
department
• Time project proposals to
financial cycles

7.
Run complementary content projects
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8.
Gamification works
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9.
Automation superpowers
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10.
• Business forecasting – focus on specific
business cases and use a tool
• Audits without prioritisation or
cost/reward assessments
• Non-actionable strategic advice
• SEO awareness training sessions
• Vanity SEO requests
Focus your time on what matters
@NickWilsdon

11.
Search news and insight is appreciated
• Easy win to add value
• Data is valuable and
can be exchanged for
favours
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• Make alliances with
other teams to support
their initiatives and
achieve your objectives

12.
Case studies should be done regularly
• Allows stakeholders to engage in
the SEO story
• Reviewing activity is crucial step
in improving the deployment
process @NickWilsdon
• Useful for awards and justification
of activity

13.
The art of the business case
• Must be focused on
stakeholder
objectives
• Pitched to your
audience
• Can be easily
conveyed in an
elevator pitch to
senior management
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• Always tied back to
financial KPIs
• Understand you’ll
never be 100% right
– apply your
experience and
caveat your
assumptions

14.
In-house vs. agency
@NickWilsdon
• Enterprise clients will rarely
bring capability inhouse
• Internal champions will
enable more challenging
projects (content/technical)
• Fit your team to the
organisations requirements
(i.e. balance strategy/hands-
on)

15.
Deploy don’t service
• Learn from the consultants
• Package strategy to make it easier
to fit deploy approach
• Run POCs to ever larger groups
• Build trust through organisation to
release budget and resources
@NickWilsdon

16.
Insert Confidentiality Level in slide footer 16 2 May 2018
Why should you listen to me?
Thank you for
listening
Questions?
@nickwilsdon