How brands can consolidate global owned and earned media assets to drive SEO.

1. Practical SEO
Strategies – Getting
Results Across
Multiple Countries
Nick Wilsdon
Lead SEO, Vodafone Group

2. 22 Country Markets
40 Partner Markets
$43.2 billion Revenue Per
Year
446 million mobile customers
93,000 employees
Source: Vodafone Annual Report 2015

3. Team Focused on Performance
Architects
SEO
Analytics
Project
Management

4. Lessons Learned
Over 12 months

5. Get Organised
Insert Confidentiality Level in slide footer 5 07 October 2015

6. Low-Tech Solutions Work

7. Use Tools and Alerts
http://nickwilsdon.com/how-to-set-up-email-sms-alerts-on-robots-txt-
changes/
• Set up alerts to keep informed
• Internal communications
• Free tools, such as IFTTT
• Platform alerts from vendors

8. The Checklist Manifesto: How To Get Things Right
• Checklists are a solution to the
fallibility of our memory in
complex situations
• Checklists are practical tools
• Installs discipline of high
performance and aid training
• WHO “Safe Surgery Checklist”
reduced complications for surgical
patients by 36%, deaths by 47%

9. Understand the
importance of business
cases

10. Data and Forcasting is Essential
Checklists are a solution to the
fallibility of our memory in complex
situations
Checklists are practical tools
Installs discipline of high performance
and aid training
WHO “Safe Surgery Checklist” reduced
complications for surgical patients by
36%, deaths by 47%
There is no business
case without data

11. The Essential of a Good Business Case
• Backed up with data
• Measurable
• Clear timelines
• Material difference to business
• Aligned with common objectives –
other teams and C-suite

12. Business Cases Can Start Simply

13. Reach out to other teams
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14. Integration is Everything
• Search out relevant teams
• Listen and share knowledge
• Understand their objectives
• Data is currency

15. Google Trends Data Easily Available

16. Seasonal Keyword Heatmaps
http://nickwilsdon.com/ho
w-to-make-seasonal-
keyword-heatmaps/

17. Mobile Becoming Primary Internet Access Point
Source: Google https://www.consumerbarometer.com
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
More often via smartphone than computer / tablet Equally via smartphone & computer / tablet

18. Mobile Only Access Now Reality
7%
1%
6% 4% 6%
34%
3%
6%
38%
1%
8%
1%
4%
55%
6%
17%
6%
Only Access Internet On Mobile
Source: Google https://www.consumerbarometer.com

19. Support your local
champions to get action

20. No one can whistle a symphony. It takes an orchestra
to play it.
• Understand local team objectives
• Celebrate their successes
• SEO advocacy is essential
• Training
• Build community
• Central sharing

21. It’s easier to cycle strategy
into markets
Insert Confidentiality Level in slide footer 21 07 October 2015

22. Don’t Boil The Ocean
Global Team
Market 1 Market 2
1. Prove strategy within one
market
2. Lean on their local objectives
(technical, mobile SEO, ROPO,
content…)
3. Celebrate their success
4. Rework business case
5. Deliver into next markets

23. Build Partners Not
Vendors

24. The Right Tools for the Job
• Pick your tools carefully
• Organised work-flow
• Training and certification
• Look for innovative partners

25. Think strategically both
short and long term

26. The Greatest Challenge to Enterprise SEO
• Progress is difficult
• Enterprise requires lead-time for
most programs streams
• Planning ahead allows budgets to
be set
• Innovation feeds into SEO
advocacy – excites teams

27. Mobile Web vs. App – Whole New Level of Integration
“Sometimes the best answer is on a website, and
sometimes it’s in an app.” – Google
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 in Bing (MS Store) and with iOS apps
How will we do this? Mobile App Sitemaps
https://developers.google.com/app-
indexing/introduction

28. Designing Better User Journeys
Mobile
Search
Experience
Vodafone App
Experience
Combined Mobile
Search & App
Experience
Network
Coverag
e
Billing &
Top up
Device
Support
Personalise
d FAQs

29. @nickwilsdon
https://uk.linkedin.com/in/nickwilsdon
https://plus.google.com/+NickWilsdon/
Thank You