DISCOVER, DISRUPT, DELIVER
Beyond fundamentals in
SEO for large corporates.
Colin Woon_
Marketing & Sales
O2 UK
30.06.2015

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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.

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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.

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“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”_
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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_

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How can we leverage search data with
Marketing Communications_
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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.

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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_

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.
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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.

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Are you linking your SEO content to you sales_
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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.

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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%

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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.
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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.

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Increasing relevancy in Google search_
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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.

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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

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.
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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.

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•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.

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Colin Woon
Head of SEO – O2 Telefonica
Email:
colin.woon@o2.com
Twitter:
@colindwoon
Contact information