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How to manage SEO on a global scale | International SEO




If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here: http://bit.ly/2hnoiXi

Working in so many markets, Vodafone’s SEO strategy has to be very carefully constructed. Nick Wilsdon, Vodafone’s Lead SEO for Global, explains how it is important to share knowledge between markets, centralise reports and introduce automation. He also speaks about encouraging different teams around the world by being able to measure local successes.

This in-depth interview with Nick Wilsdon from Vodafone provides a unique insight into managing SEO from the perspective of one of the world’s biggest mobile operators.

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(00:19) How many markets and languages is Vodafone operating in?

Key takeaways:
– Vodafone operates in 22 core markets and 65+ partner markets and has 438 million mobile customers.

(01:18) What are the fundamentals that you need to have in place as a centralised manager of an international SEO project?

Key takeaways:
– Vodafone built an SEO community within the company with social channels and webinars where all the SEO specialists can share their knowledge and expertise.
– Vodafone allows different markets to try different strategies and then present these case studies to the rest of the group. Successful strategies can then be adopted by the rest of the company.

(04:40) How do you effectively communicate with your global teams where they have to adhere to brand guidelines and where they have the freedom to be different?

Key takeaways:
– Vodafone has global brand guidelines and provides assets for a wide variety of things, for example for app store icons and for individual marketing campaigns.

(06:06) When it comes to reporting and analysing data, it must be a challenge if you’ve got teams in each market as they will potentially be collecting data in a slightly different way. What tips do you have for how to centralise reporting and make the process more efficient?

Key takeaways:
– All data needs to be automated in order for centralised reporting to work.
– Gamification has proven to be a successful strategy to motivate different markets.

(09:13) In your experience, what has been the most effective way to manage geo-targeting on such a large scale?

Key takeaways:
– Implementing hreflang tags has been incredibly useful and effective.
– You should also ensure that your content is specifically tailored to each market you are targeting.

(10:15) How do you deal with duplicate content on such a large international website?

Key takeaways:
– Many tools now allow you to identify where you have duplicate content.
– Having a dedicated process with regards to duplicate content within the SEO team also helps.

(11:12) A mobile operator needs to have a good mobile experience! How do you make sure that your mobile website and app are top-notch?

Key takeaways:
– Vodafone has been concentrating on mobile optimisation strategies such as app indexation and deep linking.
– The implementation of AMP (accelerated mobile pages) has also been important.
– It is advisable to use a tag management system as an SEO data layer. It is useful for running proof of concepts and getting around blockages.

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here: http://bit.ly/2hnoiXi

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