2016/17 Organic Search strategy

Planning and execution of annual Organic Search (SEO) strategy for all Virgin Media web properties

The Work

Technical audit & recommendations, Content audit & recommendations, Landscape analysis, Keyword research, Keyword mapping, Information architecture, Web analytics, Site migration, Optimised copy & metadata, Structured data/schema markup, Content taxonomy, Content ideation, Link building, Outreach & digital PR, UX & CRO research, Multivariate testing, App Store optimisation, Paid and Organic Search integration

The Project

Overhaul the entire SEO strategy. Virgin Media’s Organic Search visibility for broadband and related products lagged behind competitors Sky and BT. The extensive web operation of one of the UK’s largest telecoms providers required a completely new, multi-year SEO strategy.

The Approach

Migrate, consolidate, integrate. I conducted and implemented the recommendations of a series of technical and content audits. I aided a site migration that brought valuable pages under a single subdomain, and mapped keyword research to an information architecture, consolidating pages into a site structure commensurate to user needs. I integrated Organic with Paid Search, linking PiDatametrics, an organic ranking tool, with DoubleClick to automate AdWords bidding and maximise visibility.

The Result

Increased visibility, more prospects. The new SEO strategy increased Organic Search performance by 17% and generated over 1.7m more prospects annually. The Paid Search integration project delivered a 163% increase in conversions, a 28% drop in cost per acquisition, and won a 2016 Drum Search Award.