Vodafone: Driving acquisition through SEO

Sep 07, 2018
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Vodafone tasked us to achieve a 10% increase in orders specifically from organic search year-on-year. 

We focused our efforts on key product launches, initiatives and campaigns that would drive organic search traffic for target search terms (e.g. ‘iphone 8 deals’), queries with transactional intent (e.g. ‘waterproof phone deals’) and queries with informational intent (e.g. ‘what do IP ratings mean’).

To understand where we could gain a competitive advantage, we used our proprietary tool ‘Insight Compass’ to better understand search intent and areas where there was potential demand that would drive sales. 

Rather than just delivering standard technical SEO, we focused on developing initiatives that met the needs of our target audiences. These included, being first to market for device launches, implementing AMP on buying pages, capturing audiences through untapped search demand and the creation of a series of content hubs, tailored specifically to appear for different types of search real estate e.g. blue-link results and high-CTR featured snippets and therefore Voice. 

Results: 

27.5k direct website visits in the first 7 months of inception 

23% overall increase y-o-y in sales from organic search across mobile products (handsets, sim only and mobile broadband)

agenda21

We’re a modern media agency built for the constantly changing digital world. We exist to shorten the time between a client’s media investment and great stuff happening. Great stuff like driving sales, finding new customers, building market share, launching products....you get the gist. We build connected media for our clients. This means using media that is addressable, ad-servable or conditionally delivered with the purpose of liberating your creative messages and business. If we can’t validate, track and measure it, we don’t do it. When used properly this media and the data captured, creates stories that become the intelligence engine that drives what you do and means you can act now and act fast. We work best with people that don't want business as usual, who want to change how they do stuff and are trying to speed up what they do. That could mean you’re a new start-up or a business trying to secure second round funding. Or you might be a traditional business who recognises there is a need to change. And change now. If you sound like that sort of client, we'll probably work very well with you.

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