Vodafone: Driving acquisition through SEO
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.
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)