Taking the lead through SEO
Despite being the originator of mobile telephony in the UK, Vodafone was being left behind in a market that is constantly more aggressively competitive.
At the start of August 2016, Vodafone had 0.78% SEO market share across all target categories including pay monthly voice, SIM only, and fixed and mobile broadband. Its website performed particularly poorly for high value-high volume iPhone and Samsung queries. Undaunted, Be Heard set the challenge of achieving 2.8% SEO market share by April 2017.
There were numerous challenges: an outdated website on multiple platforms; poor implementation of previous e-commerce migration; declining traffic and sales from organic search, and long lead times for implementing SEO recommendations.
A programme of technical and onsite SEO activity was initiated to improve organic performance. A strategy document contained targets, forecasts, competitor performance, an initial review of the site categories, a SWOT analysis, and an activity roadmap.
Performance was benchmarked against competitors’ SEO visibility and SEO market share, and delivered to key stakeholders in regular monthly reports and quarterly business reviews.
A comprehensive overhaul of SEO activity included: removing zero value pages from Google’s index; highlighting bugs to be resolved; support for key campaigns such as handset launches and seasonal sales, and implementing Accelerated Mobile Pages (AMP), the first UK telco to launch it on product pages.
In six months Vodafone saw a 13% increase in traffic from organic search year-on-year, as well as a 41% increase in sales from organic search. In individual categories, Vodafone was reborn: it went from third to the leading telco in the voice category; saw more fixed broadband SEO market share than more established brands, and it overtook EE and O2 in mobile broadband.