The bigger the business, the bigger the SEO challenge

How do you run SEO inside a big corporation, where the trading team wants sales, development has a queue and there aren't enough people for every meeting? Colin Woon leads SEO at Telefónica UK, the British O2 network, and from 2013 moved SEO management from an external agency to the in-house team. In this 2016 talk he describes what in-house SEO runs into at a company with 3,000 people at head office.

You'll learn why Colin separated SEO, the work done on pages, from organic search, the channel, and why up to 75 % of organic traffic is driven by the brand rather than by SEO. He shows how Google lets only review sites onto page one when a new phone launches, why exclusive deals and niche queries such as "iPad contract" help a network operator, and what helped push changes through development.