• 22 Jun

    Elsevier

    Building a new SEO process

    Through establishing consistent content workflow and technical best practices that could be integrated across the business, we helped Elsevier overhaul their approach to SEO. This world-leading provider of scientific, technical and medical information products and services has a large portfolio of sites, and the largest collection of electronic journals available, making SEO management a significant task.

    The Challenge

    We have had a long-standing recommendation with Elsevier, back to 2008. We’ve provided technical SEO and PPC support, as well as training for key digital marketing staff and ad-hoc project consultancy.

     

    In 2015, Elsevier approached us to conduct a review of their current SEO process and implementation. As an organisation, we could see they lacked consistency in their approach to digital marketing and SEO, with a different methodology, resources and processes used across their portfolio.

     

    This resulted in conflicting campaigns, company-wide inefficiencies, and in some cases, sites within the group working against each other. Elsevier asked us to deliver three actionable recommendations on how they move forward with SEO across the business.

    Our Solution

    With staff in 23 locations across the world and famous publications such as The Lancet and Cell to care for, our recommendations had to be practical. It was clear that we’d have the most impact by helping Elsevier approach SEO as a fundamental part of their marketing, educating developers on SEO, and identifying the internal team they should build.

     

    The project’s first priority was to identify the key stakeholders in Elsevier’s online presence. They would provide detail on the challenges and requirements needed to achieve our goals.

     

    Once identified, we built a questionnaire to learn more about the individual, and their team. We delved into team structure, their skillset and experience, the current use of tools and what KPIs the unit was working too.

    For more insight, we followed up with a day of interviews, asking more detailed questions. Each interview was individually tailored and allowed us to gather extra information and paint a full picture of the current landscape. This helped us develop recommendations that were not only suitable to Elsevier’s needs but were also practical to implement.

     

    Whilst conducting this research, we were concurrently working on auditing nine separate websites. By running these streams together, we were able to deliver the work within the timescale needed and make recommendations based on a complete view of their situation, and potential.

    The Results

    Once all of the information was gathered, we presented our recommendations to the CMO council, a select group of individuals responsible for all marketing activity.

     

    Our recommendations have been taken on-board, and are being used to create internal process governing ways-of-working that will be rolled-out globally.

     

    The technical SEO audits yielded a number of important improvements that could be made. We provided Elsevier’s development team with a prioritised list of fixes for review and implementation.

     

    Finally, we provided recommendations on building a best-of-class internal digital team, allowing the company to self-manage their ever-growing portfolio of online properties.

    By Jintana Chantschool
  • 13 Jan
    Miele

    Miele

    Cooking up a storm with food bloggers

    We used one of Miele’s offline assets, cooking classes run at their Oxfordshire and London showrooms, as the basis for a successful outreach campaign with bloggers and local press. The positive response evolved into a small series of blogger events. Connecting Miele with influencers increased brand and product awareness – both of the classes and Miele’s appliances – earning coverage across domains with a relevant audience.

    The Challenge

    As part of our wider SEO campaign brief to help establish and increase organic traffic to Miele’s UK e-commerce website, one of our goals was to increase brand awareness of Miele’s appliances. Additionally, we need to boost the company’s online authority by generating links and brand mentions on thematically relevant sites.

    Due to the prohibitive cost of Miele’s products, we had to find alternative ways to connect those with influence amongst Miele’s audience with the brand. We also had to work with a limited budget and without original research to the website, making it difficult to stand out amongst an increasingly crowded market.

    Our Solution

    The existing cooking classes held at Miele’s showrooms are perfect, an affordable avenue to introduce food bloggers to the brand. With the cost of courses ranging from £30 to £125, they are also budget friendly. Our digital PR team worked with the internal PR team at Miele – who conduct larger scale press events – by instead targeting influential and up-and-coming bloggers.

    We started by researching and segmenting bloggers by interest & location. Then we used Twitter to engage with the food blogger community through hosting a #fdbloggers chat. We dealt with special requests, directions, public transport schedules, follow-up recipes and more. As more bloggers wrote about their experiences, we had others approaching us to take part. We reached a point where we could hold invitee-only blogger classes with bespoke agendas.

    The Results

    The campaign led to 30 different blogs and websites with an audience interested in food and kitchen equipment linking through to Miele’s UK website, alongside brand mentions in others. This offered a boost to the site’s authority within the wider SEO campaign, plus a 510% increase in traffic to the cooking course homepage.

    Thanks to our highly-targeted and innovative offer, we achieved a tremendous 84% response rate from those that we contacted. Opportunities included those writing on a gluten-free lifestyle, local press coverage and a blogger who had enrolled on a patisserie course at a local college only to have it cancelled. Importantly, the campaign also engaged writers for our target audience with the Miele brand, potentially leading to future mentions. It also gave wider exposure to the cooking classes themselves and delivered social media attention that had been hard to earn previously.

    By White.net
  • 13 Jan
    Deloitte

    Deloitte

    Joining the content big leagues

    By turning Deloitte’s impressively detailed report on the world’s richest football clubs into a graphical league table, we took its reach up a level. Within several weeks it had earned coverage in The City AM, the Metro, The Guardian and Marketing Week, as well as exposure on the BBC, CNN and Sky Sports.

    The Challenge

    The annual Football Money League report, featuring the top richest football clubs, has been compiled by Deloitte for over 15 years. Deloitte wanted to capitalise on the existing popularity of the report and further its reach.

    Our task was to find the most exciting platform to get the interesting story within the report in front of audiences who would enjoy it, plus earn attention from media outlets. The report also had to work within the wider SEO campaign that was underway. We needed to make a splash, and turn the report from a set of data into a news story.

    The Solution

    When creating our strategy, we two aspects were key to for the content. Firstly, we needed to tap into turning the list of richest clubs into a league table – a reference every football fan would relate, and potentially find interesting. Secondly, the Deloitte report was extremely detailed – a graphical representation would help tell the compelling aspect more easily.

    We suggested creating an infographic. With limited time to see the final figures, we used the previous years’ report figures for the design, then worked fast to add the numbers once ready. Working closely with Deloitte’s branding team, we created a design that adhered to corporate guidelines but was still had the impact we needed.

    Promotion is key to getting great content the attention it deserves. We liaised with Deloitte’s PR team to select from their existing contacts and identified over 150 sports and business bloggers. On launch day we then pitched to them with tailored emails.

    The Results

    Our Football Money League infographic generated a traffic increase to the site of 450% on the day of release. Of the traffic that the infographic received, 90% of visits were unique and 75% were referring sites. Fantastically, the infographic received a lot of media coverage. It was published in 10 languages and received 232 links from 78 unique domains and there were mentions in a variety of newspaper and TV news websites as well as offline coverage.

    Later, the campaign won Deloitte and ourselves recognition at the 2012 UK Search Awards, where the work was a finalist in the category Best Use of Search – Finance. Following the success of this initial work, we’ve gone on to create and promote other infographics for Deloitte, and the designs and processes have been included in their internal branding guidelines.

    By White.net