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.