Fidelity - Corporate

Onsite Technical & Offsite Marketing

First SEO Manager hired globally, managing a team of 5-20 + offshore developers.
£43 million (Jan 2015-16) from Organic: YOY 25% increase in Revenue, 14% increase in New Users, 20% increase in Transactions. Managing a budget of 140k per year.
Training in Financial Service & Standards, FCA, Compliance, ISAs, Investment Funds, SIPPs & Trusts.
Spearheaded SEO development project to map and rewrite 2,500 funds and share classes. From complete invisibility of over 2,500 funds and shares to page 1 for short and long tail share and fund search terms.
Drove project to optimise SSL cipher list substantially reducing pageload time by 3 seconds and subsequently increasing NPS and projecting a YOY 30% increase in revenue.

Providing support minimizing CPA for PPC, reducing spend on brand terms for PPC, leveraging analytics insights to increase social signals, directing and developing outreach strategy, executing email marketing, liaising with CRO, ensuring synchronicity between above and below the line marketing to ensure a holistic approach towards SEO.
Educating stakeholders within analytics, technology, systems, infrastructure, development, UX, web content, digital marketing, customer, broadcast, PR, on the enabling nature of SEO.

BAU - meta & URI optimisation, canonical errors, redirect chains, semantic markup, broken link fixes, WMT error fixes, internal anchor text optimisation, XML slim content, page consolidation & cannibalisation solutions.
Content optimisation - keyword / competitor / ranking analysis, developing business cases for rollouts.
Risk mitigation for "mobilegeddon" - disseminating Google mobile best practice across the business.

Social - oversaw production of viral content with over 2k FB shares, 200 tweets, via Outbrain & explainer videos: 7k YouTube views for each video.
Emphasising the importance of MVT, A/B split testing & CRO and AGILE-based methodology to inform web content and marketing strategies.
Substantially increasing social media engagement metrics & developing native advertising & content marketing strategy for Sky News and BBC commentators, Tom Stevenson, Maike Currie.

Represented Fidelity at BRIGHTONSEO talk: Corporate Stakeholder SEO – getting things done: BrightonSEO 2015