GO Outdoors

SEO

BUILDING ORGANIC VISIBILITY FROM THE GROUND UP

SEO changed a lot during my 11 years at GO Outdoors. As the in-house organic search lead I oversaw hands-on day-to-day SEO while working alongside external agency partners. We successfully oversaw 2 website migrations, launched a blog that rapidly contributed to weekly traffic and fed into social and CRM efforts on our way to sector-leading organic visibility.

This work was cited by eConsultancy as a good example of the power of using content to target long-tail keywords, a growing area of SEO at the time.

• On-page optimisation
• Content strategy & creation
• Technical SEO including 2 successful website migrations and consulting on a website redesign
• Keyword research
• Google Business and Yext optimisation
• Agency relationship management
• Reporting to key stakeholders
• Championing SEO internally across the business

Social Media

BUILDING A SOCIAL BRAND FROM SCRATCH

O Outdoors had no social media presence when I joined. I launched their Facebook, Twitter, Instagram and YouTube channels, building a sector-leading following and a genuine community around the brand that opened up external partnerships and encouraged user generated content.

I also launched a festival-specific channel called Simply the Fest with it’s own tone of voice and direction, which led to a partnership with Sonisphere festival.

• Launched GO Outdoors on Facebook, Twitter, Instagram and YouTube
• Content and social media strategy
• Community management and tone of voice
• Worked with outdoor Facebook and festival groups to extend reach
• Advised customer service on social responses
• Liaised with video creators for product and informative content

Connecting Search & Social

COMBINING SEARCH AND SOCIAL BEFORE IT WAS A THING

Before social search was an industry conversation, we were already connecting the two at GO Outdoors. Social data informed our content strategy. SEO data informed our social content. The two channels fed each other, and the results spoke for themselves.

The outdoor sector is driven by passion and community. We used social to understand what our audience cared about, then created content that answered those questions on-site. That content then got shared socially, creating an ecosystem of organic growth that made both channels stronger.