SEO, Stakeholder Management & Business Alignment Across a Complex Rebrand

The importance of SEO in a complex rebranding project for a historical brand of Greece, beyond technicalities and guidelines. A walkthrough to this “larger than migration” project, amongst 9 different teams, C-level executives and rest stakeholders. How the SEO was actively involved in the business aspect of the project, got prioritized and finally future-proof marketing efficiency and investment on SEO.

Transcript

1. [Public] Athens SEO 2026 Welcomes On Stage Organic Acquisition Senior Specialist, Allwyn Hellas Lazaros Koutsas
2. [Public] SEO, Stakeholder Management & Business Alignment Across a Comple x Rebrand Lazaros Koutsas Organic Acquisition Senior Specialist, Allwyn Hellas Keynote
3. [Public] OPAP was founded in 1958 After 47 years changed its logo After 68 years, the company was fully rebranded to…
4. [Public]
5. [Public] The Big Picture
6. [Public] Ensure business performance continuity and minimize Users’ frustration. the big goal
7. [Public] seo baseline Ex-main domain (non-transactional) Ex-main subdomain New subdomain (non-transactional) New main domain + content migration/curation from ex-domains to new ones + many many subdomains’ management
8. [Public] topline view framework • scope of project • ownership • roadmaps business • goals • users • acquisition stakeholders • teams • c - Level • soft-skills
9. [Public] Day to day
10. [Public] why rollercoaster? SEO meetings stakeholders’ updates progress monitoring business streams 9 different teams
11. [Public] manage the expectations things that helped
12. [Public] Adapt your language to the audience things that helped
13. [Public] Use data to make them imagine things that helped
14. [Public] Get ready for trade-offs things that helped
15. [Public] connect organic channel with money things that helped
16. [Public] Find ways to be visible things that helped
17. [Public] Don’t play the prophet of doom things that helped
18. [Public] Be ready with plan B,C,D things that helped
19. [Public] Be a positive team member things that helped
20. [Public] 9 words that helped change responsibility exposure opportunity collaboration impact step up balance establishment
21. [Public] Thank You! Lazaros Koutsas Organic Acquisition Senior Specialist Allwyn Hellas lazaros.koutsas@allwyn.gr Let’s connect!