Published by Sue Johns-Chapman
Published Date 26.09.2025 
Who are Oban International shortlist nominees for Best Use of SEO (B2B) and how does there human-led SEO cut through the noise?
Oban International & ILG: Packed, tracked, and fully optimised
In the past year, everyone in SEO seemed to be chasing the same thing: faster, louder, more automated. Brands churned out AI-written content by the bucketload. Search engines rewrote the rules mid-game. The digital landscape resembled a gold rush – chaotic, noisy, and brimming with hype.
ILG, a leading e-commerce fulfilment provider for fast-growth global brands, could have joined the stampede. Instead, with Oban International, they chose another route: tune out the noise, fix the real problems, and focus on people. It wasn’t flashy, but it worked – and that’s why we’ve been shortlisted with ILG for Best Use of SEO (B2B) at the Global Search Awards.
Fixing the foundations
Before you can compete in a changing world, you need solid foundations. ILG’s site had structural inefficiencies and crawl issues that limited its potential. Pages weren’t being indexed the way they should, and metadata didn’t match the intent of the people ILG needed to reach.
So we cleaned it up. Migrations and audits streamlined the site for both users and search engines. Core Web Vitals were improved. And for the US launch, SEO was integrated from Day One to avoid costly retrofitting further down the track.
Reaching the right people, at the right time
ILG’s audience is a sophisticated one. Typically, they are senior decision-makers with long research cycles, complex requirements, and high expectations. AI may be creating more content than ever, but it can’t replace insight, relevance, and trust.
Our strategy was built around understanding real human intent. We expanded content coverage, reworked blogs, and created new assets that anticipated the questions these buyers were asking, not just what algorithms might suggest. Metadata and page structure were aligned to serve people, not just search engines.
The goal was SEO designed to perform in a world where AI creates noise, but thoughtful, human-led work still wins attention.
Challenges and creativity
Nothing about this campaign was predictable. AI tools were appearing, competitors were adapting faster, and international expansion meant we couldn’t simply replicate UK tactics for the US market. We had to combine creativity with precision, which in practice meant:
- Technical SEO audits that removed friction and made content discoverable
- Strategic keyword mapping that reflected complex buyer journeys
- Content audits and planning that balanced AI-generated content pressures with human insight
- Continuous monitoring and adjustments to stay ahead in a shifting search environment
We wanted to make sure that every change had a clear purpose and actually worked in the real world, not just in theory.
The business impact
The work transformed how ILG appears in search and how audiences experience their brand. Engagement improved, visibility expanded, and new prospects were reached earlier in the buying journey. The results went beyond rankings and traffic, driving measurable gains for ILG’s business.
Rebecca King, Marketing Manager at ILG, said it best: “Working in close partnership with Oban has been great, and we can’t believe the impact the SEO results have had on our business.”
Recognition
Being shortlisted for Best Use of SEO (B2B) at the Global Search Awards is recognition that careful, human-led SEO still cuts through the noise, even in a world being rewritten by AI. It shows that strategy, attention to detail, and real understanding of your audience can create lasting value, not just short-term wins. For Oban, and for ILG, this shortlist reflects months of thoughtful, purposeful work that continues to pay off across markets.
Learn more about ILG, or for international digital marketing insights, follow Oban on LinkedIn.
