We're very excited to share episode 55 of 20 Minute Marketing. Joining us this week is Jack Sperry, the SEO Manager at BT, EE, and Plusnet. For overseas listeners, BT is one of the world's leading communication service providers with over 30 million customers and 600 stores in the UK. They are the UK leader of consumer fixed-line voice and broadband and also the largest mobile network operator (EE). BT Sport is also a leading sports broadcaster too. We start by discussing the SEO team and how to scale up and build. Jack shares his thoughts on the benefits of going in-house and how he would approach getting new starters on board so that they can make a quick impact. We then talk about the challenges of SEO when working in a large and complex business area and how an agile approach can be beneficial. Jack then answered questions on how to approach new Google updates and the difficulty of balancing your time between industry tools such as Ahrefs, ContentKing, SEMrush, Moz, and more.  For the second half of our chat, we brought in the wider marketing team and Jack shared insights on how he has established SEO standards across BT, EE, and Plusnet. We specifically focused on the benefit of assisting content marketers, graphic designers, and other marketers to self serve. Jack and the SEO team has worked on a large library of best practice information that is relevant to the brand and regularly updated. Finally, Jack discusses the Build, Measure, Learn approach which is used at BT to assist team members with learning and SEO knowledge.