adobe summit 2015 - successful enterprise seo session - dave lloyd #adobesummit

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Winning with SEO: Optimizing content for search throughout the customer

lifecycleDave Lloyd - Sr. Manager Global Search Marketing, Adobe

Ken Foster - Director Digital Media, McGladrey LLP

#AdobeSummit

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1 | Content Authoring

2 | Tag Manager

3 | SEO & Search and Promote

Agenda

Ken Foster – McGladrey

1 | Deliver best practices

2 | Map your content strategy to customer needs

3 | Collaborate to create alignment

Dave Lloyd – Adobe

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Dave LloydSenior Manager, Global Search Marketing

Adobe

@davelloyd1

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#6 most linked-to web domain

Up to 60% of traffic from SEO

+15% YoY Visitor & Conversion

Ownership of adobe.com, Support, TV,

and Blog subdomains

Monitor 30,000 SEO keywords,

40 countries & languages, 250

subdomains or regional sites, & 210

competitors (using BrightEdge & Adobe

Analytics)

5

Work closely with Paid & Site Search teams

Adobe.com – from an SEO perspective

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Deliver better results by

focusing on customers &

collaboration

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Key Takeaways

Strategic

Map your content

strategy to

customer needs

1Comprehensive

Deliver best

practices

2Integrated

Collaborate to create

alignment

3

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Deliver best practices

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How search engines populate results based on your content

9

Title tag

Meta

Description

Relevant

internal links

Search engines crawl only text and

links

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The SEO Mix

10

Content & Localization

RELEVANCERanking impact: 30-50%

Linking & Social

IMPORTANC

ERanking impact: 30-50%

Site Architecture & Technical

TRUSTRanking impact: 25%

Issues: page load speed, robots.txt,

sitemaps, redirects, parameters, 404 Errors

Impact: crawl efficiency & accuracy, page

inclusion

Issues: isolated pages, poor navigation

Impact: ranking, clickable links, crawlability,

social correlation

Issues: keyword-rich copy, URL structure,

static vs. dynamic content, schema.org, Flash

& AJAX

Impact: brand presence, ranking, clickthrough

rate (CTR), conversion

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SEO Ranking Algorithm Team Priorities

Agree on KPIs between teams

Site Architecture & Technical 20%

Localization 5%

Social 10%

Content Optimization

25%

Linking40%

Content Optimization

30%

Localization 5%

Linking 15%Social, 15%

Site Architecture & Technical …

Reporting, 15%

Ruthless Prioritization (Effort vs. Impact)

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Key SEO features of Adobe Experience Manager

12

Meta tags & Headers

customizable page Titles, Meta Descriptions, robots tags, & page headers

URLs

consistent naming & adjustable URL structure to improve site architecture

Global

geo-targeting through Href Alternate Language and Meta-Language tags

Duplicate content

rel-canonical tags to resolve similar content issues

Social

markup for social (Facebook OpenGraph, Twitter card, Google+)

Mobile

enable mobile experience with responsive design

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Latest updates to Google’s search

algorithmMobile FriendlyMobile performance included in ranking algorithm starting April 21

https://developers.google.com/webmasters/mobile-sites/get-started

Hummingbird & Schema.orgResults regularly include synonyms of exact

keyword searched – geared toward mobile & voice

queries

Events Data HighlighterPresent events more attractively in search

results using structured data

Quick AnswersFor How To queries, Google selectively pulls

step-by-step text to top of search results. (Tip:

use ‘how to’, tables, & bullets)

Twitter IntegrationConsistently include links, hashtags, and link-worthy

content

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Tools to perform an SEO audit

Woorank (website analysis)

Ahrefs (link analysis)

UberSuggest (keyword expansion)

GTMetrix (website speed)

Google & Bing Webmaster Tools

(full site analysis & keyword visibility)

BrightEdge, Searchmetrics, Conductor,

Linkdex (content evaluation & SEO

dashboards)

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Map your content strategy to customer

needs

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Intent-driven content

improves your

brand’s digital shelf

space, conversions,

& customer retention

Consideration intent

(Adobe.com)

Learning intent (Adobe Docs)

Support intent (Help section)

Paid Search alignment

Align to the entire customer journey

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Category%

CompleteSEO ratio Components

Domain Health / Site

Architecture50% 25%

Domain value, site architecture, PLS, XML Sitemaps, indexing, 404

issues

Content Optimization 50% 15%Content Quality, Keywords in Title, Headers & Content, non-brand

keywords in body copy

Localization 20% 5% Global keyword research, optimization, & QA

Other Digital Assets 10% NA PDFs, Images, Videos

Internal Linking 20% 10% Anchor text links from Adobe.com, Blogs, AdobeTV

Social Media 0% 15%Blogs optimization/linking, PR optimization, Facebook, Twitter,

YouTube optimization

External Linking 0% 30% Content syndication, Social outreach, links from 3rd party sites

Reporting 0% NA Analytics & SEO Dashboards

Execute on a Project Plan

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Content Optimization Plan

18

1. Identify keywords

2. Organize content

3. Optimize content

4. Create content – to benefit SEO, Site Search, and

Navigation

5. Localize content

6. Test content

7. Measure - Reporting & Analytics

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Search Demand Search Intent Relevant Content

How many search?

Issues: Quantity of searchers, balance with product & web needs

What is their task or goal?

Issues: Relevant brand & non-brand queries, competitors, customer journey

What can we say about it?

Issue: Delivering optimal content & conversions

19

1. Identify keywords

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2. Organize content by message (unified messaging doc)

Target keywords Demand Target URL

20

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Collaborative Content Authoring

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3. Optimize content

Header New URLTarget

wordsDemand Title

Meta

Description

22

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4. Create content

23

Title tag

UR

L

Headers (H1)

Images/multimedia tags

Link textKeywords in body copy

Meta Description

(visible in Search

results)

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Match your content to key customer care points

24

Content categorized by intent

(Getting Started, Essentials,

Key techniques, and New

features)

Experience Manager tagging

drives contextual information

about each page

Each linked entry mapped to

a learning or support intent

Persistent Site Search box

Option to Buy Now

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Use AEM tagging to improve Search & Promote visibility

25

Every page is focused on a single theme (ranks well

for SEO) and includes instructional videos and

reference files

Site Search (Search & Promote) results are driven &

populated by on-page tagging in Experience Manager

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5. Localize content

26

All countries receive

Experience Manager best practices

Sitemaps (XML and Href Alt Language)

Technical SEO & redirect mapping

SEO training with localization team & vendors

Tier 1 (8 countries)

Support all products with keywords, content, linking, and

QA

Tiers 2-4 (remaining countries)

Support on-page keyword optimization based on

regional priorities

Content optimization

Content localization

Search team & Geo review

Page Launch

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Challenge

Identify impact of branded

keywords in the beginning of

Meta Description tags

Hypothesis

Branded messaging to the left

of search results will increase

CTR and SEO visits

6. Test your messaging

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Implementation Data

Change Meta

Description between test

and original

CTR & Visits

performance on test &

control pages

Significant increase in CTR and

visits

ImpactOriginal meta description:

Electronic signature software

online…New meta description:

6b. Test results

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7. Reporting & Analytics

29

Our team uses Adobe Analytics, BrightEdge Dashboard, and Google Webmaster

Tools

Pick key KPIs to align reporting to stakeholder goals - and ask for frequent feedback

Measure impact to share credit (Brand? Ranking? Visits? Revenue?) weekly, monthly, and quarterly

Actionable reporting - provide useful insights of past performance & future recommendations whenever

possible Target new

opportunities

Measure

success

Make

recommendations

Assess

competition

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Results

30

Increase of 19% YoY visits acrossbuy, membership, and Learn & Support sections

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Key Takeaways

Strategic

Map your content

strategy to

customer needs

1Comprehensive

Deliver best

practices

2Integrated

Collaborate to create

alignment

3

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32

Deliver better results by

focusing on customers &

collaboration

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33

Q&AKen Foster

Ken.Foster@mcgladrey.com

Twitter: @kfoster44

LinkedIn: linkedin.com/in/kenfoster1/

Dave Lloyddalloyd@adobe.com

Twitter: @davelloyd1

LinkedIn: linkedin.com/in/davelloyd/