advancement in global search - share14 - m.santin
Post on 17-Jun-2015
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1
adidas Group
Mattia Santin, Global SEO/Social Manager
2 #Share14
@brightedge
Our Brands
3 #Share14
@brightedge
Intro to the adidas Group
adidas Group
Launched in the 1920s
6 major brands
More than 50.700 employees worldwide
7 Global key locations
Focus on sports, technology and innovation
First eCommerce website live in 2001
More than 100 websites live globally
>50 eCommerce enabled
Mattia Santin
Working in SEO for the last 8 years
At adidas Group since 2011
Leading the global SEO team
@mattiasantin
plus.google.com/u/0/+MattiaSantin
linkedin.com/in/mattiasantin
4
Our Strengths, Challenges and SEO Strategy
5 #Share14
@brightedge
SEO Results
SEO Global Sales: +329% YoY
#1 traffic driver globally
Aug-1
2
Sep-1
2
Oct
-12
Nov-1
2
Dec-1
2
Jan-
13
Feb-
13
Mar
-13
Apr-1
3
May
-13
Jun-
13
Jul-1
3
Aug-1
3
Sep-1
3
Oct
-13
Nov-1
3
Dec-1
3
Jan-
14
Feb-
14
Mar
-14
Apr-1
4
May
-14
Jun-
14
Jul-1
4
adidas - Global SEO Monthly Revenue
6 #Share14
@brightedge
Our Strengths
6
Brand
Authority
Partnerships
ProductsGlobal Presence
Social Engagement
Content
7 #Share14
@brightedge
Our Challenges
7
Speed
Size of the Organization
Brand
VS ECOM
Strategy
Global Vs
Local
SEO
Expertise
Digital Focus
8 #Share14
@brightedge
How We See SEO
• Tools (analytics, GWT, Crawling…)
• KPI Goals• Priority keywords and
pages…)• …
• Indexation• Href lang• …
• Domain strategy• Site structure• …
• Accessibility• Redirects• …
• Meta data• Images/videos• …
• Content• User Experience• …
• Localization• UGC• …
• PR & Partnerships• …
• Social alignment• …
9 #Share14
@brightedge
How we see Global SEO
1. Organization
2. Process
3. Scale
Analytics
IT
Brand Marketing
Content Localization
Product
MerchandisingSEM, Display,
Email…
Sports Marketing
PR
Social Media
SEOCoE
SEO Manager
SEO Manager
SEO Manager
SEO Manager
SEO Manager
Our Global Structure
GLOBAL SEO CoE
REGIONAL & LOCAL SEO
LOCAL STAKEHOLDERS
GLOBAL STAKEHOLDERS
11 #Share14
@brightedge
Our SEO Approach
EVERGREEN• Driving role• Conversion focus• Ongoing• Page Priorities • Scale• …
CAMPAIGN• Support Role• Brand Authority• Seasonal• SEO Education• Business case• …
12
SEO Results, Lessons Learned and Take-aways
13 #Share14
@brightedge
Aug-1
2
Sep-1
2
Oct
-12
Nov-1
2
Dec-1
2
Jan-
13
Feb-
13
Mar
-13
Apr-1
3
May
-13
Jun-
13
Jul-1
3
Aug-1
3
Sep-1
3
Oct
-13
Nov-1
3
Dec-1
3
Jan-
14
Feb-
14
Mar
-14
Apr-1
4
May
-14
Jun-
14
Jul-1
4
adidas - Global SEO Monthly Revenue
SEO Results
OrganizationEducationPlatform
ProcessesCampaignsAlignment
ScaleEvergreenVision
OrganizationEducationPlatforma
ProcessesCampaignsAlignment
OrganizationEducationPlatforma
14 #Share14
@brightedge
Take-aways
What we learned…
1. Understand own strengths and challenges
2. Educate, evangelize, “sell” SEO internally
3. Build the right organization (for your needs)
4. Build a long term SEO plan
5. Focus on priorities, scale, test, learn
6. Enjoy the results & go on vacation
Current and future areas of focus…
SEO, Content and Social alignment
Mobile
Omni channel
…
15
Thank You
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