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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
© 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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Dave LloydSenior Manager, Global Search Marketing
Adobe
@davelloyd1
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Deliver better results by
focusing on customers &
collaboration
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
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. 8
Deliver best practices
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How search engines populate results based on your content
9
Title tag
Meta
Description
Relevant
internal links
Search engines crawl only text and
links
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Map your content strategy to customer
needs
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Organize content by message (unified messaging doc)
Target keywords Demand Target URL
20
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Collaborative Content Authoring
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. Optimize content
Header New URLTarget
wordsDemand Title
Meta
Description
22
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4. Create content
23
Title tag
UR
L
Headers (H1)
Images/multimedia tags
Link textKeywords in body copy
Meta Description
(visible in Search
results)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results
30
Increase of 19% YoY visits acrossbuy, membership, and Learn & Support sections
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
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
Twitter: @kfoster44
LinkedIn: linkedin.com/in/kenfoster1/
Dave [email protected]
Twitter: @davelloyd1
LinkedIn: linkedin.com/in/davelloyd/