Optimizing customer journey is no small task, especially when we talk about Natural Search. This slide deck discusses several high-impact areas of such optimization including creating appealing content, taking advantage of new search opportunities, delivering content effectively with the right CMS, and providing great experience globally with Geo-targeting.

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Optimize content for an impactful customer journey
More Gain, Less Pain

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Kirill Kronrod
Sr. Global SEO Manager
Adobe

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Optimize content for an impactful customer journey
Create Appealing
Content
Seize New
Opportunities
Deliver
Content
Effectively
Target Content
Globally

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Create Appealing Content
Focus on Features

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Focus on Product Features
Why it matters?
 Increased searches for Non-
Branded (product features)
keywords
 65% search demand for Non-
branded keywords (35%
Branded)
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Branded Keywords
Non Branded
Keywords
Source: Monthly search volume for Document Cloud; Google Keyword
Planner

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Focus on Product Features
How do you do it?
 Create quality content to
engage
 Use videos, PDFs, images
 Link to related features
 Specific instructions if relevant
 Include CTAs

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SEO win:
 66% Share of Voice vs competitors
 60% increase in rankings on Page 1 in
Google
 45% growth in SEO visits
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Focus on Product Features
Impact: Increase in Organic rankings
Impact: Share of Voice vs
Competitors
Tips: produce engaging content focused on features
More details: http://adobe.ly/1TTjz9y
Source: Share of Voice (total value for all ranking keyword) for Document Cloud, BrightEdge
data
Lower chart: Rankings in Google on Page 1 (blue), BrightEdge data

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Seize New Opportunities
Quick Answers Tips

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Own Google Quick Answers
What is it?
 New way of presenting content in
Google
 First appeared Sept’14
 Position “0” in search results
Opportunity: Quick Answers in
Google

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Why is it important?
Over 25% of Non-branded
keywords are exploratory (“how-to”,
“how do I”)
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Own Google Quick Answers
Data: ”Exploratory” Keywords
“How-to” keywords
Other “feature” keywords
Source: Monthly search volume for Document Cloud keywords, Google Search Console
data

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Own Google Quick Answers
How do you do it?
 Create quality, engaging content
 Videos, PDFs, other supporting
materials
 Offer a “How to” step-by-step guide
Implementation: Engaging content

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Tips: create content based on “exploratory” keywords
More details: http://adobe.ly/1podfeS
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Own Google Quick Answers
SEO win:
 90% cumulative “Share of Voice” vs
competitors, four Adobe sites
Impact: ~90% Share of Voice
Source: Share of Voice (total value for all ranking keyword) of Document Cloud keywords,
BrightEdge data

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Deliver Content Effectively
Use SEO-friendly CMS

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Why does it matter?
Improve content performance in Organic
Search
How do you do it?
 Streamlined site structure
 Keyword-based URLs
 Page templates with lean, well-structured
code
 Improved content prominence
 Scaling globally
 Mobile-friendly
15
Use SEO-friendly CMS
SEO-friendly CMS

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16
Use SEO-friendly CMS
Impact: Increase in Visits
Impact: Mobile-friendly
Tips: Use SEO-friendly CMS
SEO wins:
 307% increase in SEO Visits within a year
 287% increase in rankings on Page 1
 Ranking on mobile search as well as desktop
 Great user experience with 47% reduced load speed
Source: Source: SEO Visits for Document Cloud in UK, 2015, Adobe Analytics data
Source: Rankings on Pages 1-3 in Google; BrightEdge data

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Target Content Globally
Geo Targeting Tips

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Why is it important?
Wrong Geo pages are ranking in
regional search engines.
Example: Indian pages in Google
UK
What Searchers expect:
What they see:
18
Improve Geo-targeting

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How do you do it?
 Create XML Sitemaps (HrefLang)
 Indicate Geo mapping of each page
 Submit XML file to Google
19
Improve Geo-targeting

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SEO win:
Regional pages ranking in right
Google Geo search engines
20
Improve Geo-targeting

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SEO win:
 SEO visits up 720%
 SEO revenue up 416%
 Correct Geo pages ranking
21
Improve Geo-targeting
Impact: Improved Search Rankings in
Geos
Impact: Increase in Visits, Conversions
Tips: implement for all Geos across web properties
More details: http://bit.ly/1QUqTCR
Source: SEO Visits for Document Cloud, 2015, Adobe Analytics data
Source: Ranking in Google UK; BrightEdge

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Q&A
22
Kirill Kronrod
kronrod@adobe.com
Twitter: @kronrod
Linkedin.com/in/kirillkronrod