Presentation by Dave Lloyd of Adobe on Maximizing Enterprise SEO and Search Marketing at @AdTech SF 2013

1. Maximizing Enterprise SEO
How to Succeed in Organic Search
in 2013 & Beyond
April 10, 2013

2. Global team delivering Organic & Site Search
strategies for all Adobe products
Team Charter
• Deliver industry best practices
• Drive KPI-focused results
• Align with Marketing Cloud product teams
12 years in Search, 15 years in Digital
Dave Lloyd
Senior Manager, Global Search Marketing
@davelloyd1

3. Download Presentation
http://www.slideshare.net/dalloyd/ad-tech-maximizing-
enterprise-seo-dave-lloyd-adobe
/dalloyd

4. “Business has only two
basic functions: marketing
and innovation.” – Peter
Drucker

5. Search #1 Source for Information
Online sources used to look for information about Tech business purchases
Search Engines
Search Engines 90%
Brand/Vendor websites 84%
Professional networking sites (LinkedIn, etc) 70%
Tech Focused Community sites 66%
Technology Media Sites (Tech Crunch, etc) 61%
Trade Magazine sites 56%
Social Networking Sites 56%
Peer-generated Online Review sites 54%
Video Sharing sites 50%
Newspaper site 47%  Source: Google/Compete Tech B2B Customer Study, June 2012. (Sample
of N=151 Marketing Management customers who research Tech products
Other on the internet).
40%

6. Key Message
1. Clear Vision +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
SEO is your most cost-effective revenue channel
@davelloyd1

7. Our Search Vision
Paid Organic
Site
Maximize
Integration
7

8. Our Vision to Maximize SEO
Add SEO DNA to workflow early & often
• Strategic
– Be customer-focused through competitive & audience analysis
– Focus on BU priorities
– Engage closest stakeholders in regular training
– Don’t optimize for Google, optimize using best practices
• Integrated & Data-driven
– Begin with the end in mind on key business metrics
– Be involved from beginning in full project lifecycle
– Align Search best practices with ALL Content Marketing goals
– Comprehensive search data-sharing and feedback loop across all channels
• Comprehensive
– Plan ahead to stay credible
– Capitalize on market opportunity of global + non-brand keyword optimization
– Reduce risk whenever possible

9. Next: Stakeholder Engagement
1. Clear Vision +
2. Stakeholder Alignment &
Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@davelloyd1

10. Search Engagement Process
SEARCH DELIVERY VEHICLES
Paid Organic Site
Strategy
Search Communication, KPIs, Objectives, Global, Segmenting Metrics &
Stakeholders Reporting
Engagement
Demand Launches, Offers, Audience, Keywords, URLs Dashboards
Marketing using Adobe
Analytics and
Campaign Landing
Ad Copy Keywords Adobe Media
Marketing Pages
Optimizer
Business Units Link
Promo Content
Copy Building
Lead Generation Download/Trial Buy Now
Sales & Marketing
Database

11. Marketing Tiers & Search Strategy
Consideratio
Awareness Purchase
n
Paid Ad Copy
Graphic Design Software Adobe Illustrator CS6 Adobe Creative Cloud – adobe.com
Create compelling vector graphics Hand off AI files faster than ever
w/ Illustrator in Creative Cloud. w/ Creative Cloud. Join today! Get access to all Adobe CS6 tools when
www.adobe.com/Illustrator www.adobe.com/Illustrator you upgrade. Only $29.99/mo.
www.adobe.com/CreativeCloud
Photoshop:
SEO Ad Copy
Illustrator: design software | Adobe Illustrator
Graphic Graphic design software | Adobe Illustrator Adobe Creative Cloud | Adobe.com
www.adobe.com/products/illustrator.html www.adobe.com/products/illustrator.html www.adobe.com/products/creativecloud.html
Adobe Illustrator CS6 graphic design software Adobe Illustrator CS6 graphic design Adobe Creative Cloud brings Creative Suite
is the industry's premier vector-drawing software is the industry's premier vector- desktop applications, Adobe Touch Apps, and
environment for creating graphics that scale drawing environment for creating graphics services together for a complete ideation-to-
across media. that scale across media.
Dreamweaver: publishing experience.

12. SEO Center of Excellence
IT
Web Social Bi-Weekly, Monthly, or
Production
Quarterly Engagement
Global
Web
Teams
Strategy
(Loc)
BU &
Content
SEO Analytics
Formal & ad-hoc training
Owners Team
Paid
Search Product
& Mktg
Media Maintain an updated
Store
SEO Best Practices doc
Execs
Teams
User
Interface

13. Optimize team focus to SEO signals
SEO Algorithm Team Priorities & Workload

14. Leader in Web Content Management
http://success.adobe.com/en/na/programs/products/digitalmarketing/aem
/1304-31811-forrester-wcm-wave.html

15. To consider for CMS integration
• What’s possible out of the box?
Search-friendly URLs, canonical updates, customizable templates, Rich Text
editing, Page property inputs & tagging, Digital Asset Management, image
optimization, schema.org
– All these are true for CQ/Adobe Experience Manager
• What’s possible with customization?
• Who, when, & how can IT & Web Production
help you technically add the SEO updates
needed?

16. Content Siloing
Disorganized Clear Themes and Relevance
POWER TOOLS
Cordless
Hammers
Electric Saws Gas Powered
Cordless Power Electric Power
Electric Tools Tools Tools
Compressors
Gas Generators
Gas
Electric Drills Cordless drills Electric Drills
Generators
Gas
Compressors
Cordless Electric Gas
Gas Powered Planers Compressors Compressors
Saws
Cordless Drills Cordless Planers Cordless Electric Saws Gas Powered
Hammers Saws

17. Search-informed Content Marketing
Challenges Strategies
SEO not aligned Integrate SEO best practices
strategically, early, & often regularly into entire content
in publishing process authoring workflow
Minimal influence of key Collaborate early on global
global content assets content priorities to best
leverage resources
Content publishers don’t Tight SEO team alignment,
know or execute SEO best training, and QA process with
practices all who touch content
Constraints - Time, Resources, Optimal Engagement
Knowledge

18. Top URLs shared with Stakeholders
Keyword theme Target KWs Search volume Target URL
Map your keywords to
individually targeted
search pages, globally

19. Content optimization elements
Title tag
URL
H1
Image naming
and tags
Keywords in body copy
Anchor text links

20. Search & Social (Virtuous Cycle)
Search keywords
inform Social
content strategy
Social Social conversations
conversations drive Search equity
inform keyword & influence
strategy rankings
Search
enhancements
improve Social
ranking
20

21. Socialize the Keyword & URL Plan
1. KWs shared with
Social teams
2. KWs & URLs use in
Social updates
(where relevant)
3. Optimize other owned
content (Blogs, TV,
Help) & link to target
pages

22. Impact of Social on SEO
Keyword
“social analytics”
December (1 week)
- Rank from 28 to 2
- From 7 Tweets
February (3 weeks)
- Rank from 4 to 2
- From 28 Tweets
and 6 Facebook
Actions
Source: BrightEdge
22

23. Setting up Google+ for Authorship
1. Set up a Google+ profile
https://plus.google.com/me
2. Connect your Google+ profile with content you create
https://plus.google.com/authorship
3. Link other Social profiles & add About Me info
https://plus.google.com/connectedaccounts
http://plus.google.com/me/about/edit
4. Verify public visibility of Social profile with Rich Snippets tool
http://www.google.com/webmasters/tools/richsnippets
5. Continue Social promotion best practices

24. Personalized results
Not logged in to Google Personalized results

25. Personal Branding in SERPs

26. Ideas on how Site Search benefits
from SEO & Paid
• SEO Meta Descriptions & Paid Ad copy used for Site
Search copy
• Top converting SEO & Paid keywords shared with
Site teams
• Paid Sitelinks applied to Site Search Suggest or Ad
Copy equivalents
• Help-related queries (who, what, where, how to, how
can I, etc.) that can be monetized in Paid
• Global Navigation informed by Site Search queries

27. Schema.org & Structured Microdata
• Helps search engines understand data at a
very specific level
• Users see the value of sites before they click
through
• Increases visibility and CTR
• Set geo-specific (global & local) schema tags
http://schema.org/docs/schemas.html
http://support.google.com/webmasters/bin/answer.py?hl=en&a
nswer=99170

28. Next: Localization
1. Clear Vision +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@davelloyd1

29. Localization Process
1. In-country keyword research
2. Each keyword mapped to SEO
Keywords/PLPs
preferred landing page
3. Content localized using Content
localization
keywords (content, video,
images, links)
Search/Geo
4. Reviewed by Editorial & SEO review
& added to Sitemaps
5. Localized & optimized content Page Launch
goes live

30. SEO Localization Process
BU Initiates Web Project NA Search Team defines Keywords localization
keywords initiated
• Project scope defined • SEO Keyword/Page • Intl PM initiates localization
Search, Editorial Localization recommendations including with approved marketing
notified project has kicked off keywords, link names are localization vendors
finalized. Spreadsheet with
terms handed off to IPM
Vendors validate keywords Keywords sent to IPM’s/
for demand Vendors & GEO’s select Search Team for Final
Keywords Review
• Keywords are localized and • Vendors and Geo’s review • Keywords are sent to Intl PM
validated (using Google /approve keywords based on and Search Team for final
AdWords tool) for in-country good search demand and/or review/approval
search demand. choose alternate keyword(s)
for terms with low demand
Keywords integrated into INTL. Web applies full SEO QA/Pages Go Live
Page Elements SEO Recs.
• Web pages sync in Idiom WS. • Full SEO Recommendations • Pages are QA’d by Search
Keywords integrated into body implemented on pages ( team and INTL Web. SEO
copy by Localization Vendor. keywords/title/metadata) by Content live for Launch.
INTL Web

31. Localization
Keyword, Ad Copy, Title, Meta Description
• Adding new Photoshop CS6 features into
localized ad copy increased click-through
rate by 35%
31

32. Canonicalization for Global Content
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=13
9394

33. Href Alternate Language tag
Challenge
Geo sites are often outranked by the main English pages with
more link authority or are deindexed due to duplicate content
– US/Global pages often outranked UK, Australian, Canadian
and other pages in English. Swiss German and Austrian
pages compete with German. Canadian French and Swiss
French compete with French.
Solution
Target the correct website to the correct region, in source code &
XML Sitemaps, so searchers find their localized pages.
http://support.google.com/webmasters/bin/answer.py?hl=en&ans
wer=189077

34. Meet Someone New
1 Minute Each
2 minutes
1. What is your most
challenging SEO issue?
2. And where are you
stuck in solving it? End

35. Next: Maximize Useful Tools
1. Clear Vision +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@davelloyd1

36. SEO & Analytics Tools we use
• Adobe Analytics (Site Catalyst, Discover)
• Adobe Media Optimizer (AdLens)
• Adobe Social
• Google Webmaster Tools
• Bing Webmaster Tools
• BrightEdge
• Google Insights & Trends
• Advanced Web Ranking
• SEOMoz
• Xenu LinkSleuth
• Screaming Frog
• Web Position
• Numerous plug-ins
• + 5 others

37. Benefit of most plug-ins
More efficient bot crawl
1. Improves your domain value to
engines (similar to PageRank)
2. Increases the total number of pages
crawled and indexed
3. Increases long tail traffic

38. Web Developer (Firefox)

39. Backlink Explorer (Firefox)

40. Google Global (Firefox)
http://www.redflymarketing.com/internet-marketing-tools/google-global/

41. SEO Site Tools (Chrome)

42. Ayima – redirect paths (Chrome)

43. SEO Quake (Firefox & Chrome)

44. WooRank

45. WebPageTest.org

46. GTMetrix

47. Checklist for evaluating Dashboards
Must-have Features Flexible Features
• Customizable for our criteria • QA & broken link evaluation
• Executive roll-up • Highlight KPIs
• Stakeholder views
• Paid integration
• Data aggregration
• Analytics integration • Actionable Recommendations
• Robust Reporting • Task management
• Link Management • Long tail recommendations
• Keyword Discovery • Predictive Analytics
• Trend monitoring
• ROI Measurement
• Monitoring & Alerts
• Competitor Analysis • Country & language support
• Training • Social signals
• Case Studies

48. Next: Data Analysis & Reporting
1. Clear Vision +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@davelloyd1

49. Reporting & Metrics Qs to Consider
Why Where
– Bother – Might you be out of compliance
– Offensive vs. defensive metrics – To find metrics
Who – To store – email, dashboard
– Will gather
– Will analyze When
– Will you share with – How often will you change them
– How often will you count them
What – How often will you distribute
– Is the risk
– Metrics are possible How
– Metrics matter most – Will you do Segment Governance
– Can you do to impact change – Will you distribute
– Will you share
– Will you act on

50. Inherent challenge of Big Data
You can’t manage what you can’t
measure
All that’s measureable should not
be managed

51. Technical Signals
Accessibility Linking Site Architecture
• Content embedded in flash or java script • Internal related linking structures • Folder structure
• Frames site construction • Internal anchor text usage • Internal linkage profile
• Session ID’s, SAMCAP, Query • Internal cross linking • Link count per page
parameters • External linking • Content taxonomy
• Cookie acceptance requirements
• Secure server setup
• Entry page requires verification
Nav Elements Site Performance
• Top navigation • CDN requirements
• Side navigation • 404 errors
Content • Image based navigation • Image file size optimization
• Duplicate content • Footer navigation • Static file delivery
• HTML page titles • Excessive links in navigation • Source order
• Meta elements
• Header tags
• Java script usage Server delivery URL Structure
• In-line CSS • Javascript redirects • Keyword usage
• Alt attributes • 302 redirects vs 301 redirects • Directory structure
• Flash AJAX HTML5 • Meta refresh redirects • Limit URL parameters
• Lack of body content • Redirect chains • Session tracking in URL’s
• Domain strategy
Search bot crawling Robots directive
• Use of Javascript links • Robots.txt file for blocking engines HTML Code
• HTML sitemap • Robots meta tag usage • Source code order / structure
• XML sitemap • Sitemap inclusion • Java script code
• Use of specialty meta tags • Use of external files

52. Stakeholder COE + Key Metrics
 Web Strategy, Editorial
IT  Rank, HTML Suggestions, Bounce Rate,
Web Search Queries, Formulaic Metrics (AOV,
Social
Production Order Rate)
 Web Production
Global
Web  Minimize redirects, Crawl Errors, Page Load
Teams
Strategy Speed, Internal Link trends, Robots.txt
(Loc)
errors, not followed or unreachable, 302
redirects, browser caching, using CSS sprites
BU &
Content
SEO Analytics  IT
Owners Team  Crawl rate, crawl errors, 404 trends, redirect
chains, log file analysis, malware alerts
Paid  Social
Search Product
& Mktg  Correlation of Social activity with SEO KPIs
Media
 Global
Store Execs  Country Web Ranking of key
Teams
terms, Localization benefit, Country growth
User trends, Impact of Geo strategies, Canonical
Interface
issues
 Analytics
 Segment governance, Agree on KPIs, SEO
as part of all revenue drivers

53. Common Mistakes of Analysis
• Correlation vs. Causation
• Data Bias
– Making decisions based on a small sample size
– Analyzing too much data (analysis paralysis)
– Working with biased data (i.e. seasonal trends)
In data analysis, 90% of the analysis takes
90% of the time. The last 10% takes the other
90% of the time.

54. Executive Summary
• Keep it simple
• Report on
current trends
• Provide context
for data
changes
dummy data

55. Google Insights
Use Google insights to measure month over month search demand
over a period of time.
Measure your SEO performance relative to seasonal demand.

56. Webmaster Tools dashboard
• 36 key metrics
• Pulled manually
• Monthly export
• Stakeholder
distribution &
meetings
• IT
• Web
Production
• Global
• Social

57. Pages not Found (404)
dummy data
• Track number of 404 PageViews and URLs Google couldn’t crawl on the site
• Provide context and provide recommendations to Dev/IT (i.e. setup 301 redirects)
• 404 PageViews data from Adobe Analytics (SiteCatalyst)
• Google 404 URLs from Google WT

58. Global Revenue Reporting
dummy data
• Provide month/month and year/year change for the latest month
• Present total results for the whole year and project current year SEO Revenue
• Indicate data source, i.e. Adobe SiteCatalyst or Discover

59. Tracking KPIs
Decrease in cross-links may reflect setup of GEO targeting tool (directories assigned to regional sites)
dummy data
Project reporting: provide stakeholders with monthly report
on KPIs like Visits, Revenue, Members, Trial Downloads and
Orders

60. Target Keywords vs. Competition
dummy data
• Provide month/month and year/year change for the latest month for your
website and competitors
• Provide context of the trends, for example, change in algorithm, provide recs
• Identify source of data (i.e. WebPosition) and visibility score methodology

61. Big Data isn’t about
having more data.
It’s about getting to
the data that matters,
identifying patterns &
anomalies, and then
executing.

62. Next: Scalable Plans
1. Clear Vision +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@davelloyd1

63. Current Changes & Guidelines
Webmaster Guidelines
http://support.google.com/webmasters/bin/
answer.py?hl=en&answer=35769
Algorithm Changes – 200 in 2H 2012
http://insidesearch.blogspot.com/2012/10/s
earch-quality-highlights-65-changes.html
How Search Works
http://www.google.com/insidesearch/hows
earchworks/algorithms.html

64. Challenge of adapting quickly
2nd Law of Thermodynamics
Over time, all systems naturally move toward chaos.

65. Agile - proven & repeatable process
Being Customer Centric
INSPIRES Product Vision
& Sustainable Project
Plan
Sprint Learnings & Benefits
Quick Fixes Project Plan
Customer Feedback REQUIRES Agile-
INFORM next Sprint Immediate Gratification
aligned Lean Teams
deliverables Limit Big Problems
Always Improve
Teams EXECUTE &
ITERATE on simple,
short, and incremental
Sprints (2 weeks)
65

66. Maturity Model for Agile Marketing
Modified Agile Agile Methodology + Scrum
• Weekly Scrum meetings • Full stakeholder alignment
• Consistent Sprints
• Shared accountability • ScrumMaster leads daily stand-
• Optional daily stand-ups ups
• Optional user stories • Customer feedback loop
Basic Project Management Integrated Project Management
• Clear goals • Shared ownership & KPIs
• Defined owners • Regular meetings
• Agreed on deliverable dates • Getting Things Done mentality between
groups
Stakeholder Commitment
Loose Firm

67. Our Agile Scrum Process
Twice-weekly “stand up” meetings Benefits
1. what you did? • Adaptable
2. what you’re doing? • Collaborative
3. challenges? • Accountable
• Organized
Prioritized 200+ team projects • Celebrate Quick
Wins Weekly

68. White Paper – Valtech & Adobe
Principles of Agile apply
to any discipline that
operates in conditions
of complexity,
uncertainty and change.
5 years from now, Agile
will broadly influence
Marketing departments
http://www.valtech.com/agile-marketing-new-imperative

69. Takeaways
Vision
Engagement
Global THANK YOU!
Tools
Data
Plan
RESULTS