Brightedge Share13 - Global and Mobile SEO Strategies


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BrightEdge Share13 presentation by Dave Lloyd at Adobe on Global & Mobile SEO strategy covering 4 topics: markets to pursue, unique value, resources & capabilities, and sustaining competitive advantage.

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Brightedge Share13 - Global and Mobile SEO Strategies

  1. 1. ©2013 | BrightEdge Technologies Global & Mobile SEO Strategies Dave Lloyd, Adobe Senior Manager, Global Search Marketing
  2. 2. Dave Lloyd Senior Manager, Global Search Marketing Global team delivering Organic & Site Search strategies for all Adobe products Team Charter • Deliver industry best practices • Drive KPI-focused results • Showcase Marketing Cloud products 12 years in Search, 15 years in Digital @davelloyd1
  3. 3. BrightEdge Share13 (this deck) BrightEdge Share12 and-seo/ Resources
  4. 4. “Business has only two basic functions: marketing and innovation.” – Peter Drucker
  5. 5. 1.What markets to pursue 2.What is your unique value 3.What resources & capabilities to develop 4.How to sustain competitive advantage = Maximize ROI & value through strategic alignment & influence *Innovator’s DNA by Jeff Dyer, Hal Gregersen, & Clayton Christensen Agenda - Strategic Framework
  6. 6. 1.Markets to Pursue 2.What is your unique value 3.What resources & capabilities to develop 4.How to sustain competitive advantage  Key Question: Why do visitors (mobile & global) come to your site? What task are they trying to accomplish?
  7. 7. Adobe’s Search Marketing Vision 7 Paid Organic Site Maximize influence & integration
  8. 8. Paid 32 Programs - 31 countries 1.6M KWs/700K active 14K ad copy rotations 1,113 LPs Adobe Media Optimizer Platform Automated-bid technology Adobe Target testing Adobe Search Team Scope Organic 30+ Domains, Subdomains, & Microsites 15K Top Priority KWs & URLs 25% of traffic to – 35% of revenue SEO Tools implementation Worldwide Coverage 20 countries direct, 70 indirect through best practices Site 1.8M pages ~10M KWs 11 major sites Use Adobe Search&Promote product • 3 pillars of Search are aligned & on same team • Adobe Digital Marketing Suite (alpha-testing partner) • 74% of Adobe’s Marketing Spend is on Digital
  9. 9.  What does your data say?  What are your easiest-to-measure Key Performance Indicators?  What has most impact on your business?  Where do you have resources to act?  In data analysis, 90% of the analysis takes 90% of the time. The last 10% takes the other 90% of the time.  You need a content-rich website responsive to customer needs, regardless of where or how people get there. Deciding on Markets
  10. 10. Big Data isn’t about having more data. It’s about getting to the data that matters, identifying patterns & anomalies, and then executing.
  11. 11. 1.What markets to pursue 2.Unique Value 3.What resources & capabilities to develop 4.How to sustain competitive advantage  Key Question: What is the Unfair Advantage your team can uniquely drive?
  12. 12. Search Engagement Process Sales & Marketing Database Metrics & Reporting Dashboards using Adobe Analytics and Adobe Media Optimizer SEARCH DELIVERY VEHICLES Ad Copy Paid Organic Site Promo Copy Strategy Communication, KPIs, Objectives, Global, Segmenting Buy NowDownload/TrialLead Generation Keywords Link Building Content Landing Pages Engagement Launches, Offers, Audience, Keywords, URLs Search Stakeholders Demand Marketing Campaign Marketing Business Units
  13. 13. Optimize team to focus to SEO signals SEO Algorithm Team Priorities
  14. 14. Website Signals to Consider Global • Site structure • URL naming convention and ccTLDs • Google Webmaster Tools setup • Canonicalization & Duplication • Href Alternate Language • Unique Localization Accessibility • Site Architecture • Frames site construction • Session ID’s, Query parameters • Cookie acceptance requirements • Secure server setup • Entry page requires verification • Sitemaps Content • Duplicate content • Meta elements • Header tags • In-line CSS • Alt attributes Mobile • Redirects from desktop to wrong mobile URL • Mobile Page Load Speed • Mobile bot handling • App download interstitials Linking • Information architecture & anchor text • Internal cross linking • External linking Nav Elements • Top & Footer navigation • Side navigation • Excessive links in navigation Server delivery • Redirect chains, Javascript redirects, and 302 vs 301 redirects Robots directive • Robots.txt file for blocking engines • Robots meta tag usage • Sitemap inclusion Site Architecture • Folder structure • Internal linkage profile • Link count per page • Content taxonomy Site Performance • CDN requirements • 404 errors • Image file size optimization • Static file delivery • Source order URL Structure • Keyword usage • Directory structure • Limit URL parameters • Session tracking in URL’s • Domain strategy HTML Code • Source code order / structure • Java script code • Use of external files
  15. 15. Geo targeting challenge: Historically, many Geo sites are outranked by the US or predominant language version sites. Example: US sites outrank Australia, UK, or India English sites, even if searched from those countries. Solution: Add HrefLang (language/country) annotations to XML Sitemaps indicating to Google which country a specific page is targeting. Results: Improved rankings and increased impressions and clicks from Google Average Visits: +485%, Revenue: +133% Href Alt Lang in XML Sitemaps © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 16. 1.What markets to pursue 2.What is your unique value 3.Resources & Capabilities to Develop 4.How to sustain competitive advantage  Key Question: How best to maximize opportunities?
  17. 17. Which 2 are most important to you? Difficult to maximize all 3, at same time
  18. 18. Center of Excellence + Key Metrics 18 Execs User Interface Web Strategy / Mobile IT Web Production Analytics Global Teams (Loc) Store Teams BU & Content Owners Social Paid Search & Media Product Mktg SEO Team  IT  Crawl rate, crawl errors, 404 trends, redirect chains, log file analysis, malware alerts  Web Production  Minimize redirects, Crawl Errors, Page Load Speed, Internal Link trends, Robots.txt errors, not followed or unreachable, 302 redirects, browser caching, using CSS sprites  Web Strategy, Editorial  Rank, HTML Suggestions, Bounce Rate, Search Queries, Formulaic Metrics (AOV, Order Rate)  Global  Country Web Ranking of key terms, Localization benefit, Country growth trends, Impact of Geo strategies, Canonical issues  Analytics  Segment governance, Agree on KPIs, SEO  Social  Correlation of Social activity with SEO KPIs
  19. 19. “Get the DNA of SEO aligned early & often.” 1. Comprehensive presentation on Search & SEO  Address beginner, intermediate, & advanced areas  Customize for stakeholders 2. Regularly updated best practices document (copy-pastable) Ideally, train each new group you work with  30 minute formal session  5 minute ad-hoc when starting a new project Regular Training is Critical
  20. 20. Integrate SEO best practices regularly into entire content authoring workflow Search-informed Global Content Marketing SEO not aligned strategically, early, & often in publishing process Challenges Strategies Minimal influence of key global content assets Content publishers don’t know or execute SEO best practices Collaborate early on global content priorities to best leverage resources Tight SEO team alignment, training, and QA process with all who touch content
  21. 21. Why Localization matters? More than translation, important to consider culture and context How do people search and what do they search for
  22. 22. 1. In-country keyword research 2. Each keyword mapped to preferred landing page 3. Content localized using keywords (content, video, images, links) 4. Reviewed by Editorial & SEO & added to Sitemaps 5. Localized & optimized content goes live Localization Process SEO Keywords/PLPs Content localization Search/Geo review Page Launch
  23. 23. BU Initiates Web Project • Project scope defined Search, Editorial Localization notified project has kicked off NA Search Team defines keywords • SEO Keyword/Page recommendations including keywords, link names are finalized. Spreadsheet with terms handed off to IPM Keywords localization initiated •Intl PM initiates localization with approved marketing localization vendors SEO Localization Process Vendors validate keywords for demand •Keywords are localized and validated (using Google AdWords tool) for in-country search demand. Vendors & GEOs select Keywords • Vendors and Geo’s review /approve keywords based on good search demand and/or choose alternate keyword(s) for terms with low demand Keywords sent to IPM’s/ Search Team for Final Review •Keywords are sent to Intl PM and Search Team for final review/approval Keywords integrated into Page Elements •Web pages sync in Idiom WS. Keywords integrated into body copy by Localization Vendor. Global Web applies full SEO Recs •Full SEO Recommendations implemented on pages ( keywords/title/metadata) by INTL Web SEO QA/Pages Go Live •Pages are QA’d by Search team and INTL Web. SEO Content live for Launch.
  24. 24. Paid Search Localization Process SEM Team initiates project with IPM • Project scope defined, budget and languages determined SEM team prepares files for Loc • SEM Keyword/ad copy /landing pages created and modified for loc SEM team hands off files to Loc • Files handed off in a template which includes character count Keywords/ad copy/ LPs localized • Vendors localize Keywords /Ad Copy/Landing pages . SEM Content Review • Localized copy reviewed by GEOs/reviewers in region Vendors finalize files • Feedback implemented. DTP finalized. Files delivered to SEM team
  25. 25. Global Title Tags and Meta Descriptions Title [keyword(s)] | [Adobe product name] Example: 映像・動画編集ソフト | Adobe Premiere Pro CC Aim for 60 characters or less (with spaces) – 30 Double Byte Meta Description Aim for 160 characters (with spaces) or fewer – 80 Double Byte The recommended minimum length is 80 characters or 40 double byte characters (with spaces), which allows adequate description of the content of the link result.
  26. 26. Korea Japan Rank Improvement due to Localization
  27. 27. Germany: Rank Improvement due to Localization Spain: France:
  28. 28. Rank Improvement due to Localization Russia: Italy:
  29. 29. CTR Improvement through Localization 29 Double-digit % increases in Impressions & Click Through Rate
  30. 30. Reminders for Localization •Quantity – Coverage helps to bring in a higher volume of users to our ads •Covering as many variations of keywords (translation) as possible is important •When you must select one translation, pick the keyword most commonly used Paid - keywords •Quality – needs to be relevant to increase the chance of users clicking through •Must be accurate and make sense as we’re showing them to users as ad copy •There are character limits for each line in ad copy Paid – ad copy •Research - terms (or keywords) that users are actually searching for •Relevance - high value of content & of high volumeSEO – keywords •Message aligned with the theme of the web page •Have main keyword in message and clear call-to-action SEO – meta description
  31. 31. Source: Internal Google Data. 90% of users navigate across multiple screens sequentially to accomplish a task over time Search Conversion Report This creates new marketing challenges as conversion paths become more complex Mobile + complex customer journeys = marketing challenge
  32. 32. Smartphone ranking changes smartphone_11.html
  33. 33. Considerations for Mobile Sites Messaging  Customize mobile messaging for the exploratory mindset.  Provide only minimal navigation at the top of mobile-purposed page  Prioritize your exploratory info on your mobile sites.  Focus on regional trends for mobile  Leverage new measurement capabilities to understand the full value of mobile. Technical  Ensure that the page size meets memory limitations of the commonly used mobile devices  Do not use frames or rely on embedded objects or scripts  Image size: resize images at the server, if they have an intrinsic size  Emphasize Page Load Speed of mobile sites  Limit links on pages intended for mobile access  Allow mobile user-agents to access the site  Use canonical tag wisely as it may push all value from mobile site back to traditional site.
  34. 34. Responsive Design & SEO = One Website, Many Screen Sizes & Platforms Mobile Readiness Test - authored by Jim Yu Option-For-Your-Mobile-SEO-Strategy Potential-Pitfalls-to-Consider Resources to consider
  35. 35.  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 Site Search aligned with Paid & SEO
  36. 36. 1.What markets to pursue 2.What is your unique value 3.What resources & capabilities to develop 4.Sustain Competitive Advantage  Key Question: What needs to change in order to maintain your team or corporate advantage?
  37. 37. Checklist for evaluating SEO Dashboards Must-have Features  Customizable  Executive roll-up  Stakeholder views  Data aggregation  Analytics integration  Robust reporting  Link management & analysis  Keyword Discovery  Trend monitoring  Monitoring & Alerts  Competitor Analysis  Training  Case Studies Flexible Features  QA & broken link evaluation  Highlight KPIs  Paid integration  Actionable Recommendations  Task management  Long-tail recommendations  Predictive Analytics  ROI Measurement  Country & language support  Social signals
  38. 38. SEO Questions to consider for CMS evaluation 1. What’s possible out of the box? Search-friendly URLs, Responsive Design & Mobile capacity, canonical updates, customizable templates, Rich Text editing, Page property inputs & tagging, Digital Asset Management, image optimization, inclusion 2. What’s possible with customization? 3. Who, when, & how much for IT & Web Production to include needed SEO updates needed?
  39. 39. Google Global plug-in (Firefox) – Google results in other countries
  40. 40. – Page Load Speed analysis
  41. 41. Agile - proven & repeatable process 41 Being Customer Centric INSPIRES Product Vision & Sustainable Project Plan Teams EXECUTE & ITERATE on simple, short, and incremental Sprints (2 weeks) Sprint Learnings & Customer Feedback INFORM next Sprint deliverables Project Plan REQUIRES Agile- aligned Lean Teams Benefits Quick Decisions Immediate Gratification Limit Big Problems Always Improve
  42. 42. Modified Agile Weekly Scrum meetings Consistent Sprints Shared accountability Optional daily stand-ups Optional user stories Maturity Model for Agile Marketing True Agile + Scrum Full stakeholder alignment ScrumMaster leads daily stand-ups Customer feedback loop Basic Project Management Clear goals Defined owners Agreed on deliverable dates Integrated Project Management Shared ownership & KPIs Regular meetings Get Things Done mentality between groups FirmLoose Stakeholder Commitment
  43. 43. Which aspects of Agile do organizations use?
  44. 44. White Paper – Valtech & Adobe Principles of Agile apply to any discipline that operates in conditions of complexity, uncertainty and change. “Five years from now, Agile will broadly influence Marketing departments”
  45. 45.  Today  Metrics & Analytics  Bringing it All Together  Friday  Aligning Content and SEO Other Sessions
  46. 46. 1.Markets to Pursue 2.Unique Value 3.Resources & Capabilities to Develop 4.Sustain Competitive Advantage = Maximize ROI & value through strategic alignment & influence @davelloyd1 Thank you!
  47. 47.  Moderator: Jason Tabeling, Partner, Rosetta  Speaker: Ken Yamada -- Digital Marketing / Business Development -- Japan Online, Gap  Speaker: Chuo-‐Han Lee -- Sr. Manager, eCommerce Marketing, Symantec  Speaker: Dave Lloyd -- Sr. Manager, Global Search Marketing, Adobe And now for the panel…