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Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave Lloyd

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Global Search Optimization & Content Marketing at Adobe Experience Manager Globalization Summit
How to develop a multilingual content & search optimization plan. 1. Focus on customer satisfaction by aligning to the customer journey to develop digital shelf space. 2. Develop best practices related to the SEO algorithm and ranking mix, website signals, and use of content management systems 3. Align SEO & Localization teams on an operational process involving vendors, tools, a review & localization workflow. 4. Be data driven by focusing on key results for both brand & non-brand keyword optimization.

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Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave Lloyd

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Can your customers find you globally? Search Optimization and Content Marketing Dave Lloyd, Sr. Manager Global Search - Adobe Alison Strahan, Sr. International Program Manager, Globalization - Adobe
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Dave Lloyd Senior Manager Global Search, Adobe dalloyd@adobe.com / @davelloyd1
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Alison Strahan Senior International Program Manager Marketing Communications & Learning Localization
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Agenda 1 | Overview 2 | Global SEO for Adobe.com 5 | Vendor integration with Experience Manager 4 | Localization 3 | Content Optimization Plan
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Common SEO Myths Only about keywords Rankings are easily manipulated Global duplicate content has no SEO impact Doesn’t require adaptation
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 74% of Adobe’s Marketing Spend is on Digital
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Improving SEO Performance Data-Driven (Performance) Customer Satisfaction (People) Best Practices (Process) Execute Consistently
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Satisfaction
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 Adobe.com – how we see it from an SEO view  Focus attention on adobe.com, Support, TV, and Blog business areas  Monitor 20,000 SEO keywords, 80 languages, 250 subdomains or regional sites, & 210 competitors  +15% YoY Visitor & Revenue increase #6 most linked-to web domain
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Align to the customer journey Content available through the buying process improves Digital Shelf Space Learning intent (Adobe TV section) Support intent (Help section) Consideration intent (Adobe.com) Paid Search alignment
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 How search engines populate results based on your content Title tag Meta Description Stable internal links Search engines crawl only text and links
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Best practices
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Website Signals to Consider for Search 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
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The SEO mix Technical & Site Architecture Linking & Social Content & Localization Relevance Importance Trust Issues: keyword-rich copy, URL structure, static vs. dynamic content, schema.org, Flash & AJAX Impact: brand presence, ranking, clickthrough rate (CTR), conversion Issues: robots.txt, sitemaps, redirects, parameters, page load, 404 Errors Impact: crawl efficiency & accuracy, page inclusion Issues: isolated pages, poor navigation Impact: ranking, clickable links, crawlability, social correlation Ranking Impact : 30-50% Ranking Impact: 30-50% Ranking Impact : 25%
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 Content Optimization Plan (How best to work with your SEO team) 1. Identify keywords 2. Organize content 3. Optimize content 4. Create content 5. Localize content 6. Link to content 7. Launch process & QA of Recommendations
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search Demand Relevant Content Search Intent 1. Identify keywords How many search? Issues: Quantity of searchers, balance with product & web needs What can we say about it? Issue: Delivering optimal content & conversions What is their task or goal? Issues: Relevant brand & non-brand queries, competitors, customer journey
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 Keyword Research For France only  Marketing Digital 1600 - Marketing numérique 70  cross-canal 1900 – multicanal 1000  web analyste 70 - analyste web 40  spécialiste du Digital Marketing 0 - spécialiste du marketing numérique 0  web marketing 1900 - marketing web 260  call center 1900 - centre d'appel 1600  call centre 70
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 2. Organize content by message Target keywords Demand Target URL
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 3. Optimize content Target words Prior URL New URL Demand Header Title Meta Description
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 4. Create content with SEO in mind Title tag URL Headers (H1) Images/multimedia tags Link text Keywords in body copy Meta Description (visible in Search results)
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Alison Strahan Senior International Program Manager Marketing Communications & Learning Localization
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 Types of deliverables/assets localized
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 But there’s more…
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 But there’s more… adobe.com
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 But there’s more… adobe.com
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 But there’s more… adobe.com
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 But there’s more… adobe.com
  29. 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 But there’s more… adobe.com POSA / Packaging
  30. 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 But there’s more… adobe.com POSA / Packaging
  31. 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 But there’s more… adobe.com POSA / Packaging Channel Certification Training
  32. 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 But there’s more… adobe.com POSA / Packaging Channel Certification Training Community translation on ATV
  33. 33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 But there’s more… adobe.com POSA / Packaging Channel Certification Training Community translation on ATV
  34. 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 But there’s more… adobe.com POSA / Packaging Channel Certification Training Community translation on ATV
  35. 35. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 But there’s more… adobe.com POSA / Packaging Channel Certification Training Community translation on ATV
  36. 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 But there’s more… adobe.com POSA / Packaging Channel Certification Training Community translation on ATV
  37. 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37 But there’s more… adobe.com POSA / Packaging Channel Certification Training Community translation on ATV For all products & teams
  38. 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38 Search Marketing Localization: Process  The Localization team works closely with many members of the Global Search Marketing team on:  Paid Search  SEO  Site Search Interface with Search reviewers in region on projects.
  39. 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39 Search Marketing Localization Tools  SDL World Server  Localization environment for web marketing copy and software loc. Google Keyword Planner Tool Used by vendors and reviewers to research Search terms Trained by Search team
  40. 40. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40 Vendor Strategy  Small pool of translation vendors  Most assignments per language, not product  Consistency across a single language  Better Intl User experience across Adobe products  SEARCH localization vendors are the same vendors working on all other deliverables . Consistency and awareness of keyword optimization in other deliverables contribute to improving Intl Search results.  Most vendors with over 5 years of experience with Adobe content It’s a Partnership!
  41. 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41 Review Process  Review is a necessary step in localizing marketing copy  Independent in-country linguistic reviewers for targeted regions  Regional GEOs (Marketing Managers) sign off on content  Long term engagement works best  Involve reviewers in the NA campaign process. Search: Global, cross functional review/QA: we all review! The Marketing Localization team work in partnership with our vendors, GEOs, reviewers, the Adobe Search team and the INTL web team to review , QA and implement SEO data on adobe.com
  42. 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 INTL Web& SEO & added to Sitemaps 5. Localized & optimized content goes live Localization Process SEO Keywords/PLPs Content localization Search/Geo review Page Launch
  43. 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43 Regional SEO Integration Mirrors NA Approach Title tag Headers (H1) Images/multimedia tags Link text Keywords in body copy Meta Description (visible in Search results)
  44. 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Highlights  Vendor and reviewer training in region: investment in success.  Impact of SEO on marketing and translation  Strong partnership with Global Search team and INTL web  Respect for deadlines increases efficiency: SEO is not an afterthought.  Vendors and reviewers: growth of knowledge and expertise.  Information sharing between teams.  Results
  45. 45. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data-driven
  46. 46. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46 SEO Dashboard from BrightEdge 1. Page-Centric Reports (addresses ‘Keyword Not Provided’) 2. Trended Rank & KPI Reports with Adobe Analytics integration 3. Global – 20+ countries 4. Linking – internal & external 5. Social - Twitter & Facebook correlation Target new opportunities Measure success Act on recommendations Assess the competition
  47. 47. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results from non-brand keyword optimization SEO Growth 300% Visits & 160% Units SEO Contribution to Overall Visits up from 4% to 44% Units from 3% to 21%
  48. 48. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Improving SEO Performance Data-Driven (Performance) Customer Satisfaction (People) Best Practices (Process) Execute Consistently
  49. 49. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49 Experience Manager improves your SEO AEM is SEO-friendly – customer enhancements available in Package Share If you want content visible for search engines, place it in static content not dynamic content Responsive Design & Mobile One site for cross-device experiences improves SEO
  50. 50. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 50 Why integrate? • Bring together search analytics and content production • Best practices implemented early in SEO workflow • Gain user behavior insights to improve user experience Increasing number of partner integrations for AEM 5.6.1 and AEM 6 Search integrations with Adobe Experience Manager
  51. 51. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 51 Page Clarity Detail from SEOClarity - AEM 5.6.1 and AEM 6.0  Content Recommendation  Title  Meta Keywords  Meta Description  H1  H2 Task Assignment
  52. 52. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 52 SEO Toolbox from Searchmetrics - AEM 5.6.1  Page & Social Traffic  Top Keywords  Social Spread  Google +1  Twitter  Facebook  Page Properties  URL  Title  Description
  53. 53. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 53 Content Optimizer from BrightEdge – AEM 5.6.1 Align content with user intent Optimize at creation time in AEM Track content performance & leverage across channels
  54. 54. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 54
  55. 55. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 55
  56. 56. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 56
  57. 57. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dave Lloyd dalloyd@adobe.com Twitter: @davelloyd1 LinkedIn: www.linkedin.com/in/davelloyd Alison Strahan alisonst@adobe.com
  58. 58. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEO Localization Process BU Initiates Web Project • Project scope defined. Search, Editorial Localization notified NA web project has begun. NA Search Team defines keywords • SEO Keyword/Page recommendations including keywords, link names are determined. Spreadsheet containing the SEO terms handed off to IPM. Keywords localization initiated •IPM initiates localization with approved marketing localization vendors 58 Vendors localize and validate keywords for demand •Keywords are localized (using Google Keyword Planner) for in-country search demand. Title tags, meta descriptions , H1 are localized. Vendors & GEO’s review SEO terms • Vendors and Geo’s review /approve keywords based on good search demand and/or choose alternate keyword(s) for terms with low demand. Keywords, MDs, title tags sent to IPM/ Search Team for Final Review •Keywords, meta-descriptions, title tags are sent to IPM and Search Team for final review/approval Keywords integrated into Page Elements •Web pages sync in WS. Loc. Vendors integrate approved keywords into body copy, including MDs and title tag . Pages staged in AEM Author. NTL. Web QA’s full SEO Recs •Full SEO recommendations cross- checked by INTL Web . Any missing metadata implemented. SEO QA/Pages Go Live •Pages are QA’d by Search team and INTL Web. Optimized pages pushed live.

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