Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobesummit

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Adobe Summit 2014 Session – Search optimization and inbound content marketing. Dave Lloyd (Adobe) & Alejandro Danylyszyn (Deloitte) - Session 808.
Find keynotes & session details at http://summit.adobe.com/na/sessions/keynote2014/
More on digital marketing http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/

Title: Can your customers find you? Search optimization (SEO) and inbound content marketing

Abstract: In the world of search, change is constant. For this reason, search engine optimization is a necessity for those who want to remain competitive in the digital marketplace. Wondering how the latest search engine updates impact your site? Do you constantly have to optimize your SEO techniques? Regardless of how search engines change their algorithms, brands must be prepared to welcome customers to their experience based on relevant and exceptional content at that precise moment. Created for Content Strategists and Digital Marketers, this session will provide best techniques on maximizing your site’s traffic and visibility.

In this session, learn how to provide exceptional content matching your customer’s need at that exact moment. Get advice from leading experts on detailing a blueprint for SEO ideal for web experience management. Examples from real case studies and how a leading partner implemented SEO for its clients

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Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobesummit

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Can your customers find you? Search Optimization and Inbound Content Marketing Dave Lloyd, Sr. Manager Global Search, Adobe Alejandro Danylyszyn, Principal, Deloitte Digital
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What I learned from “Truck” Master the fundamentals – hitting, grounding, throwing R esults only come from consistency & teamwork Nothing beats playing to a full stadium
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Deliver performance by focusing on people & process
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Key Takeaways Identify market gaps & opportunities 1 Improve your brand in search results 2 Collaborate using search insights 3
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Dave Lloyd Senior Manager Global Search, Adobe dalloyd@adobe.com / @davelloyd1
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Alejandro Danylyszyn Principal, Deloitte Digital adanylyszyn@deloitte.com
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 Agenda 1 | Welcome and Overview 2 | SEO for Adobe.com 3 | Case studies – Intel, Activision, Fox 4 | Vendor integration with Experience Manager
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 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 2 of the most linked-to URLs
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Common SEO Myths Only about keywords Rankings are easily manipulated Dupe content has no SEO impact Doesn’t require adaptation
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Improving SEO Performance Data-Driven (Performance) Customer Satisfaction (People) Best Practices (Process) Execute Consistently
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Satisfaction
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why ranking well matters? 90% of clicks come from Page 1 ranking Most of your visits will be from keywords you didn’t try to rank for (long tail) Search results vary per person due to Personalization The recent Hummingbird update focuses on RELATIONSHIPS between keyword CONCEPTS, not only keywords
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 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
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 How search engines populate results based on your content Title tag Meta Description Stable internal links Search engines crawl only text and links
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search uniquely informs customer interests Team collaboration resulted in: • High-demand non-brand terms with highest Paid Cost Per Click • Transitional product terms (e.g. Adobe CQ, Scene7, Omniture) • 30% YoY SEO Visits increase Mobile Content Management Cloud Management Marketing Campaign Management Media Publisher Multisite Management Dynamic Media Personalized Media
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Best practices
  17. 17. © 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%
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 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 Dedicated mobile sites can do just as well for SEO - Mobile-specific & voice-driven keywords - Improve Page Load Speed - Point links to pages on mobile not desktop site
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Content Optimization Plan (How best to work with your SEO team) 1. Identify keywords 2. Organize content 3. Optimize content 4. Create & localize content 5. Link to content 6. Launch process & QA of Recommendations 7. Social promotion
  20. 20. © 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
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 2. Organize content by message Target keywords Demand Target URL
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 3. Optimize content Target wordsPrior URL New URL DemandHeader Title Meta Description
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 4. Create & localize content Title tag URL Headers (H1) Images/multimedia tags Link text Keywords in body copy Meta Description (visible in Search results)
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 5. Link to content 1. Use your relevant properties 2. Identify market keywords with related pages 3. Link to most relevant page on the relevant text, where possible
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 Experience Manager – internal linking enhancement for Adobe.com Authors select “S” (for SEO) button from “Edit” mode Highlighted keywords are mapped to best URL to link to Author selects link to include
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content migration: Confirm 301 redirects are set up from old URLs to new URLs 26 6. Launch process & QA of Recommendations Localization: Check SEO elements including Title & Meta Description in Regions Page indexing and SEO ranking after migration
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 7. Social promotion Search keywords INFORM Social content strategy Social conversations DRIVE Search equity Search enhancements IMPROVE Social visibility Social conversations CREATE keyword opportunities Social factors correlated with Rankings Google +1s Facebook Shares, Likes, Comments Tweets & Retweets SEO applies to all Search Engines YouTube Titles & Descriptions Twitter hashtags Facebook posts LinkedIn group discussions Apple iTunes and Google Play Virtuous Cycle
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Poll What’s your single biggest SEO or Content Marketing challenge? 1. Team skills 2. Team alignment 3. Content creation 4. Process or workflow 5. ROI justification 6. “What exactly do I need to do here”
  29. 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 12 Tips for Optimizing Your Content Content • Apply a short (~70 characters), unique title tag per content asset • Enforce controlled vocabulary across the enterprise for content tagging • Require primary keyword(s) – included in URL, title, H1 tags and metadata • Use unique H1 tags – first heading found on every template/page • Create unique meta descriptions (~150 characters) for every content asset • Include targeted keyword in text to linked assets • Use alt attributes for images, video, embedded PDF viewers, etc. (~250 characters abstract) – better yet, include text in .html directly Linking • Embed YouTube video in pages, then cross-reference back to source page • Include comments option and tags in links to social media • Post sitemaps Technical • Generate human-friendly URL and use 301 redirects • Store Javascript in .js file to avoid pushing content down
  30. 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 Case Studies Overview Controlled vocabulary ✔ ✔ ✔ Primary keyword Single Multiple (pre-pop) Multiple (open) Friendly URL ✔ ✔ ✔ Title tag ✔ ✔ ✔ H1 tag ✔ ✔ ✔ Meta descriptions ✔ ✖ ✔ Targeted keyword in links ✔ ✔ ✔ Separate .js file ✔ Selective ✖ Alt attributes ✔ ✔ ✔ Embedded YouTube videos ✖ ✔ ✔ Comments/tags in social media links ✖ ✔ ✖ Sitemaps Auto ✖ Manual
  31. 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 Why Should You Do This? “We were able to optimize content relevancy driving an increase in organic search traffic of 35% within a quarter of launch”
  32. 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 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 (toolboxes) and for AEM 6 (Content Insight) Search integrations with Adobe Experience Manager
  33. 33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 Page Clarity Detail from SEOClarity - AEM 5.6.1 and AEM 6.0  Content Recommendation  Title  Meta Keywords  Meta Description  H1  H2  Task Assignment
  34. 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 SEO Toolbox from Searchmetrics - AEM 5.6.1  Page & Social Traffic  Top Keywords  Social Spread  Google +1  Twitter  Facebook  Page Properties  URL  Title  Description
  35. 35. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 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
  36. 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  37. 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
  38. 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data-driven
  39. 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39 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
  40. 40. © 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%
  41. 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41 Identify missed market opportunities Improve your brand in search results Collaborate with colleagues on search Three steps you should take next week
  42. 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 Identify missed market opportunities Objective: Keyword-informed content & Social strategy Duration: 30 minutes 1. Select a top webpage or product 2. Enter relevant keywords about the concept into:  Google Trends  Google Adwords Keyword Planner  Ubersuggest.org  Google Webmaster Tools 3. Create  Spreadsheet with top keywords, demand, related terms 4. Distribute for use  Web content, Social Media posts, linking back to content, YouTube video descriptions, White Papers
  43. 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43 Improve your brand’s visibility in search results Objective: Update Title & Meta Description with better ad copy Duration: 30 minutes & ongoing 1. Identify  Your top Corporate or Product URLs (start with the poorest performers) 2. Create  Spreadsheet listing URL, Title, and Meta Description for each page 3. Improve  Marketing message of these two fields  Copy Length – Title: 70 characters, Description: 150 characters  Paid listings and Organic listings together to tell your shared keyword story
  44. 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Collaborate with colleagues Objective: Connect on a search-informed content strategy for a product Duration: 30 minutes plus some prep work 1. Invite  SEO, Paid Search, & Product or Content Marketing 2. Bring  SEO: Highest converting keywords & URLs for that page or product  Paid Search: Highest converting keywords and ad copy for product  Product or Content teams: Primary product features to emphasize 3. Decide  Missed opportunities in current content  New opportunities to create content
  45. 45. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Improving SEO Performance Data-Driven (Performance) Customer Satisfaction (People) Best Practices (Process) Execute Consistently
  46. 46. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tuesday Grand Prize Every Session Wednesday Grand Prize Thursday Grand Prize Take Survey & Win Sweet SWAG(“surveys” section of mobile app) Signed Jersey Richard Sherman$10 Gift Card Swag Pack Band Ski Swag
  47. 47. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 Pick up your welcome packet at the Adobe Experience Manager Box Office. Wednesday World Premiere Red Carpet Party 6:30 pm Marriott, RSVP
  48. 48. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48
  49. 49. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dave Lloyd dalloyd@adobe.com Twitter: @davelloyd1 LinkedIn: www.linkedin.com/in/davelloyd Alejandro Danylyszyn adanylyszyn@deloitte.com Twitter: @adanylyszyn LinkedIn: www.linkedin.com/in/alejandrodanylyszyn

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