During this Adobe Summit 2015 Digital Experience Management session on “Winning with SEO: Optimizing Content for Search throughout the Customer Lifecycle”, we shared tips and tricks on how to meet customer needs and drive better SEO results through collaboration. Takeaways include how to map your content strategy to customer needs, deliver best practices consistently, and collaborate effectively with colleagues. Tips and tricks covered include how to analyze your site to determine optimization opportunities, use Adobe Experience Manager to improve SEO, integrate Adobe Experience Manager and the search-driven merchandising features of Adobe Target, how best to use SEO to drive your bottom-line results and take advantage of the latest SEO trends, and how best to execute on an SEO project plan while creating compelling content. Session geared to roles including digital marketer, web strategist, analyst, business manager, or content marketer with any experience in Adobe Experience Manager content authoring.

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Winning with SEO: Optimizing content for search throughout the customer
lifecycleDave Lloyd - Sr. Manager Global Search Marketing, Adobe
Ken Foster - Director Digital Media, McGladrey LLP
#AdobeSummit

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1 | Content Authoring
2 | Tag Manager
3 | SEO & Search and Promote
Agenda
Ken Foster – McGladrey
1 | Deliver best practices
2 | Map your content strategy to customer needs
3 | Collaborate to create alignment
Dave Lloyd – Adobe

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Dave Lloyd
Senior Manager, Global Search Marketing
Adobe
@davelloyd1

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#6 most linked-to web domain
Up to 60% of traffic from SEO
+15% YoY Visitor & Conversion
Ownership of adobe.com, Support, TV,
and Blog subdomains
Monitor 30,000 SEO keywords,
40 countries & languages, 250
subdomains or regional sites, & 210
competitors (using BrightEdge & Adobe
Analytics)
5
Work closely with Paid & Site Search teams
Adobe.com – from an SEO perspective

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Deliver better results by
focusing on customers &
collaboration

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Key Takeaways
Strategic
Map your content
strategy to
customer needs
1
Comprehensive
Deliver best
practices
2
Integrated
Collaborate to create
alignment
3

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Deliver best
practices

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How search engines populate results based on your content
9
Title tag
Meta
Description
Relevant
internal links
Search engines crawl only text and
links

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The SEO Mix
10
Content & Localization
RELEVANCE
Ranking impact: 30-50%
Linking & Social
IMPORTANC
E
Ranking impact: 30-50%
Site Architecture & Technical
TRUST
Ranking impact: 25%
Issues: page load speed, robots.txt,
sitemaps, redirects, parameters, 404 Errors
Impact: crawl efficiency & accuracy, page
inclusion
Issues: isolated pages, poor navigation
Impact: ranking, clickable links, crawlability,
social correlation
Issues: keyword-rich copy, URL structure,
static vs. dynamic content, schema.org, Flash
& AJAX
Impact: brand presence, ranking, clickthrough
rate (CTR), conversion

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SEO Ranking Algorithm Team Priorities
Agree on KPIs between teams
Site Architecture
& Technical 20%
Localization 5%
Social 10%
Content
Optimization
25%
Linking
40%
Content
Optimization
30%
Localization 5%
Linking 15%
Social, 15%
Site
Architecture &
Technical…
Reporting,
15%
Ruthless Prioritization (Effort vs. Impact)

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Key SEO features of Adobe Experience Manager
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Meta tags & Headers
 customizable page Titles, Meta Descriptions, robots tags, & page headers
URLs
 consistent naming & adjustable URL structure to improve site architecture
Global
 geo-targeting through Href Alternate Language and Meta-Language tags
Duplicate content
 rel-canonical tags to resolve similar content issues
Social
 markup for social (Facebook OpenGraph, Twitter card, Google+)
Mobile
 enable mobile experience with responsive design

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Latest updates to Google’s search
algorithm
Mobile Friendly
Mobile performance included in ranking algorithm starting April 21
https://developers.google.com/webmasters/mobile-sites/get-started
Hummingbird & Schema.org
Results regularly include synonyms of exact
keyword searched – geared toward mobile & voice
queries
Events Data Highlighter
Present events more attractively in search
results using structured data
Quick Answers
For How To queries, Google selectively pulls
step-by-step text to top of search results. (Tip:
use ‘how to’, tables, & bullets)
Twitter Integration
Consistently include links, hashtags, and link-worthy
content

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Tools to perform an SEO audit
Woorank (website analysis)
Ahrefs (link analysis)
UberSuggest (keyword expansion)
GTMetrix (website speed)
Google & Bing Webmaster Tools
(full site analysis & keyword visibility)
BrightEdge, Searchmetrics, Conductor,
Linkdex (content evaluation & SEO
dashboards)

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Map your content
strategy to customer
needs

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Intent-driven content
improves your
brand’s digital shelf
space, conversions,
& customer retention
Consideration intent
(Adobe.com)
Learning intent (Adobe Docs)
Support intent (Help section)
Paid Search alignment
Align to the entire customer journey

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Category
%
Complete
SEO ratio Components
Domain Health / Site
Architecture
50% 25%
Domain value, site architecture, PLS, XML Sitemaps, indexing, 404
issues
Content Optimization 50% 15%
Content Quality, Keywords in Title, Headers & Content, non-brand
keywords in body copy
Localization 20% 5% Global keyword research, optimization, & QA
Other Digital Assets 10% NA PDFs, Images, Videos
Internal Linking 20% 10% Anchor text links from Adobe.com, Blogs, AdobeTV
Social Media 0% 15%
Blogs optimization/linking, PR optimization, Facebook, Twitter,
YouTube optimization
External Linking 0% 30% Content syndication, Social outreach, links from 3rd party sites
Reporting 0% NA Analytics & SEO Dashboards
Execute on a Project Plan

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Content Optimization Plan
18
1. Identify keywords
2. Organize content
3. Optimize content
4. Create content – to benefit SEO, Site Search, and
Navigation
5. Localize content
6. Test content
7. Measure - Reporting & Analytics

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Search Demand Search Intent Relevant Content
How many search?
Issues: Quantity of
searchers, balance with
product & web needs
What is their task or
goal?
Issues: Relevant brand &
non-brand queries,
competitors, customer
journey
What can we say about
it?
Issue: Delivering optimal
content & conversions
19
1. Identify keywords

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2. Organize content by message (unified messaging doc)
Target keywords Demand Target URL
20

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Collaborative
Content Authoring

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3. Optimize content
Header New URL
Target
words
Demand Title
Meta
Description
22

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4. Create content
23
Title tag
UR
L
Headers (H1)
Images/multimedia tags
Link text
Keywords in body copy
Meta Description
(visible in Search
results)

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Match your content to key customer care points
24
Content categorized by intent
(Getting Started, Essentials,
Key techniques, and New
features)
Experience Manager tagging
drives contextual information
about each page
Each linked entry mapped to
a learning or support intent
Persistent Site Search box
Option to Buy Now

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Use AEM tagging to improve Search & Promote visibility
25
Every page is focused on a single theme (ranks well
for SEO) and includes instructional videos and
reference files
Site Search (Search & Promote) results are driven &
populated by on-page tagging in Experience Manager

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5. Localize content
26
All countries receive
 Experience Manager best practices
 Sitemaps (XML and Href Alt Language)
 Technical SEO & redirect mapping
 SEO training with localization team & vendors
Tier 1 (8 countries)
 Support all products with keywords, content, linking, and
QA
Tiers 2-4 (remaining countries)
 Support on-page keyword optimization based on
regional priorities
Content
optimization
Content
localization
Search team
& Geo review
Page Launch

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Challenge
 Identify impact of branded
keywords in the beginning of
Meta Description tags
Hypothesis
 Branded messaging to the left
of search results will increase
CTR and SEO visits
6. Test your messaging

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Implementation Data
 Change Meta
Description between test
and original
 CTR & Visits
performance on test &
control pages
 Significant increase in CTR and
visits
Impact
Original meta description:
Electronic signature software
online…
New meta description:
6b. Test results

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7. Reporting & Analytics
29
Our team uses Adobe Analytics, BrightEdge Dashboard, and Google Webmaster
Tools
 Pick key KPIs to align reporting to stakeholder goals - and ask for frequent feedback
 Measure impact to share credit (Brand? Ranking? Visits? Revenue?) weekly, monthly, and quarterly
 Actionable reporting - provide useful insights of past performance & future recommendations whenever
possible Target new
opportunities
Measure
success
Make
recommendations
Assess
competition

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Results
30
Increase of 19% YoY visits acrossbuy,
membership,and Learn & Support sections

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Key Takeaways
Strategic
Map your content
strategy to
customer needs
1
Comprehensive
Deliver best
practices
2
Integrated
Collaborate to create
alignment
3

32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
Deliver better results by
focusing on customers &
collaboration

33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
Q&A
Ken Foster
Ken.Foster@mcgladrey.com
Twitter: @kfoster44
LinkedIn: linkedin.com/in/kenfoster1/
Dave Lloyd
dalloyd@adobe.com
Twitter: @davelloyd1
LinkedIn: linkedin.com/in/davelloyd/