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Adobe Summit 2015 - Successful Enterprise SEO session - Dave Lloyd #adobesummit

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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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Adobe Summit 2015 - Successful Enterprise SEO session - Dave Lloyd #adobesummit

  1. 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  2. 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  3. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 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
  4. 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Dave Lloyd Senior Manager, Global Search Marketing Adobe @davelloyd1
  5. 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #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
  6. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Deliver better results by focusing on customers & collaboration
  7. 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 Key Takeaways Strategic Map your content strategy to customer needs 1 Comprehensive Deliver best practices 2 Integrated Collaborate to create alignment 3
  8. 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Deliver best practices
  9. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How search engines populate results based on your content 9 Title tag Meta Description Relevant internal links Search engines crawl only text and links
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  11. 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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)
  12. 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key SEO features of Adobe Experience Manager 12 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
  13. 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  14. 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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)
  15. 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 Map your content strategy to customer needs
  16. 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 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
  17. 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 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
  18. 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  19. 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  20. 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Organize content by message (unified messaging doc) Target keywords Demand Target URL 20
  21. 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Collaborative Content Authoring
  22. 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Optimize content Header New URL Target words Demand Title Meta Description 22
  23. 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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)
  24. 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  25. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  26. 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  27. 27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  28. 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  29. 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  30. 30. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results 30 Increase of 19% YoY visits acrossbuy, membership,and Learn & Support sections
  31. 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 Key Takeaways Strategic Map your content strategy to customer needs 1 Comprehensive Deliver best practices 2 Integrated Collaborate to create alignment 3
  32. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 Deliver better results by focusing on customers & collaboration
  33. 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/

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