Global Search, Social, and Analytics Strategies


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Presentation on Search Marketing & SEO strategies at BrightEdge Share 2012 conference.

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Global Search, Social, and Analytics Strategies

  1. 1. Global Search, Social, andAnalytics StrategiesDave LloydManager, Global SEO
  2. 2. Role of Search Marketers todaySteward of Visitor FlowCurator of CustomersMaven of Data= Results based onTrust & Credibility
  3. 3. Key Takeaways• Strategic– Be customer-focused through competitive & audience analysis– Focus on BU priorities– Engage closest stakeholders in regular training• Integrated & Data-driven– Begin with the end in mind on key business metrics– Be involved from beginning in full project lifecycle– Align Search best practices with ALL Content Marketing goals• Comprehensive– Plan ahead to stay credible– Capitalize on market opportunity of global + non-brand keywordoptimization3
  4. 4. How we do SEO at AdobeOrganizational StructureAlgorithm AlignmentRecent Project PlanEngagement ModelSocial + SearchGlobal & LocalizationProject PrioritiesBrightEdge Use Cases
  5. 5. Search Team AlignmentSales &MarketingDatabaseReportingDashboard,Site Catalyst,Discover,Search CenterSearch PillarsAd CopyPaid Organic SitePromo CopyStrategyCommunication, KPIs, Objectives, Global, SegmentingBuy NowDownload/TrialLeadGenerationKeywordsLink Building ContentLandingPagesEngagementLaunches, Offers, Audience, Keywords, URLsStakeholdersDemandMarketing,CampaignMarketing,Business Units
  6. 6. Search Team ScopePaid• 32 Programs - 31 countries• 1.6M KWs/700K active• 14K ad copy rotations• 1,113 LPs• Adobe Search Center Platform• Automated-bid technology• Adobe Test & Target MVTOrganic• 30+ Domains, Subdomains, &Microsites• 15K Top Priority KWs & URLs• SEO Tools implementation• Worldwide Coverage• 20 countries direct, 70 indirectthrough best practicesSite• 1.8M pages• ~10M KWs• 11 major sites• The 3 pillars of Search are aligned & on the same team• Adobe Digital Marketing Suite (alpha-testing partner)
  7. 7. SEO Engagement Model1. Align Strategy & Schedules2. Engaged Early & Often3. Agree on Process & Metrics7ExecsUserInterfaceWebStrategyPaidSearchWebProductionAnalyticsGlobalTeams(Loc)StoreTeamsBU &ProductMktgSocialDirectMktgITSearchCenter ofExcellenceCenter of ExcellenceCentralize all best practices,processes, and measurement
  8. 8. Components of Google’s Ranking Algorithm
  9. 9. Team Projects
  10. 10. Prioritize Projects using Agile MarketingBenefits• Adaptable• Collaborative• Accountable• Organized• Measureable methodology- Prioritized team projects (200+)- Twice weekly “stand up” meetings1. what you did?2. what you’re doing?3. impediments/challenges?
  11. 11. Localization1. In-country keywordresearch2. Each keyword mapped topreferred landing page3. Content localized usingkeywords (content, video,images, links)4. Reviewed by Editorial &SEO & added to Sitemaps5. Localized & optimizedcontent goes live11SEOKeywords/PLPsContentlocalizationSEO/GeoreviewPage Launch
  12. 12. Search & Social (Virtuous Cycle)Search keywordsinform Socialcontent strategySocial conversationsdrive Search equitySearchenhancementsimprove SocialrankingSocialconversationsinform keywordstrategy12
  13. 13. Adobe HelpVideo Results• Social content regularlyvisible in search engines• More “shelf space”Adobe.comBlogs• ‘Universal search’ resultscan include vertical resultssuch as videos, images,forums, news and blogsresults.• By optimizing the socialcontent for target keywords,it’s possible to take over theentire results page.• Content freshness is animportant part of the newGoogle Caffeine algorithm –page is crawled morefrequentlyGoogle +1Social in SERPs
  14. 14. Impact of Social on SEOKeyword“social analytics”December (1 week)- Rank from 28 to 2- From 7 TweetsFebruary (3 weeks)- Rank from 4 to 2- From 28 Tweets and6 Facebook ActionsSource: BrightEdge14
  15. 15. Social metrics that impact Search15• Facebook’s metrics aresubstantially bettercorrelated withrankings• Low Twittercorrelation could alsobe due to less publicdata available• Red bar is abenchmark of atraditional SEO signal
  16. 16. BrightEdge Use Cases1. Trended Reports – Rank to Visits & Rank to Revenue2. Global – 20+ countries3. Linking – internal & external4. Social - Twitter & Facebook influence5. Forecasting - Task ROI & Genesis data6. Paid & Organic – Genesis integration + SearchCenter7. Task Management – future workflow optimization16
  17. 17. Team Projects
  18. 18. Project Plan DetailsCategory SEO Weight ComponentsExternal Linking 30% Anchor text links from relevant .comsDomain Health /Site Architecture25% Domain value, site architecture, PLS, XMLSitemaps, indexing, 404 issuesContentOptimization15% Content Quality, Keywords in Title, Headers &ContentSocial Media 15% Blogs optimization/linking, PR optimization,Facebook/TwitterInternal Linking 10% Anchor text links from, Blogs,AdobeTVLocalization 5% Global keyword research, optimization, & QAReporting NA Discover dashboard + BrightEdgeOther Digital Assets NA PDFs, Images, Videos18
  19. 19. Content Optimization Plan191. Identify Keywords2. Organize3. Optimize4. Localize5. Socialize6. Report Results
  20. 20. Identify KeywordsOther core product storiesCreate PDF story Forms, Signatures, Protection
  21. 21. Organize (Messaging Kit used by Editorial)21
  22. 22. Optimize Content22Collaborative document shared with SEO, Paid, Web Strategy, Editorial, and Social teams
  23. 23. 23Localize Content
  24. 24. Localize Video Content24Based on source content, local content is created (nottranslated) using target keywords for each market
  25. 25. Socialize KWs shared with teams Keyword use in Social Optimize other ownedcontent (Blogs, TV,Help) & link to targetpages25
  26. 26. Share Keywords & URL with Stakeholders26Target keywordsKeyword theme Search volumeTarget URLMap your subject & keywordsto targeted search page
  27. 27. Review Blogs for SEO Best Practices2727Provide keyword recs forheaders and on-pagecontentUse theme-relevantkeywords high in the pagecontent and in text links toa relevant page
  28. 28. Genesis integration – Rank with Revenue28
  29. 29. Key Takeaways• Strategic–Customer-focused• Integrated & Data-driven–Align with key stakeholders• Comprehensive–Plan ahead to capitalize on market opportunities29
  30. 30. Social + Search Checklist: BlogsItems Action NoteContent Determine content strategy by objectives and theme (thoughtleadership/news/tips/etc.)Keywords Consult with product teams for their target keyword for theproducts and categories related to the article; leverage keywordsin header and bodyOther resources: SEO/SEM keywords, on-site searchqueries, social media sitesTitle Use keyword in blog post titleMeta Description Use keyword in meta description. Each article should have a unique meta descriptionCategory/Tags Every article should be categorized and tagged. Ensure categoriesand tags reflect how customers search for content and identifythemselves (not how company categorizes customers/businessareas).Categories should be used as a navigation/menu.Body Text Use keyword in body text throughout the article; balance use ofkeywords and maintain an authentic tone of voiceLinks Use keyword for linked page in anchor text. Cross link to relatedarticlesLink to geo pages whenever possible, instead ofUS/Global pagesURL Use simple and short URL structure with keyword It’s good to have category name in URL structureMicro-formats andSchemasUse “rel=author” tag to indicate the ownership/editor of eachblog postSee and for info31
  31. 31. Social + Search Checklist: Blogs (continued)Items Action NoteImages and Videos Use keyword in file name. Add a short description with keyword(title and alt tags); Posts with dynamic media are more engagingfor social communitiesUse title=“xxxxxxx” and alt=“xxxxxxx” tagsPage Template Apply <H1> to article main header, and <H2> to sub header. Placesocial icons on each page where visible to readersVirtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URLending with “.html”Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site mapEngagement Invite comments and questions on your posts to continue theconversation; update blog posts w/ new information as itbecomes available to keep content freshCross-Amplification Cross-amplify blog posts on other social networks and otherAdobe channels to extend the reachPosts on other social networks that link back to blogshould also be keyword optimized (Twitter, Facebook,Google+, etc.)Frequency Ensure frequency of content is regular and consistent to ensurethat readership has reason to come back to site32
  32. 32. Social + Search Checklist: FacebookItems Action NotesContent Determine content strategy by objective and theme(thought leadership/news/tips/etc.); balance ownedcontent w/ third party contentBalance use of keywords with tone. RemainauthenticEngagement Encourage engagement within posts – ask questions,invite comments, and respond.Tagging Tag other Facebook pages in posts to extend the reach ofyour contentText Areas Create robust profile (bio, about, description) withkeywords that links back to home pageFrequency Balance frequency of content based on amount ofcommunity engagementTiming Test different post times to determine which days/timeyour community is most engagedKeywords Consult with product teams for their target keyword forthe products and categories related to social posts.Include keywords and rich media (photos/videos)Keyword integration should be shared between allsocial media sitesLink to Facebook fromdomainLink to each global Facebook account from country homepageFacebook Like button Enable Facebook Like on pagesFacebook Open Graph Consider whether use of FB Open Graph makes sense foryour domain33
  33. 33. Social + Search Checklist: TwitterItems Action NoteProfile setup Treat text areas as relevant for search engine indexing –include keywords and links in bioContent Determine content strategy by objective and theme(thought leadership/news/tips/etc.); balance ownedcontent w/ third party contentKeywords Consult with product teams for their target keyword forthe products and categories related to series of posts;leverage keywords in tweetsOther resources: SEO/SEM keywords, on-sitesearch queries, social media sitesURL linking Drop links authentically, don’t overload on anchor textusedSearch & Social teams should be aware of similargoals & URLs that support thatInfluencers Identify and influencers by industry & product and follow– engage with their content through retweets and@repliesTwitter button Enable on relevant part of your domainHashtags Leverage hashtags that are keyword optimized andreceiving high trafficEngagement Monitor your @mentions and respond toquestions/commentsFrequency Balance frequency of content based on amount ofcommunity engagementTiming Test different post times to determine which days/timeyour community is most engaged34
  34. 34. Social + Search Checklist: Google+Items Action NoteRel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to anindividual authorGoogle+ IndividualAccountsTie Google+ to rel-author for individual writers orbloggersGoogle+ CorporateAccountSet up Google+ Corporate account Include meta description and link back tocorporate domainGoogle Profiles Fill in your Google profiles with relevant information &linksGoogle +1 button Enable on your domainKeywords Consult with product teams for their target keyword forthe products and categories related to the articleOther resources: SEO/SEM keywords, on-sitesearch queries, social media sitesBody Text Use keyword in Google Profiles and Google+ postsLinks Use links through social posts on Google+ Link to geo pages whenever possible, instead ofUS/Global pagesSocial Media Content All content on social channels should be keywordoptimized , include links and rich media in contentwhenever possibleBalancing keywords while staying true to yourvoice is criticalText Fields on SocialChannelsLeverage all available areas on social profiles to fill inkeyword rich content – bios, about sections, contentdescriptions, etc.Prepared by: AJPR LLC 2010 35