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In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014

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Pubcon 2014 slides by Dave Lloyd of Adobe on how to take your Enterprise SEO performance to the next level through a strategic, integrated, and comprehensive approach. Deck focuses on 5 concepts and related case studies.

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In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014

  1. 1. In-House SEO and Leadership Presented by: Dave Lloyd @davelloyd1
  2. 2. Team Charter In-House SEO and Leadership 1 Deliver industry best practices Drive KPI-focused results Showcase Adobe Marketing Cloud products http://www.howtoplaychess.net/wp-content/uploads/2013/10/22.jpg
  3. 3. Adobe.com –from an SEO perspective #6 most linked-to web domain +15% YoYVisitor & Conversion increase Ownership of adobe.com, Support, TV, and Blog subdomains Monitor 20,000 SEO keywords, 60 languages, 250 subdomains or regional sites, & 210 competitors In-house SEO and Leadership 3
  4. 4. With stakeholders: Maximize SEO, your most cost effective channel Strategic Integrated Comprehensive  Focus on customers through competitive & audience analysis  Focus on top business priorities & KPIs  Align Search best practices with major Content Marketing goals  Global market opportunity of brand & non-brand keyword focus  Reduce risk whenever possible In-house SEO and Leadership 4
  5. 5. In-house SEO and Leadership 5 P O W E R artnershipMindset ptimizeTeam to Algorithm orldwideFocus ngageEffectively eporting& Results slideshare.net/dalloyd
  6. 6. The SEO mix In-house SEO and Leadership 6 Site Architecture & Technical TRUST Content & Localization RELEVANCE Linking & Social IMPORTANCE @davelloyd1
  7. 7. Partnership –SEO Engagement Model In-house SEO and Leadership 7 Search Center of Excellence Social Paid Search Global Teams (Loc) Analytics IT Execs User Interface Store Teams Direct Mktg BU & Product Mktg Web Strategy Web Production Align Strategy & Schedules 1 3 Agree on Process & Metrics 2 Engaged Early & Often Centralize all best practices, processes, and measurement
  8. 8. Moving to Content Management System (CMS) Templates In-house SEO and Leadership 8 Challenge  Validate advantage of moving to CMS templates (Adobe Experience Manager) Implementation Moved pages from non-CMS to CMS template pages Changed to SEO-friendly URLs Data Rankings (BrightEdgeData Cube), visits & conversions (Adobe Analytics) Impact Smaller page size (43% lighter), faster PLS (2.5 vs 4.7 seconds), well-structured code, improved content prominence Increase in visits, conversions, rankings 401 365 17 8 1550 583 392 218 Total Organic Keywords Ranked on Page 1 Ranked on Page 2 Ranked on Page 3 Original Template CMS Template 91% 97% 25% 14% 4% 1%
  9. 9. Optimize the Team Focus In-house SEO and Leadership 9 15% 10% 25% 15% 10% 20% 30% 15% 10% 15% 30% 5% 5% SEO Algorithm Team priorities Product Support Reporting Linking Content Optimization Internal: Localization External: @davelloyd1
  10. 10. From Feature List to Feature Detail Pages In-house SEO and Leadership 10 Challenge  One product feature page had 30+ features/snippets listed but no detailed feature pages Implementation  Search volume was increasing for non-branded keywords Data  Defined strategy based on data, get buy-in Created pages focusing on each feature and incorporated non-branded keywords; produced quality content 15 page pilot Leveraged visits, conversions, rankings, Share of Voice metrics to track progress
  11. 11. From Feature List to Feature Detail Pages In-house SEO and Leadership 11 Impact  Growth in traffic and conversions  Adobe has greater Share of Voice on non-branded terms  In the first year, contribution of new pages to overall SEO visits grew from 0 to 8%  63% of all SEO visits attributed to the new pages (~30 pages) and SEO is 58% of total visits Next: Expanded project based on pilot findings
  12. 12. Test Brand messaging at front of Meta Descriptions In-house SEO and Leadership 12 Challenge  Identify impact of branded keywords in the beginning of Meta Description tags Hypothesis Branded messaging to the left of SERPs will increase CTR and SEO visits http://pages.mediative.com/SERP-Research
  13. 13. Branded Messaging in Meta Descriptions In-house SEO and Leadership 13 Implementation Data  Change Meta Description between test and original  Leveraged CTR (GWT), visits (Analytics) for test & control pages Significant increase in CTR and visits Impact Original meta desc:Electronic signature software online… New meta desc: Next: Test further branded messaging in meta description
  14. 14. Worldwide –Geo & Localization In-house SEO and Leadership 14 In-country keyword research Each keyword mapped to preferred landing page Content localizedusing keywords (content, video, images, links) Reviewedby Editorial & SEO & added to Sitemaps Localized & optimized content goes live
  15. 15. Geo Targeting (HrefLang) In-house SEO and Leadership 15 Challenge  Geo Targeting issues; US pages ranking in Google UK Implementation  HrefAlternate Language XML sitemaps Pilot in UK to quantify impact Data  Used rankings, visits, revenue to track performance Impact (UK Pilot) Significant ranking improvement Average Daily Visits: +720% Average Daily Revenue: +416% Next: Expand to other geos, web properties
  16. 16. Category % Complete SEO Weight Components DomainHealth / Site Architecture 50% 25% Domain value, site architecture, PLS, XML Sitemaps, indexing, 404 issues Content Optimization 50% 15% ContentQuality, 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% Anchortext linksfrom Adobe.com, Blogs, AdobeTV Social Media 0% 15% Blogs optimization/linking, PR optimization, Facebook, Twitter, YouTube optimization ExternalLinking 0% 30% Content syndication, Socialoutreach, links from 3rdparty sites Reporting 0% NA Analytics& SEO Dashboards Engage –Project Plan Summary (2 months from launch) @davelloyd1
  17. 17. Category % Complete SEO Weight Components DomainHealth / Site Architecture 90% 25% Domain value, site architecture, PLS, XML Sitemaps, indexing, 404 issues Content Optimization 80% 15% ContentQuality, Keywords in Title, Headers & Content, non-brand keywords in body copy Localization 70% 5% Global keyword research, optimization,& QA Other Digital Assets 90% NA PDFs,Images, Videos Internal Linking 60% 10% Anchortext linksfrom Adobe.com, Blogs, AdobeTV Social Media 70% 15% Blogs optimization/linking, PR optimization, Facebook, Twitter, YouTube optimization ExternalLinking 30% 30% Content syndication, Socialoutreach, links from 3rdparty sites Reporting 60% NA Analytics& SEO Dashboards Engage –Project Plan Summary (3 weeks from launch)
  18. 18. Benefits • Adaptable • Collaborative • Accountable • Organized • Address Hurdles Quickly • Celebrate Quick Wins Weekly Twice-weekly “stand up” meetings 1. what you did? 2. what you’re doing? 3. challenges? Use Agile Scrum if possible
  19. 19. SEO overhaul of significant subdomain In-house SEO and Leadership 19 Challenge  Adobe TV (content-rich instructional videos) content underperforms despite huge potential Implementation  Keyword expansion Strong internal linking Each Site Search query became a dedicated URL Data  Used rankings, visits, conversions Impact Significant ranking improvement 48%+ Visits 50%+ Free Subscribers over 9 months
  20. 20. Optimize Site Search SERPs (each query become a URL) In-house SEO and Leadership 20 Added meta-description with keyword H1 H2, bold keyword Non-brand tag clouds Search-friendly URL
  21. 21. Internal linking for relevance and improved user experience In-house SEO and Leadership @davelloyd1 21 Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. https://support.google.com/webmasters/answer/35769
  22. 22. Reporting results –Making it actionable In-house SEO and Leadership 20  Avoid making decisions based on a small data sample or biased data (i.e. seasonality)  Focus on the right data and know when you’ve analyzed enough (analysis paralysis)  Align reporting to the right stakeholders  Predict the next questions of stakeholders  Pre/Post analysis – measure impact and tell the story  Prioritize SEO recommendations (Impact vs. Effort)  Provide actionable insights whenever possible
  23. 23. In-house SEO and Leadership 23 P O W E R artnershipMindset ptimizeteams to algorithm orldwideImpact ngageEffectively eporting& Results @davelloyd1 A good plan violently executed now is better than a perfect plan next week. –George S. Patton slideshare.net/dalloyd

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