The document introduces the adidas Group, which was launched in the 1920s and now has over 50,700 employees worldwide and 6 major brands. It discusses Mattia Santin, the Global SEO/Social Manager, and his 8 years of experience in SEO. It then summarizes the company's strengths in brand, partnerships, global presence and social engagement, and challenges around speed, size, and global vs local SEO strategy. Finally, it outlines the company's SEO approach, results including a 329% increase in global SEO sales YoY, lessons learned about prioritizing key areas and testing at scale, and future focus on alignment across SEO, content and social and mobile opportunities.

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adidas Group
Mattia Santin, Global SEO/Social Manager

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Our Brands

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Intro to the adidas Group
adidas Group
 Launched in the 1920s
 6 major brands
 More than 50.700 employees worldwide
 7 Global key locations
 Focus on sports, technology and innovation
 First eCommerce website live in 2001
 More than 100 websites live globally
 >50 eCommerce enabled
Mattia Santin
 Working in SEO for the last 8 years
 At adidas Group since 2011
 Leading the global SEO team
@mattiasantin
plus.google.com/u/0/+MattiaSantin
linkedin.com/in/mattiasantin

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Our Strengths, Challenges
and SEO Strategy

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SEO Results
SEO Global Sales: +329% YoY
#1 traffic driver globally
adidas - Global SEO Monthly Revenue

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Our Strengths
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Brand
Authority
Partnerships
Products
Global
Presence
Social
Engagement
Content

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Our Challenges
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Speed
Size of the
Organization
Brand
VS ECOM
Strategy
Global
Vs
Local
SEO
Expertise
Digital
Focus

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How We See SEO
• Tools (analytics, GWT,
Crawling…)
• KPI Goals
• Priority keywords and
pages…)
• …
• Indexation
• Href lang
• …
• Domain strategy
• Site structure
• …
• Accessibility
• Redirects
• …
• Meta data
• Images/videos
• …
• Content
• User Experience
• …
• Localization
• UGC
• …
• PR & Partnerships
• …
• Social alignment
• …

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How we see Global SEO
1. Organization
2. Process
3. Scale

10. Analytics
IT
Brand Marketing
Content
Localization
Product
Merchandising
SEM, Display,
Email…
Sports
Marketing
PR
Social Media
SEO
CoE
SEO
Manager
SEO
Manager
SEO
Manager
SEO
Manager
SEO
Manager
Our Global Structure
GLOBAL SEO CoE
REGIONAL & LOCAL SEO
LOCAL STAKEHOLDERS
GLOBAL STAKEHOLDERS

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Our SEO Approach
EVERGREEN
• Driving role
• Conversion focus
• Ongoing
• Page Priorities
• Scale
• …
CAMPAIGN
• Support Role
• Brand Authority
• Seasonal
• SEO Education
• Business case
• …

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SEO Results, Lessons Learned
and Take-aways

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adidas - Global SEO Monthly Revenue
SEO Results
Organization
Education
Platform
Processes
Campaigns
Alignment
Scale
Evergreen
Vision
Organization
Education
Platforma
Processes
Campaigns
Alignment
Organization
Education
Platforma

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Take-aways
What we learned…
1. Understand own strengths and challenges
2. Educate, evangelize, “sell” SEO internally
3. Build the right organization (for your needs)
4. Build a long term SEO plan
5. Focus on priorities, scale, test, learn
6. Enjoy the results & go on vacation
Current and future areas of focus…
 SEO, Content and Social alignment
 Mobile
 Omni channel
 …

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Thank You