Aligning your Web Content Strategy with SEO channel - Adobe Summit 2013 - Dave Lloyd

Mar 13, 20131 like849 views

The document discusses aligning an organization's web experience program with its largest marketing channel, which is organic search. It provides an overview of Adobe's search vision and the role of organic search marketers in being customer-focused and data-driven. It also offers tips on maximizing SEO efforts through strategic, integrated, and comprehensive approaches.

Aligning your web experience program with your largest channel
Dave Lloyd | Senior Manager, Global Search Marketing

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

Leads a global team delivering organic & site search strategies

Prior role: Global SEO Strategy at Cisco

Team charter
• Deliver industry best practices
• Drive KPI-focused results
• Align with the Marketing Cloud product teams

Dave Lloyd
Senior Manager, Global Search
dalloyd@adobe.com

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Search Vision at Adobe

The Adobe Search Team is responsible for managing and
optimizing the Search Experience across the 3 pillars of Search.

Paid Search Organic Search

Site Search
Maximize the
integration
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

Role of Organic Search Marketers today

Customer-focused

Data-Driven

Optimize Visitor Flow

= Results based on Credibility & Collaboration
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

How to maximize SEO efforts?

 Strategic
 Be customer-focused through competitive & audience analysis

 Engage closest stakeholders in regular training

 Integrated
 Be involved from beginning in full project lifecycle

 Align SEO best practices with ALL Company & Content Marketing goals

 Comprehensive
 Capitalize on market opportunity to optimize relevant pages globally

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Content Creation for SEO – Challenges & Strategies

Challenges Strategies
SEO not aligned strategically, early, & Integrate SEO best practices regularly
often in publishing process into entire content authoring workflow

Minimal influence of key global Collaborate early on global content
content assets priorities to best leverage resources

Content publishers don’t know or Tight SEO team alignment, training, and
execute SEO best practices QA process with all who touch content

Constraints Optimal Engagement
- Time, Resources, or Knowledge
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

SEO Engagement Model

Social

Paid
Web Production
Search

Web
Global
1. Align Strategy & Schedules
Teams
Strategy
(Loc)

BU &
Product
Mktg
Search Center
of Excellence Analytics 2. Engaged Early & Often
Direct
Mktg
IT
3. Agree on Process & Metrics
Store Execs
Teams

User
Interface

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7

Optimize team focus to SEO signals

SEO Algorithm Team Priorities & Workload

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content optimization elements

Title tag

URL

H1

Images/multimedia tags

Keywords in body copy (density-
3-4%)

Links- anchor text

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

BrightEdge beta on CQ

 Tight integration with CQ publishing environment
 Installed on 400 pages & 13 languages for Acrobat.com

 Global rollout
 Improved global leverage, scaling out best practices to teams

 Pattern analysis & outlier identification
 Real-time pattern analysis of sub-optimal SEO content
 24 fixes related to H1, H2, and meta description
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

Key Takeaways

Extends global reach of SEO best
practices – at time of publishing

Enables easier collaboration
between SEO & content teams

Helps all content stakeholders
execute more efficiently

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

Dave Lloyd
dalloyd@adobe.com
Twitter: @davelloyd1
LinkedIn: www.linkedin.com/in/davelloyd

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Aligning your Web Content Strategy with SEO channel - Adobe Summit 2013 - Dave Lloyd

2. Leads a global team delivering organic & site search strategies Prior role: Global SEO Strategy at Cisco Team charter • Deliver industry best practices • Drive KPI-focused results • Align with the Marketing Cloud product teams Dave Lloyd Senior Manager, Global Search dalloyd@adobe.com © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

3. Search Vision at Adobe The Adobe Search Team is responsible for managing and optimizing the Search Experience across the 3 pillars of Search. Paid Search Organic Search Site Search Maximize the integration © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

4. Role of Organic Search Marketers today Customer-focused Data-Driven Optimize Visitor Flow = Results based on Credibility & Collaboration © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5. How to maximize SEO efforts?  Strategic  Be customer-focused through competitive & audience analysis  Engage closest stakeholders in regular training  Integrated  Be involved from beginning in full project lifecycle  Align SEO best practices with ALL Company & Content Marketing goals  Comprehensive  Capitalize on market opportunity to optimize relevant pages globally © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

6. Content Creation for SEO – Challenges & Strategies Challenges Strategies SEO not aligned strategically, early, & Integrate SEO best practices regularly often in publishing process into entire content authoring workflow Minimal influence of key global Collaborate early on global content content assets priorities to best leverage resources Content publishers don’t know or Tight SEO team alignment, training, and execute SEO best practices QA process with all who touch content Constraints Optimal Engagement - Time, Resources, or Knowledge © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

7. SEO Engagement Model Social Paid Web Production Search Web Global 1. Align Strategy & Schedules Teams Strategy (Loc) BU & Product Mktg Search Center of Excellence Analytics 2. Engaged Early & Often Direct Mktg IT 3. Agree on Process & Metrics Store Execs Teams User Interface © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

9. Content optimization elements Title tag URL H1 Images/multimedia tags Keywords in body copy (density- 3-4%) Links- anchor text © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

10. BrightEdge beta on CQ  Tight integration with CQ publishing environment  Installed on 400 pages & 13 languages for Acrobat.com  Global rollout  Improved global leverage, scaling out best practices to teams  Pattern analysis & outlier identification  Real-time pattern analysis of sub-optimal SEO content  24 fixes related to H1, H2, and meta description © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

11. Key Takeaways Extends global reach of SEO best practices – at time of publishing Enables easier collaboration between SEO & content teams Helps all content stakeholders execute more efficiently © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

12. Other CQ & Experience Manager sessions Session Time Title S206 Wed @ 3:30 Adobe Experience Manager: Seven secrets to making the most of your digital assets S201 Th @ 11 Adobe Experience Manager: How to stand out: Survival of the most relevant S215 Th @ 11 Responsive design for enterprise websites L610 Th @ 1:30 Adobe Experience Manager: Building unique variations of creative content using Scene7 L611 Th @ 1:30 Adobe Experience Manager: Build experience-driven commerce websites—and beyond—with Adobe WEM S204 Th @ 2:45 Adobe Experience Manager: Content marketing to build passionate subscribers S214 Th @ 2:45 Adobe Experience Manager: Transforming random social activity into loyalty and revenue S217 Th @ 2:45 The art and science of an Adobe CQ implementation © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

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