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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 and Leadership
Presented by: Dave Lloyd@davelloyd1
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
Adobe.com – from an SEO perspective
#6 most linked-to web domain
+15% YoY Visitor & 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
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
In-house SEO and Leadership 5
PO
WE
R
artnership Mindset
ptimize Team to Algorithm
orldwide Focus
ngage Effectively
eporting & Results
slideshare.net/dalloyd
The SEO mix
In-house SEO and Leadership 6
Site Architecture & TechnicalTRUST
Content & LocalizationRELEVANCE
Linking & SocialIMPORTANCE
@davelloyd1
Partnership – SEO Engagement Model
In-house SEO and Leadership 7
Search Center of Excellence
SocialPaid
SearchGlobal Teams (Loc)
Analytics
IT
ExecsUser Interface
Store Teams
Direct Mktg
BU & Product
Mktg
Web Strategy
Web Production Align Strategy & Schedules1
3 Agree on Process & Metrics
2 Engaged Early & OftenCentralize all best
practices, processes, and measurement
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 (BrightEdge Data 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 36517 8
1550
583392
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%
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
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 keywordsData
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
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
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
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
Worldwide – Geo & Localization
In-house SEO and Leadership 14
In-country keyword research
Each keyword mapped to preferred
landing page
Content localized using keywords (content, video, images, links)
Reviewed by Editorial & SEO &
added to Sitemaps
Localized & optimized content
goes live
Geo Targeting (Href Lang)
In-house SEO and Leadership 15
Challenge Geo Targeting issues; US pages ranking
in Google UK
Implementation Href Alternate 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
Category % Complete SEO Weight 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
Engage – Project Plan Summary (2 months from launch)
@davelloyd1
Category % Complete SEO Weight Components
Domain Health / Site Architecture
90% 25% Domain value, site architecture, PLS, XML Sitemaps, indexing, 404 issues
Content Optimization
80% 15% Content Quality, 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% Anchor text links from Adobe.com, Blogs, AdobeTV
Social Media 70% 15% Blogs optimization/linking, PR optimization, Facebook, Twitter, YouTube optimization
External Linking 30% 30% Content syndication, Social outreach, links from 3rd party sites
Reporting 60% NA Analytics & SEO Dashboards
Engage – Project Plan Summary (3 weeks from launch)
Benefits• Adaptable• Collaborative• Accountable• Organized• Address Hurdles Quickly• Celebrate Quick Wins Weekly
Twice-weekly “stand up” meetings1. what you did? 2. what you’re doing? 3. challenges?
Use Agile Scrum if possible
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
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
Internal linking for relevance and improved user experience
In-house SEO and Leadership 21@davelloyd1
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
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
In-house SEO and Leadership 23
PO
WE
R
artnership Mindset
ptimize teams to algorithm
orldwide Impact
ngage Effectively
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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