Adobe XD Case Study2020

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New Website Launch as a Challenger Brand

Adobe XD is a powerful, collaborative, easy-to-use platform that helps teams create designs for websites, mobile apps, voice interfaces, games, and more.

S O F T W A R E | S a n F r a n c i s c o , C A

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Low Brand Awareness• Site lacked content that UX designers

and leaders actively search for online

• Adobe XD did not rank for non-branded keywords

Competitive Pressure• Competitors owned non-branded

keywords

• Competitors have aggressive content marketing programs

Build Community & Drive the Conversation in a Highly Competitive Environment

Adobe wanted to create a community around content that informed, inspired and elevated the design profession. To do so, a new content program was required to attract visitors to their website who were not familiar with the brand in a highly competitive landscape. Adobe turned to NP Digital to help develop the integrated SEO and content program that fuels XD Ideas.

T H E C H A L L E N G E

Disparate Content Platforms• Multiple Adobe domains were

competing against each other for keywords

• Domains didn’t have defined user journey, content, or link strategy to make maximum impact

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Conducted In-Depth Research

• Keyword Research & Competitive Audit Uncovered and prioritized keyword and content opportunities.

• Content Analysis: Categorized and migrated content across multiple domains to Adobe XD Ideas and identified opportunities for integrating high-demand topics.

Integrated Execution Plan

• Aggregated and consolidated Adobe XD and UX-related content from multiple domains to maximize SEO equity for Adobe XD Ideas.

• Leveraged research to implement a holistic SEO and content marketing strategy to establish Adobe XD Ideas as an immediate authority in the design community.

NP Digital partnered with Adobe XD to define all aspects of the SEO, technical, and content strategy prior to launch of Adobe XD Ideas. NP Digital is now supporting the promotion, optimization, and growth of the live site.

Consultative Partnership

T H E S O L U T I O N

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In-depth research coupled with an integrated strategy drove significant positive business impact within the 1st quarter. Product downloads for Adobe XD, website visitors and keyword rankings all saw substantial increases.

The Result Exceeded traffic expectations in the 1st quarter by over 27% without paid promotion

Drove a new audience to Adobe.com; 49% of the XD Ideas audience was new to Adobe

Becky Ruden“ With NP Digital’s support, we saw an immediate impact within the 1st quarter that resulted in impressive keyword rankings, website visitors, and product downloads for Adobe XD Ideas.

A d o b e X DPrincipal Content Marketing Manager

Achieved over 20% of annual product interest* targets in the first quarter ramp-up

*Product interest is measured by XD download click visits and visits to Adobe.com product pages from XD Ideas pages

Secured Page #1 on Google above top competitors for primary keywords