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Adobe Summit presentation with BrightEdge on aligning CMS strategy with SEO recommendations.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Aligning your web experience program with your largest channel Dave Lloyd | Senior Manager, Global Search Marketing
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Dave Lloyd Senior Manager, Global Search [email protected]
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search Vision at Adobe
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Paid Search Organic Search
Site Search Maximize the
integration
The Adobe Search Team is responsible for managing and optimizing the Search Experience across the 3 pillars of Search.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Role of Organic Search Marketers today
Optimize Visitor Flow
Customer-focused
Data-Driven
= 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
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Creation for SEO – Challenges & Strategies
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Integrate SEO best practices regularly into entire content authoring workflow
SEO not aligned strategically, early, & often in publishing process
Challenges Strategies
Minimal influence of key global content assets
Content publishers don’t know or execute SEO best practices
Collaborate early on global content priorities to best leverage resources
Tight SEO team alignment, training, and QA process with all who touch content
Constraints - Time, Resources, or Knowledge
Optimal Engagement
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO Engagement Model
1. Align Strategy & Schedules 2. Engaged Early & Often 3. Agree on Process & Metrics
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Execs
User Interface
Web Strategy
Paid Search Web Production
Analytics
Global Teams (Loc)
Store Teams
BU & Product Mktg
Social
Direct Mktg IT
Search Center of Excellence
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimize team focus to SEO signals
SEO Algorithm Team Priorities & Workload
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Title tag
URL
H1
Images/multimedia tags
Links- anchor text
Keywords in body copy (density- 3-4%)
Content optimization elements
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BrightEdge beta on CQ
Tight integration with CQ publishing environment Installed on 400 pages & 13 languages for Acrobat.com
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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.
Key Takeaways
Extends global reach of SEO best practices – at time of publishing
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Enables easier collaboration between SEO & content teams
Helps all content stakeholders execute more efficiently
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dave Lloyd [email protected] Twitter: @davelloyd1 LinkedIn: www.linkedin.com/in/davelloyd
