BrightEdge webinar on winning with Search

Dave LloydSr. Manager, Global Search MarketingApril 28, 2016

Winning with SearchHow Adobe Converts More Customers Online

BRIGHTEDGE CONFIDENTIAL

Proven model to attract and convert more customers online

Scout Competition

5-step methodology -- data-driven approach to drive performance for organic channel

Identify DemandMeasure Impact

Optimize Content

Strategize and

Organize


Strategize & Organize for Success

Scout Competition


Optimize Content

Strategize and

Organize


The Iceberg of Success

Acrobat / Doc Cloud since 20117 product launches2 content reduction initiatives1 domain migration1 acquisition3 brand name changes7 different key stakeholders30 major themes optimized5 current Acrobat content areas


Adobe Acrobat SEO story (2011- present)

How we run the program end to end

Real life examples

Led to • Significant brand value• 35% yearly SEO Visits increases• 241% YoY Visits & 115% Units

increase on non-brand pages (2014)• Direct impact on Trials & Revenue


The SEO Mix

Content & Localization

RELEVANCERanking impact: 30-50%

Linking & Social

IMPORTANCERanking impact: 30-50%

Site Architecture & Technical

TRUSTRanking impact: 25%


Pre-Launch Strategy (2012)Category Weight Progress Components TimelineDomain Health / Site Architecture

25% 70% Domain value, total inbound links, site architecture, PLS, indexing, 404 issues

June >> Launch

Content Optimization

25% 80% Content Quality, Keywords in Title, Headers & Content June >> Launch

Social 10% 40% URL inclusion in blogs and Facebook Likes, Shares, and Tweets of the URL

Sept >> Launch

Cross-linking (internal)

15% 70% Anchor text links from Adobe.com, Blogs, TV, Acrobat.com, AcrobatUsers, Popular Searches

August >> Launch

Backlinking(external)

20% N/A Links from theme relevant sites – quality content earns links August >> Launch

Localization 5% 20% Global keyword research, optimization, & QA July >> LaunchReporting NA Ongoing BrightEdge and Adobe Analytics OngoingDigital Media NA 50% PDF and video optimization July >> LaunchCommunication NA Ongoing With Execs quarterly and stakeholders ongoing July >> Launch


Strategy - Takeaways

Cover the full algorithm in planning

Written plan you can share with stakeholders for mutual accountability

Educate teams on user experience and SEO best practices consistently

Always prioritize Effort vs. Impact


Objective: Align to your customer’s keyword journey

Scout Competition


Optimize Content

ChallengeIdentify keywords with:

1. Sufficient demand 2. Relevant content3. High conversion potential


Identify high-demand topics across the buyers journey

Awareness

Consideration& Intent

Decision

• “what is a PDF”• “edit documents”• “merge to PDF”

• “best PDF software”• “Acrobat trial”

• “Acrobat price”• “buy Acrobat”• “how to merge PDF files”


Meet the customer at their queryAwareness Consideration Decision Retention


Document Cloud Search (Paid + SEO) Strategy

Awareness Conversion

Objective: Drive awareness, interest and preference early in the Document Cloud buyer journey

KPIs: Total impressions, top position on key non-brand terms, free trials

Example Keywords: PDF to Word,edit PDF

Objective: Accelerate adoption of Document Cloud services & Acrobat through trials and subscriptions

KPIs: DC subscriptions & trials, Acrobat perpetual units, cost per subscription

Example Keywords: Buy Acrobat, Document Cloud Pricing


Search Demand Search Intent Relevant ContentHow many search?Issues: Quantity of searchers, balance with product & web needs

What is their task or goal?Issues: Relevant brand & non-brand queries, competitors, customer journey

AwarenessConsiderationPurchaseRetention

What can we say about it?Issue: Delivering optimal content & conversions

Identify keywords


Google Trends insights (2012)Search Insight:Search volume for brand terms like “Acrobat” and “Adobe Acrobat” are trending downwards per Google Trends for Search. On the other hand Search for Non-branded terms including “PDF” is continuing to rise

Google Trends 2013


Google Trends insights (2013)

Compare brand terms vs. non-brand feature clusters and synonyms


Align with content stakeholders (Messaging Kit - 2013)


Identify keywords based on story themes

PDF editing 194,200PDF editoredit PDFedit PDF fileshow to edit PDF filesPDF editing

135,00040,50012,1006,6001,600

Merge/combine 112,700Merge PDFPDF MergeCombine PDFMerge PDF filesCombine PDF files

49,50027,10018,1009,9008,100

Create: Word to PDF 391,600Word to PDF Word to PDF converterConvert Word to PDFdoc to PDFhow to convert word to PDF

135,000110,00074,00060,50012,100

Create: scan to PDF 138,800jpg to PDFjpeg to PDFjpg to pdf converterconvert jpg to pdfScan to PDF

40,50027,10027,10022,10022,000

Create PDF 1,409,100

PDF creatorPDF converterPDF writerConvert to PDFCreate PDF

1,000,000301,00049,50040,50018,100

Content reuse 1,253,500PDF to WordConvert PDF to WordPDF to Word converterHow to convert PDF to WordPDF to doc / PDF to Excel

450,000301,000301,00090,50060,500

Other core product storiesCreate PDF story


Top targeted terms and rank (2012)Site Keyword Rank

todayRank expectation

(end of Q3)Rank expectation

(end of Q4)Demand

Acrobat & Create PDF

PDF Creator 100+ 50 20 1,000,000

Acrobat &Export PDF

Convert PDF to Word 16 10 7 301,000

Acrobat &Create PDF

Word to PDF converter 13 7 5 110,000

Acrobat PDF editor 9 6 4 135,000


Data Cube - High Volume, Long Tail, or High Value


Changes in Keyword Search Volume


Data Cube – Site Comparison and Keyword Gap Analysis


Identify Demand - TakeawaysFirst, do no harm - retain the most targeted organic trafficMake a business case for missed-opportunity keywords (and content improvements) with:

1. High conversion potential 2. Sufficient demand 3. Relevant content

Educate teams regularly on how keywords can be incorporated throughout all content


Objective: Identify competitors, share of voice, and rank opps

Scout Competition


Optimize Content

ChallengeMany competitors, even more keywords, and difficult to identify ranking opportunities


Manually identify internal competition to win there first


Create BrightEdge keyword groups

21 Product keyword groups

800+ keywords

8M+ Total Search Volume


Share of Voice, Content Performance, Anomaly Detection


Competitive Position - TakeawaysWork with teams to confirm competitors

SEO, Paid, Social competitorsBusiness Unit and Product Marketing teams

Inform VIPs regularly of current market share

Use data (Paid + SEO) to share wins and missed opportunities to get buy-in for ongoing work


Objective: Use best practices to improve dedicated pages and improve page value

Measure Impact

Optimize Content

ChallengeSharing best practices and focusing efforts to maintain momentum with other teams

How decisions about content, design, & linking might impact future Search traffic


Align to overall content & product marketing strategy (2012)

Create PDFHTML to PDFPrint to PDFScan to PDFOffice to PDF

Combine PDFMerge filesCreate PDF portsAdd rich media

Page TypesOverview Solutions SummariesProductSolution DetailsProduct Feature pages


Content Recommendations Plan (2013)Action Next steps / who TimeframeFinalize top keyword themes (13) for Product Features pages

SEO Team Complete

Finalize secondary terms SEO Team Complete

Map keywords to Product Featurespages

SEO & Product Marketing Complete

URL naming SEO Team CompleteDiscuss edits to Product pages to focus on brand terms

SEO and Content 4/19 discussion - in parallel with decisions on non-brand themes

Title & content edits on brand terms on Acrobat, Pro, and Standard pages

SEO and Content 4/11 EOW

Search Results analysis of top terms SEO Once updates to Product pages are complete, do again for Product Features updates


Content Optimization Plan (2013)99 pages optimized with Editorial & Messaging for 155 non-brand keywords


Match your content to key customer care pointsProduct Page Support Page

Quick start guide PDF


Recommendations


Linking strategies to improve user experienceCategory Tactics DescriptionInternal Links Link on theme-relevant non-

brand termsIdentify Adobe.com pages, subdomains, or blogs for linking on non-brand terms

Internal Links Linking on brand terms Content for linking on brand terms

New Links Leveraging Existing Contacts People we already have working link relationships with in the tech/software industry

New Links Brand Mention with No Link Pages that mention Adobe but do not have a hyperlink in place to Adobe.com. Every non-brand KW will have 'Adobe' appended for research query.

Update Links Wrong URL Pages that currently link (with exact or partial) to Adobe but to the wrong PLP

Update Links Broken Links Pages linking to Adobe but something is wrong in the code making the link a broken link with no benefit.

Social Guest Posts Articles/Blog Posts written on other sites offering strategies, tactics etc...crediting Adobe back as a resource, author or as one of the tools mentioned.

Social Social Promo New Content Creating content for the purpose of "Going Viral" to increase traffic, branding, social shares and links.


Manually identify internal linking oppsExact Match Anchor Text Other internal content


Competitive Keyword Analysis (2012) – ‘pdf editor’Competitors above us have a combination of:

– Root domains (5)– Dedicated landing page (5)

• Rank in May 2012 (#11)• Rank in 2013 (#7 for LP and #14 for Pro)

Legend

PR=Quality of URL by Google

Age = Domain Age

BL = Backlinks to URL

BLS = Backlinks to Site

Source: Rank Ranger


Competitive linking data


Optimize Content - TakeawaysCreate new content or update previous to improve both user experience and rankings

Enroll content creation team in the user experience, Social, Paid Search AND SEO benefits of content creation

Identify linking opportunities to retain targeted traffic


Objective: Identify KPIs and show performance improvements


ChallengeChoosing the right data and reporting on incremental change


Total Organic Keywords and Rank Change


Conversion data – integration with Adobe Analytics

http://www.brightedge.com/technology/integration/adobe-integration


Acrobat Key Wins (2014)

Product Features pages ↑ 241% Visits

Product Features pages ↑ 115% Units

53% AXI Google Share of Voice vs top competitors (69% with DEX)

69% of Target Non-branded keywords on page 1 in Google

SEO Visits from 2011 to 2014


Product home pagesProduct Features pagesOther pagesSpecs, FAQs, full feature listIndustry pagesBuying Guide

Provide insights

60% of entries to Product Features page types

Visitors spend 38% of their time on Product Features pages, longer than other page type

Pages with non-brand focus are among the top performing pages (SEO + all channels)

Product home pagesProduct Features pagesOther pagesSpecs, FAQs, full feature listIndustry pagesBuying Guide


66% Share of Voice vs competitors 60% increase in rankings on Page 1 in Google 45% growth in SEO visits 65% search demand for Non-branded

keywords (35% Branded))

SEO wins (2015)

Impact: Increase in Organic rankingsImpact: Share of Voice vs Competitors

Tips: produce engaging content focused on features

More details: http://adobe.ly/1TTjz9y

Source: Share of Voice (total value for all ranking keyword) for Document Cloud, BrightEdge data

Branded Keywords

Non Branded Keywords

http://adobe.ly/1TTjz9y


Measure Impact - Takeaways

Share what matters

Collaborative and transparent about the ‘why’ and ‘what’ of performance

Insights, beyond data, on what could be improved as a result


Overall Takeaways1. Advocate – tell the story of SEO’s value to the end user

Strategy, Content, Competition, Data

2. Collaborate - build relationships and showcase the value of other teams

3. Persevere – stay with best practices consistently

BrightEdge webinar on winning with Search

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