Global Search, Social, and Analytics Strategies

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Global Search, Social, and Analytics Strategies Dave Lloyd Manager, Global SEO

description

Presentation on Search Marketing & SEO strategies at BrightEdge Share 2012 conference.

Transcript of Global Search, Social, and Analytics Strategies

Page 1: Global Search, Social, and Analytics Strategies

Global Search, Social, and Analytics Strategies

Dave Lloyd Manager, Global SEO

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Role of Search Marketers today

Steward of Visitor Flow

Curator of Customers

Maven of Data

= Results based on Trust & Credibility

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Key Takeaways

• Strategic – Be customer-focused through competitive & audience analysis – Focus on BU priorities – Engage closest stakeholders in regular training

• Integrated & Data-driven – Begin with the end in mind on key business metrics – Be involved from beginning in full project lifecycle – Align Search best practices with ALL Content Marketing goals

• Comprehensive

– Plan ahead to stay credible – Capitalize on market opportunity of global + non-brand keyword

optimization

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How we do SEO at Adobe

Organizational Structure

Algorithm Alignment

Recent Project Plan

Engagement Model

Social + Search Global & Localization

Project Priorities

BrightEdge Use Cases

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Search Team Alignment

Sales & Marketing Database

Reporting Dashboard,

Site Catalyst, Discover,

Search Center

Search Pillars

Ad Copy

Paid Organic Site

Promo Copy

Strategy Communication, KPIs, Objectives, Global, Segmenting

Buy Now Download/Trial Lead

Generation

Keywords

Link Building Content

Landing Pages

Engagement Launches, Offers, Audience, Keywords, URLs

Stakeholders Demand

Marketing, Campaign Marketing,

Business Units

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Search Team Scope

Paid • 32 Programs - 31 countries • 1.6M KWs/700K active • 14K ad copy rotations • 1,113 LPs • Adobe Search Center Platform • Automated-bid technology • Adobe Test & Target MVT

Organic • 30+ Domains, Subdomains, &

Microsites • 15K Top Priority KWs & URLs • SEO Tools implementation • Worldwide Coverage

• 20 countries direct, 70 indirect through best practices

Site • 1.8M pages • ~10M KWs • 11 major sites

• The 3 pillars of Search are aligned & on the same team • Adobe Digital Marketing Suite (alpha-testing partner)

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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

Center of Excellence Centralize all best practices, processes, and measurement

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Components of Google’s Ranking Algorithm

http://www.seomoz.org/article/search-ranking-factors

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Team Projects

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Prioritize Projects using Agile Marketing

Benefits • Adaptable • Collaborative • Accountable • Organized • Measureable

http://searchengineland.com/have-you-adopted-agile-marketing-yet-2-127247 http://www.slideshare.net/jcolman/agile-marketing-4-principles-and-13-hacks-seomoz-mozcon-2012

Scrum methodology - Prioritized team projects (200+) - Twice weekly “stand up” meetings 1. what you did? 2. what you’re doing? 3. impediments/challenges?

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Localization

1. In-country keyword research

2. Each keyword mapped to preferred landing page

3. Content localized using keywords (content, video, images, links)

4. Reviewed by Editorial & SEO & added to Sitemaps

5. Localized & optimized content goes live

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SEO Keywords/PLPs

Content localization

SEO/Geo review

Page Launch

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Search & Social (Virtuous Cycle)

Search keywords inform Social

content strategy

Social conversations drive Search equity

Search enhancements improve Social

ranking

Social conversations

inform keyword strategy

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Adobe Help

Video Results

• Social content regularly visible in search engines

• More “shelf space” Adobe.com

Blogs

• ‘Universal search’ results can include vertical results such as videos, images, forums, news and blogs results.

• By optimizing the social content for target keywords, it’s possible to take over the entire results page.

• Content freshness is an important part of the new Google Caffeine algorithm – page is crawled more frequently

Google +1

Social in SERPs

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Impact of Social on SEO

Keyword “social analytics” December (1 week) - Rank from 28 to 2 - From 7 Tweets

February (3 weeks) - Rank from 4 to 2 - From 28 Tweets and

6 Facebook Actions

Source: BrightEdge

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Social metrics that impact Search

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• Facebook’s metrics are substantially better correlated with rankings

• Low Twitter correlation could also be due to less public data available

• Red bar is a benchmark of a traditional SEO signal

http://www.seomoz.org/article/search-ranking-factors#metrics-4

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BrightEdge Use Cases

1. Trended Reports – Rank to Visits & Rank to Revenue 2. Global – 20+ countries 3. Linking – internal & external 4. Social - Twitter & Facebook influence 5. Forecasting - Task ROI & Genesis data 6. Paid & Organic – Genesis integration + SearchCenter 7. Task Management – future workflow optimization

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Team Projects

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Project Plan Details

Category SEO Weight Components

External Linking 30% Anchor text links from relevant .coms

Domain Health / Site Architecture

25% Domain value, site architecture, PLS, XML Sitemaps, indexing, 404 issues

Content Optimization

15% Content Quality, Keywords in Title, Headers & Content

Social Media 15% Blogs optimization/linking, PR optimization, Facebook/Twitter

Internal Linking 10% Anchor text links from Adobe.com, Blogs, AdobeTV

Localization 5% Global keyword research, optimization, & QA

Reporting NA Discover dashboard + BrightEdge

Other Digital Assets NA PDFs, Images, Videos

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Content Optimization Plan

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1. Identify Keywords

2. Organize

3. Optimize

4. Localize

5. Socialize

6. Report Results

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Identify Keywords

Other core product stories

Create PDF story

Forms, Signatures, Protection

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Organize (Messaging Kit used by Editorial)

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Optimize Content

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Collaborative document shared with SEO, Paid, Web Strategy, Editorial, and Social teams

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Localize Content

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Localize Video Content

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Based on source content, local content is created (not translated) using target keywords for each market

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Socialize

KWs shared with teams Keyword use in Social Optimize other owned

content (Blogs, TV, Help) & link to target pages

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Share Keywords & URL with Stakeholders

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Target keywords Keyword theme Search volume

Target URL Map your subject & keywords

to targeted search page

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Review Blogs for SEO Best Practices

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Provide keyword recs for headers and on-page content

Use theme-relevant keywords high in the page content and in text links to a relevant page

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Genesis integration – Rank with Revenue

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Key Takeaways

• Strategic – Customer-focused

• Integrated & Data-driven – Align with key stakeholders

• Comprehensive – Plan ahead to capitalize on market opportunities

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Social + Search Checklist: Blogs

Items Action Note

Content Determine content strategy by objectives and theme (thought leadership/news/tips/etc.)

Keywords Consult with product teams for their target keyword for the products and categories related to the article; leverage keywords in header and body

Other resources: SEO/SEM keywords, on-site search queries, social media sites

Title Use keyword in blog post title

Meta Description Use keyword in meta description. Each article should have a unique meta description

Category/Tags Every article should be categorized and tagged. Ensure categories and tags reflect how customers search for content and identify themselves (not how company categorizes customers/business areas).

Categories should be used as a navigation/menu.

Body Text Use keyword in body text throughout the article; balance use of keywords and maintain an authentic tone of voice

Links Use keyword for linked page in anchor text. Cross link to related articles

Link to geo pages whenever possible, instead of US/Global pages

URL Use simple and short URL structure with keyword It’s good to have category name in URL structure

Micro-formats and Schemas

Use “rel=author” tag to indicate the ownership/editor of each blog post

See Schema.org and Microformats.org for info

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Social + Search Checklist: Blogs (continued)

Items Action Note

Images and Videos Use keyword in file name. Add a short description with keyword (title and alt tags); Posts with dynamic media are more engaging for social communities

Use title=“xxxxxxx” and alt=“xxxxxxx” tags

Page Template Apply <H1> to article main header, and <H2> to sub header. Place social icons on each page where visible to readers

Virtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URL ending with “.html”

Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site map

Engagement Invite comments and questions on your posts to continue the conversation; update blog posts w/ new information as it becomes available to keep content fresh

Cross-Amplification Cross-amplify blog posts on other social networks and other Adobe channels to extend the reach

Posts on other social networks that link back to blog should also be keyword optimized (Twitter, Facebook, Google+, etc.)

Frequency Ensure frequency of content is regular and consistent to ensure that readership has reason to come back to site

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Social + Search Checklist: Facebook

Items Action Notes Content Determine content strategy by objective and theme

(thought leadership/news/tips/etc.); balance owned content w/ third party content

Balance use of keywords with tone. Remain authentic

Engagement Encourage engagement within posts – ask questions, invite comments, and respond.

Tagging Tag other Facebook pages in posts to extend the reach of your content

Text Areas Create robust profile (bio, about, description) with keywords that links back to home page

Frequency Balance frequency of content based on amount of community engagement

Timing Test different post times to determine which days/time your community is most engaged

Keywords Consult with product teams for their target keyword for the products and categories related to social posts. Include keywords and rich media (photos/videos)

Keyword integration should be shared between all social media sites

Link to Facebook from domain

Link to each global Facebook account from country home page

Facebook Like button Enable Facebook Like on pages

Facebook Open Graph Consider whether use of FB Open Graph makes sense for your domain

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Social + Search Checklist: Twitter

Items Action Note Profile setup Treat text areas as relevant for search engine indexing –

include keywords and links in bio

Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content

Keywords Consult with product teams for their target keyword for the products and categories related to series of posts; leverage keywords in tweets

Other resources: SEO/SEM keywords, on-site search queries, social media sites

URL linking Drop links authentically, don’t overload on anchor text used

Search & Social teams should be aware of similar goals & URLs that support that

Influencers Identify and influencers by industry & product and follow – engage with their content through retweets and @replies

Twitter button Enable on relevant part of your domain

Hashtags Leverage hashtags that are keyword optimized and receiving high traffic

Engagement Monitor your @mentions and respond to questions/comments

Frequency Balance frequency of content based on amount of community engagement

Timing Test different post times to determine which days/time your community is most engaged

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Social + Search Checklist: Google+

Items Action Note Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an

individual author

Google+ Individual Accounts

Tie Google+ to rel-author for individual writers or bloggers

Google+ Corporate Account

Set up Google+ Corporate account Include meta description and link back to corporate domain

Google Profiles Fill in your Google profiles with relevant information & links

Google +1 button Enable on your domain

Keywords Consult with product teams for their target keyword for the products and categories related to the article

Other resources: SEO/SEM keywords, on-site search queries, social media sites

Body Text Use keyword in Google Profiles and Google+ posts

Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages

Social Media Content All content on social channels should be keyword optimized , include links and rich media in content whenever possible

Balancing keywords while staying true to your voice is critical

Text Fields on Social Channels

Leverage all available areas on social profiles to fill in keyword rich content – bios, about sections, content descriptions, etc.

Prepared by: AJPR LLC 2010 35