Download - Ad Tech - Maximizing Enterprise SEO - Dave Lloyd - Adobe

Maximizing Enterprise SEO

How to Succeed in Organic Search in 2013 & Beyond

April 10, 2013

Dave LloydSenior Manager, Global Search Marketing

Global team delivering Organic & Site Search strategies for all Adobe products

Team Charter • Deliver industry best practices• Drive KPI-focused results• Align with Marketing Cloud product teams

12 years in Search, 15 years in Digital

@davelloyd1

http://www.linkedin.com/in/davelloyd

Download Presentation

http://www.slideshare.net/dalloyd/ad-tech-maximizing-enterprise-seo-dave-lloyd-adobe

/dalloyd





“Business has only two basic functions: marketing and innovation.” – Peter Drucker

Search #1 Source for Information

Online sources used to look for information about Tech business purchases

Source: Google/Compete Tech B2B Customer Study, June 2012. (Sample of N=151 Marketing Management customers who research Tech products on the internet).

Search EnginesSearch EnginesBrand/Vendor websites

Professional networking sites (LinkedIn, etc)

Technology Media Sites (Tech Crunch, etc)

Trade Magazine sites

Social Networking Sites

Peer-generated Online Review sites

Video Sharing sites

Tech Focused Community sites

Newspaper site

Other

90%84%

70%

66%

61%

56%

56%

54%

50%

47%

40%

Key Message

1. Clear Vision +2. Stakeholder Alignment & Engagement +

3. Relevant Localization +

4. Maximize Useful Tools +

5. Data Analysis & Reporting +

6. Scalable Plans =

SEO is your most cost-effective revenue channel@davelloyd1

Our Search Vision

7

Paid Organic

SiteMaximize Integration

Our Vision to Maximize SEO

Add SEO DNA to workflow early & often

• Strategic– Be customer-focused through competitive & audience analysis– Focus on BU priorities – Engage closest stakeholders in regular training– Don’t optimize for Google, optimize using best practices

• 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 search data-sharing and feedback loop across all channels

• Comprehensive– Plan ahead to stay credible– Capitalize on market opportunity of global + non-brand keyword optimization– Reduce risk whenever possible

Next: Stakeholder Engagement

1. Clear Vision +

2. Stakeholder Alignment & Engagement +




6. Scalable Plans =

Your most cost-effective global revenue channel

@davelloyd1

Search Engagement Process

Sales & MarketingDatabase

Metrics & Reporting

Dashboards using Adobe Analytics and Adobe Media

Optimizer

SEARCH DELIVERY VEHICLES

Ad Copy

Paid Organic Site

Promo Copy

StrategyCommunication, KPIs, Objectives, Global, Segmenting

Buy NowDownload/TrialLead Generation

Keywords

Link Building

Content

Landing Pages

EngagementLaunches, Offers, Audience, Keywords, URLs

Search Stakeholders

Demand Marketing

Campaign Marketing

Business Units

Marketing Tiers & Search Strategy

Awareness

Paid Ad Copy

Consideration

Purchase

Photoshop:

Illustrator:

Dreamweaver:

SEO Ad CopyGraphic design software | Adobe Illustrator

www.adobe.com/products/illustrator.htmlAdobe Illustrator CS6 graphic design software is the industry's premier vector-drawing environment for creating graphics that scale across media.

Graphic design software | Adobe Illustrator

www.adobe.com/products/illustrator.htmlAdobe Illustrator CS6 graphic design software is the industry's premier vector-drawing environment for creating graphics that scale across media.

Adobe Creative Cloud – adobe.com

Get access to all Adobe CS6 tools when you upgrade. Only $29.99/mo.

www.adobe.com/CreativeCloud

Adobe Illustrator CS6Hand off AI files faster than everw/ Creative Cloud. Join today!www.adobe.com/Illustrator

Graphic Design SoftwareCreate compelling vector graphicsw/ Illustrator in Creative Cloud.www.adobe.com/Illustrator

Adobe Creative Cloud | Adobe.com

www.adobe.com/products/creativecloud.htmlAdobe Creative Cloud brings Creative Suite desktop applications, Adobe Touch Apps, and services together for a complete ideation-to-publishing experience.

SEO Center of Excellence

12

Execs

User Interface

Web Strategy

IT

Web Production

Analytics

Global Teams (Loc)

Store Teams

BU & Content Owners

Social

Paid Search

& Media

Product Mktg

SEO Team

Formal & ad-hoc training

Bi-Weekly, Monthly, or Quarterly Engagement

Maintain an updated SEO Best Practices doc

Optimize team focus to SEO signals

SEO Algorithm Team Priorities & Workload

Leader in Web Content Management

http://success.adobe.com/en/na/programs/products/digitalmarketing/aem/1304-31811-forrester-wcm-wave.html



To consider for CMS integration

• What’s possible out of the box? Search-friendly URLs, canonical updates, customizable templates, Rich Text editing, Page property inputs & tagging, Digital Asset Management, image optimization, schema.org– All these are true for CQ/Adobe Experience Manager

• What’s possible with customization?

• Who, when, & how can IT & Web Production help you technically add the SEO updates needed?

Content Siloing

Gas

Compressors

Gas Powered Saws

Electric Compressors

Electric Drills

Electric Saws

Cordless Drills

Cordless Hammers

Cordless Planers

Gas Generators

Disorganized Clear Themes and Relevance

Cordless Power Tools

Electric Power Tools

Gas Powered Tools

POWER TOOLS

CordlessHammers

Cordless drills

Cordless Planers

Electric Compressors

Electric Saws

Electric Drills

Gas Compressors

Gas Powered Saws

Gas Generators

Search-informed Content Marketing

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, Knowledge

Optimal Engagement

Top URLs shared with Stakeholders

Target KWsKeyword theme Search volume Target URL

Map your keywords to individually targeted search pages, globally

Title tag

URL

H1

Image naming and tags

Anchor text links

Keywords in body copy

Content optimization elements

Search & Social (Virtuous Cycle)

Search keywords inform Social

content strategy

Social conversations drive

Search equity & influence rankings

Search enhancements improve Social

ranking

Social conversations

inform keyword strategy

20

Socialize the Keyword & URL Plan

1. KWs shared with Social teams

2. KWs & URLs use in Social updates (where relevant)

3. Optimize other owned content (Blogs, TV, Help) & link to target pages

Impact of Social on SEO

22

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

Setting up Google+ for Authorship

1. Set up a Google+ profile

https://plus.google.com/me

2. Connect your Google+ profile with content you create

https://plus.google.com/authorship

3. Link other Social profiles & add About Me info

https://plus.google.com/connectedaccounts

http://plus.google.com/me/about/edit

4. Verify public visibility of Social profile with Rich Snippets tool

http://www.google.com/webmasters/tools/richsnippets

5. Continue Social promotion best practices






https://plus.google.com/connectedaccounts



http://www.google.com/webmasters/tools/richsnippets

Personalized results

Not logged in to Google Personalized results

Personal Branding in SERPs

Ideas on how Site Search benefits from SEO & Paid• SEO Meta Descriptions & Paid Ad copy used for Site

Search copy• Top converting SEO & Paid keywords shared with

Site teams• Paid Sitelinks applied to Site Search Suggest or Ad

Copy equivalents• Help-related queries (who, what, where, how to, how

can I, etc.) that can be monetized in Paid• Global Navigation informed by Site Search queries

Schema.org & Structured Microdata

• Helps search engines understand data at a very specific level

• Users see the value of sites before they click through

• Increases visibility and CTR• Set geo-specific (global & local) schema tags

http://schema.org/docs/schemas.html

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170







Next: Localization

1. Clear Vision +


3. Relevant Localization +4. Maximize Useful Tools +


6. Scalable Plans =


@davelloyd1

Localization Process

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

SEO Keywords/PLPs

Content localization

Search/Geo review

Page Launch

SEO Localization Process BU Initiates Web Project

• Project scope defined•Search, Editorial Localization notified project has kicked off

NA Search Team defines keywords

• SEO Keyword/Page recommendations including keywords, link names are finalized. Spreadsheet with terms handed off to IPM

Keywords localization initiated

•Intl PM initiates localization with approved marketing localization vendors

Vendors validate keywords for demand

•Keywords are localized and validated (using Google AdWords tool) for in-country search demand.

Vendors & GEO’s select Keywords

• Vendors and Geo’s review /approve keywords based on good search demand and/or choose alternate keyword(s) for terms with low demand

Keywords sent to IPM’s/ Search Team for Final Review

•Keywords are sent to Intl PM and Search Team for final review/approval

Keywords integrated into Page Elements

•Web pages sync in Idiom WS. Keywords integrated into body copy by Localization Vendor.

INTL. Web applies full SEO Recs.

•Full SEO Recommendations implemented on pages ( keywords/title/metadata) by INTL Web

SEO QA/Pages Go Live

•Pages are QA’d by Search team and INTL Web. SEO Content live for Launch.

Localization Keyword, Ad Copy, Title, Meta Description

• Adding new Photoshop CS6 features into localized ad copy increased click-through rate by 35%

31

Canonicalization for Global Content


Href Alternate Language tag

ChallengeGeo sites are often outranked by the main English pages with more link authority or are deindexed due to duplicate content

– US/Global pages often outranked UK, Australian, Canadian and other pages in English. Swiss German and Austrian pages compete with German. Canadian French and Swiss French compete with French.

SolutionTarget the correct website to the correct region, in source code & XML Sitemaps, so searchers find their localized pages.


Meet Someone New

2 minutes

End

1 Minute Each

1. What is your most challenging SEO issue?

2. And where are you stuck in solving it?

Next: Maximize Useful Tools

1. Clear Vision +



4. Maximize Useful Tools +5. Data Analysis & Reporting +

6. Scalable Plans =


@davelloyd1

SEO & Analytics Tools we use

• Adobe Analytics (Site Catalyst, Discover)• Adobe Media Optimizer (AdLens)• Adobe Social• Google Webmaster Tools• Bing Webmaster Tools• BrightEdge• Google Insights & Trends• Advanced Web Ranking• SEOMoz• Xenu LinkSleuth• Screaming Frog• Web Position• Numerous plug-ins• + 5 others

Benefit of most plug-ins

More efficient bot crawl1. Improves your domain value to

engines (similar to PageRank)

2. Increases the total number of pages crawled and indexed

3. Increases long tail traffic

Web Developer (Firefox)

Backlink Explorer (Firefox)

Google Global (Firefox)

http://www.redflymarketing.com/internet-marketing-tools/google-global/

SEO Site Tools (Chrome)

Ayima – redirect paths (Chrome)

SEO Quake (Firefox & Chrome)

WooRank

WebPageTest.org

GTMetrix

Checklist for evaluating Dashboards

Must-have Features• Customizable for our criteria• Executive roll-up• Stakeholder views• Data aggregration• Analytics integration• Robust Reporting• Link Management• Keyword Discovery• Trend monitoring• Monitoring & Alerts• Competitor Analysis• Training• Case Studies

Flexible Features• QA & broken link evaluation• Highlight KPIs• Paid integration• Actionable Recommendations• Task management• Long tail recommendations• Predictive Analytics• ROI Measurement• Country & language support• Social signals

Next: Data Analysis & Reporting

1. Clear Vision +




5. Data Analysis & Reporting +6. Scalable Plans =


@davelloyd1

Reporting & Metrics Qs to Consider

Why– Bother– Offensive vs. defensive metrics

Who– Will gather– Will analyze– Will you share with

What– Is the risk– Metrics are possible– Metrics matter most– Can you do to impact change

Where– Might you be out of compliance– To find metrics– To store – email, dashboard

When– How often will you change them– How often will you count them– How often will you distribute

How– Will you do Segment Governance– Will you distribute– Will you share– Will you act on

Inherent challenge of Big Data

You can’t manage what you can’t measure

All that’s measureable should not be managed

Technical Signals

Accessibility• Content embedded in flash or java script• Frames site construction• Session ID’s, SAMCAP, Query

parameters• Cookie acceptance requirements• Secure server setup• Entry page requires verification

Content• Duplicate content• HTML page titles• Meta elements• Header tags• Java script usage• In-line CSS• Alt attributes• Flash AJAX HTML5• Lack of body content

Search bot crawling• Use of Javascript links• HTML sitemap• XML sitemap

Linking• Internal related linking structures• Internal anchor text usage• Internal cross linking• External linking

Nav Elements• Top navigation• Side navigation• Image based navigation• Footer navigation• Excessive links in navigation

Server delivery• Javascript redirects• 302 redirects vs 301 redirects• Meta refresh redirects• Redirect chains

Robots directive• Robots.txt file for blocking engines • Robots meta tag usage• Sitemap inclusion• Use of specialty meta tags

Site Architecture• Folder structure• Internal linkage profile• Link count per page• Content taxonomy

Site Performance• CDN requirements• 404 errors• Image file size optimization• Static file delivery• Source order

URL Structure• Keyword usage• Directory structure• Limit URL parameters• Session tracking in URL’s• Domain strategy

HTML Code• Source code order / structure• Java script code• Use of external files

Stakeholder COE + Key Metrics

52

Execs

User Interface

Web Strategy

IT

Web Production

Analytics

Global Teams (Loc)

Store Teams

BU & Content Owners

Social

Paid Search

& Media

Product Mktg

SEO Team

IT Crawl rate, crawl errors, 404 trends, redirect

chains, log file analysis, malware alerts

Web Production Minimize redirects, Crawl Errors, Page Load

Speed, Internal Link trends, Robots.txt errors, not followed or unreachable, 302 redirects, browser caching, using CSS sprites

Web Strategy, Editorial Rank, HTML Suggestions, Bounce Rate,

Search Queries, Formulaic Metrics (AOV, Order Rate)

Global Country Web Ranking of key terms,

Localization benefit, Country growth trends, Impact of Geo strategies, Canonical issues

Analytics Segment governance, Agree on KPIs, SEO

as part of all revenue drivers

Social Correlation of Social activity with SEO KPIs

Common Mistakes of Analysis

• Correlation vs. Causation• Data Bias

– Making decisions based on a small sample size– Analyzing too much data (analysis paralysis)– Working with biased data (i.e. seasonal trends)

In data analysis, 90% of the analysis takes 90% of the time. The last 10% takes the other 90% of the time.

Executive Summary

• Keep it simple

• Report on current trends

• Provide context for data changes

dummy data

Google Insights

Use Google insights to measure month over month search demand over a period of time.

Measure your SEO performance relative to seasonal demand.

Webmaster Tools dashboard

• 36 key metrics• Pulled manually• Monthly export• Stakeholder

distribution & meetings• IT• Web

Production• Global• Social

57

Pages not Found (404)

• Track number of 404 PageViews and URLs Google couldn’t crawl on the site• Provide context and provide recommendations to Dev/IT (i.e. setup 301 redirects)• 404 PageViews data from Adobe Analytics (SiteCatalyst)• Google 404 URLs from Google WT

dummy data

Global Revenue Reporting

• Provide month/month and year/year change for the latest month• Present total results for the whole year and project current year SEO

Revenue• Indicate data source, i.e. Adobe SiteCatalyst or Discover

dummy data

59

Tracking KPIs

Decrease in cross-links may reflect setup of GEO targeting tool (directories assigned to regional sites)

Project reporting: provide stakeholders with monthly report on KPIs like Visits, Revenue, Members, Trial Downloads and Orders

dummy data

Target Keywords vs. Competition

• Provide month/month and year/year change for the latest month for your website and competitors

• Provide context of the trends, for example, change in algorithm, provide recs• Identify source of data (i.e. WebPosition) and visibility score methodology

dummy data

Big Data isn’t about having more data.

It’s about getting to the data that matters, identifying patterns & anomalies, and then executing.

Next: Scalable Plans

1. Clear Vision +





6. Scalable Plans =


@davelloyd1

Current Changes & Guidelines

Webmaster Guidelines


Algorithm Changes – 200 in 2H 2012

http://insidesearch.blogspot.com/2012/10/search-quality-highlights-65-changes.html

How Search Works

http://www.google.com/insidesearch/howsearchworks/algorithms.html











2nd Law of ThermodynamicsOver time, all systems naturally move toward chaos.

Challenge of adapting quickly

Agile - proven & repeatable process

65

Being Customer Centric INSPIRES Product Vision

& Sustainable Project Plan

Teams EXECUTE & ITERATE on simple,

short, and incremental Sprints (2 weeks)

Sprint Learnings & Customer Feedback INFORM next Sprint

deliverables

Project Plan REQUIRES Agile-

aligned Lean Teams

BenefitsQuick FixesImmediate GratificationLimit Big ProblemsAlways Improve

Maturity Model for Agile Marketing

Modified Agile• Weekly Scrum meetings• Consistent Sprints • Shared accountability• Optional daily stand-ups• Optional user stories

Agile Methodology + Scrum

• Full stakeholder alignment

• ScrumMaster leads daily stand-ups

• Customer feedback loop

Basic Project Management

• Clear goals

• Defined owners

• Agreed on deliverable dates

Sim

ple

Co

mp

lex

Integrated Project Management

• Shared ownership & KPIs

• Regular meetings

• Getting Things Done mentality between groups

FirmLooseStakeholder Commitment

Ag

ile A

dh

ere

nce

Our Agile Scrum Process

Benefits• Adaptable• Collaborative• Accountable• Organized• Celebrate Quick

Wins Weekly

Twice-weekly “stand up” meetings1. what you did? 2. what you’re doing? 3. challenges?

Prioritized 200+ team projects

White Paper – Valtech & Adobe

http://www.valtech.com/agile-marketing-new-imperative

Principles of Agile apply to any discipline that operates in conditions of complexity, uncertainty and change.

5 years from now, Agile will broadly influence Marketing departments

http://www.valtech.com/agile-marketing-new-imperative

Takeaways

Vision

Global

RESULTS

Engagement

Data

Tools

Plan

THANK YOU!