Global Search, Social, and Analytics Strategies
Dave Lloyd Manager, Global SEO
Role of Search Marketers today
Steward of Visitor Flow
Curator of Customers
Maven of Data
= Results based on Trust & Credibility
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
3
How we do SEO at Adobe
Organizational Structure
Algorithm Alignment
Recent Project Plan
Engagement Model
Social + Search Global & Localization
Project Priorities
BrightEdge Use Cases
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
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)
SEO Engagement Model
1. Align Strategy & Schedules 2. Engaged Early & Often 3. Agree on Process & Metrics
7
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
Components of Google’s Ranking Algorithm
http://www.seomoz.org/article/search-ranking-factors
Team Projects
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?
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
11
SEO Keywords/PLPs
Content localization
SEO/Geo review
Page Launch
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
12
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
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
14
Social metrics that impact Search
15
• 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
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
16
Team Projects
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
18
Content Optimization Plan
19
1. Identify Keywords
2. Organize
3. Optimize
4. Localize
5. Socialize
6. Report Results
Identify Keywords
Other core product stories
Create PDF story
Forms, Signatures, Protection
Organize (Messaging Kit used by Editorial)
21
Optimize Content
22
Collaborative document shared with SEO, Paid, Web Strategy, Editorial, and Social teams
23
Localize Content
Localize Video Content
24
Based on source content, local content is created (not translated) using target keywords for each market
Socialize
KWs shared with teams Keyword use in Social Optimize other owned
content (Blogs, TV, Help) & link to target pages
25
Share Keywords & URL with Stakeholders
26
Target keywords Keyword theme Search volume
Target URL Map your subject & keywords
to targeted search page
Review Blogs for SEO Best Practices
27 27
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
Genesis integration – Rank with Revenue
28
Key Takeaways
• Strategic – Customer-focused
• Integrated & Data-driven – Align with key stakeholders
• Comprehensive – Plan ahead to capitalize on market opportunities
29
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
31
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
32
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
33
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
34
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