The document discusses search engine optimization and inbound content marketing. It provides an overview of Adobe's SEO practices for its website and case studies from Intel, Activision and Fox. It also discusses best practices for SEO like identifying keywords, optimizing content, linking strategies and collaborating with SEO teams. The document concludes by emphasizing the importance of a data-driven, customer-focused and process-oriented approach to improving SEO performance.

1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Can your customers find you? Search Optimization and Inbound Content Marketing
Dave Lloyd, Sr. Manager Global Search, Adobe
Alejandro Danylyszyn, Principal, Deloitte Digital

2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What I learned from “Truck”
Master the fundamentals – hitting,
grounding, throwing
R esults only come from consistency &
teamwork
Nothing beats playing to a full stadium

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Deliver performance
by focusing on people
& process

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Key Takeaways
Identify market gaps &
opportunities
1
Improve your brand in
search results
2
Collaborate using
search insights
3

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Dave Lloyd
Senior Manager Global Search, Adobe
dalloyd@adobe.com / @davelloyd1

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Alejandro Danylyszyn
Principal, Deloitte Digital
adanylyszyn@deloitte.com

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Agenda
1 | Welcome and Overview
2 | SEO for Adobe.com
3 | Case studies – Intel, Activision, Fox
4 | Vendor integration with Experience Manager

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Adobe.com – how we see it from an SEO view
Focus attention on adobe.com, Support,
TV, and Blog business areas
Monitor 20,000 SEO keywords, 80
languages, 250 subdomains or regional
sites, & 210 competitors
+15% YoY Visitor & Revenue increase
#6 most linked-to web domain
2 of the most linked-to URLs

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Common SEO Myths
Only about keywords Rankings are easily manipulated
Dupe content has no SEO impact Doesn’t require adaptation

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Improving SEO Performance
Data-Driven (Performance)
Customer Satisfaction (People)
Best Practices (Process)
Execute Consistently

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Customer
Satisfaction

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Why ranking well matters?
90% of clicks come from Page 1 ranking
Most of your visits will be from keywords
you didn’t try to rank for (long tail)
Search results vary per person due to
Personalization
The recent Hummingbird update focuses
on RELATIONSHIPS between keyword
CONCEPTS, not only keywords

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Align to the customer journey
Content available through the
buying process improves
Digital Shelf Space
Learning intent (Adobe TV section)
Support intent (Help section)
Consideration intent (Adobe.com)
Paid Search alignment

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How search engines populate results based on your content
Title tag
Meta
Description
Stable
internal
links Search engines crawl only
text and links

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Search uniquely informs customer interests
Team collaboration resulted in:
• High-demand non-brand terms with
highest Paid Cost Per Click
• Transitional product terms (e.g. Adobe
CQ, Scene7, Omniture)
• 30% YoY SEO Visits increase
Mobile Content Management
Cloud Management
Marketing Campaign Management
Media Publisher
Multisite Management
Dynamic Media
Personalized Media

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Best practices

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The SEO mix
Technical & Site
Architecture
Linking & Social
Content &
Localization
Relevance
Importance
Trust
Issues: keyword-rich copy, URL structure, static
vs. dynamic content, schema.org, Flash & AJAX
Impact: brand presence, ranking, clickthrough
rate (CTR), conversion
Issues: robots.txt, sitemaps, redirects,
parameters, page load, 404 Errors
Impact: crawl efficiency & accuracy, page
inclusion
Issues: isolated pages, poor navigation
Impact: ranking, clickable links, crawlability,
social correlation
Ranking Impact : 30-50%
Ranking Impact: 30-50%
Ranking Impact : 25%

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Experience Manager improves your SEO
AEM is SEO-friendly – customer enhancements available in
Package Share
If you want content visible for search engines, place it in static
content not dynamic content
Responsive Design & Mobile
One site for cross-device experiences improves SEO
Dedicated mobile sites can do just as well for SEO
- Mobile-specific & voice-driven keywords
- Improve Page Load Speed
- Point links to pages on mobile not desktop site

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Content Optimization Plan (How best to work with your SEO team)
1. Identify keywords
2. Organize content
3. Optimize content
4. Create & localize content
5. Link to content
6. Launch process & QA of Recommendations
7. Social promotion

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Search
Demand
Relevant
Content
Search
Intent
1. Identify keywords
How many search?
Issues: Quantity of searchers, balance
with product & web needs
What can we say about it?
Issue: Delivering optimal content &
conversions
What is their task or goal?
Issues: Relevant brand &
non-brand queries,
competitors, customer
journey

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2. Organize content by message
Target keywords Demand Target URL

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3. Optimize content
Target wordsPrior URL New URL DemandHeader Title Meta Description

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4. Create & localize content
Title tag
URL
Headers (H1)
Images/multimedia tags
Link text
Keywords in body copy
Meta Description (visible in Search results)

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5. Link to content
1. Use your relevant properties
2. Identify market keywords with related pages
3. Link to most relevant page on the relevant text,
where possible

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Experience Manager – internal linking enhancement for Adobe.com
Authors select “S” (for SEO) button from “Edit” mode
Highlighted keywords are mapped to best URL to link to
Author selects link to include

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Content migration:
Confirm 301 redirects are set up from old URLs to new URLs
26
6. Launch process & QA of Recommendations
Localization:
Check SEO elements including Title & Meta Description in Regions
Page indexing and SEO ranking after migration

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7. Social promotion
Search keywords
INFORM Social
content strategy
Social
conversations
DRIVE Search
equity
Search
enhancements
IMPROVE Social
visibility
Social
conversations
CREATE keyword
opportunities
Social factors correlated with Rankings
Google +1s
Facebook Shares, Likes, Comments
Tweets & Retweets
SEO applies to all Search Engines
YouTube Titles & Descriptions
Twitter hashtags
Facebook posts
LinkedIn group discussions
Apple iTunes and Google Play
Virtuous
Cycle

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Poll
What’s your single biggest SEO or Content Marketing challenge?
1. Team skills
2. Team alignment
3. Content creation
4. Process or workflow
5. ROI justification
6. “What exactly do I need to do here”

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12 Tips for Optimizing Your Content
Content
• Apply a short (~70 characters), unique title tag per content asset
• Enforce controlled vocabulary across the enterprise for content tagging
• Require primary keyword(s) – included in URL, title, H1 tags and metadata
• Use unique H1 tags – first heading found on every template/page
• Create unique meta descriptions (~150 characters) for every content asset
• Include targeted keyword in text to linked assets
• Use alt attributes for images, video, embedded PDF viewers, etc. (~250 characters abstract) – better yet,
include text in .html directly
Linking
• Embed YouTube video in pages, then cross-reference back to source page
• Include comments option and tags in links to social media
• Post sitemaps
Technical
• Generate human-friendly URL and use 301 redirects
• Store Javascript in .js file to avoid pushing content down

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Case Studies Overview
Controlled vocabulary ✔ ✔ ✔
Primary keyword Single Multiple (pre-pop) Multiple (open)
Friendly URL ✔ ✔ ✔
Title tag ✔ ✔ ✔
H1 tag ✔ ✔ ✔
Meta descriptions ✔ ✖ ✔
Targeted keyword in links ✔ ✔ ✔
Separate .js file ✔ Selective ✖
Alt attributes ✔ ✔ ✔
Embedded YouTube videos ✖ ✔ ✔
Comments/tags in social media links ✖ ✔ ✖
Sitemaps Auto ✖ Manual

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Why Should You Do This?
“We were able to optimize content
relevancy driving an increase in organic
search traffic of 35% within a quarter of
launch”

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Why integrate?
• Bring together search analytics and content production
• Best practices implemented early in SEO workflow
• Gain user behavior insights to improve user experience
Increasing number of partner integrations for AEM 5.6.1
(toolboxes) and for AEM 6 (Content Insight)
Search integrations with Adobe Experience Manager

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Page Clarity Detail from SEOClarity - AEM 5.6.1 and AEM 6.0
 Content Recommendation
 Title
 Meta Keywords
 Meta Description
 H1
 H2
 Task Assignment

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SEO Toolbox from Searchmetrics - AEM 5.6.1
 Page & Social Traffic
 Top Keywords
 Social Spread
 Google +1
 Twitter
 Facebook
 Page Properties
 URL
 Title
 Description

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Content Optimizer from BrightEdge – AEM 5.6.1
Align content
with user intent
Optimize at creation
time in AEM
Track content performance
& leverage across channels

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Data-driven

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SEO Dashboard from BrightEdge
1. Page-Centric Reports (addresses ‘Keyword Not Provided’)
2. Trended Rank & KPI Reports with Adobe Analytics integration
3. Global – 20+ countries
4. Linking – internal & external
5. Social - Twitter & Facebook correlation
Target new
opportunities
Measure
success
Act on
recommendations
Assess the
competition

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Results from non-brand keyword optimization
SEO Growth
300% Visits & 160% Units
SEO Contribution to Overall
Visits up from 4% to 44%
Units from 3% to 21%

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Identify missed market
opportunities
Improve your brand in
search results
Collaborate with
colleagues on search
Three steps you should take next week

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Identify missed market opportunities
Objective: Keyword-informed content & Social strategy
Duration: 30 minutes
1. Select a top webpage or product
2. Enter relevant keywords about the concept into:
 Google Trends
 Google Adwords Keyword Planner
 Ubersuggest.org
 Google Webmaster Tools
3. Create
 Spreadsheet with top keywords, demand, related terms
4. Distribute for use
 Web content, Social Media posts, linking back to content, YouTube video
descriptions, White Papers

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Improve your brand’s visibility in search results
Objective: Update Title & Meta Description with better ad copy
Duration: 30 minutes & ongoing
1. Identify
 Your top Corporate or Product URLs (start with the poorest performers)
2. Create
 Spreadsheet listing URL, Title, and Meta Description for each page
3. Improve
 Marketing message of these two fields
 Copy Length – Title: 70 characters, Description: 150 characters
 Paid listings and Organic listings together to tell your shared keyword story

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Collaborate with colleagues
Objective: Connect on a search-informed content strategy for a product
Duration: 30 minutes plus some prep work
1. Invite
 SEO, Paid Search, & Product or Content Marketing
2. Bring
 SEO: Highest converting keywords & URLs for that page or product
 Paid Search: Highest converting keywords and ad copy for product
 Product or Content teams: Primary product features to emphasize
3. Decide
 Missed opportunities in current content
 New opportunities to create content

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Improving SEO Performance
Data-Driven (Performance)
Customer Satisfaction (People)
Best Practices (Process)
Execute Consistently

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Tuesday
Grand Prize
Every Session
Wednesday
Grand Prize
Thursday
Grand Prize
Take Survey & Win Sweet SWAG(“surveys” section of mobile app)
Signed Jersey
Richard Sherman$10
Gift Card Swag Pack
Band Ski
Swag

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Pick up your welcome packet at the Adobe
Experience Manager Box Office.
Wednesday World Premiere Red Carpet Party
6:30 pm Marriott, RSVP

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49. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dave Lloyd
dalloyd@adobe.com
Twitter: @davelloyd1
LinkedIn: www.linkedin.com/in/davelloyd
Alejandro Danylyszyn
adanylyszyn@deloitte.com
Twitter: @adanylyszyn
LinkedIn: www.linkedin.com/in/alejandrodanylyszyn