©2013 | BrightEdge Technologies

Global & Mobile SEO Strategies

Dave Lloyd, Adobe Senior Manager, Global Search Marketing

Dave Lloyd Senior 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 • Showcase Marketing Cloud products

12 years in Search, 15 years in Digital

@davelloyd1

http://www.slideshare.net/dalloyd/ BrightEdge Share13 (this deck) http://www.slideshare.net/dalloyd/brightedgeshare13globalmobileseofinal BrightEdge Share12 http://www.slideshare.net/dalloyd/global-search-social-and-analytics-strategies http://www.brightedge.com/blog/david-lloyd-from-adobe-keep-learning-stay-nimble-at-share13/ http://blogs.adobe.com/digitalmarketing/digital-marketing/search-engine-marketing/strategic-innovations-and-seo/ http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/

Resources

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

1.What markets to pursue 2.What is your unique value 3.What resources & capabilities to develop 4.How to sustain competitive advantage = Maximize ROI & value through strategic alignment & influence *Innovator’s DNA by Jeff Dyer, Hal Gregersen, & Clayton Christensen

Agenda - Strategic Framework

1.Markets to Pursue 2.What is your unique value 3.What resources & capabilities to develop 4.How to sustain competitive advantage Key Question: Why do visitors (mobile & global)

come to your site? What task are they trying to accomplish?

Adobe’s Search Marketing Vision

7

Paid Organic

Site

Maximize influence & integration

Paid 32 Programs - 31 countries 1.6M KWs/700K active 14K ad copy rotations 1,113 LPs Adobe Media Optimizer Platform Automated-bid technology Adobe Target testing

Adobe Search Team Scope

Organic 30+ Domains, Subdomains, & Microsites 15K Top Priority KWs & URLs 25% of traffic to Adobe.com – 35% of revenue SEO Tools implementation Worldwide Coverage

20 countries direct, 70 indirect through best practices

Site 1.8M pages ~10M KWs 11 major sites Use Adobe Search&Promote product

• 3 pillars of Search are aligned & on same team • Adobe Digital Marketing Suite (alpha-testing partner) • 74% of Adobe’s Marketing Spend is on Digital

What does your data say? What are your easiest-to-measure Key Performance Indicators? What has most impact on your business? Where do you have resources to act?

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

10% takes the other 90% of the time.

You need a content-rich website responsive to customer needs, regardless of where or how people get there.

Deciding on Markets

Big Data isn’t about having more data.

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

1.What markets to pursue

2.Unique Value 3.What resources & capabilities to develop 4.How to sustain competitive advantage Key Question: What is the Unfair Advantage your

team can uniquely drive?

Search Engagement Process

Sales & Marketing Database

Metrics & Reporting

Dashboards using Adobe Analytics and Adobe Media

Optimizer

SEARCH DELIVERY VEHICLES

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

Search Stakeholders

Demand Marketing

Campaign Marketing

Business Units

Optimize team to focus to SEO signals

SEO Algorithm Team Priorities

Website Signals to Consider

Global • Site structure • URL naming convention and ccTLDs • Google Webmaster Tools setup • Canonicalization & Duplication • Href Alternate Language • Unique Localization

Accessibility • Site Architecture • Frames site construction • Session ID’s, Query parameters • Cookie acceptance requirements • Secure server setup • Entry page requires verification • Sitemaps

Content • Duplicate content • Meta elements • Header tags • In-line CSS • Alt attributes

Mobile • Redirects from desktop to wrong mobile URL • Mobile Page Load Speed • Mobile bot handling • App download interstitials

Linking • Information architecture & anchor text • Internal cross linking • External linking

Nav Elements • Top & Footer navigation • Side navigation • Excessive links in navigation

Server delivery • Redirect chains, Javascript redirects, and 302

vs 301 redirects

Robots directive • Robots.txt file for blocking engines • Robots meta tag usage • Sitemap inclusion

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

Geo targeting challenge: Historically, many Geo sites are outranked by the US or predominant language version sites. Example: US sites outrank Australia, UK, or India English sites, even if searched from those countries. Solution: Add HrefLang (language/country) annotations to XML Sitemaps indicating to Google which country a specific page is targeting. Results: Improved rankings and increased impressions and clicks from Google Average Visits: +485%, Revenue: +133%

Href Alt Lang in XML Sitemaps

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

1.What markets to pursue 2.What is your unique value

3.Resources & Capabilities to Develop

4.How to sustain competitive advantage Key Question: How best to maximize

opportunities?

Which 2 are most important to you? Difficult to maximize all 3, at same time

Center of Excellence + Key Metrics

18

Execs

User Interface

Web Strategy / Mobile

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

“Get the DNA of SEO aligned early & often.” http://blogs.adobe.com/digitalmarketing/digital-marketing/search-engine-marketing/search-marketing-dna/

1. Comprehensive presentation on Search & SEO Address beginner, intermediate, & advanced areas Customize for stakeholders

2. Regularly updated best practices document (copy-pastable) Ideally, train each new group you work with 30 minute formal session 5 minute ad-hoc when starting a new project

Regular Training is Critical

Integrate SEO best practices regularly into entire content authoring workflow

Search-informed Global Content Marketing

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

Why Localization matters?

More than translation, important to consider culture and context

How do people search and what do they search for

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

Localization Process

SEO Keywords/PLPs

Content localization

Search/Geo review

Page Launch

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

SEO Localization Process

Vendors validate keywords for demand

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

Vendors & GEOs 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.

Global 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.

Paid Search Localization Process

SEM Team initiates project with IPM

• Project scope defined, budget and languages determined

SEM team prepares files for Loc

• SEM Keyword/ad copy /landing pages created and modified for loc

SEM team hands off files to Loc

• Files handed off in a template which includes character count

Keywords/ad copy/ LPs localized

• Vendors localize Keywords /Ad Copy/Landing pages .

SEM Content Review

• Localized copy reviewed by GEOs/reviewers in region

Vendors finalize files

• Feedback implemented. DTP finalized. Files delivered to SEM team

Global Title Tags and Meta Descriptions

Title [keyword(s)] | [Adobe product name] Example: 映像・動画編集ソフト | Adobe Premiere Pro CC Aim for 60 characters or less (with spaces) – 30 Double Byte Meta Description Aim for 160 characters (with spaces) or fewer – 80 Double Byte The recommended minimum length is 80 characters or 40 double byte characters (with spaces), which allows adequate description of the content of the link result.

Korea

Japan Rank Improvement due to Localization

Germany:

27

Rank Improvement due to Localization

Spain:

France:

28

Rank Improvement due to Localization

Russia:

Italy:

CTR Improvement through Localization

29

Double-digit % increases in Impressions & Click Through Rate

Reminders for Localization

•Quantity – Coverage helps to bring in a higher volume of users to our ads •Covering as many variations of keywords (translation) as possible is important •When you must select one translation, pick the keyword most commonly used

Paid - keywords

•Quality – needs to be relevant to increase the chance of users clicking through •Must be accurate and make sense as we’re showing them to users as ad copy •There are character limits for each line in ad copy

Paid – ad copy

•Research - terms (or keywords) that users are actually searching for •Relevance - high value of content & of high volume SEO – keywords

•Message aligned with the theme of the web page •Have main keyword in message and clear call-to-action

SEO – meta description

Source: Internal Google Data.

90% of users navigate across multiple screens sequentially to accomplish a task over time

Search Conversion Report

This creates new marketing challenges as conversion paths become more complex

Mobile + complex customer journeys = marketing challenge

Smartphone ranking changes

http://googlewebmastercentral.blogspot.com/2013/06/changes-in-rankings-of-smartphone_11.html

Considerations for Mobile Sites Messaging Customize mobile messaging for the exploratory mindset. Provide only minimal navigation at the top of mobile-purposed page Prioritize your exploratory info on your mobile sites. Focus on regional trends for mobile Leverage new measurement capabilities to understand the full value of mobile. Technical Ensure that the page size meets memory limitations of the commonly used mobile devices Do not use frames or rely on embedded objects or scripts Image size: resize images at the server, if they have an intrinsic size Emphasize Page Load Speed of mobile sites Limit links on pages intended for mobile access Allow mobile user-agents to access the site Use canonical tag wisely as it may push all value from mobile site back to traditional site.

Responsive Design & SEO = One Website, Many Screen Sizes & Platforms http://www.slideshare.net/aquentweb/how-does-responsive

Mobile Readiness Test http://ready.mobi/launch.jsp?locale=en_EN

https://developers.google.com/webmasters/smartphone-sites/feature-phones http://marketingland.com/4-ways-to-prepare-for-the-search-social-mobile-tipping-point-53686 - authored by Jim Yu http://searchengineland.com/the-definitive-guide-to-mobile-technical-seo-166066 http://searchengineland.com/when-responsive-web-design-is-bad-for-seo-149109 http://searchengineland.com/how-common-are-seo-problems-with-responsive-web-design-152672 http://searchenginewatch.com/article/2253965/3-Reasons-Why-Responsive-Web-Design-is-the-Best-Option-For-Your-Mobile-SEO-Strategy http://searchenginewatch.com/article/2276744/Responsive-Now-The-Rise-of-Front-End-Frameworks-Potential-Pitfalls-to-Consider

Resources to consider

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

Site Search aligned with Paid & SEO

1.What markets to pursue 2.What is your unique value 3.What resources & capabilities to develop

4.Sustain Competitive Advantage Key Question: What needs to change in order to

maintain your team or corporate advantage?

Checklist for evaluating SEO Dashboards Must-have Features

Customizable Executive roll-up Stakeholder views Data aggregation Analytics integration Robust reporting Link management & analysis 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

SEO Questions to consider for CMS evaluation

1. What’s possible out of the box? Search-friendly URLs, Responsive Design & Mobile capacity, canonical updates, customizable templates, Rich Text editing, Page property inputs & tagging, Digital Asset Management, image optimization, schema.org inclusion

2. What’s possible with customization? 3. Who, when, & how much for IT & Web Production to include needed SEO updates needed?

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

Google Global plug-in (Firefox) – Google results in other countries

GTMetrix.com – Page Load Speed analysis

Agile - proven & repeatable process

41

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

Benefits Quick Decisions Immediate Gratification Limit Big Problems Always Improve

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

Maturity Model for Agile Marketing

True Agile + Scrum Full stakeholder alignment

ScrumMaster leads daily stand-ups

Customer feedback loop

Basic Project Management Clear goals

Defined owners

Agreed on deliverable dates

Integrated Project Management Shared ownership & KPIs Regular meetings Get Things Done mentality between groups

Firm Loose Stakeholder Commitment

Which aspects of Agile do organizations use?

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. “Five years from now, Agile will broadly influence Marketing departments”

Today Metrics & Analytics Bringing it All Together

Friday Aligning Content and SEO

Other Sessions

1.Markets to Pursue 2.Unique Value 3.Resources & Capabilities to Develop 4.Sustain Competitive Advantage = Maximize ROI & value through strategic alignment & influence @davelloyd1

Thank you!

Moderator: Jason Tabeling, Partner, Rosetta Speaker: Ken Yamada -- Digital Marketing / Business

Development -- Japan Online, Gap Speaker: Chuo-‐Han Lee -- Sr. Manager, eCommerce

Marketing, Symantec Speaker: Dave Lloyd -- Sr. Manager, Global Search

Marketing, Adobe

And now for the panel…