Date post: | 09-May-2015 |
Category: |
Business |
Upload: | dave-lloyd |
View: | 1,743 times |
Download: | 2 times |
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
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 +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
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
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 +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@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
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=139394
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.
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077
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 +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@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 +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +6. Scalable Plans =
Your most cost-effective global revenue channel
@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 +
2. Stakeholder Alignment & Engagement +
3. Relevant Localization +
4. Maximize Useful Tools +
5. Data Analysis & Reporting +
6. Scalable Plans =
Your most cost-effective global revenue channel
@davelloyd1
Current Changes & Guidelines
Webmaster Guidelines
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769
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
Takeaways
Vision
Global
RESULTS
Engagement
Data
Tools
Plan
THANK YOU!