adobe experience manager (aem) - multilingual sig on seo - dave lloyd

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Can your customers find you globally? Search Optimization and Content Marketing

Dave Lloyd, Sr. Manager Global Search - Adobe

Alison Strahan, Sr. International Program Manager, Globalization - Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Dave Lloyd Senior Manager Global Search, Adobe [email protected] / @davelloyd1


Alison Strahan Senior International Program Manager Marketing Communications & Learning Localization


Common SEO Myths Only about keywords Rankings are easily manipulated

Global duplicate content has no SEO impact Doesn’t require adaptation


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74% of Adobe’s Marketing Spend is on Digital


Improving SEO Performance

Data-Driven (Performance)

Customer Satisfaction (People)

Best Practices (Process)

Execute Consistently


Customer Satisfaction


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


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


How search engines populate results based on your content

Title tag

Meta Description

Stable internal links Search engines crawl only

text and links


Best practices


Website Signals to Consider for Search

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


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%


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



Content Optimization Plan (How best to work with your SEO team)

1. Identify keywords

2. Organize content

3. Optimize content

4. Create content

5. Localize content

6. Link to content

7. Launch process & QA of Recommendations


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


Keyword Research

For France only Marketing Digital 1600 - Marketing numérique 70 cross-canal 1900 – multicanal 1000 web analyste 70 - analyste web 40 spécialiste du Digital Marketing 0 - spécialiste du marketing

numérique 0 web marketing 1900 - marketing web 260 call center 1900 - centre d'appel 1600 call centre 70


2. Organize content by message

Target keywords Demand Target URL


3. Optimize content Target words Prior URL New URL Demand Header Title Meta Description


4. Create content with SEO in mind

Title tag

URL

Headers (H1)

Images/multimedia tags

Link text

Keywords in body copy

Meta Description (visible in Search results)


Alison Strahan Senior International Program Manager Marketing Communications & Learning Localization


Types of deliverables/assets localized


But there’s more…



adobe.com



adobe.com POSA / Packaging




Channel Certification Training





Community translation on ATV






For all products & teams


Search Marketing Localization: Process

The Localization team works closely with many members of the Global Search Marketing team on: Paid Search SEO Site Search

Interface with Search reviewers in region on projects.


Search Marketing Localization Tools

SDL World Server Localization environment for web marketing copy and software loc.

Google Keyword Planner Tool Used by vendors and reviewers to research Search terms Trained by Search team


Vendor Strategy

Small pool of translation vendors Most assignments per language, not product Consistency across a single language Better Intl User experience across Adobe

products SEARCH localization vendors are the same

vendors working on all other deliverables . Consistency and awareness of keyword optimization in other deliverables contribute to improving Intl Search results.

Most vendors with over 5 years of experience with Adobe content

It’s a Partnership!


Review Process

Review is a necessary step in localizing marketing copy Independent in-country linguistic reviewers for targeted regions Regional GEOs (Marketing Managers) sign off on content Long term engagement works best Involve reviewers in the NA campaign process.

Search: Global, cross functional review/QA: we all review! The Marketing Localization team work in partnership with our vendors,

GEOs, reviewers, the Adobe Search team and the INTL web team to review , QA and implement SEO data on adobe.com


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 INTL Web& SEO & added to

Sitemaps 5. Localized & optimized content goes live

Localization Process

SEO Keywords/PLPs

Content localization

Search/Geo review

Page Launch


Regional SEO Integration Mirrors NA Approach

Title tag

Headers (H1)

Images/multimedia tags

Link text

Keywords in body copy

Meta Description (visible in Search results)


Highlights

Vendor and reviewer training in region: investment in success. Impact of SEO on marketing and translation Strong partnership with Global Search team and INTL web Respect for deadlines increases efficiency: SEO is not an afterthought. Vendors and reviewers: growth of knowledge and expertise. Information sharing between teams. Results


Data-driven


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


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%


Improving SEO Performance

Data-Driven (Performance)

Customer Satisfaction (People)

Best Practices (Process)

Execute Consistently


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


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 and AEM 6

Search integrations with Adobe Experience Manager


Page Clarity Detail from SEOClarity - AEM 5.6.1 and AEM 6.0

Content Recommendation

Title

Meta Keywords

Meta Description

H1

H2

Task Assignment


SEO Toolbox from Searchmetrics - AEM 5.6.1

Page & Social Traffic

Top Keywords

Social Spread

Google +1

Twitter

Facebook

Page Properties

URL

Title

Description


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


Dave Lloyd [email protected] Twitter: @davelloyd1 LinkedIn: www.linkedin.com/in/davelloyd

Alison Strahan [email protected]


SEO Localization Process

BU Initiates Web Project

• Project scope defined. Search, Editorial Localization notified NA web project has begun.

NA Search Team defines keywords

• SEO Keyword/Page recommendations including keywords, link names are determined. Spreadsheet containing the SEO terms handed off to IPM.

Keywords localization initiated

• IPM initiates localization with approved marketing localization vendors

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Vendors localize and validate keywords for demand

•Keywords are localized (using Google Keyword Planner) for in-country search demand. Title tags, meta descriptions , H1 are localized.

Vendors & GEO’s review SEO terms

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

Keywords, MDs, title tags sent to IPM/ Search Team for Final Review

•Keywords, meta-descriptions, title tags are sent to IPM and Search Team for final review/approval

Keywords integrated into Page Elements

•Web pages sync in WS. Loc. Vendors integrate approved keywords into body copy, including MDs and title tag .

Pages staged in AEM Author. NTL. Web QA’s full SEO Recs

•Full SEO recommendations cross- checked by INTL Web . Any missing metadata implemented.

SEO QA/Pages Go Live

•Pages are QA’d by Search team and INTL Web. Optimized pages pushed live.