© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimize content for an impactful customer journeyMore Gain, Less Pain
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Kirill KronrodSr. Global SEO Manager
Adobe
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Optimize content for an impactful customer journey
Create Appealing Content
Seize New Opportunitie
s
Deliver Content
Effectively
Target Content Globally
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Create Appealing ContentFocus on Features
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Focus on Product Features
Why it matters? Increased searches for Non-
Branded (product features) keywords
65% search demand for Non-branded keywords (35% Branded)
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Branded KeywordsNon Branded Keywords
Source: Monthly search volume for Document Cloud; Google Keyword Planner
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Focus on Product Features
How do you do it? Create quality content to
engage Use videos, PDFs, images Link to related features Specific instructions if relevant Include CTAs
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO win: 66% Share of Voice vs competitors 60% increase in rankings on Page 1 in
Google 45% growth in SEO visits
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Focus on Product Features
Impact: Increase in Organic rankings
Impact: Share of Voice vs Competitors
Tips: produce engaging content focused on featuresMore details: http://adobe.ly/1TTjz9y
Source: Share of Voice (total value for all ranking keyword) for Document Cloud, BrightEdge dataLower chart: Rankings in Google on Page 1 (blue), BrightEdge data
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Seize New OpportunitiesQuick Answers Tips
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Own Google Quick Answers
What is it? New way of presenting content
in Google First appeared Sept’14 Position “0” in search results
Opportunity: Quick Answers in Google
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why is it important? Over 25% of Non-branded keywords are exploratory (“how-to”, “how do I”)
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Own Google Quick Answers
Data: ”Exploratory” Keywords
“How-to” keywords
Other “feature” keywords
Source: Monthly search volume for Document Cloud keywords, Google Search Console data
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Own Google Quick Answers
How do you do it? Create quality, engaging
content Videos, PDFs, other supporting
materials Offer a “How to” step-by-step
guide
Implementation: Engaging content
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tips: create content based on “exploratory” keywordsMore details: http://adobe.ly/1podfeS
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Own Google Quick Answers
SEO win: 90% cumulative “Share of Voice”
vs competitors, four Adobe sites
Impact: ~90% Share of Voice
Source: Share of Voice (total value for all ranking keyword) of Document Cloud keywords, BrightEdge data
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Deliver Content EffectivelyUse SEO-friendly CMS
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Why does it matter? Improve content performance in Organic Search
How do you do it? Streamlined site structure Keyword-based URLs Page templates with lean, well-structured
code Improved content prominence Scaling globally Mobile-friendly
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Use SEO-friendly CMS
SEO-friendly CMS
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Use SEO-friendly CMS
Impact: Increase in VisitsImpact: Mobile-friendly
Tips: Use SEO-friendly CMS
SEO wins: 307% increase in SEO Visits within a year 287% increase in rankings on Page 1 Ranking on mobile search as well as desktop Great user experience with 47% reduced load
speed
Source: Source: SEO Visits for Document Cloud in UK, 2015, Adobe Analytics dataSource: Rankings on Pages 1-3 in Google; BrightEdge data
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Target Content GloballyGeo Targeting Tips
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Why is it important?Wrong Geo pages are ranking in regional search engines.
Example: Indian pages in Google UK What Searchers expect: What they see:
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Improve Geo-targeting
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How do you do it? Create XML Sitemaps (HrefLang) Indicate Geo mapping of each
page Submit XML file to Google
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Improve Geo-targeting
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SEO win:
Regional pages ranking in right Google Geo search engines
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Improve Geo-targeting
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO win: SEO visits up 720% SEO revenue up 416% Correct Geo pages ranking
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Improve Geo-targeting
Impact: Improved Search Rankings in GeosImpact: Increase in Visits,
Conversions
Tips: implement for all Geos across web propertiesMore details: http://bit.ly/1QUqTCR
Source: SEO Visits for Document Cloud, 2015, Adobe Analytics dataSource: Ranking in Google UK; BrightEdge
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Kirill [email protected]
Twitter: @kronrodLinkedin.com/in/
kirillkronrod