Brightedge Share13 - Global and Mobile SEO Strategies

©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
 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.

2.Unique Value
 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 NowDownload/TrialLead 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.

3.Resources & Capabilities to
Develop
 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
 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:
Spain:
France:

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 volumeSEO – 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

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
FirmLoose
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…

Brightedge Share13 - Global and Mobile SEO Strategies

Brightedge Share13 - Global and Mobile SEO Strategies

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