Presentation on Search Marketing & SEO strategies at BrightEdge Share 2012 conference.

1. Global Search, Social, and
Analytics Strategies
Dave Lloyd
Manager, Global SEO

2. Role of Search Marketers today
Steward of Visitor Flow
Curator of Customers
Maven of Data
= Results based on
Trust & Credibility

3. Key Takeaways
• Strategic
– Be customer-focused through competitive & audience analysis
– Focus on BU priorities
– Engage closest stakeholders in regular training
• 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
– Plan ahead to stay credible
– Capitalize on market opportunity of global + non-brand keyword
optimization
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4. How we do SEO at Adobe
Organizational Structure
Algorithm Alignment
Recent Project Plan
Engagement Model
Social + Search
Global & Localization
Project Priorities
BrightEdge Use Cases

5. Search Team Alignment
Sales &
Marketing
Database
Reporting
Dashboard,
Site Catalyst,
Discover,
Search Center
Search Pillars
Ad Copy
Paid Organic Site
Promo Copy
Strategy
Communication, KPIs, Objectives, Global, Segmenting
Buy NowDownload/Trial
Lead
Generation
Keywords
Link Building Content
Landing
Pages
Engagement
Launches, Offers, Audience, Keywords, URLs
Stakeholders
Demand
Marketing,
Campaign
Marketing,
Business Units

6. Search Team Scope
Paid
• 32 Programs - 31 countries
• 1.6M KWs/700K active
• 14K ad copy rotations
• 1,113 LPs
• Adobe Search Center Platform
• Automated-bid technology
• Adobe Test & Target MVT
Organic
• 30+ Domains, Subdomains, &
Microsites
• 15K Top Priority KWs & URLs
• SEO Tools implementation
• Worldwide Coverage
• 20 countries direct, 70 indirect
through best practices
Site
• 1.8M pages
• ~10M KWs
• 11 major sites
• The 3 pillars of Search are aligned & on the same team
• Adobe Digital Marketing Suite (alpha-testing partner)

7. SEO Engagement Model
1. Align Strategy & Schedules
2. Engaged Early & Often
3. Agree on Process & Metrics
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Execs
User
Interface
Web
Strategy
Paid
Search
Web
Production
Analytics
Global
Teams
(Loc)
Store
Teams
BU &
Product
Mktg
Social
Direct
Mktg
IT
Search
Center of
Excellence
Center of Excellence
Centralize all best practices,
processes, and measurement

8. Components of Google’s Ranking Algorithm
http://www.seomoz.org/article/search-ranking-factors

9. Team Projects

10. Prioritize Projects using Agile Marketing
Benefits
• Adaptable
• Collaborative
• Accountable
• Organized
• Measureable
http://searchengineland.com/have-you-adopted-agile-marketing-yet-2-127247
http://www.slideshare.net/jcolman/agile-marketing-4-principles-and-13-hacks-
seomoz-mozcon-2012
Scrum methodology
- Prioritized team projects (200+)
- Twice weekly “stand up” meetings
1. what you did?
2. what you’re doing?
3. impediments/challenges?

11. Localization
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
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SEO
Keywords/PLPs
Content
localization
SEO/Geo
review
Page Launch

12. Search & Social (Virtuous Cycle)
Search keywords
inform Social
content strategy
Social conversations
drive Search equity
Search
enhancements
improve Social
ranking
Social
conversations
inform keyword
strategy
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13. Adobe Help
Video Results
• Social content regularly
visible in search engines
• More “shelf space”Adobe.com
Blogs
• ‘Universal search’ results
can include vertical results
such as videos, images,
forums, news and blogs
results.
• By optimizing the social
content for target keywords,
it’s possible to take over the
entire results page.
• Content freshness is an
important part of the new
Google Caffeine algorithm –
page is crawled more
frequently
Google +1
Social in SERPs

14. Impact of Social on SEO
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
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15. Social metrics that impact Search
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• Facebook’s metrics are
substantially better
correlated with
rankings
• Low Twitter
correlation could also
be due to less public
data available
• Red bar is a
benchmark of a
traditional SEO signal
http://www.seomoz.org/article/search-ranking-factors#metrics-4

16. BrightEdge Use Cases
1. Trended Reports – Rank to Visits & Rank to Revenue
2. Global – 20+ countries
3. Linking – internal & external
4. Social - Twitter & Facebook influence
5. Forecasting - Task ROI & Genesis data
6. Paid & Organic – Genesis integration + SearchCenter
7. Task Management – future workflow optimization
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17. Team Projects

18. Project Plan Details
Category SEO Weight Components
External Linking 30% Anchor text links from relevant .coms
Domain Health /
Site Architecture
25% Domain value, site architecture, PLS, XML
Sitemaps, indexing, 404 issues
Content
Optimization
15% Content Quality, Keywords in Title, Headers &
Content
Social Media 15% Blogs optimization/linking, PR optimization,
Facebook/Twitter
Internal Linking 10% Anchor text links from Adobe.com, Blogs,
AdobeTV
Localization 5% Global keyword research, optimization, & QA
Reporting NA Discover dashboard + BrightEdge
Other Digital Assets NA PDFs, Images, Videos
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19. Content Optimization Plan
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1. Identify Keywords
2. Organize
3. Optimize
4. Localize
5. Socialize
6. Report Results

20. Identify Keywords
Other core product storiesCreate PDF story Forms, Signatures, Protection

21. Organize (Messaging Kit used by Editorial)
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22. Optimize Content
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Collaborative document shared with SEO, Paid, Web Strategy, Editorial, and Social teams

23. 2
3
Localize Content

24. Localize Video Content
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Based on source content, local content is created (not
translated) using target keywords for each market

25. Socialize
 KWs shared with teams
 Keyword use in Social
 Optimize other owned
content (Blogs, TV,
Help) & link to target
pages
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26. Share Keywords & URL with Stakeholders
2
6
Target keywords
Keyword theme Search volume
Target URL
Map your subject & keywords
to targeted search page

27. Review Blogs for SEO Best Practices
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2
7
Provide keyword recs for
headers and on-page
content
Use theme-relevant
keywords high in the page
content and in text links to
a relevant page

28. Genesis integration – Rank with Revenue
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29. Key Takeaways
• Strategic
–Customer-focused
• Integrated & Data-driven
–Align with key stakeholders
• Comprehensive
–Plan ahead to capitalize on market opportunities
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31. Social + Search Checklist: Blogs
Items Action Note
Content Determine content strategy by objectives and theme (thought
leadership/news/tips/etc.)
Keywords Consult with product teams for their target keyword for the
products and categories related to the article; leverage keywords
in header and body
Other resources: SEO/SEM keywords, on-site search
queries, social media sites
Title Use keyword in blog post title
Meta Description Use keyword in meta description. Each article should have a unique meta description
Category/Tags Every article should be categorized and tagged. Ensure categories
and tags reflect how customers search for content and identify
themselves (not how company categorizes customers/business
areas).
Categories should be used as a navigation/menu.
Body Text Use keyword in body text throughout the article; balance use of
keywords and maintain an authentic tone of voice
Links Use keyword for linked page in anchor text. Cross link to related
articles
Link to geo pages whenever possible, instead of
US/Global pages
URL Use simple and short URL structure with keyword It’s good to have category name in URL structure
Micro-formats and
Schemas
Use “rel=author” tag to indicate the ownership/editor of each
blog post
See Schema.org and Microformats.org for info
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32. Social + Search Checklist: Blogs (continued)
Items Action Note
Images and Videos Use keyword in file name. Add a short description with keyword
(title and alt tags); Posts with dynamic media are more engaging
for social communities
Use title=“xxxxxxx” and alt=“xxxxxxx” tags
Page Template Apply <H1> to article main header, and <H2> to sub header. Place
social icons on each page where visible to readers
Virtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URL
ending with “.html”
Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site map
Engagement Invite comments and questions on your posts to continue the
conversation; update blog posts w/ new information as it
becomes available to keep content fresh
Cross-Amplification Cross-amplify blog posts on other social networks and other
Adobe channels to extend the reach
Posts on other social networks that link back to blog
should also be keyword optimized (Twitter, Facebook,
Google+, etc.)
Frequency Ensure frequency of content is regular and consistent to ensure
that readership has reason to come back to site
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33. Social + Search Checklist: Facebook
Items Action Notes
Content Determine content strategy by objective and theme
(thought leadership/news/tips/etc.); balance owned
content w/ third party content
Balance use of keywords with tone. Remain
authentic
Engagement Encourage engagement within posts – ask questions,
invite comments, and respond.
Tagging Tag other Facebook pages in posts to extend the reach of
your content
Text Areas Create robust profile (bio, about, description) with
keywords that links back to home page
Frequency Balance frequency of content based on amount of
community engagement
Timing Test different post times to determine which days/time
your community is most engaged
Keywords Consult with product teams for their target keyword for
the products and categories related to social posts.
Include keywords and rich media (photos/videos)
Keyword integration should be shared between all
social media sites
Link to Facebook from
domain
Link to each global Facebook account from country home
page
Facebook Like button Enable Facebook Like on pages
Facebook Open Graph Consider whether use of FB Open Graph makes sense for
your domain
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34. Social + Search Checklist: Twitter
Items Action Note
Profile setup Treat text areas as relevant for search engine indexing –
include keywords and links in bio
Content Determine content strategy by objective and theme
(thought leadership/news/tips/etc.); balance owned
content w/ third party content
Keywords Consult with product teams for their target keyword for
the products and categories related to series of posts;
leverage keywords in tweets
Other resources: SEO/SEM keywords, on-site
search queries, social media sites
URL linking Drop links authentically, don’t overload on anchor text
used
Search & Social teams should be aware of similar
goals & URLs that support that
Influencers Identify and influencers by industry & product and follow
– engage with their content through retweets and
@replies
Twitter button Enable on relevant part of your domain
Hashtags Leverage hashtags that are keyword optimized and
receiving high traffic
Engagement Monitor your @mentions and respond to
questions/comments
Frequency Balance frequency of content based on amount of
community engagement
Timing Test different post times to determine which days/time
your community is most engaged
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35. Social + Search Checklist: Google+
Items Action Note
Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an
individual author
Google+ Individual
Accounts
Tie Google+ to rel-author for individual writers or
bloggers
Google+ Corporate
Account
Set up Google+ Corporate account Include meta description and link back to
corporate domain
Google Profiles Fill in your Google profiles with relevant information &
links
Google +1 button Enable on your domain
Keywords Consult with product teams for their target keyword for
the products and categories related to the article
Other resources: SEO/SEM keywords, on-site
search queries, social media sites
Body Text Use keyword in Google Profiles and Google+ posts
Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of
US/Global pages
Social Media Content All content on social channels should be keyword
optimized , include links and rich media in content
whenever possible
Balancing keywords while staying true to your
voice is critical
Text Fields on Social
Channels
Leverage all available areas on social profiles to fill in
keyword rich content – bios, about sections, content
descriptions, etc.
Prepared by: AJPR LLC 2010 35