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Aligning your web experience program with your largest channel
        Dave Lloyd | Senior Manager, Global Search Marketing




© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   1
Leads a global team delivering organic & site search strategies

                                                                              Prior role: Global SEO Strategy at Cisco

                                                                              Team charter
                                                                                 •               Deliver industry best practices
                                                                                 •               Drive KPI-focused results
                                                                                 •               Align with the Marketing Cloud product teams




         Dave Lloyd
         Senior Manager, Global Search
         dalloyd@adobe.com

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.                  2
Search Vision at Adobe

      The Adobe Search Team is responsible for managing and
      optimizing the Search Experience across the 3 pillars of Search.


                                                                              Paid Search       Organic Search




                                                                                       Site Search
    Maximize the
     integration
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.                 3
Role of Organic Search Marketers today



         Customer-focused

                                                                              Data-Driven

         Optimize Visitor Flow

                             = Results based on Credibility & Collaboration
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How to maximize SEO efforts?

     Strategic
       Be customer-focused through competitive & audience analysis

       Engage closest stakeholders in regular training



     Integrated
       Be involved from beginning in full project lifecycle

       Align SEO best practices with ALL Company & Content Marketing goals



     Comprehensive
       Capitalize on market opportunity to optimize relevant pages globally

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   5
Content Creation for SEO – Challenges & Strategies

                                             Challenges                                         Strategies
       SEO not aligned strategically, early, &                                    Integrate SEO best practices regularly
       often in publishing process                                                into entire content authoring workflow


       Minimal influence of key global                                            Collaborate early on global content
       content assets                                                             priorities to best leverage resources

       Content publishers don’t know or                                           Tight SEO team alignment, training, and
       execute SEO best practices                                                 QA process with all who touch content

Constraints                                                                            Optimal Engagement
- Time, Resources, or Knowledge
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   6
SEO Engagement Model


                                                               Social

                                                                               Paid
                        Web Production
                                                                              Search


             Web
                                                                                       Global
                                                                                                       1. Align Strategy & Schedules
                                                                                       Teams
           Strategy
                                                                                        (Loc)



             BU &
            Product
             Mktg
                                                      Search Center
                                                      of Excellence                    Analytics       2. Engaged Early & Often
             Direct
             Mktg
                                                                                        IT
                                                                                                       3. Agree on Process & Metrics
                                 Store                                        Execs
                                 Teams

                                                              User
                                                            Interface



© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
                                                                                                   7
Optimize team focus to SEO signals

                                         SEO Algorithm                        Team Priorities & Workload




© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content optimization elements


                          Title tag

                                    URL

                                        H1


Images/multimedia tags



Keywords in body copy (density-
3-4%)


                     Links- anchor text


 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   9
BrightEdge beta on CQ

        Tight integration with CQ publishing environment
          Installed on 400 pages & 13 languages for Acrobat.com



        Global rollout
          Improved global leverage, scaling out best practices to teams




        Pattern analysis & outlier identification
          Real-time pattern analysis of sub-optimal SEO content
                     24 fixes related to H1, H2, and meta description
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   10
Key Takeaways


                       Extends global reach of SEO best
                       practices – at time of publishing

                                                                              Enables easier collaboration
                                                                              between SEO & content teams

                    Helps all content stakeholders
                    execute more efficiently

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.           11
Other CQ & Experience Manager sessions
Session                   Time                                     Title
S206                      Wed @ 3:30                               Adobe Experience Manager: Seven secrets to making the most of your digital assets

S201                      Th @ 11                                  Adobe Experience Manager: How to stand out: Survival of the most relevant
S215                      Th @ 11                                  Responsive design for enterprise websites
L610                      Th @ 1:30                                Adobe Experience Manager: Building unique variations of creative content using
                                                                   Scene7
L611                      Th @ 1:30                                Adobe Experience Manager: Build experience-driven commerce websites—and
                                                                   beyond—with Adobe WEM
S204                      Th @ 2:45                                Adobe Experience Manager: Content marketing to build passionate subscribers

S214                      Th @ 2:45                                Adobe Experience Manager: Transforming random social activity into loyalty and
                                                                   revenue
S217                      Th @ 2:45                                The art and science of an Adobe CQ implementation

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.                    12
Dave Lloyd
dalloyd@adobe.com
Twitter: @davelloyd1
LinkedIn: www.linkedin.com/in/davelloyd




© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Aligning your Web Content Strategy with SEO channel - Adobe Summit 2013 - Dave Lloyd

  • 1. Aligning your web experience program with your largest channel Dave Lloyd | Senior Manager, Global Search Marketing © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  • 2. Leads a global team delivering organic & site search strategies Prior role: Global SEO Strategy at Cisco Team charter • Deliver industry best practices • Drive KPI-focused results • Align with the Marketing Cloud product teams Dave Lloyd Senior Manager, Global Search dalloyd@adobe.com © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. Search Vision at Adobe The Adobe Search Team is responsible for managing and optimizing the Search Experience across the 3 pillars of Search. Paid Search Organic Search Site Search Maximize the integration © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 4. Role of Organic Search Marketers today Customer-focused Data-Driven Optimize Visitor Flow = Results based on Credibility & Collaboration © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 5. How to maximize SEO efforts?  Strategic  Be customer-focused through competitive & audience analysis  Engage closest stakeholders in regular training  Integrated  Be involved from beginning in full project lifecycle  Align SEO best practices with ALL Company & Content Marketing goals  Comprehensive  Capitalize on market opportunity to optimize relevant pages globally © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. Content Creation for SEO – Challenges & Strategies Challenges Strategies SEO not aligned strategically, early, & Integrate SEO best practices regularly often in publishing process into entire content authoring workflow Minimal influence of key global Collaborate early on global content content assets priorities to best leverage resources Content publishers don’t know or Tight SEO team alignment, training, and execute SEO best practices QA process with all who touch content Constraints Optimal Engagement - Time, Resources, or Knowledge © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 7. SEO Engagement Model Social Paid Web Production Search Web Global 1. Align Strategy & Schedules Teams Strategy (Loc) BU & Product Mktg Search Center of Excellence Analytics 2. Engaged Early & Often Direct Mktg IT 3. Agree on Process & Metrics Store Execs Teams User Interface © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • 8. Optimize team focus to SEO signals SEO Algorithm Team Priorities & Workload © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 9. Content optimization elements Title tag URL H1 Images/multimedia tags Keywords in body copy (density- 3-4%) Links- anchor text © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 10. BrightEdge beta on CQ  Tight integration with CQ publishing environment  Installed on 400 pages & 13 languages for Acrobat.com  Global rollout  Improved global leverage, scaling out best practices to teams  Pattern analysis & outlier identification  Real-time pattern analysis of sub-optimal SEO content  24 fixes related to H1, H2, and meta description © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • 11. Key Takeaways Extends global reach of SEO best practices – at time of publishing Enables easier collaboration between SEO & content teams Helps all content stakeholders execute more efficiently © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • 12. Other CQ & Experience Manager sessions Session Time Title S206 Wed @ 3:30 Adobe Experience Manager: Seven secrets to making the most of your digital assets S201 Th @ 11 Adobe Experience Manager: How to stand out: Survival of the most relevant S215 Th @ 11 Responsive design for enterprise websites L610 Th @ 1:30 Adobe Experience Manager: Building unique variations of creative content using Scene7 L611 Th @ 1:30 Adobe Experience Manager: Build experience-driven commerce websites—and beyond—with Adobe WEM S204 Th @ 2:45 Adobe Experience Manager: Content marketing to build passionate subscribers S214 Th @ 2:45 Adobe Experience Manager: Transforming random social activity into loyalty and revenue S217 Th @ 2:45 The art and science of an Adobe CQ implementation © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • 13. Dave Lloyd dalloyd@adobe.com Twitter: @davelloyd1 LinkedIn: www.linkedin.com/in/davelloyd © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.