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Semelhante a Aligning your Web Content Strategy with SEO channel - Adobe Summit 2013 - Dave Lloyd
Semelhante a Aligning your Web Content Strategy with SEO channel - Adobe Summit 2013 - Dave Lloyd (20)
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