BrightEdge webinar on winning with Search

Dave Lloyd
Sr. Manager, Global Search Marketing
April 28, 2016
Winning with Search
How Adobe Converts More Customers Online

BRIGHTEDGE CONFIDENTIAL
Proven model to attract and convert more customers online
Scout Competition
5-step methodology -- data-driven approach to drive performance for organic
channel
Identify DemandMeasure Impact
Optimize Content
Strategize
and
Organize

Strategize & Organize for Success
Scout Competition
Optimize Content
Strategize
and
Organize

The Iceberg of Success
Acrobat / Doc Cloud since 2011
7 product launches
2 content reduction initiatives
1 domain migration
1 acquisition
3 brand name changes
7 different key stakeholders
30 major themes optimized
5 current Acrobat content areas

Adobe Acrobat SEO story (2011- present)
How we run the program end to end
Real life examples
Led to
• Significant brand value
• 35% yearly SEO Visits increases
• 241% YoY Visits & 115% Units
increase on non-brand pages (2014)
• Direct impact on Trials & Revenue

The SEO Mix
Content & Localization
RELEVANCE
Ranking impact: 30-50%
Linking & Social
IMPORTANCE
Ranking impact: 30-50%
Site Architecture & Technical
TRUST
Ranking impact: 25%

Pre-Launch Strategy (2012)
Category Weight Progress Components Timeline
Domain Health /
Site Architecture
25% 70% Domain value, total inbound links, site architecture, PLS,
indexing, 404 issues
June >> Launch
Content
Optimization
25% 80% Content Quality, Keywords in Title, Headers & Content June >> Launch
Social 10% 40% URL inclusion in blogs and Facebook Likes, Shares, and
Tweets of the URL
Sept >> Launch
Cross-linking
(internal)
15% 70% Anchor text links from Adobe.com, Blogs, TV, Acrobat.com,
AcrobatUsers, Popular Searches
August >> Launch
Backlinking
(external)
20% N/A Links from theme relevant sites – quality content earns links August >> Launch
Localization 5% 20% Global keyword research, optimization, & QA July >> Launch
Reporting NA Ongoing BrightEdge and Adobe Analytics Ongoing
Digital Media NA 50% PDF and video optimization July >> Launch
Communication NA Ongoing With Execs quarterly and stakeholders ongoing July >> Launch

Strategy - Takeaways
 Cover the full algorithm in planning
 Written plan you can share with stakeholders for
mutual accountability

Educate teams on user experience and SEO best
practices consistently
 Always prioritize Effort vs. Impact

Objective: Align to your customer’s keyword journey
Scout Competition
Optimize Content
Challenge
Identify keywords with:
1. Sufficient demand
2. Relevant content
3. High conversion potential

Identify high-demand topics across the buyers journey
Awareness
Consideration
& Intent
Decision
• “what is a PDF”
• “edit documents”
• “merge to PDF”
• “best PDF software”
• “Acrobat trial”
• “Acrobat price”
• “buy Acrobat”
• “how to merge PDF files”

Meet the customer at their query
Awareness Consideration Decision Retention

Document Cloud Search (Paid + SEO) Strategy
Awareness Conversion
Objective: Drive awareness,
interest and preference early in the
Document Cloud buyer journey
KPIs: Total impressions, top
position on key non-brand terms,
free trials
Example Keywords: PDF to Word,
edit PDF
Objective: Accelerate adoption of
Document Cloud services & Acrobat
through trials and subscriptions
KPIs: DC subscriptions & trials,
Acrobat perpetual units, cost per
subscription
Example Keywords: Buy Acrobat,
Document Cloud Pricing

Search Demand Search Intent Relevant Content
How many search?
Issues: Quantity of searchers,
balance with product & web needs
What is their task or goal?
Issues: Relevant brand & non-brand
queries, competitors, customer
journey
Awareness
Consideration
Purchase
Retention
What can we say about it?
Issue: Delivering optimal content &
conversions
Identify keywords

Google Trends insights (2012)
Search Insight:
Search volume for brand terms like “Acrobat” and “Adobe Acrobat” are trending downwards per Google Trends for
Search. On the other hand Search for Non-branded terms including “PDF” is continuing to rise
Google Trends 2013

Google Trends insights (2013)
Compare brand terms vs. non-brand feature
clusters and synonyms

Align with content stakeholders (Messaging Kit - 2013)

Identify keywords based on story themes
PDF editing 194,200
PDF editor
edit PDF
edit PDF files
how to edit PDF files
PDF editing
135,000
40,500
12,100
6,600
1,600
Merge/combine 112,700
Merge PDF
PDF Merge
Combine PDF
Merge PDF files
Combine PDF files
49,500
27,100
18,100
9,900
8,100
Create: Word to PDF 391,600
Word to PDF
Word to PDF converter
Convert Word to PDF
doc to PDF
how to convert word to PDF
135,000
110,000
74,000
60,500
12,100
Create: scan to PDF 138,800
jpg to PDF
jpeg to PDF
jpg to pdf converter
convert jpg to pdf
Scan to PDF
40,500
27,100
27,100
22,100
22,000
Create PDF 1,409,100
PDF creator
PDF converter
PDF writer
Convert to PDF
Create PDF
1,000,000
301,000
49,500
40,500
18,100
Content reuse 1,253,500
PDF to Word
Convert PDF to Word
PDF to Word converter
How to convert PDF to Word
PDF to doc / PDF to Excel
450,000
301,000
301,000
90,500
60,500
Other core product storiesCreate PDF story

Top targeted terms and rank (2012)
Site Keyword Rank
today
Rank expectation
(end of Q3)
Rank expectation
(end of Q4)
Demand
Acrobat &
Create PDF
PDF Creator 100+ 50 20 1,000,000
Acrobat &
Export PDF
Convert PDF to Word 16 10 7 301,000
Acrobat &
Create PDF
Word to PDF converter 13 7 5 110,000
Acrobat PDF editor 9 6 4 135,000

Data Cube - High Volume, Long Tail, or High Value

Changes in Keyword Search Volume

Data Cube – Site Comparison and Keyword Gap Analysis

Identify Demand - Takeaways
First, do no harm - retain the most targeted organic
traffic
Make a business case for missed-opportunity keywords
(and content improvements) with:
1. High conversion potential
2. Sufficient demand
3. Relevant content
Educate teams regularly on how keywords can be
incorporated throughout all content

Objective: Identify competitors, share of voice, and rank opps
Scout Competition
Optimize Content
Challenge
Many competitors,
even more
keywords, and
difficult to identify
ranking opportunities

Manually identify internal competition to win there first

Create BrightEdge keyword groups
21 Product keyword groups
800+ keywords
8M+ Total Search Volume

Share of Voice, Content Performance, Anomaly Detection

Competitive Position - Takeaways
Work with teams to confirm competitors
SEO, Paid, Social competitors
Business Unit and Product Marketing teams
Inform VIPs regularly of current market share
Use data (Paid + SEO) to share wins and missed
opportunities to get buy-in for ongoing work

Objective: Use best practices to improve dedicated pages and
improve page value
Measure Impact
Optimize Content
Challenge
Sharing best practices
and focusing efforts to
maintain momentum with
other teams
How decisions about
content, design, & linking
might impact future
Search traffic

Align to overall content & product marketing strategy (2012)
Create PDF
HTML to PDF
Print to PDF
Scan to PDF
Office to PDF
Combine PDF
Merge files
Create PDF ports
Add rich media
Page Types
Overview
Solutions Summaries
Product
Solution Details
Product Feature pages

Content Recommendations Plan (2013)
Action Next steps / who Timeframe
Finalize top keyword themes (13) for
Product Features pages
SEO Team Complete
Finalize secondary terms SEO Team Complete
Map keywords to Product Features
pages
SEO & Product Marketing Complete
URL naming SEO Team Complete
Discuss edits to Product pages to focus
on brand terms
SEO and Content 4/19 discussion - in parallel with
decisions on non-brand themes
Title & content edits on brand terms on
Acrobat, Pro, and Standard pages
SEO and Content 4/11 EOW
Search Results analysis of top terms SEO Once updates to Product pages
are complete, do again for
Product Features updates

Content Optimization Plan (2013)
99 pages optimized with Editorial & Messaging for 155 non-brand keywords

Match your content to key customer care points
Product Page Support Page
Quick start guide PDF

Recommendations

Linking strategies to improve user experience
Category Tactics Description
Internal Links Link on theme-relevant non-
brand terms
Identify Adobe.com pages, subdomains, or blogs for
linking on non-brand terms
Internal Links Linking on brand terms Content for linking on brand terms
New Links Leveraging Existing Contacts People we already have working link relationships
with in the tech/software industry
New Links Brand Mention with No Link Pages that mention Adobe but do not have a hyperlink
in place to Adobe.com. Every non-brand KW will have
'Adobe' appended for research query.
Update Links Wrong URL Pages that currently link (with exact or partial) to
Adobe but to the wrong PLP
Update Links Broken Links Pages linking to Adobe but something is wrong in the
code making the link a broken link with no benefit.
Social Guest Posts Articles/Blog Posts written on other sites offering
strategies, tactics etc...crediting Adobe back as a
resource, author or as one of the tools mentioned.
Social Social Promo New Content Creating content for the purpose of "Going Viral" to
increase traffic, branding, social shares and links.

Manually identify internal linking opps
Exact Match Anchor Text Other internal content

Competitive Keyword Analysis (2012) – ‘pdf editor’
Competitors above us have a combination of:
– Root domains (5)
– Dedicated landing page (5)
• Rank in May 2012 (#11)
• Rank in 2013 (#7 for LP and #14 for Pro)
Legend
PR=Quality of URL by Google
Age = Domain Age
BL = Backlinks to URL
BLS = Backlinks to Site
Source: Rank Ranger

Competitive linking data

Optimize Content - Takeaways
Create new content or update previous to improve both
user experience and rankings
Enroll content creation team in the user experience,
Social, Paid Search AND SEO benefits of content
creation
Identify linking opportunities to retain targeted traffic

Objective: Identify KPIs and show performance improvements
Challenge
Choosing the right
data and reporting
on incremental
change

Total Organic Keywords and Rank Change

Conversion data – integration with Adobe Analytics
http://www.brightedge.com/technology/integration/adobe-integration

Acrobat Key Wins (2014)
Product Features pages ↑ 241% Visits
Product Features pages ↑ 115% Units
53% AXI Google Share of Voice vs top
competitors (69% with DEX)
69% of Target Non-branded keywords
on page 1 in Google
SEO Visits from 2011 to 2014

Product home pages
Other pages
Specs, FAQs, full feature list
Industry pages
Buying Guide
Provide insights
60% of entries to Product Features page types
Visitors spend 38% of their time on
Product Features pages, longer
than other page type
Pages with non-brand focus are among the
top performing pages (SEO + all channels)
Product home pages
Other pages
Specs, FAQs, full feature list
Industry pages
Buying Guide

 66% Share of Voice vs competitors
 60% increase in rankings on Page 1 in Google
 45% growth in SEO visits
 65% search demand for Non-branded
keywords (35% Branded))
SEO wins (2015)
Impact: Increase in Organic rankings
Impact: Share of Voice vs Competitors
Tips: produce engaging content focused on features
More details: http://adobe.ly/1TTjz9y
Source: Share of Voice (total value for all ranking keyword) for Document Cloud, BrightEdge data
Branded Keywords
Non Branded
Keywords

Measure Impact - Takeaways
Share what matters
Collaborative and transparent about the ‘why’ and
‘what’ of performance
Insights, beyond data, on what could be improved as a
result

Overall Takeaways
1. Advocate – tell the story of SEO’s value to the end
user
Strategy, Content, Competition, Data
2. Collaborate - build relationships and showcase the
value of other teams
3. Persevere – stay with best practices consistently

BrightEdge webinar on winning with Search

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