Adobe Summit 2017: More Gain, Less Pain - Optimize your content for a better customer journey

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
More Gain, Less Pain
Optimize your content for a better customer journey

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Kirill Kronrod | Manager, Global SEO & Analytics
Yuliana Kronrod | Global SEO Manager

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search Engine Optimization (SEO) is the main driver of traffic
3
15%
33%
52%
Organic
Search
Paid
Search
Email
Display
Referrer
Social
Other
Traffic
Source: 2017 BrightEdge Digital Channel Performance Report

SEO Perception
4

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
SEO Reality

Engagement
CONTENT
DESIGN
IT
WEB
ANALYTICS
GLOBAL & LOC
BU
SOCIAL
TESTING
SEO

Place SEO at the Center of
Your Digital Marketing

Deliver where
customers are
Provide ultimate
user experience
Create compelling
content

Deliver where
customers are
Provide ultimate
user experience
Create compelling
content
Focus on features
Answer user questions
Optimize for conversion
Deliver across devices
Reach customers globally
Go secure with HTTPS
QA SEO content
Identify link mismatch

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Focus on features

Focus on Product Features
11
Why is it important?
In B2B:
 researchers do 12 searches prior to engaging
on a specific brand's site
 71% start with a generic search1
In B2C:
 90% of smartphone users aren’t sure of the
specific brand they want to buy when they
begin shopping2
Sources: 1 Google, The Changing Face of B2B Marketing; 2 Google/Ipsos, Consumers in the Micro-Moment, Wave 3, U.S., n=1,291 online smartphone users 18+, Aug. 2015.

12
How do you do it?
 Research topics
 Create content around features – one per page
 Use engaging content
 70% of B2B audience watch videos throughout their
path to purchase1
 Integrate pages well into site structure
 Reference related features
Source: 1The Changing Face of B2B Marketing (Google study)

Adobe SEO win:
 Feature keywords Share of Voice 57% for
Adobe sites vs competitors
13
Source: BrightEdge

Adobe SEO win:
 Continuous growth in SEO rankings &
visits
14
Tip: produce engaging content focused on features
More details: http://adobe.ly/1TTjz9y
Source: BrightEdge

Answer Questions

Get the Top Spot with Google Quick Answers (aka Featured Snippets)
16
What is it?
 Position “0” in Google’s search results
 Way of presenting answers to users’
questions
 Extracted programmatically from a web page
providing the best answer
 In a paragraph, list, or table format

Get the Top Spot with Google Quick Answers
17
Over 30% of Non-branded keywords are
exploratory (how to, how do I, what is)
Source: Monthly search volume for Document Cloud keywords, Google Search Console data
“How-to” keywords
Other “features”

18
How do you do it?
 Research customer needs
 Net new opportunities for QAs
 Queries that already trigger QA and People-also-ask: Can you answer the question better?
 Create content answering the question
 List - step-by-step guide
 Table - data summary
 Paragraph - a clear definition, explanation
 Optimize SEO elements: title, headers, page copy
 Use images, videos, other supporting materials

19
Source: BrightEdge

20
Tips: create content for exploratory keywords
More details: http://adobe.ly/1podfeS
Source: BrightEdge data
Adobe SEO win:
 Continuous growth in Quick Answer
listings
 87% of listings vs competition

Optimize for Conversion

22
 Targeting users with purchase intent
drives business
How do you do it?
 Add “Buy” CTA to the beginning of Title

23
Adobe SEO win:
 Increase in daily units
 +51% increase in conversion rate
Source: Adobe Analytics

Deliver where
customers are
Provide ultimate
user experience
Create compelling
content
Focus on features
QA SEO content

Deliver across devices with
Accelerated Mobile Pages (AMP)

26
What is it?
 Open-source initiative
 Announced in October 2015
 Easy to create mobile-optimized pages

27
 Mobile visits to sites grew 69%
since 2014
 AMP usage by publishers grew 405%
in 2016
Source: Adobe Digital Insights: Mobile Landscape A Moving Target, https://www.slideshare.net/adobe/adobe-digital-insights-mobile-landscape-a-moving-target

28
How to implement AMP?
 Create corresponding AMP page for each desktop page
 Cross-reference:
 Desktop: <link rel="amphtml" href=“https://www.domain.com/article/amp/” />
 AMP: <link rel=“canonical” href=“https://www.domain.com/article/” />
 Google shows AMP pages in mobile search results

29
Adobe Blogs win:
 65% faster page load
 Reduced page size by 80%
 AMP pages have 64% of Clicks in Google US
Source: WebPageTest tool, Google Search Console

Reach Customers Globally
31
Wrong Geo pages can rank in regional
search engines.
Example: Indian pages in Google UK
What Searchers expect: ₤ (British Pounds)
What they see: Rs. (Rupees)

32
How do you do it?
 Add HrefLang tags in XML sitemaps or in page header
 Indicate language and, optionally, country for each page
 Multiple countries for regional sites
 Submit to Google and verify in Search Console

33
Adobe SEO win:
Regional pages ranking in correct
Google Geo search engines

34
Common Mistakes
 Incorrect country and/or language codes
 Missing HrefLang tags for the page itself
 Use of non-canonical or redirecting URLs
Tip: Avoid common geo-targeting mistakes
More details: http://bit.ly/23C3NXJ

Geo Routing Tool
35
Search engines can expose wrong Geo
URLs in local search results

Geo Routing Tool
36
How do you do it?
 Understand visitor locale based on user’s
IP and/or referring search engine
 Serve a modal linking to respective Geo
website
 One-click experience for Geo users

Deliver where
customers are
Provide ultimate
user experience
Create compelling
content
Focus on features
QA SEO content

Go Secure:
HTTP >> HTTPS

Migrate Blogs to Secure HTTPS Format
39
What is it?
 Secure version of HTTP: communications
between browser and the server are
encrypted
 Only 21% of top-100 sites use HTTPS
 User confidence & click-through
 SEO ranking boost
Source: Wired magazine, 3/2016; Google audit shows 79 of the top 100 sites are non-secure
Secure sites / HTTPS
Non-secure sites

Migrate Blogs to Secure HTTPS Format
40
Adobe SEO win:
 Average position increased by +14%
 Clicks on branded keywords: +17%
Source: Value of SEO rankings in Google, US; BrightEdge DataCube

Content QA Tool

Enabling best user experience with in-house tools: SEO QA
42
Content QA ensures great user experience &
SEO performance

43
How do you do it?
 Create custom software
 Maintain excel file with SEO recommendations
 QA content & code on live or staging sites:
 URL, title, meta description, headers
 Redirect destinations, chains, canonical issues, meta
robots

44
Benefits:
 On-demand and scheduled scans
 Email delivery
 Fast and scalable
 Flexible exceptions rules for foreign characters help
handle multiple languages
Adobe win:
 Identified and fixed 2,600 non-matching elements

Geo Links QA Tool

Geo Links QA Tool
46
Geo linking mismatch hurts
user experience & impacts SEO

Geo Links QA Tool
47
How do you do it?
 Create custom software
 Input file with URLs
 On-demand or scheduled scans with status email
 Flexible exception rules
 Link suggestion and status check

Geo Links QA Tool
48
Benefits:
 Consistent user experience
 SEO benefit: link authority and relevancy is retained within the
country site
Adobe win:
 Identified over 10K non-matching links

Deliver where
customers are
Provide ultimate
user experience
Create compelling
content
Focus on features
QA SEO content

Take the Survey to win!
Survey section of the mobile app
$10 Starbucks Card
SESSION PRIZE
(one per session)
DAILY PRIZE
(one per day)
FUJIFILM X-T10

Kirill Kronrod
kronrod@adobe.com
Twitter: @kronrod
linkedin.com/in/kirillkronrod
Q&A
Yuliana Kronrod
ykronrod@adobe.com
Twitter: @ykronrod
linkedin.com/in/yulianakronrod

Adobe Summit | The Digital Marketing
Conference
March 19-23, 2017, Las Vegas

Adobe Summit 2017: More Gain, Less Pain - Optimize your content for a better customer journey

Adobe Summit 2017: More Gain, Less Pain - Optimize your content for a better customer journey

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Adobe Summit 2017: More Gain, Less Pain - Optimize your content for a better customer journey