Optimize Content for an Impactful Customer Journey
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Transcript of Optimize Content for an Impactful Customer Journey
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimize content for an impactful customer journeyMore Gain, Less Pain
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Kirill KronrodSr. Global SEO Manager
Adobe
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Optimize content for an impactful customer journey
Create Appealing Content
Seize New Opportunitie
s
Deliver Content
Effectively
Target Content Globally
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Create Appealing ContentFocus on Features
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Focus on Product Features
Why it matters? Increased searches for Non-
Branded (product features) keywords
65% search demand for Non-branded keywords (35% Branded)
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Branded KeywordsNon Branded Keywords
Source: Monthly search volume for Document Cloud; Google Keyword Planner
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Focus on Product Features
How do you do it? Create quality content to
engage Use videos, PDFs, images Link to related features Specific instructions if relevant Include CTAs
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO win: 66% Share of Voice vs competitors 60% increase in rankings on Page 1 in
Google 45% growth in SEO visits
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Focus on Product Features
Impact: Increase in Organic rankings
Impact: Share of Voice vs Competitors
Tips: produce engaging content focused on featuresMore details: http://adobe.ly/1TTjz9y
Source: Share of Voice (total value for all ranking keyword) for Document Cloud, BrightEdge dataLower chart: Rankings in Google on Page 1 (blue), BrightEdge data
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
Seize New OpportunitiesQuick Answers Tips
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Own Google Quick Answers
What is it? New way of presenting content
in Google First appeared Sept’14 Position “0” in search results
Opportunity: Quick Answers in Google
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why is it important? Over 25% of Non-branded keywords are exploratory (“how-to”, “how do I”)
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Own Google Quick Answers
Data: ”Exploratory” Keywords
“How-to” keywords
Other “feature” keywords
Source: Monthly search volume for Document Cloud keywords, Google Search Console data
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
Own Google Quick Answers
How do you do it? Create quality, engaging
content Videos, PDFs, other supporting
materials Offer a “How to” step-by-step
guide
Implementation: Engaging content
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tips: create content based on “exploratory” keywordsMore details: http://adobe.ly/1podfeS
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Own Google Quick Answers
SEO win: 90% cumulative “Share of Voice”
vs competitors, four Adobe sites
Impact: ~90% Share of Voice
Source: Share of Voice (total value for all ranking keyword) of Document Cloud keywords, BrightEdge data
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
Deliver Content EffectivelyUse SEO-friendly CMS
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why does it matter? Improve content performance in Organic Search
How do you do it? Streamlined site structure Keyword-based URLs Page templates with lean, well-structured
code Improved content prominence Scaling globally Mobile-friendly
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Use SEO-friendly CMS
SEO-friendly CMS
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
Use SEO-friendly CMS
Impact: Increase in VisitsImpact: Mobile-friendly
Tips: Use SEO-friendly CMS
SEO wins: 307% increase in SEO Visits within a year 287% increase in rankings on Page 1 Ranking on mobile search as well as desktop Great user experience with 47% reduced load
speed
Source: Source: SEO Visits for Document Cloud in UK, 2015, Adobe Analytics dataSource: Rankings on Pages 1-3 in Google; BrightEdge data
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Target Content GloballyGeo Targeting Tips
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why is it important?Wrong Geo pages are ranking in regional search engines.
Example: Indian pages in Google UK What Searchers expect: What they see:
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Improve Geo-targeting
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How do you do it? Create XML Sitemaps (HrefLang) Indicate Geo mapping of each
page Submit XML file to Google
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Improve Geo-targeting
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO win:
Regional pages ranking in right Google Geo search engines
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Improve Geo-targeting
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO win: SEO visits up 720% SEO revenue up 416% Correct Geo pages ranking
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Improve Geo-targeting
Impact: Improved Search Rankings in GeosImpact: Increase in Visits,
Conversions
Tips: implement for all Geos across web propertiesMore details: http://bit.ly/1QUqTCR
Source: SEO Visits for Document Cloud, 2015, Adobe Analytics dataSource: Ranking in Google UK; BrightEdge
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
Kirill [email protected]
Twitter: @kronrodLinkedin.com/in/
kirillkronrod