Optimize Content for an Impactful Customer Journey

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 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

© 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


Optimize content for an impactful customer journey

Create Appealing Content

Seize New Opportunitie

s

Deliver Content

Effectively

Target Content Globally


Create Appealing ContentFocus on Features


Focus on Product Features

Why it matters? Increased searches for Non-

Branded (product features) keywords

65% search demand for Non-branded keywords (35% Branded)

6

Branded KeywordsNon Branded Keywords

Source: Monthly search volume for Document Cloud; Google Keyword Planner

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7


How do you do it? Create quality content to

engage Use videos, PDFs, images Link to related features Specific instructions if relevant Include CTAs


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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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

http://adobe.ly/1TTjz9y


Seize New OpportunitiesQuick Answers Tips


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


Why is it important? Over 25% of Non-branded keywords are exploratory (“how-to”, “how do I”)

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Data: ”Exploratory” Keywords

“How-to” keywords

Other “feature” keywords

Source: Monthly search volume for Document Cloud keywords, Google Search Console data



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


Tips: create content based on “exploratory” keywordsMore details: http://adobe.ly/1podfeS

13


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

http://adobe.ly/1podfeS


Deliver Content EffectivelyUse SEO-friendly CMS


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


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


Target Content GloballyGeo Targeting Tips


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


How do you do it? Create XML Sitemaps (HrefLang) Indicate Geo mapping of each

page Submit XML file to Google

19



SEO win:

Regional pages ranking in right Google Geo search engines

20



SEO win: SEO visits up 720% SEO revenue up 416% Correct Geo pages ranking

21


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

http://bit.ly/1QUqTCR


Kirill [email protected]

Twitter: @kronrodLinkedin.com/in/

kirillkronrod

Marketing

Optimize Content for an Impactful Customer Journey