Here are the slides from an OMI ‘Google Ranking Factors: Live Critique and Demo’ webinar. Warren Lee explains how Adobe used an advanced customer segmentation strategy that aligned with SEO strategy to drive 350% ROI increases. The webinar also included live review of participant websites and review of SEO best practices.

1. Google Ranking Factors: Live Critique
Speaker: Warren Lee, SEO Manager, Adobe
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. Session Abstract
During this session we learn what is SEO and why it is important.
Basic SEO fundamentals and best practices will be reviewed and SEO
strategies, applicable for both B2B and B2C websites, with an
emphasis on how SEO efforts can be amplified by aligning with other
marketing channels such as paid media and social media will also be
explored.
 In this session, you will:
 Understand SEO best practices and essentials
 Learn how to optimize your SEO by integrating your marketing efforts
 View website examples incorporating successful SEO
 Have the opportunity to share your SEO questions & receive real-time
feedback
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

3. POLL
 Is SEO considered a #1 priority at your company
 A. Yes, very much so. Our exec staff calls out SEO metrics at company
all hands
 B. Some what a priority. Company culture still unsure of the value of
SEO.
 C. Not a company priority.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

4. What is SEO – Why is SEO important
 There are over two billion people
online
 In 2010 alone, more than 226 million
people came online for the first time.
 By 2015, an astounding 2.7 billion
people worldwide will be online.
 That’s about 40% of the world’s
population, which is a lot of potential
customers.
 93% of online experiences begin
with a search engine
 80% of branded searches come from
position 1 organic clicks
 48% of non branded searches come from
position 1 organic clicks * Source Nielsen
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

5. Google Search – Organic Results vs Paid Links
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6. Search Optimization Best Practices
“WE DON’T OPTIMIZE FOR GOOGLE, WE OPTIMIZE FOR BEST
PRACTICES”
User
Experience
Conversion SEO
• CONTENT
• LINKING
• SITE ARCHITECTURE
• SOCIAL MEDIA
http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

7. Ranking Factors
Page Title
First word of Title
Text of internal link
URL name
H1 tag
Text of external link
Body content
First 100 words
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

8. SEO is comprehensive, technical, & impacted by MANY signals
*Source RKG
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

9. Tools – Use data to refine strategies and share in wins
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

10. Strategies – Keywords and content marketing
Top 100 terms: 5.7% of demand
Top 500 terms: 8.9% of demand
Top 1,000 terms: 10.6 of demand
Top 10,000 terms: 18.5% of
demand
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

11. Poll
 Is your primary SEO expert at your company..
 A. Also responsible for paid search success
 B. Also responsible for social media success
 C. Working with both paid search and social media
 D. Not involved with either
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

12. Strategies – SOCIAL MEDIA + SEO
Search
keywords inform
Social content
strategy
Social Social
conversations conversations
inform keyword drive Search
strategy equity
Search
enhancements
improve Social
ranking
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

13. Today, Social Media Promotes SEO Results Across Industries
90%
80%
70%
Pages with one
or more tweets
60%
50%
40%
Pages with one
30%
or more
20% Facebook
10%
Likes/Shares
0%
B2B Insurance Retail Finance
Percentage of top 10 SERP Pages Promoted on Twitter and Facebook
Source BrightEdge Research 2011
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

14. Impact of Social on SEO
Keyword
“social analytics”
December (1 week)
- Rank from 28 to 2
- From 7 Tweets
February (3 weeks)
- Rank from 4 to 2
- From 28 Tweets and
6 Facebook Actions
Source: BrightEdge
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

15. Search plus Your World – “Behind every query is a community”
Search results display
the author’s image
(when author’s +1
profile is tied to the
website
You can +1 the search
result
Searcher is notified if
people in the Plus
network +1d the page
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

16. Google Search plus Your World Checklist (Search &
Social)
Items Action Note
Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to
an individual author
Google+ Individual Tie Google+ to rel-author for individual writers or
Accounts bloggers
Google+ Corporate Set up Google+ Corporate account Include meta description and link back to
Account corporate domain
Google Profiles Fill in your Google profiles with relevant information
& links
Google +1 button Enable on your domain
Keywords Consult with product teams for their target keyword Other resources: SEO/SEM keywords, on-site
for the products and categories related to the article search queries, social media sites
Body Text Use keyword in Google Profiles and Google+ posts
Links Use links through social posts on Google+ Link to geo pages whenever possible, instead
of US/Global pages
Social Media Content All content on social channels should be keyword Balancing keywords while staying true to your
optimized , include links and rich media in content voice is critical
whenever possible
Text Fields on Social Leverage all available areas on social profiles to fill
Channels in keyword rich content – bios, about sections,
content descriptions, etc.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
Prepared by: AJPR LLC 2010

17. Internal linking
Keyword/URL Mapping Document Map your subject & keywords
to the targeted search page
Target keywords Target
Keyword Search URL
theme volume
1
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

18. Strategies – Cross channel alignment
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18

19. Paid and Natural Search Alignment
How do changes in paid
search impact SEO & do SEO
changes impact paid search?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

20. Meta Description Optimization Tests
Meta descriptions targeted at different points in the purchase funnel
Awareness
Consideration
Purchase
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

21. Example Site – GOOD SEO
 Keywords in front of
title tag and in meta
description (bolding)
 Keywords in URL
 Develop unique
strong content on the
page
 Use keywords in
main header (H1)
 Use keywords in
secondary headers
 Use keywords in
paragraphs across
the page (higher on
the page preferred)
 Use Keywords in link
text (cross-links)
2
1
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

22. Key Takeaway’s
 Use data to drive keyword strategy that aligns
with other marketing channels and business
objectives
 Apply SEO best practices within all cross
functional areas early and often
 Top SEO best practices
 CONTENT: Make sure that each page is unique, and contains on page
optimization
 LINKING: Well linked to internally and externally
 ACCESSIBILITY & ARCHITECTURE: Use XML sitemaps, and
robots.txt files
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22

23. Q&A
QUESTIONS?
FEEL FREE TO FOLLOW UP WITH QUESTION
PERSONAL EMAIL: Warren@seo-cubed.com
TWITTER:SEOCUBED
THANKS!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

24. APPENDIX
http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-
Wins-94-of-Time
http://www.flickr.com/photos/dpstyles/7183763026/
Tools showcased:
Adobe site catalyst
http://www.adobe.com/products/sitecatalyst.html
BrightEdge
http://www.brightedge.com
Link Checker – Checks broken links
https://addons.mozilla.org/en-US/firefox/addon/linkchecker/
Web Developer toolbar – Checks things like H1 tags, meta data, # of links on the page
https://addons.mozilla.org/en-US/firefox/addon/web-developer/?src=search
SEOMoz Tool bar – Nice to quickly measure link authority and social authority of
competitors
http://www.seomoz.org/seo-toolbar
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24

25. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.