Global Search Optimization & Content Marketing at Adobe Experience Manager Globalization Summit How to develop a multilingual content & search optimization plan. 1. Focus on customer satisfaction by aligning to the customer journey to develop digital shelf space. 2. Develop best practices related to the SEO algorithm and ranking mix, website signals, and use of content management systems 3. Align SEO & Localization teams on an operational process involving vendors, tools, a review & localization workflow. 4. Be data driven by focusing on key results for both brand & non-brand keyword optimization.

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Can your customers find you globally? Search Optimization and Content Marketing
Dave Lloyd, Sr. Manager Global Search - Adobe
Alison Strahan, Sr. International Program Manager, Globalization - Adobe

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Dave Lloyd
Senior Manager Global Search, Adobe
dalloyd@adobe.com / @davelloyd1

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Alison Strahan
Senior International Program Manager
Marketing Communications & Learning Localization

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Agenda
1 | Overview
2 | Global SEO for Adobe.com
5 | Vendor integration with Experience Manager
4 | Localization
3 | Content Optimization Plan

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Common SEO Myths
Only about keywords
Rankings are easily manipulated
Global duplicate content has no SEO impact
Doesn’t require adaptation

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74% of Adobe’s Marketing Spend is on Digital

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Improving SEO Performance
Data-Driven (Performance)
Customer Satisfaction (People)
Best Practices (Process)
Execute Consistently

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Customer Satisfaction

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Adobe.com – how we see it from an SEO view

Focus attention on adobe.com, Support, TV, and Blog business areas

Monitor 20,000 SEO keywords, 80 languages, 250 subdomains or regional sites, & 210 competitors

+15% YoY Visitor & Revenue increase
#6 most linked-to web domain

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Align to the customer journey
Content available through the buying process improves Digital Shelf Space
Learning intent (Adobe TV section)
Support intent (Help section)
Consideration intent (Adobe.com)
Paid Search alignment

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How search engines populate results based on your content
Title tag
Meta Description
Stable internal links
Search engines crawl only text and links

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Best practices

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Website Signals to Consider for Search
Global
•
Site structure
•
URL naming convention and ccTLDs
•
Google Webmaster Tools setup
•
Canonicalization & Duplication
•
Href Alternate Language
•
Unique Localization Accessibility
•
Site Architecture
•
Frames site construction
•
Session ID’s, Query parameters
•
Cookie acceptance requirements
•
Secure server setup
•
Entry page requires verification
•
Sitemaps Content
•
Duplicate content
•
Meta elements
•Header tags
•In-line CSS
•Alt attributes
Mobile
•
Redirects from desktop to wrong mobile URL
•
Mobile Page Load Speed
•
Mobile bot handling
•
App download interstitials Linking
•
Information architecture & anchor text
•
Internal cross linking
•
External linking Nav Elements
•
Top & Footer navigation
•
Side navigation
•
Excessive links in navigation Server delivery
•
Redirect chains, Javascript redirects, and 302 vs 301 redirects Robots directive
•
Robots.txt file for blocking engines
•
Robots meta tag usage
•
Sitemap inclusion
Site Architecture
•Folder structure
•Internal linkage profile
•Link count per page
•Content taxonomy Site Performance
•CDN requirements
•404 errors
•Image file size optimization
•Static file delivery
•Source order URL Structure
•Keyword usage
•Directory structure
•Limit URL parameters
•Session tracking in URL’s
•Domain strategy HTML Code
•Source code order / structure
•Java script code
•Use of external files

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The SEO mix
Technical & Site Architecture
Linking & Social
Content & Localization
Relevance
Importance
Trust
Issues: keyword-rich copy, URL structure, static vs. dynamic content, schema.org, Flash & AJAX
Impact: brand presence, ranking, clickthrough rate (CTR), conversion
Issues: robots.txt, sitemaps, redirects, parameters, page load, 404 Errors
Impact: crawl efficiency & accuracy, page inclusion
Issues: isolated pages, poor navigation
Impact: ranking, clickable links, crawlability, social correlation
Ranking Impact : 30-50%
Ranking Impact: 30-50%
Ranking Impact : 25%

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Geo targeting challenge: Historically, many Geo sites are outranked by the US or predominant language version sites. Example: US sites outrank Australia, UK, or India English sites, even if searched from those countries.
Solution: Add HrefLang (language/country) annotations to XML Sitemaps indicating to Google which country a specific page is targeting. Results: Improved rankings and increased impressions and clicks from Google
Average Visits: +485%, Revenue: +133%
Href Alt Lang in XML Sitemaps
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Content Optimization Plan (How best to work with your SEO team)
1.
Identify keywords
2.
Organize content
3.
Optimize content
4.
Create content
5.
Localize content
6.
Link to content
7.
Launch process & QA of Recommendations

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

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Keyword Research
For France only

Marketing Digital 1600 - Marketing numérique 70

cross-canal 1900 – multicanal 1000

web analyste 70 - analyste web 40

spécialiste du Digital Marketing 0 - spécialiste du marketing numérique 0

web marketing 1900 - marketing web 260

call center 1900 - centre d'appel 1600

call centre 70

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2. Organize content by message
Target keywords
Demand
Target URL

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3. Optimize content
Target words
Prior URL
New URL
Demand
Header
Title
Meta Description

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4. Create content with SEO in mind
Title tag
URL
Headers (H1)
Images/multimedia tags
Link text
Keywords in body copy
Meta Description (visible in Search results)

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Alison Strahan Senior International Program Manager Marketing Communications & Learning Localization

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Types of deliverables/assets localized

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But there’s more…

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But there’s more…
adobe.com

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But there’s more…
adobe.com

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But there’s more…
adobe.com

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But there’s more…
adobe.com

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But there’s more…
adobe.com
POSA / Packaging

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But there’s more…
adobe.com
POSA / Packaging

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But there’s more…
adobe.com
POSA / Packaging
Channel Certification Training

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But there’s more…
adobe.com
POSA / Packaging
Channel Certification Training
Community translation on ATV

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But there’s more…
adobe.com
POSA / Packaging
Channel Certification Training
Community translation on ATV

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But there’s more…
adobe.com
POSA / Packaging
Channel Certification Training
Community translation on ATV

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But there’s more…
adobe.com
POSA / Packaging
Channel Certification Training
Community translation on ATV

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But there’s more…
adobe.com
POSA / Packaging
Channel Certification Training
Community translation on ATV

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But there’s more…
adobe.com
POSA / Packaging
Channel Certification Training
Community translation on ATV
For all products & teams

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Search Marketing Localization: Process

The Localization team works closely with many members of the Global Search Marketing team on:

Paid Search

SEO

Site Search
Interface with Search reviewers in region on projects.

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Search Marketing Localization Tools

SDL World Server

Localization environment for web marketing copy and software loc.
Google Keyword Planner Tool
Used by vendors and reviewers to research Search terms
Trained by Search team

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Vendor Strategy

Small pool of translation vendors

Most assignments per language, not product

Consistency across a single language

Better Intl User experience across Adobe products

SEARCH localization vendors are the same vendors working on all other deliverables . Consistency and awareness of keyword optimization in other deliverables contribute to improving Intl Search results.

Most vendors with over 5 years of experience with Adobe content
It’s a Partnership!

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Review Process

Review is a necessary step in localizing marketing copy

Independent in-country linguistic reviewers for targeted regions

Regional GEOs (Marketing Managers) sign off on content

Long term engagement works best

Involve reviewers in the NA campaign process.
Search: Global, cross functional review/QA: we all review!
The Marketing Localization team work in partnership with our vendors, GEOs, reviewers, the Adobe Search team and the INTL web team to review , QA and implement SEO data on adobe.com

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1.
In-country keyword research
2.
Each keyword mapped to preferred landing page
3.
Content localized using keywords (content, video, images, links)
4.
Reviewed by INTL Web& SEO & added to Sitemaps
5.
Localized & optimized content goes live
Localization Process
SEO Keywords/PLPs
Content localization
Search/Geo review
Page Launch

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Regional SEO Integration Mirrors NA Approach
Title tag
Headers (H1)
Images/multimedia tags
Link text
Keywords in body copy
Meta Description (visible in Search results)

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Highlights

Vendor and reviewer training in region: investment in success.

Impact of SEO on marketing and translation

Strong partnership with Global Search team and INTL web

Respect for deadlines increases efficiency: SEO is not an afterthought.

Vendors and reviewers: growth of knowledge and expertise.

Information sharing between teams.

Results

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Data-driven

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SEO Dashboard from BrightEdge
1. Page-Centric Reports (addresses ‘Keyword Not Provided’)
2. Trended Rank & KPI Reports with Adobe Analytics integration
3. Global – 20+ countries
4. Linking – internal & external
5. Social - Twitter & Facebook correlation
Target new
opportunities
Measure
success
Act on recommendations
Assess the competition

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Results from non-brand keyword optimization
SEO Growth
300% Visits & 160% Units
SEO Contribution to Overall
Visits up from 4% to 44%
Units from 3% to 21%

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Improving SEO Performance
Data-Driven (Performance)
Customer Satisfaction (People)
Best Practices (Process)
Execute Consistently

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Experience Manager improves your SEO
AEM is SEO-friendly – customer enhancements available in Package Share
If you want content visible for search engines, place it in static content not dynamic content
Responsive Design & Mobile
One site for cross-device experiences improves SEO

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Why integrate?
•
Bring together search analytics and content production
•
Best practices implemented early in SEO workflow
•
Gain user behavior insights to improve user experience Increasing number of partner integrations for AEM 5.6.1 and AEM 6
Search integrations with Adobe Experience Manager

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Page Clarity Detail from SEOClarity - AEM 5.6.1 and AEM 6.0

Content Recommendation

Title

Meta Keywords

Meta Description

H1

H2
Task Assignment

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SEO Toolbox from Searchmetrics - AEM 5.6.1

Page & Social Traffic

Top Keywords

Social Spread

Google +1

Twitter

Facebook

Page Properties

URL

Title

Description

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Content Optimizer from BrightEdge – AEM 5.6.1
Align content with user intent
Optimize at creation time in AEM
Track content performance & leverage across channels

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Dave Lloyd
dalloyd@adobe.com
Twitter: @davelloyd1
LinkedIn: www.linkedin.com/in/davelloyd
Alison Strahan
alisonst@adobe.com

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SEO Localization Process
BU Initiates Web Project
• Project scope defined.
Search, Editorial Localization notified NA web project has begun.
NA Search Team defines keywords
• SEO Keyword/Page recommendations including keywords, link names are determined. Spreadsheet containing the SEO terms handed off to IPM.
Keywords localization initiated
•IPM initiates localization with approved marketing localization vendors 58
Vendors localize and validate keywords for demand
•Keywords are localized (using Google Keyword Planner) for in-country search demand. Title tags, meta descriptions , H1 are localized.
Vendors & GEO’s review SEO terms
• Vendors and Geo’s review /approve keywords based on good search demand and/or choose alternate keyword(s) for terms with low demand.
Keywords, MDs, title tags sent to IPM/ Search Team for Final Review
•Keywords, meta-descriptions, title tags are sent to IPM and Search Team for final review/approval
Keywords integrated into Page Elements
•Web pages sync in WS. Loc. Vendors integrate approved keywords into body copy, including MDs and title tag .
Pages staged in AEM Author. NTL. Web QA’s full SEO Recs
•Full SEO recommendations cross- checked by INTL Web . Any missing metadata implemented.
SEO QA/Pages Go Live
•Pages are QA’d by Search team and INTL Web. Optimized pages pushed live.