Seize the opportunity to create an impactful customer journey.

1. San Francisco

2. EXCEL WITH ENTERPRISE SEO
Seize the opportunity to create an impactful customer journey

3. Daniel Romotsky
Manager, Search Analytics & Innovations
Kirill Kronrod
Manager, Global SEO & Analytics
Yuliana Kronrod
Global SEO Manager

4. SEARCH ENGINE OPTIMIZATION (SEO) IS THE MAIN
DRIVER OF TRAFFIC
15%
34%
51%
Organic
Search
Paid
Search
Email
Display
Referrer
Social
Other
Traffic
Source: 2017 BrightEdge Digital Channel Performance Report

5. SEO PERCEPTION

6. SEO REALITY

7. CONTENT
DESIGN
IT
WEB
ANALYTICS
GLOBAL & LOC
PRODUCT
SOCIAL / PR
TESTING
SEO
ENGAGEMENT

8. GEO Entry Page Keyword Content
Dimensions
Metrics
DATA

9. GEO Entry Page Keyword Content
Dimensions
Metrics
DATA

10. GEO Entry Page Keyword Content
Dimensions
Metrics
DATA

11. PLACE SEARCH AT THE CENTER OF
YOUR DIGITAL MARKETING

12. Identify
opportunities
based on data
Competitive research
Content strategy
One Search
Create and deliver
content effectively
QA for SEO and user
experience
Deliver across devices
Drive continuous
growth
Testing: conversion
optimization
Anomaly detection
1 32

13. 1IDENTIFY OPPORTUNITIES BASED ON DATA

14. COMPETITIVE RESEARCH

15. Why is it important?
• Identify current and emerging competition
• Assess customer and prospect needs
• Identify content gaps and opportunities
• Spot trends in search behavior and SERP
layout and competitors’ response to them
COMPETITIVE RESEARCH

16. Collect information on direct competitors
• Industry analyst reports - Gartner, Forrester
• Product Marketing Managers
• Sales
• Internal competitive bulletins, product
marketing newsletters
• Paid search competitors
Expand research to other sites ranking for
relevant keywords
COMPETITIVE RESEARCH: HOW DO YOU DO IT?

17. Source: BrightEdge Share of Voice Report.
• Build keyword groups - one topic
per group (product feature, use
case, concept)
• Include long-tail variations and
questions (what is, how to)
• Use Share of Voice report in
BrightEdge to see your complete
competitive landscape for a given
topic
COMPETITIVE RESEARCH: HOW DO YOU DO IT?

18. Source: BrightEdge Share of Voice Report.
Research competing sites in BrightEdge Data Cube.
• What content strategies work for them?
• Regular Listings vs. Universal Results:
• Videos
• Carousel
• Quick Answers
• Local 3-pack
• What type of content performs?
• Product pages
• Support content
• Video tutorials
• Long-form articles, blogs
• Glossaries
• News / PR
• Competitors’ site architecture
COMPETITIVE RESEARCH: HOW DO YOU DO IT?

19. • Perform Keyword Gap Analysis by
comparing your site with competitors in
Data Cube to identify additional topics
• Use filters to narrow down the results:
• Category equals Quick Answers
• Keyword contains “how to”
• Keyword does not contain “[brand
name]”
 Work with product, campaign
marketing, and content teams to
define your content strategy based
on findings
COMPETITIVE RESEARCH: HOW DO YOU DO IT?

20. • Blended BrightEdge Weighted Rank x Vol
• Competitive Share of Voice vs direct
competitors
• Trended view: SOV change over time
COMPETITIVE RESEARCH: TRACKING PERFORMANCE

21. CONTENT STRATEGY

22. 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.
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
CONTENT STRATEGY: FOCUS ON PRODUCT FEATURES

23. Source: 1 Google, The Changing Face of B2B Marketing.
How do you do it?
• Research topics, prioritize based on
business needs and search trends
• Create content that focuses on one feature
per page
• Engagement is paramount:
• 70% of B2B audience watch videos
throughout their path to purchase1
• Integrate pages well into site structure
• Cross-link related features
CONTENT STRATEGY: FOCUS ON PRODUCT FEATURES

24. What is it and why is it important?
• Prominent position “0” in Google’s search results, a way of presenting answers to users’
questions.
• Extracted programmatically from a web page providing the best answer.
• Most important - you don’t have to rank #1 to get into Quick Answers!
• In a 2016 study1 of 1M high-CPC search queries, 9.28% percent of commercial
SERPs had featured snippets.
• For one Adobe line of business, > 30% of Non-Branded keywords by search volume
are exploratory: how to, how do I, what is.
Source: 1Whitepaper: How to get more featured snippets, by STAT Search Analytics, https://getstat.com/blog/featured-snippets/
GET THE TOP SPOT WITH GOOGLE QUICK ANSWERS

25. GET THE TOP SPOT WITH GOOGLE QUICK ANSWERS
How do you do it?
• Research customer needs
• Net new opportunities for QAs
• Queries that already trigger QAs:
Can you answer the question better?
• Create content answering the question
• List - step-by-step guide
• Table - data summary
• Paragraph - a definition or explanation
• Optimize SEO elements: title, headers, page copy
• Use images, videos, other supporting materials

26. Adobe SEO win:
• 87% of listings vs competition
• Continuous growth in Quick Answer
listings
• Originally, US only
• Then other English-language
regions
• Now expanded to 10 non-English
locales
GET THE TOP SPOT WITH GOOGLE QUICK ANSWERS

27. ONE SEARCH

28. Source: Adobe Analytics, Google Search Console, Adobe Media Optimizer
Adobe SEO win:
• Leverage Paid Search insights for new content
opportunities.
Adobe Paid Search win:
• Finding opportunities where SEO is ranking.
Adobe One Search win:
• Maximize search performance as a whole.
• Discover co-optimization opportunities.
ONE SEARCH

29. No paid presence,
Consider keyword
expand
Poor CTR, rank gap, High CPC’s
Test content change to improve QS
Strong presence
Consider shelf-space
testing
Find opportunities to test and optimize
ONE SEARCH – KEYWORD INSIGHTS

30. 2CREATE AND DELIVER CONTENT EFFECTIVELY

31. QA FOR SEO AND USER EXPERIENCE

32. ENABLING BEST USER EXPERIENCE WITH SEO QA
TOOLS
Why is it important?
• Content QA ensures great user
experience & SEO performance

33. How do you do it?
• Create custom software or use available
tools such as BrightEdge ContentIQ
• Maintain an 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
ENABLING BEST USER EXPERIENCE WITH SEO QA
TOOLS

34. 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
ENABLING BEST USER EXPERIENCE WITH SEO QA
TOOLS

35. Why is it important?
• Geo linking mismatch
hurts user experience &
impacts SEO
GEO LINKS QA TOOL

36. How do you do it?
• Create custom software
• Input file with URLs
• On-demand or scheduled scans with status email
• Flexible exception rules
• New link suggestion and status check
GEO LINKS QA TOOL

37. Benefits:
• Consistent user experience
• SEO benefit: link authority and relevancy is retained
within the country site
Adobe win:
• Identified over 10K non-matching links
GEO LINKS QA TOOL

38. DELIVER ACROSS DEVICES

39. What is it?
• Open-source initiative
• Announced in October 2015
• Easy to create mobile-optimized
pages
ACCELERATED MOBILE PAGES (AMP)

40. Why is it important?
• Mobile visits to sites grew 69%
since 2014
• AMP usage by publishers grew
405% in 2016
• Originally targeted to news
content
• Expanding to e-com sites
Source: Adobe Digital Insights: Mobile Landscape A Moving Target,
https://www.slideshare.net/adobe/adobe-digital-insights-mobile-landscape-a-moving-target
ACCELERATED MOBILE PAGES (AMP)

41. How to implement AMP?
• Create a 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
ACCELERATED MOBILE PAGES (AMP)

42. Adobe Blogs win:
• 65% faster page load
• Reduced page size by 80%
• AMP pages have 64% of Clicks in Google US
ACCELERATED MOBILE PAGES (AMP)

43. Tracking mobile vs desktop presence
• Monitor performance across devices
• Help understand coverage in SERP
MOBILE VS DESKTOP PERFORMANCE
Only for 8% of keywords, both page and rank were the
same on mobile and desktop.
Tracking mobile vs desktop presence
• 89% of keywords (out of 2530 total) –
different rank on mobile vs desktop
• 33% of keywords – different ranking
pages
• 92% of keywords – different rank
and/or pages

44. 3DRIVE CONTINUOUS GROWTH

45. TESTING: CONVERSION OPTIMIZATION

46. Why is it important?
• Targeting users with
purchase intent drives
business
How do we do it?
• Add “Buy” CTA to the
beginning of Title
CONVERSION OPTIMIZATION

47. Source: Adobe Analytics
Adobe SEO win:
• Increase in daily units
• +51% increase in
conversion rate
CONVERSION OPTIMIZATION

48. ANOMALY DETECTION

49. Why is it important?
• Ensuring continuous growth requires
catching fluctuations to quickly adjust.
How do we do it?
• Gather data (Analytics, GSC,
BrightEdge, Media Optimizer).
• Streamline insights to pin-point issues.
• Quick response to remedy.
ANOMALY DETECTION

50. SEO ANOMALY WORKFLOW
Insight
Page/GEO detected
KW/Page isolated
Search behavior or
media shift seen
Alter strategy – tech
SEO, content, etc.
Notify web team on
impact of site change
Anomaly
Drop in Visits. Where?
Any rank changes?
Change in the SERP?
Has there been a
competitive shift in SERP?
Any on-page content or
link issues?
Detector
Keyword Page Geo Content
Analytics
BrightEdge
Google Search Console + Paid
Search
Competition
Diagnostic

51. Daily
Drop in Visits. Where?
ANOMALY DETECTION - ANALYTICS

52. Drop in Visits. Where?
Using raw hit data, you can:
• Create various data-visualizations to isolate page, geo, etc.
• Pre-filter biggest droppers.
• Do self service deep dives.
Weekly
Seasonal
ANOMALY DETECTION – ADVANCED ANALYTICS

53. Drop in visits.
Any rank changes?
ANOMALY DETECTION – BRIGHTEDGE

54. Drop in visits.
Any changes to the SERP for Organic?
ForecastActuals
Why is it important?
• Capture true historical
impressions/clicks
• Catch changes to SEO
performance at query level
• Forecast organic search
behavior
ANOMALY DETECTION – GOOGLE SEARCH
CONSOLE

55. Drop in visits. Any changes to the SERP?
Google
Search
Console
Paid
Search
Query
Country
Device
Searches
Clicks
Rank
ANOMALY DETECTION – KW INSIGHTS PLATFORM
How do we do it?
• Align historical GSC to
Adobe Media Optimizer
data across various
dimensions
• Set thresholds to isolate
opportunities and movers
& shakers

56. Drop in visits. Any changes to the SERP?
Find changes in query trends across paid and SEO.
Set
Thresholds
Daily, Weekly, Monthly…
⬇ relevance
⬇ interest
⬆ saturation
Insights
ANOMALY DETECTION – MOVERS AND SHAKERS

57. Create an insight manual based on data
Source: Adobe Analytics and Google Search Console
Decrease in search
demand, check market
sentiment.
Consider shelf-space
testing to maximize
spend.
Reduction in click-thru-
rates, inspect page
content
Outcomes
SERP INSIGHTS AND ASSUMPTIONS MATRIX

58. 2. Gather data - Make an ETL’er your
best friend
1. Know your data
GEO Entry page Keyword Content
3. Automate insights with alerts and thresholds
ANOMALY DETECTION – TIPS & TRICKS

59. QUESTIONS
Kirill Kronrod
kronrod@adobe.com
Twitter: @kronrod
linkedin.com/in/kirillkronrod
Yuliana Kronrod
ykronrod@adobe.com
Twitter: @ykronrod
linkedin.com/in/yulianakronrod
Daniel Romotsky
dromotsk@adobe.com
Twitter: @romotsky
linkedin.com/in/daniel-romotsky-0414513

60. THANK YOU!